Traditional Toys and Games Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Product Type (Outdoor & Sports Toys, Construction Sets, Dolls & Plush Toys, Vehicles Toys, Others), By Sales Channel (Supermarkets/Hypermarkets, Specialty Stores, Online, Others), By Region & Competition, 2020-2030F

Market Overview

Global Traditional Toys and Games Market was valued at USD 96.31 billion in 2024 and is expected to grow to USD 130.13 billion by 2030 with a CAGR of 5.19% during the forecast period. The global traditional toys and games market is experiencing a resurgence, propelled by several key trends. A significant driver is the rise of the "kidult" demographic—adults purchasing toys for themselves, fueled by nostalgia and a desire for stress relief. This group now accounts for a substantial portion of toy sales, with products like LEGO sets and collectible dolls gaining popularity among adult consumers. Parents are increasingly favoring traditional toys that promote hands-on, screen-free play to support children's cognitive and social development. Educational toys, including puzzles and building sets, are in demand for their ability to enhance problem-solving skills and creativity. Additionally, there is a growing preference for eco-friendly toys made from sustainable materials, aligning with environmental consciousness among consumers.

Key Market Drivers

Nostalgia and the Rise of the 'Kidult' Market

Nostalgia has become a powerful driver in the toys and games sector, leading to a resurgence of classic toys from the 1980s and 1990s. Brands like Care Bears, Tamagotchi, and Sylvanian Families are experiencing renewed popularity, appealing to both adults and children. This trend is fueled by the "kidult" demographic—adults who purchase toys for themselves, often seeking comfort and a connection to their childhoods. Additionally, Social media platforms have played a significant role in popularizing this phenomenon, fostering communities and making adult toy collecting socially acceptable.

In the United States, adults aged 18 and overspent approximately USD 6.7 billion on toys in 2023, marking an 8% increase from the previous year. This trend is further supported by a Toy Association survey, which found that 58% of U.S. parents reported buying toys for themselves, not just for their children. The appeal of nostalgic items and collectibles has led companies like LEGO and Mattel to develop products specifically targeting adult consumers. This shift underscores the enduring appeal of traditional toys beyond their original child-centric audience, presenting new opportunities for growth in the industry.

Parental Emphasis on Educational and Screen-Free Play

In an era dominated by digital devices, parents are increasingly prioritizing traditional toys that promote hands-on, screen-free play. Concerns about excessive screen time and its impact on children's development have led to a renewed interest in toys that encourage cognitive skills, creativity, and social interaction. Educational toys, including puzzles and building blocks, are particularly sought after for their ability to enhance problem-solving abilities and motor skills. This trend reflects a broader desire among parents to provide their children with balanced, enriching play experiences that support holistic development.

Globalization and Cultural Preservation

The globalization of markets has led to increased exposure to diverse traditional toys and games, fostering cross-cultural appreciation and demand. At the same time, there is a growing emphasis on preserving cultural heritage through traditional toys. For instance, in India, Channapatna toys a form of wooden toys and dolls protected as a geographical indication are gaining international recognition for their craftsmanship and cultural significance. Similarly, Etikoppaka toys, made from natural elements and also holding a geographical indication tag, are celebrated for their eco-friendly attributes and traditional value. These examples illustrate how traditional toys serve as vehicles for cultural expression and preservation in a globalized world.

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Key Market Challenges

Competition from Digital Entertainment

Competition from digital entertainment is one of the most significant challenges facing the global traditional toys and games market. The widespread availability of smartphones, tablets, and video games has transformed how children engage with play. These digital devices offer highly interactive, immersive, and often personalized experiences that traditional toys struggle to match. Studies reveal that children in developed countries now spend an average of 7–8 hours per day on digital screens, leaving less time for physical play with traditional toys. This shift in behavior is not limited to older children; even toddlers are increasingly exposed to digital content. As a result, traditional toy manufacturers are under pressure to adapt by blending physical toys with digital experiences. Innovations such as augmented reality (AR), app-enabled toys, and interactive learning games are becoming essential strategies to recapture young consumers’ attention. The need to balance educational value, screen time concerns, and entertainment is now central to product development in this evolving market.

Supply Chain Disruptions and Rising Production Costs

The traditional toys and games industry is facing mounting challenges from supply chain disruptions and rising production costs. Global trade tensions, particularly the imposition of steep tariffs—such as the 145% U.S. tariffs on Chinese toy imports have significantly impacted manufacturing economics. These tariffs have forced major players like Mattel to reassess their supply chain strategies, exploring alternative sourcing options and diversifying manufacturing locations to mitigate risks. Additionally, currency fluctuations and raw material price volatility have further strained profit margins across the industry.

The COVID-19 pandemic highlighted and exacerbated existing vulnerabilities in global supply chains. Widespread manufacturing shutdowns, port congestion, labor shortages, and soaring freight costs disrupted the seamless flow of goods. These challenges led to product shortages and delivery delays, causing frustration for retailers and consumers alike. As a result, many toy companies are now investing in supply chain resilience, including nearshoring production and adopting advanced supply chain management technologies, to better navigate an increasingly complex global trade environment.

Key Market Trends

The Surge of Collectible Blind Boxes

Collectible blind boxes have emerged as a significant trend, captivating consumers with the thrill of surprise and the appeal of collecting. Pop Mart, a Beijing-based toy company, has achieved remarkable success with its blind box offerings, featuring characters like Labubu. These toys have become a global phenomenon, especially popular among Gen Z and millennial consumers in Asia, the US, and Europe. The blind box format, where consumers don't know which character they are purchasing until opening, drives repeat purchases and collecting behavior. In 2024, Pop Mart doubled its sales to USD 1.8 billion while tripling its profits, pushing its market valuation to USD 38 billion surpassing that of US toymakers Mattel and Hasbro.

Integration of Technology into Traditional Play

The fusion of technology with traditional toys is reshaping play experiences. Smart toys incorporating augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are gaining traction, offering interactive and personalized experiences. These tech-integrated toys engage children in innovative ways, enhancing learning and entertainment. For instance, toys with AR capabilities can overlay digital content onto physical play, creating immersive environments. This trend reflects a broader shift towards blending physical and digital play, catering to the preferences of tech-savvy children and parents.

Emphasis on Sustainability and Eco-Friendly Toys

Environmental consciousness is increasingly influencing consumer choices in the traditional toys and games market. Parents and caregivers are seeking toys made from sustainable materials, such as wood, organic fabrics, and recycled plastics. This demand aligns with a broader societal shift towards eco-friendly products and ethical consumption. Manufacturers are responding by adopting sustainable practices, including responsible sourcing and eco-conscious packaging. For example, Mattel has pledged to utilize 100% recycled, recyclable, or bio-based materials in its products and packaging by 2030. Such initiatives reflect the industry's commitment to reducing its environmental footprint and meeting consumer expectations.

Segmental Insights

Product Type Insights

Outdoor and sports toys have emerged as the leading segment in the global traditional toys and games market, driven by increasing parental emphasis on physical activity and health-conscious lifestyles. This category encompasses a diverse range of products, including sports balls, bicycles, ride-on toys, and play structures, all designed to promote active play and physical development among children. The market's growth is further fueled by innovations such as eco-friendly materials and the integration of technology, like app-connected trampolines and augmented reality games, enhancing engagement and appeal. As concerns over sedentary behavior and screen time rise, outdoor and sports toys continue to gain popularity, solidifying their dominance in the traditional toys sector.

Sales Channel Insights

Supermarkets and hypermarkets have become dominant distribution channels in the global traditional toys and games market, driven by their expansive reach, convenience, and competitive pricing. These retail formats offer a one-stop shopping experience, allowing consumers to purchase toys alongside everyday household items, which is particularly appealing to busy parents. The wide aisles and dedicated toy sections in hypermarkets provide easy access to a diverse range of products, catering to children of all ages and interests. Moreover, strategic partnerships between toy retailers and major supermarket chains have further solidified this dominance. For instance, The Entertainer's collaboration with Tesco to manage toy aisles across numerous stores exemplifies how such alliances enhance product visibility and sales. The combination of product variety, in-store promotions, and immediate product availability continues to attract consumers, reinforcing the leading position of supermarkets and hypermarkets in the traditional toys and games sector. 

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Regional Insights

​North America remains the leading region in the global traditional toys and games market, driven by several key factors. The region boasts a strong presence of major manufacturers such as Hasbro and Mattel, whose innovative products and diverse portfolios have cultivated a loyal customer base over the years. Additionally, North American consumers exhibit high disposable income levels and a strong spending capacity, enabling significant investment in toys that cater to children's entertainment and educational needs. The cultural emphasis on early childhood development and education further fuels demand for educational and STEM-focused toys. Moreover, the rise of the "kidult" market, where adults purchase toys for themselves out of nostalgia and escapism, has contributed to sustained growth in the region. The robust retail infrastructure, coupled with the popularity of licensed and branded traditional toys, solidifies North America's dominance in the traditional toys and games sector.

Recent Developments

• ​In May 2025, Funskool India Limited has launched a vibrant new range of toys and games for summer, featuring imaginative roleplay sets, educational board games, puzzles, and artistic kits across its popular in-house brands: Giggles, Handycrafts, Play & Learn, and Fundough.

• In June 2024, Moose Toys' collaboration with YouTuber MrBeast led to the launch of the "MrBeast Lab" toy line, featuring collectible figures like Swarms and Mutators. The line has generated significant retailer interest, with products priced between USD4.99 and USD24.99. MrBeast's promotion of the line on his YouTube channel has further fueled fan demand.

• In May 2025, Ultra Soft Toys unveiled a Mother's Day collection featuring oversized, ultra-soft plush toys like Sitting Dino, Baby Lion, and Life-Size Teddy, designed to provide comfort and emotional support to new and expectant mothers. The range includes items such as the Reversible Flip Mood Octopus, Avocado Pillow, and Baby Shark travel pillows, available on platforms like Amazon, Flipkart, Myntra, and Firstcry.

• In June 2025, LEGO has opened its first store in India at Ambience Mall, Gurugram, marking a significant expansion into the South Asian market. Spanning 4,500 square feet, it is LEGO's largest store in the region. The store offers an extensive range of over 250 exclusive sets, including a dedicated section for adult fans, featuring products labeled "18+" to cater to the growing adult LEGO community.

Key Market Players

• Dream International Limited
• Hasbro, Inc.
• Jakks Pacific Inc.
• Mattel, Inc.
• Lego A/S
• BANDAI NAMCO Holdings Inc.
• LeapFrog Enterprises, Inc.
• Spin Master Corp
• Tomy Co., Ltd.
• Playmates Toys Limited

Report Scope:

In this report, the Global Traditional Toys and Games Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

•   Traditional Toys and Games Market, By Product Type:

o   Outdoor & Sports Toys

o   Construction Sets

o   Dolls & Plush Toys

o   Vehicles Toys

o   Others

• Traditional Toys and Games Market, By Sales Channel:

o   Supermarkets/Hypermarkets

o   Specialty Stores

o   Online

o   Others

• Traditional Toys and Games Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia-Pacific

§  China

§  Japan

§  India

§  South Korea

§  Indonesia

o   South America

§  Argentina

§  Colombia

§  Brazil

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Traditional Toys and Games Market.

Available Customizations:

Global Traditional Toys and Games Market report 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).