Toys Market to Grow with a CAGR of 4.8% through 2030

The global toys market is expanding due to rising educational awareness, tech-integrated innovations, diverse consumer segments, and growing demand for sustainable, engaging, and development-focused play experiences across all age groups.

According to TechSci Research report, “Toys Market - Global Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030F”, the global toys market was valued at USD 111.81 Billion in 2024 and is expected to reach USD 148.13 Billion by 2030 with a CAGR of 4.8% during the forecast period. The global toys market is navigating a dynamic landscape shaped by shifting consumer behaviors, evolving family structures, and the increasing interplay between physical and digital experiences. As modern parenting trends continue to emphasize meaningful play and quality bonding time, there is a growing inclination toward toys that facilitate shared, cross-generational engagement. This has led to the resurgence of classic play formats such as board games, family-centric crafts, and collaborative kits that blend education with entertainment.

At the same time, the emotional role of toys as comfort tools in early childhood and stress-relievers for adults is becoming more pronounced, giving rise to therapeutic and mindfulness-based toys. Grandparents and extended family members also constitute an influential buyer segment, especially in multigenerational households, further diversifying demand patterns. On the flip side, the market contends with volatility in consumer spending, particularly in uncertain economic environments where toys are often considered discretionary purchases. Rising production costs and fragmented distribution networks place additional pressure on manufacturers to optimize operations without compromising quality.

Furthermore, rapidly changing tastes among children, driven by fast-moving media content and peer influence, create shorter product life cycles and greater forecasting difficulties. Counterfeit and knock-off toys, often sold via unregulated online channels, not only impact brand equity but also raise significant safety concerns. The industry must also contend with the delicate balance between innovation and over-commercialization, as some parents grow wary of excessive screen integration in toys and seek more grounded, imaginative options. Despite these headwinds, the market continues to demonstrate resilience through adaptability—whether by embracing new age groups, experimenting with hybrid formats, or fostering emotionally intelligent design. Success in this sector now hinges on a brand’s ability to offer value-rich experiences, reflect societal values, and remain agile in responding to rapidly evolving consumer expectations and global supply dynamics.

Browse over xx market data Figures spread through xx Pages and an in-depth TOC on "Global Toys Market.” 

The Toys Market is segmented into product type, distribution channel and region.

 Based on distribution channel, online has become one of the most disruptive and fastest-growing distribution channels in the toys market. E-commerce platforms offer a vast assortment, product comparisons, customer reviews, and the convenience of doorstep delivery. Online sales are further boosted by influencer marketing, unboxing videos, and social media ads, which directly impact children’s preferences and parents' purchase decisions. The rise of direct-to-consumer (D2C) toy brands, subscription box services, and mobile-first shopping apps has further transformed how toys are marketed and sold. E-commerce also provides data insights that allow for personalized recommendations and targeted campaigns. During periods of limited physical mobility (e.g., pandemics), online became the primary channel for toy purchases. Its scalability, reach, and adaptability make it an indispensable part of modern toy retail.

Based on region, Asia-Pacific is the fastest-growing region in the global toys market, fueled by a large and young population, rising disposable incomes, urbanization, and increasing awareness of educational toys. Countries such as China, India, Japan, and Indonesia are witnessing rapid growth in both domestic consumption and production of toys. China, in particular, plays a dual role as the world’s largest toy exporter and an expanding consumer market due to its growing middle class and relaxation of child policies. India and Southeast Asian countries are experiencing a surge in demand for affordable, STEM-based, and tech-integrated toys. E-commerce penetration is increasing rapidly across the region, supported by mobile-first consumer behavior and government initiatives promoting digital marketplaces. Additionally, local toy manufacturing ecosystems are being strengthened by policy support and rising concerns over import dependence. With a broad consumer base, evolving lifestyle patterns, and increasing parental investment in early childhood education, Asia-Pacific is poised to remain the primary growth engine for the global toys industry.

Major companies operating in the global toys market are:

• The LEGO Group
•  Hasbro, Inc.
• Mattel, Inc.
• Tomy Company, Ltd.
• Spin Master Corp.
•  VTech Holdings Limited
• Ravensburger AG Group
• geobra Brandstätter Stiftung & Co. KG
• Thames & Kosmos, LLC.
• Rastar Group.

Download Free Sample Report

Customers can also request 10% free customization in this report.

“A significant and socially-driven trend in the toys market is the growing emphasis on inclusivity, diversity, and gender neutrality in toy design and marketing. Consumers and advocacy groups are increasingly pushing back against outdated stereotypes and demanding that toys reflect the diverse realities of today’s children—regardless of gender, race, physical ability, or family background. As a result, toymakers are beginning to reimagine traditional categories such as "boys' toys" and "girls' toys," shifting toward more inclusive product labeling and presentation. Toy aisles are being redesigned to de-emphasize gender-based segregation, and marketing campaigns now often showcase a wider range of children engaging with all types of toys—from dolls and kitchen sets to building blocks and science kits. Several leading toy companies have launched gender-neutral lines or adapted existing ones to reflect broader representation”, said Mr. Karan Chechi, Research Director of TechSci Research, a research-based management consulting firm.

"Toys Market – Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Product Type (Outdoors and Sports Games, Dolls, Construction Toys, Games & Puzzles, Vehicles, Soft Toys, Others), By Distribution Channel  (Supermarket/Hypermarket, Specialty Store, Online, Others), By Region & Competition, 2020-2030F”, has evaluated the future growth potential of global toys 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 market.

Contact Us-

TechSci Research LLC                                                                                              

420 Lexington Avenue, Suite 300,

New York, United States- 10170

M: +13322586602

Email: [email protected]

Website: www.techsciresearch.com