玩具市场规模、份额及成长分析（依产品类型、价格分布、年龄层、材质、最终用途、通路及地区）－2025-2032 年产业预测

预计 2023 年玩具市场规模将达到 1,200 亿美元，从 2024 年的 1,248 亿美元成长到 2032 年的 1,708 亿美元，预测期内（2025-2032 年）的复合年增长率为 4.0%。

由于消费者偏好的变化、技术进步和全球经济趋势，国际玩具市场正在发生重大变革时期。随着家长和教育工作者越来越重视培养学习、创造力和解决问题能力的产品，人们明显转向教育和 STEM 玩具。因此，对机器人套件和编码等玩具的需求正在上升。科技也在彻底改变这个产业，AR（扩增实境）和VR（虚拟实境）创造了融合实体和数位游戏的互动体验。此外，随着消费者寻求由再生材料製成的环保玩具，永续性议题正在推动环保产品的发展。最后，电子商务的成长正在改变分销方式，使世界各地能够更广泛地购买更多种类的玩具。

目录

介绍

• 调查目的
• 研究范围
• 定义

调查方法

• 资讯采购
• 二次资料和一次资料方法
• 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

市场动态与展望

• 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

关键市场考察

• 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
• 技术分析

玩具市场规模（依产品类型）

• 市场概览
• 益智玩具
• 组装玩具
• 音乐玩具
• 游戏玩具
• 玩偶和微型模型
• 玩具车
• 扮家家玩具
• 其他（艺术与工艺玩具、乐器等）

玩具市场规模（以价格分布）

• 市场概览
• 低价
• 中价位
• 高价

玩具市场规模（依年龄层）

• 市场概览
• 1岁以下
• 1至3年
• 3至5年
• 5至12岁
• 12岁以上

玩具市场规模（按材料）

• 市场概览
• 塑胶
• 木製的
• 金属
• 织物
• 生物分解性/有机材料
• 杂交种

玩具市场规模：依最终用途划分

• 市场概览
• 个人
• 商业的

玩具市场规模（依通路划分）

• 市场概览
• 在线的
  • 电子商务网站
  • 公司自有网站
• 离线
  • 大卖场/超级市场
  • 百货公司
  • 专卖店
  • 其他零售店

玩具市场规模

• 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
• 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
• 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

• 前五大公司对比
• 主要企业市场定位（2024年）
• 主要市场参与者所采取的策略
• 近期市场趋势
• 公司市场占有率分析（2024年）
• 主要企业简介
  • 公司详情
  • 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

• The LEGO Group（Denmark）
• Mattel, Inc.（USA）
• Hasbro, Inc.（USA）
• Bandai Namco Holdings Inc.（Japan）
• Spin Master Corp.（Canada）
• MGA Entertainment, Inc.（USA）
• Jakks Pacific, Inc.（USA）
• Tomy Company, Ltd.（Japan）
• VTech Holdings Ltd.（Hong Kong）
• Ravensburger AG（Germany）
• Playmobil（Germany）
• Schleich GmbH（Germany）
• Moose Toys（Australia）
• Fisher-Price（USA）
• Simba Dickie Group（Germany）
• Melissa & Doug LLC（USA）
• Funskool India Ltd.（India）
• LeapFrog Enterprises, Inc.（USA）
• Sega Sammy Holdings Limited（Japan）
• Clementoni Spa（Italy）

结论和建议

Toys Market size was valued at USD 120.0 billion in 2023 and is poised to grow from USD 124.8 billion in 2024 to USD 170.8 billion by 2032, growing at a CAGR of 4.0% during the forecast period (2025-2032).

The international toys market is undergoing significant transformations driven by changing consumer preferences, technological advancements, and global economic trends. There is a noticeable shift towards educational and STEM toys, with parents and educators increasingly valuing products that foster learning, creativity, and problem-solving skills. Consequently, demand for engaging toys like robotics kits and coding toys is on the rise. Technology is also revolutionizing the industry, as augmented reality (AR) and virtual reality (VR) create interactive experiences that merge physical with digital play. Moreover, sustainability concerns are prompting consumers to seek eco-friendly toys made from recycled materials, driving the development of environmentally-conscious products. Lastly, the growth of e-commerce is reshaping distribution, enabling broad access to diverse toy offerings worldwide.

Top-down and bottom-up approaches were used to estimate and validate the size of the Toys 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 Market Segments Analysis

Global Toys Market is segmented by Product Type, Price Range, Age Group, Material, End Use, Distribution Channel and region. Based on Product Type, the market is segmented into Educational Toy, Construction Toy, Musical Toy, Game Toy, Doll & Miniature, Automotive Toy, Pretended Play Toy and Others (Art and Craft Toys, Musical Instruments etc.). Based on Price Range, the market is segmented into Low, Medium and High. Based on Age Group, the market is segmented into Below 1 Yrs., Age 1- 3, Age 3- 5, Age 5- 12 and Age 12+. Based on Material, the market is segmented into Plastic, Wooden, Metal, Fabric and Biodegradable/Organic Materials. Based on End Use, the market is segmented into Individual and Commercial. Based on Distribution Channel, the market is segmented into Online and Offline. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Toys Market

The toys market is significantly propelled by the economic growth in emerging markets, coupled with the increasing disposable income of households across various regions. As families find themselves with more financial freedom, they are more inclined to invest in non-essential items like toys, leading to a surge in demand for diverse toy offerings. This trend is particularly pronounced in countries with burgeoning middle-class populations, where parents are eager to allocate resources towards the developmental and entertainment needs of their children. As a result, the toys market continues to flourish, reflecting the changing economic landscape and consumer priorities.

Restraints in the Toys Market

Concerns regarding safety have significantly restricted the growth of the toy market. Incidents involving product recalls due to safety issues, including small parts that may present choking hazards or toxic materials, can severely damage a company's reputation and erode consumer confidence. In response, governments and regulatory authorities have enacted stricter safety standards and regulations, resulting in increased production costs and restrictions on the types of materials that can be utilized in toy manufacturing. These factors create additional challenges for manufacturers, as they must navigate complex compliance requirements while striving to maintain product quality and affordability to meet market demands.

Market Trends of the Toys Market

In recent years, the toys market has witnessed a significant trend towards educational toys, particularly within the STEM (Science, Technology, Engineering, and Mathematics) segment. Parents and caregivers are increasingly prioritizing toys that provide learning opportunities alongside entertainment. This shift is fueled by a growing awareness of the importance of early childhood education and skill development. Consequently, toy manufacturers are responding to this demand by expanding their offerings to include a diverse array of educational products, such as robotics kits, science experiment sets, and coding games. This trend is not only reshaping consumer preferences but also driving innovation in the toys market, ensuring that playtime is both fun and formative.

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
• Technology Analysis

Global Toys Market Size by Product Type & CAGR (2025-2032)

• Market Overview
• Educational Toy
• Construction Toy
• Musical Toy
• Game Toy
• Doll & Miniature
• Automotive Toy
• Pretended Play Toy
• Others (Art and Craft Toys, Musical Instruments etc.)

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

• Market Overview
• Low
• Medium
• High

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

• Market Overview
• Below 1 Yrs
• Age 1- 3
• Age 3- 5
• Age 5- 12
• Age 12+

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

• Market Overview
• Plastic
• Wooden
• Metal
• Fabric
• Biodegradable/Organic Materials
• Hybrid

Global Toys Market Size by End Use & CAGR (2025-2032)

• Market Overview
• Individual
• Commercial

Global Toys Market Size by Distribution Channel & CAGR (2025-2032)

• Market Overview
• Online
  • E-Commerce Website
  • Company Owned Website
• Offline
  • Hypermarket/Supermarket
  • Departmental Stores
  • Specialized Stores
  • Other Retail Stores

Global Toys Market Size & CAGR (2025-2032)

• North America (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • US
  • Canada
• Europe (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • 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

• The LEGO Group (Denmark)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mattel, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hasbro, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Bandai Namco Holdings Inc. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Spin Master Corp. (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MGA Entertainment, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Jakks Pacific, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Tomy Company, Ltd. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• VTech Holdings Ltd. (Hong Kong)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ravensburger AG (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Playmobil (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Schleich GmbH (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Moose Toys (Australia)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Fisher-Price (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Simba Dickie Group (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Melissa & Doug LLC (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Funskool India Ltd. (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LeapFrog Enterprises, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sega Sammy Holdings Limited (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Clementoni Spa (Italy)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations