玩具和游戏市场规模、份额和成长分析（按年龄层、玩具类别、材质、教育价值、价格分布和地区划分）－2026-2033年产业预测

预计到 2024 年，玩具和游戏市场规模将达到 3,371.7 亿美元，从 2025 年的 3,547 亿美元成长到 2033 年的 5,321 亿美元，在预测期（2026-2033 年）内复合年增长率为 5.2%。

玩具和游戏产业正经历显着成长，这主要得益于几个关键趋势的推动。随着家长越来越重视永续性，环保产品的需求显着增加。同时，人们对组装玩具认知益处的认识不断提高，也带动了经典玩具和电子游戏的復兴。行动游戏的蓬勃发展，以及年轻一代对传统娱乐方式的重新关注，再加上千禧世代在社交场合对经典游戏的偏好，都促进了这一增长。为了因应这一转变，各公司纷纷加大电商投入，利用亚马逊和沃尔玛等平台有效触达消费者。消费者购买行为的改变，尤其是在室内活动方面的消费行为变化，反映了更广泛的消费习惯转变，预计这一趋势将继续保持市场成长势头。

玩具和游戏市场的成长要素

全球可支配收入的成长使父母能够为孩子投入更多资金购买玩具和游戏。这一趋势推动了对高品质、寓教于乐且互动性强的玩具的需求，这些玩具对儿童的成长发展有正面影响。随着家庭越来越重视孩子的优质游戏体验，製造商也积极回应，推出创新且引人入胜的产品，这些产品不仅能带来娱乐，还能促进学习。这种转变反映出人们对游戏在儿童发展中重要性的认识不断加深，从而推动了对兼具趣味性和教育价值的产品的需求，并正在塑造玩具和游戏产业的未来购买决策。

玩具和游戏市场的限制

玩具和游戏市场面临着许多限制因素，其中设计缺陷和製造缺陷引发的安全隐患尤为突出。这些缺陷可能对儿童构成潜在危险，并导致家长在购买时犹豫不决。由于消费者高度重视儿童的安全和福祉，这种担忧可能会阻碍销售和整体市场成长。因此，製造商必须确保其设计和製造流程符合高标准，以增强消费者信心并降低风险。最终，解决这些安全问题对于促进玩具和游戏市场的健康发展至关重要。

玩具和游戏市场趋势

随着科技进步提升儿童的游戏体验，玩具和游戏市场正经历着向数位化、互动产品方向的显着转变。融合扩增实境（AR）和虚拟实境（VR）技术的产品正日益受到青睐，吸引那些追求沉浸式和教育性游戏体验的科技达人消费者。此外，越来越多的玩具能够相容于智慧型手机和平板电脑，将实体游戏和数位游戏无缝融合。这种融合不仅以全新的方式吸引儿童，也预示着一种变革性的趋势：製造商正将创新置于首位，以促进技能发展，并满足数位化世代的需求。

目录

介绍

• 调查目标
• 调查范围
• 定义

调查方法

• 资讯收集
• 二手资料和一手资料方法
• 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
• 细分市场机会分析

市场动态与展望

• 市场规模
• 市场动态
  • 驱动因素和机会
  • 限制与挑战
• 波特分析

关键市场考察

• 关键成功因素
• 竞争程度
• 关键投资机会
• 市场生态系统
• 市场吸引力指数（2025）
• PESTEL 分析
• 总体经济指标
• 价值链分析
• 定价分析

全球玩具和游戏市场规模：按年龄层和复合年增长率划分（2026-2033 年）

• 婴幼儿
• 学龄前儿童
• 学龄
• 青少年
• 成人版

全球玩具和游戏市场规模：按玩具类别和复合年增长率划分（2026-2033 年）

• 动作玩偶和玩具套装
• 玩偶和配件
• 积木、拼图与建筑积木
• 图板游戏游戏
• 搭乘用玩具
• 益智玩具
• 工艺和针线活
• 电子玩具
• 户外玩具
• 运动器材玩具

全球玩具和游戏市场规模（按材料和复合年增长率划分）（2026-2033 年）

• 塑胶
• 木头
• 金属
• 布製品
• 电子元件

全球玩具与游戏市场规模：教育价值及复合年增长率（2026-2033）

• STEM技能
• 创造力
• 解决问题的能力
• 社会和情绪发展

全球玩具和游戏市场规模：按价格分布和复合年增长率划分（2026-2033 年）

• 20美元以下
• 20-50美元
• 50-100美元
• 100-200美元
• 超过 200 美元

全球玩具及游戏市场规模及复合年增长率（2026-2033）

• 北美洲
  • 美国
  • 加拿大
• 欧洲
  • 德国
  • 西班牙
  • 法国
  • 英国
  • 义大利
  • 其他欧洲地区
• 亚太地区
  • 中国
  • 印度
  • 日本
  • 韩国
  • 亚太其他地区
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲地区
• 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
• 主要企业的市场定位（2025 年）
• 主要市场参与者所采取的策略
• 近期市场趋势
• 公司市占率分析（2025 年）
• 主要企业公司简介
  • 公司详情
  • 产品系列分析
  • 依业务板块进行公司股票分析
  • 2023-2025年营收年比比较

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）

结论与建议

Toys and Games Market size was valued at USD 337.17 Billion in 2024 and is poised to grow from USD 354.7 Billion in 2025 to USD 532.1 Billion by 2033, growing at a CAGR of 5.2% during the forecast period (2026-2033).

The Toys and Games industry is experiencing significant growth driven by several key trends. There is a notable shift towards eco-friendly products as parents prioritize sustainability. Simultaneously, classic toys and video games are making a comeback, alongside the growing awareness of the cognitive advantages of building toys. The surge in mobile gaming is also contributing to this expansion, complemented by younger generations' renewed interest in traditional pastimes and Millennials' preference for classic games during social gatherings. Businesses are adapting by enhancing their e-commerce presence, leveraging platforms like Amazon and Walmart to effectively reach consumers. This shift in purchasing behavior, particularly for indoor activities, reflects broader changes in consumer habits that promise to sustain market momentum.

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 increasing disposable incomes globally have empowered parents with greater financial capability to invest in toys and games for their children. This trend has resulted in a heightened demand for premium, educational, and interactive toys that contribute positively to children's growth and development. As families prioritize quality play experiences for their kids, manufacturers are responding by offering innovative and engaging products that not only entertain but also enhance learning. This shift reflects a broader understanding of the importance of play in child development, driving the market toward offerings that combine fun with educational value, thus shaping future purchasing decisions in the Toys and Games sector.

Restraints in the Toys and Games Market

The toys and games market faces significant restraints due to safety concerns associated with poorly designed or inadequately manufactured products. Such deficiencies can pose potential hazards to children, leading parents to be hesitant in their purchasing decisions. This apprehension can hinder sales and overall market growth, as consumers prioritize the safety and well-being of their children. As a result, manufacturers must ensure high-quality standards in their designs and production processes to instill confidence in consumers and mitigate risks. Ultimately, addressing these safety issues is crucial for fostering a thriving toys and games market.

Market Trends of the Toys and Games Market

The Toys and Games market is experiencing a notable shift towards digital and interactive offerings, driven by technological advancements that enhance children's play experiences. Products integrating augmented reality (AR) and virtual reality (VR) are gaining traction, appealing to tech-savvy consumers seeking immersive and educational play. Additionally, toys that can be synchronized with smartphones and tablets are on the rise, allowing for a seamless blend of physical and digital play. This convergence not only engages children in new ways but also fosters skills development, signaling a transformative trend as manufacturers prioritize innovation to meet the demands of a digitally-inclined generation.

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, 2025
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global Toys and Games Market Size by Age Griup & CAGR (2026-2033)

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

Global Toys and Games Market Size by Toy Category & CAGR (2026-2033)

• 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 (2026-2033)

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

Global Toys and Games Market Size by Educational Value & CAGR (2026-2033)

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

Global Toys and Games Market Size by Price Range & CAGR (2026-2033)

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

Global Toys and Games Market Size & CAGR (2026-2033)

• North America (Age Griup, Toy Category, Material, Educational Value, Price Range)
  • US
  • Canada
• Europe (Age Griup, Toy Category, Material, Educational Value, Price Range)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Age Griup, Toy Category, Material, Educational Value, Price Range)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Age Griup, Toy Category, Material, Educational Value, Price Range)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Age Griup, 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, 2025
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2025
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2023-2025)

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