Toys and Games Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)

The Report Covers Global Toys and Games Market Share & Growth and It is Segmented by Product Type (Games and Puzzles, Video Games, Construction Toys, Dolls and Accessories, Outdoor and Sports Toys, and Other Product Types), Distribution Channel (Online and Offline Channels), and Geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa). The Report Offers Market Sizes and Values in USD Million During the Forecast Period for the Above Segments.

Toys & Games Market Size

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Toys And Games Market Summary
Study Period 2019 - 2029
Base Year For Estimation 2023
CAGR (2024 - 2029) 9.91 %
Fastest Growing Market Asia Pacific
Largest Market North America
Market Concentration Low

Major Players

Toys And Games Market Major Players

*Disclaimer: Major Players sorted in no particular order


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Toys & Games Market Analysis

The Toys And Games Market is expected to register a CAGR of 9.91% during the forecast period.

Due to the increase in disposable income and the presence of millennials and the Generation Z population, the games market is growing. Middle-range toys and games accounted for the highest sales in many countries. Outdoor and sports toys contributed the major share of the market studied, followed by dolls. Consumer inclination toward movies and cartoons drives the sales of action figures and accessories. The launch of new movies or cartoons further boosts the sales of action figures and accessories, making it the fastest-growing segment. Therefore, companies have taken initiatives to add more toys, especially in the holiday season, including Christmas, when the sales of toys and games fiercely increase.

Major players are launching their products and games on online platforms and the retail market. E-commerce websites, such as eBay, Amazon, and Walmart, have different construction toys, puzzle games, dolls, and many other games. The companies are also making video advertisements of their products and launching them on social media platforms. These days, kids are more active on social media. They watch games and play them online as well. These factors are expected to drive the growth of the market over the forecast period.

Toys & Games Market Trends

Influence of Technology is Promoting Video Games

Globally, the video game industry has developed a recurring revenue model over the past few years due to continuous video game engagement. As technology expands, consumer spending on video content, virtual reality products, and video game tournaments has witnessed significant growth. Also, all age groups of people are playing video games. Some play games for comfort and relaxation, while others play to win rewards. The market is observing exponential growth due to factors such as the expansion of mobile and online gaming and the shift from physical to digital distribution of software. Furthermore, the factors governing the success of the market are local leagues and the franchising approach, the arrival of new game formats and competitions, the approval of content rights sales, team profitability, and the impact of industry convergence involving traditional media, entertainment, telecom, and sports companies.

Toys and Games Market: Consumers Playing Video Games, By Age Groups, USA, 2022

Asia-Pacific is the Fastest Growing Market

The major factor driving the prosperity of the Asia-Pacific toys and games market is the rising preference for educational toys beyond core skills. Asia- Pacific countries have many world-famous games such as Warcraft, Dungeon & Fighter, and Fifa Online. After the release of the popular online game PUBG, India launched FAU-G, an online battlefield game, in October 2021. According to the Game Committee of the Publishers Association of China, the revenue of browser games in China in 2021 was USD 868,140,000. The gaming industry in the region is increasing owing to its younger and millennial population. The students going to colleges and universities spend their free time gaming to relax. Parents these days are conscious of their kids' intelligence and let them play brain games either online or offline.

Toys and Games Market: Market Size (%), Global, 2021

Toys & Games Industry Overview

The toys and games market is highly competitive, and it is dominated by Mattel Inc., Hasbro Inc., LEGO Group, and Spin Master Ltd, among others. The key players are focusing on introducing new products in the market to cater to the interests of consumers. New product development is the most preferred strategy in the toys and games market. Moreover, these players are embarking on mergers and acquisitions as one of their key strategies to achieve consolidation and optimize their offerings. Additionally, key players merging with local players to gain dominance in local markets is among the most effective strategies in the market studied.

Toys & Games Market Leaders

  1. Mattel Inc.

  2. Lego Group

  3. Hasbro Inc.

  4. Takara Tomy Co. Ltd

  5. Spin Master Ltd.

*Disclaimer: Major Players sorted in no particular order

Toys And Games Market Concentration
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Toys & Games Market News

  • October 2022: The Lego Group announced the Lego Marvel Studios Release, The Iron Man Hulkbuster set, featuring Iron Man as he appeared in Infinity Saga - Age of Ultron, a mega-hit film.
  • September 2022: Mattel introduced Bruno the Brake Car, the first autistic character in the iconic Thomas & Friends franchise.
  • September 2022: The Lego Group announced a new Lego Marvel Black Panther Set to celebrate one of the greatest Marvel superheroes of all time.

Toys & Games Market Report - Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Product Type

      1. 5.1.1 Games and Puzzles

      2. 5.1.2 Video Games

      3. 5.1.3 Construction Toys

      4. 5.1.4 Dolls and Accessories

      5. 5.1.5 Outdoor and Sports Toys

      6. 5.1.6 Other Product Types

    2. 5.2 By Distribution Channel

      1. 5.2.1 Online Channel

      2. 5.2.2 Offline Channel

    3. 5.3 By Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Spain

        2. United Kingdom

        3. Germany

        4. France

        5. Italy

        6. Russia

        7. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. China

        2. Japan

        3. India

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East and Africa

        1. South Africa

        2. Saudi Arabia

        3. Rest of Middle East and Africa


    1. 6.1 Most Active Companies

    2. 6.2 Market Share Analysis

    3. 6.3 Company Profiles

      1. 6.3.1 Mattel Inc.

      2. 6.3.2 Hasbro Inc.

      3. 6.3.3 Lego Group

      4. 6.3.4 Takara Tomy Co. Ltd

      5. 6.3.5 Bandai Namco Holdings Inc.

      6. 6.3.6 Simba-Dickie Group

      7. 6.3.7 Spin Master Ltd

      8. 6.3.8 AOSHIMA BUNKA KYOZAI Co. Ltd

      9. 6.3.9 Moose Enterprise Holdings Pty Ltd

      10. 6.3.10 Tru Kids Inc.

    4. *List Not Exhaustive

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Toys & Games Industry Segmentation

Toys and games are tools of play that hold an important part in social life. These products are mainly intended for use by children, though they have also been marketed to adults under certain circumstances. The market studied is segmented by product type, distribution channel, and geography. Based on product type, the market is segmented into games and puzzles, video games, construction toys, dolls and accessories, outdoor and sports toys, and other product types. Based on the distribution channel, the market is segmented into offline channels and online channels. Based on geography, the market is segmented into North America, Europe, Asia-Pacific, South America, and Middle East and Africa. For each segment, the market sizing and forecasts have been done on the basis of value (in USD million).

By Product Type
Games and Puzzles
Video Games
Construction Toys
Dolls and Accessories
Outdoor and Sports Toys
Other Product Types
By Distribution Channel
Online Channel
Offline Channel
By Geography
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle East and Africa
South Africa
Saudi Arabia
Rest of Middle East and Africa
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Toys & Games Market Research FAQs

The Toys and Games Market is projected to register a CAGR of 9.91% during the forecast period (2024-2029)

Mattel Inc., Lego Group, Hasbro Inc., Takara Tomy Co. Ltd and Spin Master Ltd. are the major companies operating in the Toys and Games Market.

Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2024-2029).

In 2024, the North America accounts for the largest market share in Toys and Games Market.

The report covers the Toys and Games Market historical market size for years: 2019, 2020, 2021, 2022 and 2023. The report also forecasts the Toys and Games Market size for years: 2024, 2025, 2026, 2027, 2028 and 2029.

The initiatives taken by Toy Manufacturers to reduce environmental impact are a) Increasing efforts to use recycled materials and reduce packaging waste b) Promoting eco-friendly production practices

Toys and Games Industry Report

The global toys and games market is witnessing expansion due to factors such as increased interest in green toys, the resurgence of traditional toys and video games, and awareness about the cognitive benefits of building toys. The rising popularity of mobile-based gaming and traditional recreational activities like construction sets and puzzles among younger generations also drive the market. The demand for dolls and STEM-based games and toys remains high due to their appeal to children and collectors, providing a valuable learning experience while being entertaining. The market is experiencing growth in tech-based toys, with sustainability and digitalization being key focus areas. Children's preferences are shifting from traditional toys to digital entertainment forms like video games, mobile apps, and virtual reality experiences. The electronic games category dominates the market with the largest revenue share, while the games and puzzles segment is forecasted to grow at the fastest rate. The 15 years and above age group recorded the largest market share, with the offline channel dominating the global market. However, the online distribution channel segment is estimated to grow rapidly. Mordor Intelligence™ Industry Reports provide statistics for the Toys and Games market share, size, and revenue growth rate, including a market forecast outlook and a historical overview. A sample of this industry analysis is available as a free report PDF download.

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Toys and Games Market Size & Share Analysis - Growth Trends & Forecasts (2024 - 2029)