Global Toy Market Research Report, 2024-29

The global toy market is a dynamic and ever-evolving industry that reflects cultural shifts, technological advancements, and changing consumer preferences. This growth is largely driven by increased parental spending on toys, particularly educational products that promote cognitive and physical development in children. The variety of toys available caters to different age groups and interests, encompassing categories such as dolls, action figures, building sets, puzzles, and remote-controlled vehicles. Innovation plays a crucial role in the evolution of the toy market. The integration of technology into toys has transformed traditional play experiences into interactive learning opportunities. For instance, the rise of smart toys utilizing augmented reality (AR) and virtual reality (VR) has made playtime more engaging while also educating children about technology. These innovations not only enhance entertainment value but also support developmental skills such as problem-solving and creativity. Sustainability is another significant driver in the toy industry. With growing awareness about environmental issues, consumers are increasingly prioritizing eco-friendly products. Companies are responding by developing toys made from recycled materials, biodegradable plastics, and sustainable wood sources. This shift not only addresses consumer concerns but also aligns with broader corporate social responsibility goals, fostering brand loyalty among environmentally conscious consumers. According to the report titled, “Global Toy Market Research Report, 2024-29”, published by Actual Market research, the market was valued at USD 129.44 Billion in 2023 and it is anticipated to grow with a CAGR of more than 6.55% from 2024 to 2029. One prominent trend is the integration of digital technology, with toys incorporating elements like augmented reality and interactive apps, appealing to tech-savvy children and parents seeking engaging, educational experiences. Sustainability has also become a critical focus, driven by increasing consumer demand for eco-friendly products; brands are now producing toys from recycled materials and biodegradable plastics in response to environmental concerns. Additionally, educational toys promoting science, technology, engineering, and mathematics (STEM) are gaining popularity as parents prioritize skill development alongside play. Customization is another emerging trend, as consumers seek personalized toys that reflect individual identities, supported by advancements in technology that allow for unique product offerings. Licensing agreements enable toy manufacturers to create products based on popular media franchises, such as Disney, Marvel, and Star Wars. These brands have a built-in fan base, which translates into higher demand for licensed toys. Children are often drawn to toys that feature their favorite characters from movies, TV shows, or video games, making licensed products more appealing than generic alternatives. The expanding middle-class population in emerging economies has increased disposable incomes, enabling families to spend more on non-essential items like toys. Urbanization also plays a role, as urban parents typically have better access to diverse toy options.

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Asia-Pacific dominates the market and is the largest and fastest-growing market in the animal growth promoters industry globally

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The growth of the explorative and other toys segment in the global toy industry can be largely attributed to a rising emphasis on educational value and developmental benefits for children, as parents and caregivers increasingly seek toys that foster creativity, critical thinking, and skill development. In today’s rapidly changing world, parents are more aware than ever of the importance of early childhood development. They recognize that play is not just a source of entertainment but a crucial component of learning. As a result, there is a growing preference for toys that stimulate cognitive, physical, and social skills. Explorative toys—those designed to engage children’s curiosity and encourage discovery—are particularly appealing because they provide hands-on experiences that are vital for learning. For instance, building sets, science kits, and art supplies not only entertain children but also promote problem-solving abilities, spatial awareness, and fine motor skills. The integration of technology, such as augmented reality and coding toys, further enhances the learning experience, appealing to a tech-savvy generation. Another key factor is the growing trend towards sustainability and ethical consumerism. Many toy manufacturers are now focusing on creating eco-friendly products that are safe for children and the planet. Parents are increasingly drawn to brands that prioritize sustainability, which often aligns with the values of exploration and creativity. Toys made from natural materials or those that encourage outdoor play resonate well with parents who want to provide enriching experiences for their children without compromising their environmental values. The growth of the 0-8 years segment in the global toy industry is primarily driven by an increased investment in early childhood development, as parents and caregivers recognize the critical role that the early years play in shaping a child's future. In recent years, there has been a significant shift in how society views early childhood development. Research consistently underscores that the formative years from birth to age eight are crucial for cognitive, emotional, and social growth. This understanding has prompted parents, educators, and policymakers to prioritize investments in resources that support optimal development during this period. As a result, the demand for toys that promote learning and development has surged, reflecting a greater awareness of how play influences a child's overall growth. The rise of technology in early childhood education has also influenced the toy market. Digital toys and apps designed for young children often emphasize interactive learning experiences, allowing kids to explore concepts in a dynamic way. These products often cater to a generation of children who are growing up with technology, making them more appealing to parents who want to integrate learning with digital literacy from an early age. The influence of social media and parenting communities cannot be overlooked. Platforms like Instagram and TikTok have made it easier for parents to discover and share innovative toys that promote learning and development. As parents increasingly look for recommendations from peers and influencers, toys that align with educational goals gain traction, further boosting demand. The distribution channels in the global toy market encompass both online and offline avenues, reflecting the diverse ways consumers engage with products. Offline distribution primarily includes traditional retail environments such as toy stores, department stores, and specialty shops, where customers can physically interact with toys before purchasing. These retailers often benefit from knowledgeable staff and the ability to create engaging in-store displays that enhance the shopping experience. Additionally, big-box retailers and discount chains play a significant role by offering a wide variety of toys at competitive prices, attracting budget-conscious consumers. On the other hand, online distribution has seen exponential growth, especially with the rise of e-commerce platforms like Amazon, Walmart, and various niche toy websites. Online shopping provides convenience, a broader selection, and often better pricing, as well as the ability for consumers to read reviews and compare products easily. Brands are also leveraging their own websites to sell directly to consumers, enabling them to build stronger relationships and manage their brand narratives more effectively. Furthermore, social media and digital marketing strategies have made it easier for toy companies to reach targeted audiences, driving traffic to both their online stores and physical retail partners. This dual-channel approach allows for greater market reach, catering to different shopping preferences and maximizing sales opportunities in an increasingly competitive landscape.

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Nikita Jabrela

Business Development Manager

North America is experiencing growth in the global toy industry primarily due to increased consumer spending and a heightened focus on quality play experiences, driven by changing parental attitudes toward child development and entertainment. Increased disposable income in many North American households has fueled spending on toys. As the economy continues to recover from past downturns, families have more financial flexibility to purchase premium toys, which often come with enhanced features and educational value. This willingness to spend is also influenced by the rise of dual-income households, which often leads to increased purchasing power and a greater emphasis on providing children with diverse and enriching experiences. The North American toy market has seen an influx of licensed products related to popular media franchises, which significantly appeal to children and their parents. Characters from movies, television shows, and video games often drive toy sales, as children are eager to engage with their favorite characters through play. This licensing trend not only boosts sales but also encourages parents to invest in toys that support imaginative play and storytelling. Major companies present in the market Bandai Namco Entertainment Inc., Dream International Limited , Hasbro Inc., Jakks Pacific, Inc., The LEGO Group, Mattel, Brandstatter Group (Playmobil), Ravensburger, VTech, Kids II, Inc., K'Nex Industries, , Inc, Clementoni, Goliath Games, Artsana Group, Nintendo Co. Ltd. Considered in this report • Geography: Global • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029

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Aspects covered in this report • Global toy market with its value and forecast along with its segments • Region wise toy market analysis • Various divers and challenges • Ongoing trends and developments • Five force models • Top profiled companies • Strategic recommendation Regions covered in the report • North America • Europe • Asia-Pacific • South America • Middle-East & Africa By Product • Action Figures & ACC •Arts & Crafts •Building Sets •Dolls •Games/Puzzles •Infant/Toddler/Preschool •Youth Electronics •Outdoor & Sports Toys •Plush •Vehicles •Explorative & Other Toys By Age Group •0-8 years •9-15 years •15 years and above By Distribution Channel •Online •Offline The approach of the report: This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analyzing the government generated reports and databases. After gathering, the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started, verifying the details obtained from secondary sources. Intended audience This report can be useful to Industry consultants, manufacturers, suppliers, associations & organizations related to pet care products industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.