玩具和游戏市场规模、份额及成长分析（按年龄层、玩具类别、材质、教育价值、价格分布范围和地区）－2025-2032 年产业预测

预计到 2023 年玩具和游戏市场规模将达到 3,205 亿美元，从 2024 年的 3,371.7 亿美元成长到 2032 年的 5,057.9 亿美元，预测期内（2025-2032 年）的复合年增长率为 5.2%。

由于多种因素，美国玩具和游戏市场正在经历强劲成长。促成这一趋势的因素包括消费者对环保玩具的兴趣日益浓厚、经典玩具和视频游戏的复兴以及对组装玩具所提供的认知益处的认可。此外，年轻一代对传统休閒的倾向以及千禧世代在社交活动中对经典游戏的偏好也有望推动市场扩张。随着数位行销变得越来越重要，企业正在透过亚马逊、沃尔玛和 eBay 等平台开发线上销售管道来调整其策略。值得注意的是，在封锁期间，亚马逊的线上玩具销量激增，Curtis McGill 和 Scott Hudashel 报告称，亚马逊的玩具销量增长了 4,000%。预计未来该市场将维持健康的复合年增长率。

目录

介绍

• 调查目的
• 研究范围
• 定义

调查方法

• 资讯采购
• 次要和主要资料方法
• 市场规模预测
• 市场假设与限制

执行摘要

• 全球市场展望
• 供需趋势分析
• 细分机会分析

市场动态及展望

• 市场概览
• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特的分析

主要市场考察

• 关键成功因素
• 竞争程度
• 主要投资机会
• 市场生态系统
• 市场吸引力指数（2024 年）
• PESTEL 分析
• 总体经济指标
• 价值链分析
• 定价分析

玩具及游戏市场规模（依年龄层划分）及复合年增长率（2025-2032）

• 市场概览
• 婴幼儿
• 幼稚园
• 学龄
• 青少年
• 成人

玩具和游戏市场规模（按玩具类别和复合年增长率） (2025-2032)

• 市场概览
• 动作人物和玩具套装
• 玩偶及配件
• 建筑套装
• 图板游戏和纸牌游戏
• 搭乘用玩具
• 益智玩具
• 艺术与手工艺
• 电子玩具
• 户外玩具
• 运动器材玩具

玩具和游戏市场规模（按材料和复合年增长率） (2025-2032)

• 市场概览
• 塑胶
• 木头
• 金属
• 织物
• 电子元件

玩具和游戏市场规模（按教育价值和复合年增长率） (2025-2032)

• 市场概览
• STEM技能
• 创造力
• 解决问题
• 社会情绪发展

玩具和游戏市场规模（按价格分布和复合年增长率） (2025-2032)

• 市场概览
• 低于 20 美元
• 20-50美元
• 50-100美元
• 100-200美元
• 超过 200 美元

玩具及游戏市场规模（按地区）及复合年增长率（2025-2032）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲国家地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 其他亚太地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲国家
• 中东和非洲
  • 海湾合作委员会国家
  • 南非
  • 其他中东和非洲地区

竞争资讯

• 前 5 家公司对比
• 主要企业市场定位（2024年）
• 主要市场参与者所采用的策略
• 近期市场趋势
• 公司市场占有率分析（2024 年）
• 主要企业简介
  • 公司详细信息
  • 产品系列分析
  • 公司分部份额分析
  • 收益与前一年同期比较对比（2022-2024 年）

主要企业简介

• Mattel（USA）
• Hasbro（USA）
• LEGO Group（Denmark）
• Bandai Namco Holdings（Japan）
• Spin Master（Canada）
• Ravensburger（Germany）
• MGA Entertainment（USA）
• Funko（USA）
• Nintendo（Japan）
• Sony Interactive Entertainment（Japan/USA）
• Microsoft（USA）
• Ubisoft（France）
• Electronic Arts（USA）
• Activision Blizzard（USA）
• Asmodee（France）
• Goliath（Netherlands）
• Thames & Kosmos（Germany）
• Playmobil（Germany）
• Hornby Hobbies（UK）

结论和建议

Toys and Games Market size was valued at USD 320.5 billion in 2023 and is poised to grow from USD 337.17 billion in 2024 to USD 505.79 billion by 2032, growing at a CAGR of 5.2% during the forecast period (2025-2032).

The US Toys and Games Market is witnessing significant growth driven by multiple factors. Increasing consumer interest in eco-friendly toys, a revival of classic toys and video games, and awareness of the cognitive benefits offered by building toys are contributing to this trend. Additionally, the younger generations' inclination toward traditional recreational activities, paired with Millennials' preference for classic games during social events, is expected to enhance market expansion. Companies are adapting their strategies by developing online sales channels through platforms like Amazon, Walmart, and eBay, as digital marketing becomes paramount. Notably, during the lockdown, online toy sales surged, with Curtis McGill and Scott Houdashell reporting a 4000% increase on Amazon. The market is projected to sustain a healthy CAGR moving forward.

Top-down and bottom-up approaches were used to estimate and validate the size of the Toys And Games market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Toys And Games Market Segments Analysis

Global Toys and Games Market is segmented by Age Group, Toy Category, Material, Educational Value, Price Range and region. Based on Age Group, the market is segmented into Infant and Toddler, Preschool, School-Aged, Teenager and Adult. Based on Toy Category, the market is segmented into Action Figures and Playsets, Dolls and Accessories, Building Sets, Board Games and Card Games, Ride-On Toys, Educational Toys, Arts and Crafts, Electronic Toys, Outdoor Toys and Sporting Goods Toys. Based on Material, the market is segmented into Plastic, Wood, Metal, Fabric and Electronic Components. Based on Educational Value, the market is segmented into STEM Skills, Creativity, Problem-Solving and Social-Emotional Development. Based on Price Range, the market is segmented into Under $20, $20-$50, $50-$100, $100-$200 and Over $200. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Toys And Games Market

The Toys and Games market is experiencing significant growth driven by an increase in disposable incomes globally, which allows parents to allocate more funds towards purchasing toys and games for their children. This financial flexibility has spurred a heightened demand for premium, educational, and interactive toys that not only entertain but also support children's developmental milestones. As families prioritize quality experiences and learning opportunities over mere entertainment, the market sees a shift towards products that combine fun and education. Consequently, manufacturers are focusing on creating innovative toys that engage young minds while providing substantial developmental benefits, further fueling market expansion.

Restraints in the Toys And Games Market

Improperly designed or manufactured toys and games can present safety hazards for children, leading parents to be hesitant about making purchases. Such concerns can significantly hinder the expansion of the toys and games market, as the potential for accidents or malfunctions drives families to seek safer alternatives. This apprehension about product safety ultimately affects consumer confidence, resulting in decreased sales and limiting the market's overall growth potential. Therefore, ensuring high-quality design and manufacturing standards is crucial for instilling trust among consumers and fostering a thriving toys and games industry.

Market Trends of the Toys And Games Market

The Toys and Games market is witnessing a significant trend towards digital and interactive experiences, driven by rapid technological advancements. Consumers are increasingly gravitating towards toys that incorporate augmented reality (AR) and virtual reality (VR), which enhance playtime with immersive experiences. Interactive toys that can seamlessly connect with smartphones and tablets are also on the rise, catering to tech-savvy children and parents seeking educational and engaging play options. This shift not only fosters creativity and imagination but also responds to the demand for screen time that combines entertainment with educational value. Consequently, the market is poised for continuous growth as these innovations redefine traditional play.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global Toys and Games Market Size by Age Group & CAGR (2025-2032)

• Market Overview
• Infant and Toddler
• Preschool
• School-Aged
• Teenager
• Adult

Global Toys and Games Market Size by Toy Category & CAGR (2025-2032)

• Market Overview
• Action Figures and Playsets
• Dolls and Accessories
• Building Sets
• Board Games and Card Games
• Ride-On Toys
• Educational Toys
• Arts and Crafts
• Electronic Toys
• Outdoor Toys
• Sporting Goods Toys

Global Toys and Games Market Size by Material & CAGR (2025-2032)

• Market Overview
• Plastic
• Wood
• Metal
• Fabric
• Electronic Components

Global Toys and Games Market Size by Educational Value & CAGR (2025-2032)

• Market Overview
• STEM Skills
• Creativity
• Problem-Solving
• Social-Emotional Development

Global Toys and Games Market Size by Price Range & CAGR (2025-2032)

• Market Overview
• Under $20
• $20-$50
• $50-$100
• $100-$200
• Over $200

Global Toys and Games Market Size & CAGR (2025-2032)

• North America (Age Group , Toy Category, Material, Educational Value, Price Range)
  • US
  • Canada
• Europe (Age Group, Toy Category, Material, Educational Value, Price Range)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Age Group, Toy Category, Material, Educational Value, Price Range)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Age Group, Toy Category, Material, Educational Value, Price Range)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Age Group, Toy Category, Material, Educational Value, Price Range)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Mattel (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hasbro (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LEGO Group (Denmark)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Bandai Namco Holdings (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Spin Master (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ravensburger (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MGA Entertainment (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Funko (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Nintendo (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sony Interactive Entertainment (Japan/USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Microsoft (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ubisoft (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Electronic Arts (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Activision Blizzard (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Asmodee (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Goliath (Netherlands)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Thames & Kosmos (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Playmobil (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hornby Hobbies (UK)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations