Toys and Games Market Grow with a CAGR of 4.42% through 2030
The Global Toys and Games
Market is growing due to rising demand for educational and tech-integrated
toys, growing e-commerce penetration, and growing popularity of licensed merchandise.
According to
TechSci Research report, “Toys and Games Market – Global Industry Size,
Share, Trends, Competition Forecast & Opportunities, 2030F”, the global
Toys and Games Market stood at USD 335.42
Billion in 2024 and is expected to grow USD 434.79
Billion by 2030 with a CAGR of 4.42% during the forecast period. The
global toys and games market sits at the crossroads of entertainment,
education, and lifestyle, and it has proved remarkably adaptable in the face of
shifting demographics and macro-economic jolts. Parents everywhere increasingly
view play as a pathway to social-emotional learning, while adults—energised by
nostalgia and stress-relief rituals—are rediscovering board games, construction
sets, and collectible figures. This broadening audience is complemented by a
richer mix of price points, from pocket-money impulse buys to premium “kidult”
display pieces. Meanwhile, governments are urging localised manufacturing and
greener materials, adding policy momentum to consumer demand for safer, more
sustainable products. Together, these forces have created a market that is less
cyclical than many discretionary categories, with growth stemming not from any
single region or income band but from a widening tapestry of play patterns and
cultural touchpoints.
Technological
convergence is reshaping that tapestry in real time. Toy makers now treat
connected play as a baseline feature, weaving augmented reality overlays,
conversational AI, and app-enabled progression systems into dolls, puzzles, and
role-play gear. A high-profile example is Mattel’s February 2024 partnership
with Zynga-owned Rollic to launch a Barbie mobile game; the initiative
positions the world’s best-known fashion doll as an ever-evolving digital
companion rather than a static physical object, underscoring how hybrid
ecosystems are becoming table stakes for global brands.
Licensing
and co-creation partnerships amplify that innovation cycle by wrapping beloved
intellectual property around fresh mechanics and narratives. In October 2023,
Tomy secured exclusive worldwide distribution rights for Identity Games’ new
titles Medical Mysteries and Battle Royale: Last One Standing, strengthening
its position in the fast-growing cooperative escape-room niche. In April 2024,
Hasbro turned heads by handing global (ex-Asia) Power Rangers toy rights to
Playmates Toys, signalling a strategy that leverages external specialists to
revitalise evergreen franchises ahead of a kid-targeted Mighty Morphin line
slated for 2025. And even before Greta Gerwig’s blockbuster hit cinemas, Mattel
tapped the film’s buzz by unveiling Barbie the Movie dolls in June 2023, each
dressed in screen-accurate outfits that let collectors stage their own slice of
“Barbiecore” at home.
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"Global Toys and Games Market”
The global Toys
and Games Market is segmented into product type, distribution channel, and
region.
Based on distribution
channel, Specialty stores have emerged as the dominating segment in the global
toys and games market due to their curated product offerings, expert staff, and
immersive in-store experiences. These stores focus exclusively on toys and
games, allowing for a broader and more specialized inventory compared to
general retail outlets. Parents and gift buyers often prefer specialty stores
for their knowledgeable recommendations, high-quality selections, and
availability of niche or educational products not typically found in mass
retailers. Additionally, specialty stores frequently host in-store
demonstrations, game nights, and product launches, creating interactive
environments that engage both children and adults. Their ability to showcase
premium, branded, and collectible items, along with personalized service,
positions them as key destinations for discerning and experience-driven
shoppers.
Based
on region, Asia Pacific is currently the fastest-growing region in the global
toys and games market, fueled by rising disposable incomes, digital-savvy
consumers, and booming urbanization across India, China, Southeast Asia, and
beyond. The region benefits from strong growth in educational and smart
toys—such as STEM kits and app-integrated learning devices—alongside a thriving
market for games, puzzles, and collectible “designer toys” that have gained
viral popularity across demographics. Major markets such as India are seeing
dynamic expansion, while Southeast Asia’s kidult culture and influencer-driven
trends are propelling product innovation and demand.
Major companies
operating in the global Toys and Games Market are:
- Spin
Master
- The
Lego Group
- Sanrio
Co., Ltd.
- Playmates
Toys Limited
- JAKKS
Pacific, Inc.
- Mattel
- Hasbro
- Schylling
- Bandai
Namco Holdings Inc.
- Dream
International Limited
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“The global toys and games market is
driven by rising demand for educational and tech-integrated toys, increasing
online sales, growing popularity of licensed merchandise, and expanding adult
interest in collectibles. Key trends include the rise of kidult culture,
sustainable and eco-friendly toy innovations, hybrid digital-physical play
experiences, and gender-neutral product designs. Companies are focusing on
immersive storytelling and cross-platform engagement to capture wider audiences”, said Mr. Karan Chechi, Research Director of TechSci Research, a research-based
management consulting firm.
“Toys and Games Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Product Type (Plush Toys, Infant /Preschool Toys, Activity Toys, Dolls, Games and Puzzles, Others), By Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online, Others), By Region & Competition, 2020-2030F”,
has evaluated the future growth potential of global Toys and Games Market and
provides statistics & information on market size, structure and future
market growth. The report intends to provide cutting-edge market intelligence
and help decision makers take sound investment decisions. Besides, the report
also identifies and analyzes the emerging trends along with essential drivers,
challenges, and opportunities in the global Toys and Games Market.
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