2026-2030年全球玩具市场

预计 2025 年至 2030 年间，全球玩具市场规模将成长至 289.73 亿美元，预测期内复合年增长率为 4.3%。

本报告对全球玩具市场进行了全面分析，包括市场规模和预测、趋势、成长要素、挑战以及对约 25 家公司的供应商分析。

本报告对当前市场状况、最新趋势和驱动因素以及整体市场环境进行了最新分析。推动该市场发展的因素包括全球儿童人口的成长、线上玩具销售的扩张以及玩具礼品文化的日益普及。

本研究客观地结合一手和二手讯息，包括主要行业相关人员的意见，进行了这项研究。报告内容包括对主要企业的分析、全面的市场规模数据、区域細項分析以及供应商格局。报告还包含了历史数据和预测数据。

本研究指出，组装玩具日益普及化是未来几年全球玩具市场成长的主要驱动力之一。此外，环保和永续玩具的推出，以及市场参与者越来越多地采用多通路行销和促销策略，预计也将显着刺激市场需求。

目录

第一章执行摘要

第二章 Technavio 分析

• 分析定价、生命週期、顾客购买篮子、采用率和购买标准。
• 输入的重要性及差异化因素
• 混淆因素
• 促进因素和挑战的影响

第三章 市场状况

• 市场生态系统
• 市场特征
• 价值链分析

第四章 市场规模

• 市场的定义
• 市场区隔分析
• 2025年市场规模
• 2025-2030年市场展望

第五章 市场规模与表现

• 2020-2024年全球玩具市场
• 2020-2024年产品细分市场分析
• 2020-2024年通路細項分析
• 2020-2024年年龄层分析
• 2020-2024年区域市场分析
• 2020-2024年各国细分市场分析

第六章 定性分析

• 人工智慧的影响：全球玩具市场
• 地缘政治衝突影响全球玩具市场

第七章：五力分析

• 五力模型概述
• 买方的议价能力
• 供应商的议价能力
• 新进入者的威胁
• 替代品的威胁
• 竞争威胁
• 市场状况

第八章 市场区隔：依产品

• 比较：按产品
• 户外玩具和玩偶
• 组装套件和拼图
• 动作人偶和车辆
• 其他的
• 市场机会：依产品划分

第九章 市场区隔：按分销管道

• 比较：按分销管道
• 离线
• 在线的
• 市场机会：依分销管道划分

第十章 市场区隔：依年龄组

• 比较：依年龄组
• 3-5岁
• 1-3岁
• 12岁以上
• 0-12个月
• 市场机会：依年龄组别划分

第十一章 客户情况

第十二章 区域情势

• 区域划分
• 区域比较
• 北美洲
  • 我们
  • 加拿大
  • 墨西哥
• 欧洲
  • 德国
  • 英国
  • 法国
  • 义大利
  • 荷兰
  • 西班牙
• 亚太地区
  • 中国
  • 日本
  • 印度
  • 韩国
  • 澳洲
  • 印尼
• 南美洲
  • 巴西
  • 阿根廷
  • 哥伦比亚
• 中东和非洲
  • 沙乌地阿拉伯
  • 阿拉伯聯合大公国
  • 南非
  • 以色列
  • 土耳其
• 市场机会：按地区划分

第十三章 促进因素、挑战与机会

• 市场驱动因素
• 市场挑战
• 促进因素和挑战的影响
• 市场机会

第十四章 竞争格局

• 概述
• 竞争格局
• 混乱局面
• 产业风险

第十五章 竞争分析

• 公司简介
• 公司排名指标
• 企业市场定位
• Funko Inc.
• Giochi Preziosi SpA
• Hasbro Inc.
• JAKKS Pacific Inc.
• LEGO System AS
• Mattel Inc.
• Melissa and Doug
• MGA Entertainment Inc.
• Moose Enterprise Pty. Ltd.
• Playmates Toys Ltd
• Ravensburger AG
• Spin Master Corp.
• Sunny Days Entertainment LLC
• VTech Holdings Ltd.
• ZURU Inc.

第十六章附录

The global toy market is forecasted to grow by USD 28907.3 mn during 2025-2030, accelerating at a CAGR of 4.3% during the forecast period. The report on the global toy market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by growing population of children globally, rise in online sales of toys, increasing popularity of toy gifting culture.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market size data, segment with regional analysis and vendor landscape in addition to an analysis of the key companies. Reports have historic and forecast data.

Technavio's global toy market is segmented as below:

By Product

• Outdoor toys and dolls
• Building sets and puzzles
• Action figures and vehicles
• Others

By Distribution Channel

• Offline
• Online

By Age Group

• 3-5 years
• 1-3 years
• Above 12 years
• 0-12 months

Geography

• North America
  • US
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
  • Italy
  • The Netherlands
  • Spain
• APAC
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
• South America
  • Brazil
  • Argentina
  • Colombia
• Middle East and Africa
  • UAE
  • South Africa
  • Turkey
• Rest of World (ROW)

This study identifies the rising popularity of construction toys as one of the prime reasons driving the global toy market growth during the next few years. Also, introduction of eco-friendly and sustainable toys and increasing adoption of multi-channel marketing and promotional strategies by market players will lead to sizable demand in the market.

The report on the global toy market covers the following areas:

• Global toy market sizing
• Global toy market forecast
• Global toy market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading global toy market vendors that include Epoch Co. Ltd., Funko Inc., geobra Brandstatter Stiftung Co, Giochi Preziosi S.p.A., Hasbro Inc., JAKKS Pacific Inc., LEGO System AS, Little Tikes, Mattel Inc., Melissa and Doug, MGA Entertainment Inc., Moose Enterprise Pty. Ltd., Playmates Toys Ltd, Ravensburger AG, Schleich GmbH, Spin Master Corp., Step2 Co. LLC, Sunny Days Entertainment LLC, VTech Holdings Ltd., ZURU Inc.. Also, the global toy market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive primary and secondary research. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview
  • Executive Summary - Chart on Market Overview
  • Executive Summary - Data Table on Market Overview
  • Executive Summary - Chart on Global Market Characteristics
  • Executive Summary - Chart on Market by Geography
  • Executive Summary - Chart on Market Segmentation by Product
  • Executive Summary - Chart on Market Segmentation by Distribution Channel
  • Executive Summary - Chart on Market Segmentation by Age Group
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Technavio Analysis

• 2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• 2.2 Criticality of inputs and Factors of differentiation
• 2.3 Factors of disruption
• 2.4 Impact of drivers and challenges

3 Market Landscape

• 3.1 Market ecosystem
• 3.2 Market characteristics
• 3.3 Value chain analysis

4 Market Sizing

• 4.1 Market definition
• 4.2 Market segment analysis
  • Market segments
• 4.3 Market size 2025
• 4.4 Market outlook: Forecast for 2025-2030

5 Historic Market Size

• 5.1 Global Toy Market 2020 - 2024
  • Historic Market Size - Data Table on Global Toy Market 2020 - 2024 ($ million)
• 5.2 Product segment analysis 2020 - 2024
  • Historic Market Size - Product Segment 2020 - 2024 ($ million)
• 5.3 Distribution Channel segment analysis 2020 - 2024
  • Historic Market Size - Distribution Channel Segment 2020 - 2024 ($ million)
• 5.4 Age Group segment analysis 2020 - 2024
  • Historic Market Size - Age Group Segment 2020 - 2024 ($ million)
• 5.5 Geography segment analysis 2020 - 2024
  • Historic Market Size - Geography Segment 2020 - 2024 ($ million)
• 5.6 Country segment analysis 2020 - 2024
  • Historic Market Size - Country Segment 2020 - 2024 ($ million)

6 Qualitative Analysis

• 6.1 Impact of AI on Global Toy Market
• 6.2 Impact of Geopolitical Conflicts on Global Toy Market

7 Five Forces Analysis

• 7.1 Five forces summary
  • Five forces analysis - Comparison between 2025 and 2030
• 7.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2025 and 2030
• 7.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2025 and 2030
• 7.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2025 and 2030
• 7.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2025 and 2030
• 7.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2025 and 2030
• 7.7 Market condition

8 Market Segmentation by Product

• 8.1 Market segments
• 8.2 Comparison by Product
• 8.3 Outdoor toys and dolls - Market size and forecast 2025-2030
• 8.4 Building sets and puzzles - Market size and forecast 2025-2030
• 8.5 Action figures and vehicles - Market size and forecast 2025-2030
• 8.6 Others - Market size and forecast 2025-2030
• 8.7 Market opportunity by Product
  • Market opportunity by Product ($ million)

9 Market Segmentation by Distribution Channel

• 9.1 Market segments
• 9.2 Comparison by Distribution Channel
• 9.3 Offline - Market size and forecast 2025-2030
• 9.4 Online - Market size and forecast 2025-2030
• 9.5 Market opportunity by Distribution Channel
  • Market opportunity by Distribution Channel ($ million)

10 Market Segmentation by Age Group

• 10.1 Market segments
• 10.2 Comparison by Age Group
• 10.3 3-5 years - Market size and forecast 2025-2030
• 10.4 1-3 years - Market size and forecast 2025-2030
• 10.5 Above 12 years - Market size and forecast 2025-2030
• 10.6 0-12 months - Market size and forecast 2025-2030
• 10.7 Market opportunity by Age Group
  • Market opportunity by Age Group ($ million)

11 Customer Landscape

• 11.1 Customer landscape overview
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

12 Geographic Landscape

• 12.1 Geographic segmentation
• 12.2 Geographic comparison
• 12.3 North America - Market size and forecast 2025-2030
  • 12.3.1 US - Market size and forecast 2025-2030
  • 12.3.2 Canada - Market size and forecast 2025-2030
  • 12.3.3 Mexico - Market size and forecast 2025-2030
• 12.4 Europe - Market size and forecast 2025-2030
  • 12.4.1 Germany - Market size and forecast 2025-2030
  • 12.4.2 UK - Market size and forecast 2025-2030
  • 12.4.3 France - Market size and forecast 2025-2030
  • 12.4.4 Italy - Market size and forecast 2025-2030
  • 12.4.5 The Netherlands - Market size and forecast 2025-2030
  • 12.4.6 Spain - Market size and forecast 2025-2030
• 12.5 APAC - Market size and forecast 2025-2030
  • 12.5.1 China - Market size and forecast 2025-2030
  • 12.5.2 Japan - Market size and forecast 2025-2030
  • 12.5.3 India - Market size and forecast 2025-2030
  • 12.5.4 South Korea - Market size and forecast 2025-2030
  • 12.5.5 Australia - Market size and forecast 2025-2030
  • 12.5.6 Indonesia - Market size and forecast 2025-2030
• 12.6 South America - Market size and forecast 2025-2030
  • 12.6.1 Brazil - Market size and forecast 2025-2030
  • 12.6.2 Argentina - Market size and forecast 2025-2030
  • 12.6.3 Colombia - Market size and forecast 2025-2030
• 12.7 Middle East and Africa - Market size and forecast 2025-2030
  • 12.7.1 Saudi Arabia - Market size and forecast 2025-2030
  • 12.7.2 UAE - Market size and forecast 2025-2030
  • 12.7.3 South Africa - Market size and forecast 2025-2030
  • 12.7.4 Israel - Market size and forecast 2025-2030
  • 12.7.5 Turkey - Market size and forecast 2025-2030
• 12.8 Market opportunity by geography
  • Market opportunity by geography ($ million)
  • Data Tables on Market opportunity by geography ($ million)

13 Drivers, Challenges, and Opportunity

• 13.1 Market drivers
  • Growing population of children globally
  • Rise in online sales of toys
  • Increasing popularity of toy gifting culture
• 13.2 Market challenges
  • Strict safety and quality regulations limiting product launches
  • High production costs limiting affordability for consumers
  • Seasonal demand fluctuations affecting sales stability
• 13.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2025 and 2030
• 13.4 Market opportunities
  • Rising popularity of construction toys
  • Introduction of eco-friendly and sustainable toys
  • Increasing adoption of multi-channel marketing and promotional strategies by market players

14 Competitive Landscape

• 14.1 Overview
• 14.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation
• 14.3 Landscape disruption
  • Overview on factors of disruption
• 14.4 Industry risks
  • Impact of key risks on business

15 Competitive Analysis

• 15.1 Companies profiled
  • Companies covered
• 15.2 Company ranking index
  • Company ranking index
• 15.3 Market positioning of companies
  • Matrix on companies position and classification
• 15.4 Funko Inc.
  • Funko Inc. - Overview
  • Funko Inc. - Product / Service
  • Funko Inc. - Key offerings
  • SWOT
• 15.5 Giochi Preziosi S.p.A.
  • Giochi Preziosi S.p.A. - Overview
  • Giochi Preziosi S.p.A. - Product / Service
  • Giochi Preziosi S.p.A. - Key offerings
  • SWOT
• 15.6 Hasbro Inc.
  • Hasbro Inc. - Overview
  • Hasbro Inc. - Business segments
  • Hasbro Inc. - Key offerings
  • Hasbro Inc. - Segment focus
  • SWOT
• 15.7 JAKKS Pacific Inc.
  • JAKKS Pacific Inc. - Overview
  • JAKKS Pacific Inc. - Business segments
  • JAKKS Pacific Inc. - Key offerings
  • JAKKS Pacific Inc. - Segment focus
  • SWOT
• 15.8 LEGO System AS
  • LEGO System AS - Overview
  • LEGO System AS - Product / Service
  • LEGO System AS - Key offerings
  • SWOT
• 15.9 Mattel Inc.
  • Mattel Inc. - Overview
  • Mattel Inc. - Business segments
  • Mattel Inc. - Key offerings
  • Mattel Inc. - Segment focus
  • SWOT
• 15.10 Melissa and Doug
  • Melissa and Doug - Overview
  • Melissa and Doug - Product / Service
  • Melissa and Doug - Key offerings
  • SWOT
• 15.11 MGA Entertainment Inc.
  • MGA Entertainment Inc. - Overview
  • MGA Entertainment Inc. - Product / Service
  • MGA Entertainment Inc. - Key offerings
  • SWOT
• 15.12 Moose Enterprise Pty. Ltd.
  • Moose Enterprise Pty. Ltd. - Overview
  • Moose Enterprise Pty. Ltd. - Product / Service
  • Moose Enterprise Pty. Ltd. - Key offerings
  • SWOT
• 15.13 Playmates Toys Ltd
  • Playmates Toys Ltd - Overview
  • Playmates Toys Ltd - Product / Service
  • Playmates Toys Ltd - Key offerings
  • SWOT
• 15.14 Ravensburger AG
  • Ravensburger AG - Overview
  • Ravensburger AG - Product / Service
  • Ravensburger AG - Key offerings
  • SWOT
• 15.15 Spin Master Corp.
  • Spin Master Corp. - Overview
  • Spin Master Corp. - Business segments
  • Spin Master Corp. - Key offerings
  • Spin Master Corp. - Segment focus
  • SWOT
• 15.16 Sunny Days Entertainment LLC
  • Sunny Days Entertainment LLC - Overview
  • Sunny Days Entertainment LLC - Product / Service
  • Sunny Days Entertainment LLC - Key offerings
  • SWOT
• 15.17 VTech Holdings Ltd.
  • VTech Holdings Ltd. - Overview
  • VTech Holdings Ltd. - Business segments
  • VTech Holdings Ltd. - Key offerings
  • VTech Holdings Ltd. - Segment focus
  • SWOT
• 15.18 ZURU Inc.
  • ZURU Inc. - Overview
  • ZURU Inc. - Product / Service
  • ZURU Inc. - Key offerings
  • SWOT

16 Appendix

• 16.1 Scope of the report
  • Market definition
  • Objectives
  • Notes and caveats
• 16.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist
• 16.3 Currency conversion rates for US$
  • Currency conversion rates for US$
• 16.4 Research methodology
  • Research methodology
• 16.5 Data procurement
  • Information sources
• 16.6 Data validation
  • Data validation
• 16.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing
• 16.8 Data synthesis
  • Data synthesis
• 16.9 360 degree market analysis
  • 360 degree market analysis
• 16.10 List of abbreviations
  • List of abbreviations