The global toys market was valued at USD92.69 billion in 2020 and is expected to reach USD118.65 billion by 2026F with a CAGR of 4.47% during the forecast period. The global toys market is driven by growing demand for educational toys, growing awareness related to benefits of toys on children’s cognitive development, increasing toy subscription services and rising disposable income. Toys play a vital role in developing children’s mind by improving their thought process and decision-making ability.


This increases the creative ability of children and help them in thinking out of the box and grow and learn new things. There has been a rise in demand for educational toys in the market because children focus more on a task for larger span of time, which helps them to concentrate and develop social and emotional intelligence, hence companies are launching new tech toys in the market such as Wonder Workshop company, which has introduced the new dot creativity kit.


Toy manufacturers today keep up with the fast-changing world by providing age-appropriate playthings for children's enjoyment and to challenge their creativity and imagination. Small children are no longer considered the industry's main target demographic, and industry leaders are also focusing their marketing efforts on older children as well.


The global toys market is segmented into product type, distribution channels, and region. Based on product type, the global toys market is segmented into outdoors and sports games, dolls, games & puzzles, construction toys, vehicles, soft toys, and others. Among them, outdoor and sports games is dominating the global toys market as these help in overall development of the children. Based on distribution channel, the global toys market is segmented into supermarket/hypermarket, specialty store, online and others. Among them, supermarket/hypermarket segment dominates the global toys market due to availability of a wide variety of toys for all age groups.


Regionally, the global toys market is segmented into North America, Asia- Pacific, Europe, South America, and Middle East & Africa. Among these regions, Asia- Pacific is the fastest growing region in the global toys market due to rising number of children population and increasing purchasing power of people in the region. In addition to this, Asia Pacific is the largest exporter of toys, with China being the major exporter of toys across the world. China exported around 65% toys in 2019 which valued approximately USD33.2 billion in the world trade.

The LEGO Group, Hasbro, Inc., Mattel Inc., Tomy Company, Ltd., Spin Master Corp., and others are some of the prominent players operating in the global toys market. To remain competitive in the market, companies are continuously engaged in mergers & acquisitions, product developments, new product launches and others strategic developments. For instance, in July 2020, The LEGO Group announced the release of a LEGO Nintendo Entertainment System (NES) Building kit for adults, allowing people to build their own NES console out of LEGO bricks. The new product of the LEGO Group and Nintendo collaboration includes a brick-built NES model with realistic details, as well as a LEGO television set in the style of the 1980s, for nostalgic gamers and LEGO fans both.

Years considered for this report:

Historical Years: 2016-2019

Base Year: 2020

Estimated Year: 2021E

Forecast Period: 2022F-2026F

Objective of the Study:

1.   To analyze the historical growth in the market size of the global toys market from 2016 to 2020.

2.    To estimate and forecast the market size of the global toys market from 2021 to 2026 and growth rate until 2026.

3.    To classify and forecast the global toys market based on product type, distribution channel, region and company.

4.    To identify dominant region or segment in the global toys market.

5.    To identify drivers and challenges for the global toys market.

6.    To examine competitive developments such as expansions, new product launches, mergers & acquisitions, etc., in the global toys market.

7.    To identify and analyze the profile of leading players operating in the global toys market.

8.    To identify key sustainable strategies adopted by market players in the global toys market.


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TechSci Research performed both primary as well as exhaustive secondary research for this study. Initially, TechSci Research sourced a list of manufacturers across the globe. Subsequently, TechSci Research conducted primary research surveys with the identified companies. While interviewing, the respondents were also enquired about their competitors. Through this technique, TechSci Research could include the manufacturers which could not be identified due to the limitations of secondary research. TechSci Research analyzed the manufacturers, distribution channels and presence of all major players across the globe.

TechSci Research calculated the market size of global toys market using a top-down approach, wherein data for various end-user segments was recorded and forecast for the future years. TechSci Research sourced these values from the industry experts and company representatives and externally validated through analyzing historical data of these product types for getting an appropriate, overall market size. Various secondary sources such as company websites, news articles, press releases, company annual reports, investor presentations and financial reports were also studied by TechSci Research.

Key Target Audience:

·         Toys manufacturers, suppliers, distributors, and other stakeholders

·         Market research and consulting firms

·         Government bodies such as regulating authorities and policy makers

·         Organizations, forums, and alliances related to toys

The study is useful in providing answers to several critical questions that are important for the industry stakeholders such as manufacturers, suppliers and partners, end users, etc., besides allowing them in strategizing investments and capitalizing on market opportunities.

Report Scope:

In this report, global toys market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

  • Global Toys Market, By Product Type:
    • Outdoors and Sports games
    • Dolls
    • Games & Puzzles
    • Construction Toys
    • Vehicles
    • Soft Toys
    • Others (Action Figures & Accessories, Arts & Crafts, etc.)

·         Global Toys Market, By Distributional Channel:

    • Supermarket/Hypermarket
    • Specialty Store
    • Online
    • Others (Stationery Stores, Gift shops, Kiosk etc.)

·         Global Toys Market, By Region:

    • North America
      • United States
      • Canada
      • Mexico
    • Asia Pacific
      • China
      • India
      • Japan
      • Australia
      • South Korea
    • Europe
      • Germany
      • United Kingdom
      • France
      • Italy
      • Spain
    • South America
      • Brazil
      • Argentina
      • Colombia
    • Middle East & Africa
      • Saudi Arabia
      • UAE
      • South Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the global toys market.

Available Customizations:

With the given market data, TechSci Research offers customizations according to a company’s specific needs. The following customization options are available for the report:

Company Information

Detailed analysis and profiling of additional market players (up to five).

1.    Product Overview

2.    Research Methodology

3.    Impact of COVID-19 on Global Toys Market

4.    Voice of Customer

4.1.  Factors Influencing Purchase Decision

4.2.  Frequency of Usage & Purchase

4.3.  Brand Awareness

4.4.  Sources of Information Conferred

5.    Executive Summary

6.    Global Toys Market Outlook

6.1.   Market Size and Forecast

6.1.1. By Value

6.2.   Market Share and Forecast

6.2.1. By Product Type (Outdoors and Sports games, Dolls, Construction Toys, Games & Puzzles, Vehicles, Soft Toys, Others (Action Figures & Accessories, Arts & Crafts, etc.))

6.2.2. By Distribution Channel (Supermarket/Hypermarket, Specialty Store, Online, Others (Stationery Stores, Gift Shops, Kiosk etc.)

6.2.3. By Region

6.2.4. By Company (2020)

7.    North America Toys Market Outlook

7.1.  Market Size & Forecast          

7.1.1.     By Value

7.2.  Market Share & Forecast

7.2.1.     By Product Type

7.2.2.     By Distribution Channel

7.2.3.     By Country

7.3.  North America: Country Analysis

7.3.1.     United States Toys Market Outlook

7.3.1.1.         Market Size & Forecast

7.3.1.1.1.             By Value

7.3.1.2.         Market Share & Forecast

7.3.1.2.1.             By Product Type

7.3.1.2.2.             By Distribution Channel

7.3.2.     Canada Toys Market Outlook

7.3.2.1.         Market Size & Forecast

7.3.2.1.1.             By Value

7.3.2.2.         Market Share & Forecast

7.3.2.2.1.             By Product Type

7.3.2.2.2.             By Distribution Channel

7.3.3.     Mexico Toys Market Outlook

7.3.3.1.         Market Size & Forecast

7.3.3.1.1.             By Value

7.3.3.2.         Market Share & Forecast

7.3.3.2.1.             By Product Type

7.3.3.2.2.             By Distribution Channel

8.    Asia-Pacific Toys Market Outlook

8.1.  Market Size & Forecast          

8.1.1.     By Value

8.2.  Market Share & Forecast

8.2.1.     By Product Type

8.2.2.     By Distribution Channel

8.2.3.     By Country

8.3.  Asia-Pacific: Country Analysis

8.3.1.     China Toys Market Outlook

8.3.1.1.         Market Size & Forecast

8.3.1.1.1.             By Value

8.3.1.2.         Market Share & Forecast

8.3.1.2.1.             By Product Type

8.3.1.2.2.             By Distribution Channel

8.3.2.     India Toys Market Outlook

8.3.2.1.         Market Size & Forecast

8.3.2.1.1.             By Value

8.3.2.2.         Market Share & Forecast

8.3.2.2.1.             By Product Type

8.3.2.2.2.             By Distribution Channel

8.3.3.     Japan Toys Market Outlook

8.3.3.1.         Market Size & Forecast

8.3.3.1.1.             By Value

8.3.3.2.         Market Share & Forecast

8.3.3.2.1.             By Product Type

8.3.3.2.2.             By Distribution Channel

8.3.4.     Australia Toys Market Outlook

8.3.4.1.         Market Size & Forecast

8.3.4.1.1.             By Value

8.3.4.2.         Market Share & Forecast

8.3.4.2.1.             By Product Type

8.3.4.2.2.             By Distribution Channel

8.3.5.      South Korea Toys Market Outlook

8.3.5.1.         Market Size & Forecast

8.3.5.1.1.             By Value

8.3.5.2.         Market Share & Forecast

8.3.5.2.1.             By Product Type

8.3.5.2.2.             By Distribution Channel

9.    Europe Toys Market Outlook

9.1.   Market Size & Forecast          

9.1.1.     By Value

9.2.  Market Share & Forecast

9.2.1.     By Product Type

9.2.2.     By Distribution Channel

9.2.3.     By Country

9.3.  Europe: Country Analysis

9.3.1.     Germany Toys Market Outlook

9.3.1.1.         Market Size & Forecast

9.3.1.1.1.             By Value

9.3.1.2.         Market Share & Forecast

9.3.1.2.1.             By Product Type

9.3.1.2.2.             By Distribution Channel

9.3.2.     United Kingdom Toys Market Outlook

9.3.2.1.         Market Size & Forecast

9.3.2.1.1.             By Value

9.3.2.2.         Market Share & Forecast

9.3.2.2.1.             By Product Type

9.3.2.2.2.             By Distribution Channel

9.3.3.     France Toys Market Outlook

9.3.3.1.         Market Size & Forecast

9.3.3.1.1.             By Value

9.3.3.2.         Market Share & Forecast

9.3.3.2.1.             By Product Type

9.3.3.2.2.             By Distribution Channel

9.3.4.     Italy Toys Market Outlook

9.3.4.1.         Market Size & Forecast

9.3.4.1.1.             By Value

9.3.4.2.         Market Share & Forecast

9.3.4.2.1.             By Product Type

9.3.4.2.2.             By Distribution Channel

9.3.5.     Spain Toys Market Outlook

9.3.5.1.         Market Size & Forecast

9.3.5.1.1.             By Value

9.3.5.2.         Market Share & Forecast

9.3.5.2.1.             By Product Type

9.3.5.2.2.             By Distribution Channel

10.  South America Toys Market Outlook

10.1.              Market Size & Forecast

10.1.1.  By Value

10.2.              Market Share & Forecast

10.2.1.  By Product Type

10.2.2.  By Distribution Channel

10.2.3.  By Country

10.3.              South America: Country Analysis

10.3.1.  Brazil Toys Market Outlook

10.3.1.1.      Market Size & Forecast

10.3.1.1.1.           By Value

10.3.1.2.      Market Share & Forecast

10.3.1.2.1.           By Product Type

10.3.1.2.2.           By Distribution Channel

10.3.2.  Argentina Toys Market Outlook

10.3.2.1.      Market Size & Forecast

10.3.2.1.1.           By Value

10.3.2.2.      Market Share & Forecast

10.3.2.2.1.           By Product Type

10.3.2.2.2.           By Distribution Channel

10.3.3.  Colombia Toys Market Outlook

10.3.3.1.      Market Size & Forecast

10.3.3.1.1.           By Value

10.3.3.2.      Market Share & Forecast

10.3.3.2.1.           By Product Type

10.3.3.2.2.           By Distribution Channel

11.  Middle East and Africa Toys Market Outlook

11.1.              Market Size & Forecast

11.1.1.  By Value

11.2.              Market Share & Forecast

11.2.1.  By Product Type

11.2.2.  By Distribution Channel

11.2.3.  By Country

11.3.              MEA: Country Analysis

11.3.1.  Saudi Arabia Toys Market Outlook

11.3.1.1.      Market Size & Forecast

11.3.1.1.1.           By Value

11.3.1.2.      Market Share & Forecast

11.3.1.2.1.           By Product Type

11.3.1.2.2.           By Distribution Channel

11.3.2.  UAE Toys Market Outlook

11.3.2.1.      Market Size & Forecast

11.3.2.1.1.           By Value

11.3.2.2.      Market Share & Forecast

11.3.2.2.1.           By Product Type

11.3.2.2.2.           By Distribution Channel

11.3.3.  South Africa Toys Market Outlook

11.3.3.1.      Market Size & Forecast

11.3.3.1.1.           By Value

11.3.3.2.      Market Share & Forecast

11.3.3.2.1.           By Product Type

11.3.3.2.2.           By Distribution Channel

12.  Market Dynamics

12.1.              Drivers

12.2.              Challenges

13.  Market Trends & Developments

14.  Competitive Landscape

14.1.           The LEGO Group

14.2.           Hasbro, Inc.

14.3.           Mattel, Inc.

14.4.           Tomy Company, Ltd.

14.5.           Spin Master Corp.

14.6.           VTech Holdings Limited

14.7.           Ravensburger AG Group

14.8.           geobra Brandstätter Stiftung & Co. KG

14.9.           Thames & Kosmos, LLC.

14.10.         Rastar Group

15.  Strategic Recommendations

16.  About Us & Disclaimer

  • Figure 1: Global Toys Market Size, By Value (USD Billion), 2016-2026F
    Figure 2: Global Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 3: Global Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 4: Global Toys Market Share, By Company, By Value, 2020

    Figure 5: Global Toys Market Share, By Region, By Value, 2016-2026F

    Figure 6: Global Market Map, By Product Type, Market Size (USD Billion) & Growth Rate (%), 2020

    Figure 7: Global Market Map, By Region, Market Size (USD Billion) & Growth Rate (%), 2020

    Figure 8: North America Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 9: North America Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 10: North America Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 11: North America Toys Market Share, By Country, By Value, 2016-2026F

    Figure 12: United States Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 13: United States Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 14: United States Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 15: Canada Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 16: Canada Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 17: Canada Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 18: Mexico Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 19: Mexico Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 20: Mexico Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 21: Asia-Pacific Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 22: Asia-Pacific Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 23: Asia-Pacific Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 24: Asia-Pacific Toys Market Share, By Country, By Value, 2016-2026F

    Figure 25: China Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 26: China Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 27: China Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 28: India Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 29: India Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 30: India Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 31: Japan Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 32: Japan Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 33: Japan Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 34: Australia Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 35: Australia Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 36: Australia Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 37: South Korea Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 38: South Korea Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 39: South Korea Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 40: Europe Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 41: Europe Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 42: Europe Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 43: Europe Toys Market Share, By Country, By Value, 2016-2026F

    Figure 44: Germany Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 45: Germany Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 46: Germany Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 47: United Kingdom Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 48: United Kingdom Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 49: United Kingdom Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 50: France Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 51: France Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 52: France Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 53: Italy Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 54: Italy Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 55: Italy Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 56: Spain Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 57: Spain Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 58: Spain Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 59: South America Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 60: South America Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 61: South America Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 62: South America Toys Market Share, By Country, By Value, 2016-2026F

    Figure 63: Brazil Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 64: Brazil Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 65: Brazil Toys Market Share, By Distribution Channel Type, By Value, 2016-2026F

    Figure 66: Argentina Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 67: Argentina Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 68: Argentina Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 69: Colombia Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 70: Colombia Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 71: Colombia Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 72: Middle East & Africa Toys Beauty and Personal care Market Size, By Value (USD Billion), 2016-2026F

    Figure 73: Middle East & Africa Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 74: Middle East & Africa Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 75: Middle East & Africa Toys Market Share, By Country, By Value, 2016-2026F

    Figure 76: Saudi Arabia Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 77: Saudi Arabia Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 78: Saudi Arabia Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 79: UAE Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 80: UAE Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 81: UAE Toys Market Share, By Distribution Channel, By Value, 2016-2026F

    Figure 82: South Africa Toys Market Size, By Value (USD Billion), 2016-2026F

    Figure 83: South Africa Toys Market Share, By Product Type, By Value, 2016-2026F

    Figure 84: South Africa Toys Market Share, By Distribution Channel, By Value, 2016-2026F