玩具和游戏市场－全球产业规模、份额、趋势、机会和预测（按产品类型、配销通路、地区和竞争情况，2020-2030 年）

2024 年全球玩具和游戏市场价值为 3,354.2 亿美元，预计到 2030 年将成长至 4,347.9 亿美元，复合年增长率为 4.42%。全球玩具和游戏市场正稳步增长，这得益于可支配收入的增加、中产阶级人口的扩大以及人们对透过游戏促进儿童成长的认识的提高。由于父母更注重认知技能发展，对益智玩具和 STEM 类玩具的需求激增。科技与传统玩具的融合——例如应用程式游戏、扩增实境功能和互动式机器人——正在重塑消费者的期望。此外，电影和电子游戏收藏品和授权商品的流行进一步促进了销售。电子商务平台扩大了可近性，尤其是在新兴市场。

关键市场驱动因素

教育和技能开发玩具需求不断增长

主要市场挑战

安全问题和严格的监管合规性

主要市场趋势

“Kidult”文化和成人收藏品的兴起

目录

第一章：简介

第二章：研究方法

第三章：执行摘要

第四章：全球玩具与游戏市场展望

• 市场规模和预测
  • 按价值
• 市场占有率和预测
  • 按产品类型（毛绒玩具、婴儿/学龄前玩具、活动玩具、玩偶、游戏和拼图、其他）
  • 依配销通路（超市/大卖场、专卖店、网路、其他）
  • 按地区
  • 按公司分类（2024）
• 市场地图

第五章：北美玩具与游戏市场展望

• 市场规模和预测
  • 按价值
• 市场占有率和预测
  • 依产品类型
  • 按配销通路
  • 按国家/地区
• 北美：国家分析
  • 美国
  • 加拿大
  • 墨西哥

第六章：欧洲玩具与游戏市场展望

• 市场规模和预测
• 市场占有率和预测
• 欧洲：国家分析
  • 法国
  • 德国
  • 西班牙
  • 义大利
  • 英国

第七章：亚太玩具及游戏市场展望

• 市场规模和预测
• 市场占有率和预测
• 亚太地区：国家分析
  • 中国
  • 日本
  • 印度
  • 越南
  • 韩国

第八章：中东和非洲玩具和游戏市场展望

• 市场规模和预测
• 市场占有率和预测
• MEA：国家分析
  • 南非
  • 沙乌地阿拉伯
  • 阿联酋
  • 土耳其

第九章：南美玩具与游戏市场展望

• 市场规模和预测
• 市场占有率和预测
• 南美洲：国家分析
  • 巴西
  • 阿根廷
  • 哥伦比亚

第十章：市场动态

• 驱动程式
• 挑战

第 11 章：市场趋势与发展

• 合併与收购（如有）
• 产品发布（如有）
• 最新动态

第十二章：干扰：衝突、流行病与贸易壁垒

第 13 章：波特五力分析

• 产业竞争
• 新进入者的潜力
• 供应商的力量
• 顾客的力量
• 替代产品的威胁

第 14 章：竞争格局

• 公司简介
  • Spin Master
  • The Lego Group
  • Sanrio Co., Ltd.
  • Playmates Toys Limited
  • JAKKS Pacific, Inc.
  • Mattel
  • Hasbro
  • Schylling
  • Bandai Namco Holdings Inc.
  • Dream International Limited

第 15 章：策略建议

第16章调查会社について・免责事项

Global Toys and Games Market was valued at USD 335.42 Billion in 2024 and is expected to grow to USD 434.79 Billion by 2030 with a CAGR of 4.42%. The global toys and games market is witnessing steady growth, driven by increasing disposable incomes, expanding middle-class populations, and rising awareness of child development through play. Demand for educational and STEM-based toys has surged, fueled by parents' preference for cognitive skill development. The integration of technology into traditional toys-such as app-enabled games, augmented reality features, and interactive robots-is reshaping consumer expectations. Moreover, the popularity of collectibles and licensed merchandise from movies and video games has further boosted sales. E-commerce platforms have widened accessibility, especially in emerging markets.

Key Market Drivers

Rising Demand for Educational and Skill-Development Toys

One of the most influential drivers of the global toys and games market is the growing emphasis on educational toys and those that promote cognitive and motor skill development. Parents, educators, and child development experts are increasingly focusing on toys that not only entertain but also teach essential skills such as problem-solving, creativity, numeracy, language, and emotional intelligence. STEM (Science, Technology, Engineering, and Mathematics) toys are gaining significant traction worldwide, as they are seen as tools to introduce children to complex concepts in a fun and interactive way. Brands are innovating in this space by integrating age-appropriate learning modules, making toys more engaging and effective for early education. The rise in dual-income households and working parents has also led to a preference for toys that offer educational value during independent playtime. In both developed and developing countries, early childhood education is being prioritized, and toys that contribute to this goal are in high demand. Governments and educational institutions are also playing a role by recommending or incorporating specific types of learning toys into curricula and preschool settings. Between 2011 and March 19, 2024, the U.S. Consumer Product Safety Commission (CPSC) issued six recalls of toys containing button-cell batteries, reflecting ongoing regulatory scrutiny and compliance efforts under safety standards like ASTM F963 and the CPSIA. This trend is expected to continue fueling market growth as consumers place a stronger emphasis on learning-based entertainment.

Key Market Challenges

Safety Concerns and Stringent Regulatory Compliance

One of the major challenges facing the global toys and games market is the need to comply with strict safety regulations and standards across different countries and regions. As toys are primarily intended for children, ensuring product safety is paramount, and any failure in this area can result in severe consequences for manufacturers, including legal penalties, product recalls, brand damage, and loss of consumer trust. Governments around the world, particularly in the European Union, the United States, and Japan, have implemented rigorous safety norms concerning the use of hazardous chemicals, choking hazards, sharp edges, and battery safety. For instance, the EU's Toy Safety Directive and the U.S. Consumer Product Safety Improvement Act (CPSIA) impose strict testing and labeling requirements. Smaller manufacturers, especially those in developing countries, often find it difficult to meet the high cost and complexity of regulatory compliance, which limits their ability to expand globally. Furthermore, evolving regulations-such as those focused on sustainability or data privacy in connected toys-create additional pressure to continuously adapt product design and manufacturing processes. Inadequate compliance or oversight can lead to mass recalls, such as those seen in the past due to lead paint or magnetic components, severely damaging a brand's reputation and consumer confidence.

Key Market Trends

Rise of "Kidult" Culture and Adult Collectibles

A significant trend gaining momentum in the global toys and games market is the growing influence of the "kidult" segment-adults who purchase toys for nostalgia, stress relief, or collection purposes. This consumer base, typically aged between 20 and 40, is increasingly driving demand for action figures, model kits, puzzles, board games, LEGO sets, and high-end collectibles based on pop culture, anime, comics, and retro gaming. Unlike children, kidults often have higher disposable incomes and are willing to pay premium prices for exclusive or limited-edition merchandise. Companies are responding by launching nostalgia-themed product lines and collaborating with major entertainment franchises like Star Wars, Marvel, Pokemon, and Harry Potter. These toys are not just meant for play but are seen as lifestyle items or home decor elements. Toy conventions, online fan communities, and social media have also helped to normalize and amplify this trend, turning hobbyist culture into a global market force. Even luxury brands and artists are entering the space, creating high-design figurines and designer toys that appeal to adult collectors. As emotional value, nostalgia, and hobbyism continue to drive consumer behavior, the kidult trend is transforming the perception of toys from child-centric items to multi-generational entertainment.

Key Market Players

• Spin Master
• The Lego Group
• Sanrio Co., Ltd.
• Playmates Toys Limited
• JAKKS Pacific, Inc.
• Mattel
• Hasbro
• Schylling
• Bandai Namco Holdings Inc.
• Dream International Limited

Report Scope:

In this report, the Global Toys and Games Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Toys and Games Market, By Product Type:

• Plush Toys
• Infant /Preschool Toys
• Activity Toys
• Dolls
• Games and Puzzles
• Others

Toys and Games Market, By Distribution Channel:

• Supermarkets/Hypermarkets
• Specialty Stores
• Online
• Others

Toys and Games Market, By Region:

• North America
  • United States
  • Canada
  • Mexico
• Europe
  • France
  • United Kingdom
  • Italy
  • Germany
  • Spain
• Asia-Pacific
  • China
  • Japan
  • India
  • South Korea
  • Vietnam
• South America
  • Argentina
  • Colombia
  • Brazil
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Toys and Games Market.

Available Customizations:

Global Toys and Games Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Introduction

• 1.1. Market Overview
• 1.2. Key Highlights of the Report
• 1.3. Market Coverage
• 1.4. Market Segments Covered
• 1.5. Research Tenure Considered

2. Research Methodology

• 2.1. Methodology Landscape
• 2.2. Objective of the Study
• 2.3. Baseline Methodology
• 2.4. Formulation of the Scope
• 2.5. Assumptions and Limitations
• 2.6. Sources of Research
• 2.7. Approach for the Market Study
• 2.8. Methodology Followed for Calculation of Market Size & Market Shares
• 2.9. Forecasting Methodology

3. Executive Summary

• 3.1. Overview of the Market
• 3.2. Overview of Key Market Segmentations
• 3.3. Overview of Key Market Players
• 3.4. Overview of Key Regions
• 3.5. Overview of Market Drivers, Challenges, and Trends

4. Global Toys and Games Market Outlook

• 4.1. Market Size & Forecast
  • 4.1.1. By Value
• 4.2. Market Share & Forecast
  • 4.2.1. By Product Type (Plush Toys, Infant /Preschool Toys, Activity Toys, Dolls, Games and Puzzles, Others)
  • 4.2.2. By Distribution Channel (Supermarkets/Hypermarkets, Specialty Stores, Online, Others)
  • 4.2.3. By Region
  • 4.2.4. By Company (2024)
• 4.3. Market Map

5. North America Toys and Games Market Outlook

• 5.1. Market Size & Forecast
  • 5.1.1. By Value
• 5.2. Market Share & Forecast
  • 5.2.1. By Product Type
  • 5.2.2. By Distribution Channel
  • 5.2.3. By Country
• 5.3. North America: Country Analysis
  • 5.3.1. United States Toys and Games Market Outlook
    • 5.3.1.1. Market Size & Forecast
      • 5.3.1.1.1. By Value
    • 5.3.1.2. Market Share & Forecast
      • 5.3.1.2.1. By Product Type
      • 5.3.1.2.2. By Distribution Channel
  • 5.3.2. Canada Toys and Games Market Outlook
    • 5.3.2.1. Market Size & Forecast
      • 5.3.2.1.1. By Value
    • 5.3.2.2. Market Share & Forecast
      • 5.3.2.2.1. By Product Type
      • 5.3.2.2.2. By Distribution Channel
  • 5.3.3. Mexico Toys and Games Market Outlook
    • 5.3.3.1. Market Size & Forecast
      • 5.3.3.1.1. By Value
    • 5.3.3.2. Market Share & Forecast
      • 5.3.3.2.1. By Product Type
      • 5.3.3.2.2. By Distribution Channel

6. Europe Toys and Games Market Outlook

• 6.1. Market Size & Forecast
  • 6.1.1. By Value
• 6.2. Market Share & Forecast
  • 6.2.1. By Product Type
  • 6.2.2. By Distribution Channel
  • 6.2.3. By Country
• 6.3. Europe: Country Analysis
  • 6.3.1. France Toys and Games Market Outlook
    • 6.3.1.1. Market Size & Forecast
      • 6.3.1.1.1. By Value
    • 6.3.1.2. Market Share & Forecast
      • 6.3.1.2.1. By Product Type
      • 6.3.1.2.2. By Distribution Channel
  • 6.3.2. Germany Toys and Games Market Outlook
    • 6.3.2.1. Market Size & Forecast
      • 6.3.2.1.1. By Value
    • 6.3.2.2. Market Share & Forecast
      • 6.3.2.2.1. By Product Type
      • 6.3.2.2.2. By Distribution Channel
  • 6.3.3. Spain Toys and Games Market Outlook
    • 6.3.3.1. Market Size & Forecast
      • 6.3.3.1.1. By Value
    • 6.3.3.2. Market Share & Forecast
      • 6.3.3.2.1. By Product Type
      • 6.3.3.2.2. By Distribution Channel
  • 6.3.4. Italy Toys and Games Market Outlook
    • 6.3.4.1. Market Size & Forecast
      • 6.3.4.1.1. By Value
    • 6.3.4.2. Market Share & Forecast
      • 6.3.4.2.1. By Product Type
      • 6.3.4.2.2. By Distribution Channel
  • 6.3.5. United Kingdom Toys and Games Market Outlook
    • 6.3.5.1. Market Size & Forecast
      • 6.3.5.1.1. By Value
    • 6.3.5.2. Market Share & Forecast
      • 6.3.5.2.1. By Product Type
      • 6.3.5.2.2. By Distribution Channel

7. Asia-Pacific Toys and Games Market Outlook

• 7.1. Market Size & Forecast
  • 7.1.1. By Value
• 7.2. Market Share & Forecast
  • 7.2.1. By Product Type
  • 7.2.2. By Distribution Channel
  • 7.2.3. By Country
• 7.3. Asia-Pacific: Country Analysis
  • 7.3.1.China Toys and Games Market Outlook
    • 7.3.1.1. Market Size & Forecast
      • 7.3.1.1.1. By Value
    • 7.3.1.2. Market Share & Forecast
      • 7.3.1.2.1. By Product Type
      • 7.3.1.2.2. By Distribution Channel
  • 7.3.2.Japan Toys and Games Market Outlook
    • 7.3.2.1. Market Size & Forecast
      • 7.3.2.1.1. By Value
    • 7.3.2.2. Market Share & Forecast
      • 7.3.2.2.1. By Product Type
      • 7.3.2.2.2. By Distribution Channel
  • 7.3.3. India Toys and Games Market Outlook
    • 7.3.3.1. Market Size & Forecast
      • 7.3.3.1.1. By Value
    • 7.3.3.2. Market Share & Forecast
      • 7.3.3.2.1. By Product Type
      • 7.3.3.2.2. By Distribution Channel
  • 7.3.4. Vietnam Toys and Games Market Outlook
    • 7.3.4.1. Market Size & Forecast
      • 7.3.4.1.1. By Value
    • 7.3.4.2. Market Share & Forecast
      • 7.3.4.2.1. By Product Type
      • 7.3.4.2.2. By Distribution Channel
  • 7.3.5. South Korea Toys and Games Market Outlook
    • 7.3.5.1. Market Size & Forecast
      • 7.3.5.1.1. By Value
    • 7.3.5.2. Market Share & Forecast
      • 7.3.5.2.1. By Product Type
      • 7.3.5.2.2. By Distribution Channel

8. Middle East & Africa Toys and Games Market Outlook

• 8.1. Market Size & Forecast
  • 8.1.1. By Value
• 8.2. Market Share & Forecast
  • 8.2.1. By Product Type
  • 8.2.2. By Distribution Channel
  • 8.2.3. By Country
• 8.3. MEA: Country Analysis
  • 8.3.1. South Africa Toys and Games Market Outlook
    • 8.3.1.1. Market Size & Forecast
      • 8.3.1.1.1. By Value
    • 8.3.1.2. Market Share & Forecast
      • 8.3.1.2.1. By Product Type
      • 8.3.1.2.2. By Distribution Channel
  • 8.3.2. Saudi Arabia Toys and Games Market Outlook
    • 8.3.2.1. Market Size & Forecast
      • 8.3.2.1.1. By Value
    • 8.3.2.2. Market Share & Forecast
      • 8.3.2.2.1. By Product Type
      • 8.3.2.2.2. By Distribution Channel
  • 8.3.3. UAE Toys and Games Market Outlook
    • 8.3.3.1. Market Size & Forecast
      • 8.3.3.1.1. By Value
    • 8.3.3.2. Market Share & Forecast
      • 8.3.3.2.1. By Product Type
      • 8.3.3.2.2. By Distribution Channel
  • 8.3.4. Turkey Toys and Games Market Outlook
    • 8.3.4.1. Market Size & Forecast
      • 8.3.4.1.1. By Value
    • 8.3.4.2. Market Share & Forecast
      • 8.3.4.2.1. By Product Type
      • 8.3.4.2.2. By Distribution Channel

9. South America Toys and Games Market Outlook

• 9.1. Market Size & Forecast
  • 9.1.1. By Value
• 9.2. Market Share & Forecast
  • 9.2.1. By Product Type
  • 9.2.2. By Distribution Channel
  • 9.2.3. By Country
• 9.3. South America: Country Analysis
  • 9.3.1. Brazil Toys and Games Market Outlook
    • 9.3.1.1. Market Size & Forecast
      • 9.3.1.1.1. By Value
    • 9.3.1.2. Market Share & Forecast
      • 9.3.1.2.1. By Product Type
      • 9.3.1.2.2. By Distribution Channel
  • 9.3.2. Argentina Toys and Games Market Outlook
    • 9.3.2.1. Market Size & Forecast
      • 9.3.2.1.1. By Value
    • 9.3.2.2. Market Share & Forecast
      • 9.3.2.2.1. By Product Type
      • 9.3.2.2.2. By Distribution Channel
  • 9.3.3. Colombia Toys and Games Market Outlook
    • 9.3.3.1. Market Size & Forecast
      • 9.3.3.1.1. By Value
    • 9.3.3.2. Market Share & Forecast
      • 9.3.3.2.1. By Product Type
      • 9.3.3.2.2. By Distribution Channel

10. Market Dynamics

• 10.1. Drivers
• 10.2. Challenges

11. Market Trends & Developments

• 11.1. Merger & Acquisition (If Any)
• 11.2. Product Launches (If Any)
• 11.3. Recent Developments

12. Disruptions: Conflicts, Pandemics and Trade Barriers

13. Porters Five Forces Analysis

• 13.1. Competition in the Industry
• 13.2. Potential of New Entrants
• 13.3. Power of Suppliers
• 13.4. Power of Customers
• 13.5. Threat of Substitute Products

14. Competitive Landscape

• 14.1. Company Profiles
  • 14.1.1. Spin Master
    • 14.1.1.1. Business Overview
    • 14.1.1.2. Company Snapshot
    • 14.1.1.3. Products & Services
    • 14.1.1.4. Financials (As Per Availability)
    • 14.1.1.5. Key Market Focus & Geographical Presence
    • 14.1.1.6. Recent Developments
    • 14.1.1.7. Key Management Personnel
  • 14.1.2. The Lego Group
  • 14.1.3. Sanrio Co., Ltd.
  • 14.1.4. Playmates Toys Limited
  • 14.1.5. JAKKS Pacific, Inc.
  • 14.1.6. Mattel
  • 14.1.7. Hasbro
  • 14.1.8. Schylling
  • 14.1.9. Bandai Namco Holdings Inc.
  • 14.1.10. Dream International Limited

15. Strategic Recommendations

16. About Us & Disclaimer