Toy Research:witnessing a CAGR of 5.47% during the forecast period 2025-2031

QY Research Inc. (Global Market Report Research Publisher) announces the release of 2025 latest report "Toy- Global Market Share and Ranking, Overall Sales and Demand Forecast 2026-2032". Based on current situation and impact historical analysis (2020-2024) and forecast calculations (2026-2032), this report provides a comprehensive analysis of the global Toy market, including market size, share, demand, industry development status, and forecasts for the next few years.

The global market for Toy was estimated to be worth US$ 78270 million in 2025 and is projected to reach US$ 113040 million, growing at a CAGR of 5.5% from 2026 to 2032.

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Toy Market Summary

Toys generally refer to objects that can be played with. They come in a variety of materials and play styles. They can be natural objects like clay, rocks, branches, and shells, or they can be man-made, like stuffed animals, playing cards, building blocks, and puzzles. Toys play an important role in human society, serving as entertainment and supporting children's socialization. Playing with toys allows children to learn how to use tools, develop physical fitness, and understand cause and effect, while also increasing opportunities for interaction with siblings. Toys can also be used for therapeutic purposes.

The global Toy market was valued at US$ 71.04 billion in 2024 and is anticipated to reach US$ 107.75 billion by 2031, witnessing a CAGR of 5.47% during the forecast period 2025-2031. This growth is driven by multiple factors, including rising disposable incomes, increasing parental focus on early childhood development, and the growing influence of licensed entertainment properties. Consumers are increasingly seeking toys that are not only entertaining but also educational, interactive, and capable of stimulating creativity. The market encompasses a diverse range of products, including activity toys, construction sets, dolls, outdoor toys, and various categories of trading cards. Digital integration and tech-enabled toys, including app-connected sets and interactive devices, are also contributing significantly to market expansion, appealing to both children and collectors alike.

Figure00001. Global Toy Market Size (US$ million), 2025-2031

Toy

Above data is based on report from QYResearch: Global Toy Market Report 2025-2031 (published in 2025). If you need the latest data, plaese contact QYResearch.

The global toy market is moderately concentrated, with leading players including LEGO, Mattel, Bandai, Hasbro, MGA Entertainment, Spin Master, Takara Tomy, POP Mart, and Fanatics. In 2024, the top three companies accounted for 28.13% of total market revenue, demonstrating significant but not overwhelming concentration. LEGO remains a market leader, driven by its diversified portfolio, strong brand recognition, and innovative product lines, particularly in construction toys and educational sets. Mattel and Bandai maintain significant presence through franchises, licensing, and global distribution. Regional players such as POP Mart and Kayou in China and Fanatics in the U.S. are expanding rapidly through collectibles and licensed merchandise, reflecting the importance of niche segments and innovative product strategies in shaping market dynamics.

Figure00002. Global Toy Top 20 Players Ranking and Market Share (Ranking is based on the revenue of 2024, continually updated)

Toy

Above data is based on report from QYResearch: Global Toy Market Report 2025-2031 (published in 2025). If you need the latest data, plaese contact QYResearch.

The toy market can be broadly segmented into categories such as Activity Toys, Games and Puzzles, Construction Toys, Figures and Dolls, Outdoor and Sports Toys, Trading Cards, and Others. Among these, Game & Anime Trading Cards have emerged as a high-growth segment, with a CAGR significantly higher than traditional toy categories due to increasing popularity among both children and adult collectors. Educational toys and construction sets continue to show steady growth, fueled by parents' focus on early learning, STEM skills, and cognitive development. Traditional categories like Dolls and Accessories and Outdoor and Sports Toys are also experiencing growth, though at a more moderate pace. The diversification of product offerings and innovation in design have enabled established brands and new entrants alike to capture evolving consumer preferences.

Figure00003. Toy, Global Market Size, Split by Product Segment

Toy

Based on or includes research from QYResearch: Global Toy Market Report 2025-2031.

In terms of application, toys are categorized into General Play, Educational, Collectibles, Competitive Games, and Others. General Play remains the largest application, offering open-ended play that promotes creativity, social interaction, and entertainment. Educational toys have gained importance as parents increasingly seek products that combine learning with play, such as STEM kits, interactive learning sets, and puzzles. Collectibles and Competitive Games are witnessing rapid growth, driven by fan engagement, social interaction, and gamification trends. The Others category, which includes tech-driven, sensory, or novelty toys, is emerging as a source of innovation in the market. Across applications, the emphasis on multi-functional and interactive toys reflects the evolving expectations of consumers seeking both developmental value and entertainment.

Regionally, the toy market is led by North America, Europe, and the Asia-Pacific (APAC) region. North America continues to dominate with a significant market share due to high consumer spending, a mature retail network, and strong brand presence. Europe accounts for a substantial portion of the global market, with Germany, France, the UK, and Italy being the major contributors. APAC, however, is witnessing the fastest growth, supported by rising disposable incomes, urbanization, and an expanding middle class, particularly in China and India. Latin America and the Middle East & Africa represent smaller market shares but are expected to show steady growth as retail infrastructure develops and consumer awareness increases. The regional mix reflects both mature markets with stable demand and emerging markets driving incremental growth.

Despite strong growth, the toy market faces challenges such as fluctuating raw material prices, regulatory compliance, and increasing competition from digital entertainment alternatives. Safety regulations, particularly in North America and Europe, require constant adherence to quality standards, which can increase production costs. Furthermore, the rising popularity of mobile gaming and online entertainment competes for children's attention, challenging traditional toy categories. Market volatility and supply chain disruptions, as observed during global events, can also impact availability and cost structures. Companies need to innovate continuously while balancing cost efficiency, safety, and sustainability to remain competitive.

Looking ahead, the global toy market is expected to maintain steady growth, reaching over US$ 107 billion by 2031. Emerging markets in APAC will play a critical role in overall expansion, while niche categories such as trading cards, collectibles, and tech-enabled toys will drive higher growth rates. Sustainability initiatives, such as eco-friendly materials and packaging, are increasingly influencing consumer choices. Additionally, interactive, augmented reality, and app-integrated products will become more prominent, reflecting broader trends in digital engagement. Overall, the toy market is poised for a balance of innovation, diversification, and regional expansion, offering opportunities for both established players and new entrants to capture value.

The report provides a detailed analysis of the market size, growth potential, and key trends for each segment. Through detailed analysis, industry players can identify profit opportunities, develop strategies for specific customer segments, and allocate resources effectively.

The Toy market is segmented as below:
By Company
LEGO
Mattel
Bandai
Hasbro
MGA Entertainment
Spin Master
Takara Tomy
POP Mart
Fanatics
Pokemon
Kayou
Konami
Panini
Vtech
Simba-Dickie Group
Ravensburger
PLAYMOBIL
Giochi Preziosi
Alpha Group
Goldlok Toys
The Upper Deck Company
Bushiroad
Jason Anime

Segment by Type
Activity Toys
Games and Puzzles
Construction Toys
Trading Card
Dolls and Accessories
Outdoor and Sports Toys
Others

Segment by Application
Infant & Toddler (0-3 years)
Preschool (3-6 years)
Children (6-12 years)
Teens (12-18 years)
Adult / Collector

Each chapter of the report provides detailed information for readers to further understand the Toy market:

Chapter 1: Introduces the report scope of the Toy report, global total market size (valve, volume and price). This chapter also provides the market dynamics, latest developments of the market, the driving factors and restrictive factors of the market, the challenges and risks faced by manufacturers in the industry, and the analysis of relevant policies in the industry. (2021-2032)
Chapter 2: Detailed analysis of Toy manufacturers competitive landscape, price, sales and revenue market share, latest development plan, merger, and acquisition information, etc. (2021-2026)
Chapter 3: Provides the analysis of various Toy market segments by Type, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different market segments. (2021-2032)
Chapter 4: Provides the analysis of various market segments by Application, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different downstream markets.(2021-2032)
Chapter 5: Sales, revenue of Toy in regional level. It provides a quantitative analysis of the market size and development potential of each region and introduces the market development, future development prospects, market space, and market size of each country in the world..(2021-2032)
Chapter 6: Sales, revenue of Toy in country level. It provides sigmate data by Type, and by Application for each country/region.(2021-2032)
Chapter 7: Provides profiles of key players, introducing the basic situation of the main companies in the market in detail, including product sales, revenue, price, gross margin, product introduction, recent development, etc. (2021-2026)
Chapter 8: Analysis of industrial chain, including the upstream and downstream of the industry.
Chapter 9: Conclusion.

Benefits of purchasing QYResearch report:

Competitive Analysis: QYResearch provides in-depth Toy competitive analysis, including information on key company profiles, new entrants, acquisitions, mergers, large market shear, opportunities, and challenges. These analyses provide clients with a comprehensive understanding of market conditions and competitive dynamics, enabling them to develop effective market strategies and maintain their competitive edge.

Industry Analysis: QYResearch provides Toy comprehensive industry data and trend analysis, including raw material analysis, market application analysis, product type analysis, market demand analysis, market supply analysis, downstream market analysis, and supply chain analysis.

and trend analysis. These analyses help clients understand the direction of industry development and make informed business decisions.

Market Size: QYResearch provides Toy market size analysis, including capacity, production, sales, production value, price, cost, and profit analysis. This data helps clients understand market size and development potential, and is an important reference for business development.

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