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婴儿玩具市场 - 全球产业规模、份额、趋势、机会及预测（按类型、销售管道、地区及竞争格局划分，2021-2031年）

Baby Toys Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type, By Sales Channel, By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 180 Pages | 商品交期: 2-3个工作天内

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简介目录

全球婴儿玩具市场预计将从 2025 年的 172.1 亿美元成长到 2031 年的 225 亿美元，复合年增长率达到 4.57%。

这个市场包含专为婴幼儿设计的产品，例如摇铃、毛绒玩具和活动垫，旨在促进儿童运动、感官和认知能力的发展。推动这一市场成长的关键因素包括：可支配收入的增加，使得消费者能够购买优质产品；以及家长对幼儿早期教育日益增长的关注，从而带动了对益智玩具的需求。此外，随着双薪家庭的增多，人们越来越需要兼具教育性和娱乐性的玩具，以保持儿童的积极性和参与度。

市场概览
预测期 2027-2031
市场规模：2025年 172.1亿美元
市场规模：2031年 225亿美元
复合年增长率：2026-2031年 4.57%
成长最快的细分市场 在线的
最大的市场 北美洲

然而，该行业面临诸多挑战。尤其是在一些成熟经济体中，出生率下降自然会限制潜在消费群体，并限制销售量的成长。製造商还必须应对原材料价格波动和严格的安全法规，这些因素都会降低利润率。为了说明该行业的经济规模，玩具协会报告称，到2024年，婴幼儿玩具这一大类产品在美国的零售额将达到34亿美元。这一数字凸显了该市场巨大的价值潜力，即使在人口结构变化和持续的经济压力下，其价值仍然无法估量。

市场驱动因素

对STEM教育和学习玩具日益增长的需求是推动市场扩张的主要动力。这主要源自于家长们对早期认知发展的日益关注。如今，家长们越来越将玩耍视为技能习得的重要契机，他们优先考虑能够促进婴幼儿感觉处理、程式设计基础和问题解决能力的玩具产品。这一趋势迫使製造商开发兼具娱乐性和课程学习成果的儿童发展辅助工具，使其超越单纯的娱乐，提供实际的教育价值。根据玩具协会于2025年1月发布的《2025年玩具和游戏趋势》报告，60%的家长特别希望购买能够培养STEAM技能（例如艺术和程式设计）的玩具，这凸显了消费者偏好向功能性游戏转变的趋势。

同时，消费者对环保和永续材料的日益偏好正在重塑全球婴幼儿玩具市场的供应链策略和调查方法。不断增强的环保意识促使家长们积极避免使用传统的石化燃料基塑料，转而选择来源可靠的木材、可生物降解的替代品和植物来源树脂。为此，各大品牌正在调整其材料组合，以减少碳足迹并确保产品安全，而这种转变对于维繫品牌忠诚度至关重要。例如，乐高集团于2025年3月发布的《2024年永续发展声明》指出，该公司已扩大其物料平衡方法的覆盖范围，到2024年，其采购的树脂中有47%来自再生材料，显着提高了可再生材料的使用量。作为这项变革时期经济规模的一个例证，玩具协会在2025年6月发布的报告显示，2024年全球玩具销售额将达到1,118亿美元。

市场挑战

成熟经济体出生率下降对全球婴幼儿玩具市场构成根本性威胁，因为它直接导致目标消费族群萎缩。与大龄儿童和收藏家需求永续的玩具类别不同，婴幼儿玩具市场完全依赖新一代的持续出生。由于主要地区的出生率低于更换水平，活动垫、摇铃和感官发展玩具等产品的终端使用者群体自然也在萎缩。这种人口结构变化对销售成长构成结构性限制，使得製造商越来越难以仅透过销售成长来扩大销售，而无法透过行销或产品创新来提升销售量。

目标消费群体的萎缩已经为玩具产业带来了明显的经济阻力。新生儿和幼儿人口的减少将即时降低对特定年龄层玩具的需求，导致该品类零售表现下滑。例如，澳洲玩具协会2024年5月发布的数据显示，婴幼儿玩具的销售额下降了11%，成为该产业受影响最严重的细分市场之一。这些数据凸显了青少年人口减少与市场收入下降之间的直接关联，迫使企业在不断萎缩的消费者支出中展开更激烈的竞争。

市场趋势

极简主义木製玩具和蒙特梭利风格玩具的兴起已成为一股独特的潮流，这主要得益于教育理念向开放式游戏和家居美学和谐的转变。与关注材料道德的可持续发展倡议不同，这一趋势源于父母希望透过简单、无需电池的玩具来减少孩子感官过度刺激的需求，这些玩具既能鼓励孩子进行创造性探索，又能与现代家居环境完美融合。这种「回归本源」的设计偏好为那些顺应市场需求、顺应高品质低科技产品潮流的知名品牌带来了显着的商业性成功。根据美泰儿公司2025年2月发布的《玩具手册》（The Toy Book）及其全年财务报告，费雪（Fisher-Price）品牌预计将在2024年恢復成长，这显然归功于费雪木製玩具系列的成功上市和良好表现。

同时，社交电商和直销销售管道（D2C）的蓬勃发展正在从根本上改变婴幼儿产品的流通结构。越来越多的负责人不再光顾传统的实体零售商，而是依赖数位平台和演算法推荐来购买婴幼儿产品。这种转变使得製造商能够利用先进的数位工具来简化购买流程，并提供个人化的产品推荐，从而直接与终端用户互动。例如，Adobe Analytics在2025年12月发布的报告显示，假期季节期间，美国零售网站上用于产品研究和发现的生成式人工智慧工具的使用量同比增长了805%，其中婴幼儿产品尤其成为搜寻量最高的品类之一。

目录

第一章概述

第二章调查方法

第三章执行摘要

第四章：客户评价

第五章 全球婴幼儿玩具市场展望

  • 市场规模及预测
    • 按金额
  • 市占率及预测
    • 按类型（电子玩具、毛绒玩具、益智玩具、其他）
    • 依销售管道（超级市场/超级市场、专卖店、线上、其他）
    • 按地区
    • 按公司（2025 年）
  • 市场地图

第六章：北美婴幼儿玩具市场展望

  • 市场规模及预测
  • 市占率及预测
  • 北美洲：国家分析
    • 我们
    • 加拿大
    • 墨西哥

第七章：欧洲婴幼儿玩具市场展望

  • 市场规模及预测
  • 市占率及预测
  • 欧洲：国家分析
    • 德国
    • 法国
    • 英国
    • 义大利
    • 西班牙

第八章：亚太地区婴幼儿玩具市场展望

  • 市场规模及预测
  • 市占率及预测
  • 亚太地区：国家分析
    • 中国
    • 印度
    • 日本
    • 韩国
    • 澳洲

第九章：中东与非洲婴幼儿玩具市场展望

  • 市场规模及预测
  • 市占率及预测
  • 中东和非洲：国家分析
    • 沙乌地阿拉伯
    • 阿拉伯聯合大公国
    • 南非

第十章：南美洲婴幼儿玩具市场展望

  • 市场规模及预测
  • 市占率及预测
  • 南美洲：国家分析
    • 巴西
    • 哥伦比亚
    • 阿根廷

第十一章 市场动态

  • 司机
  • 任务

第十二章 市场趋势与发展

  • 併购
  • 产品发布
  • 最新进展

第十三章 全球婴幼儿玩具市场：SWOT分析

第十四章：波特五力分析

  • 产业竞争
  • 新进入者的可能性
  • 供应商电力
  • 顾客权力
  • 替代品的威胁

第十五章 竞争格局

  • LEGO System A/S
  • Mattel Inc.
  • Hasbro Inc.
  • Bandai Namco Holdings Inc.
  • Spin Master
  • Kids II Inc.
  • Nintendo Co. Ltd.
  • Brandstatter Group
  • Tomy Company Ltd
  • Basic Fun

第十六章 策略建议

第十七章：关于研究公司及免责声明

简介目录
Product Code: 20554

The Global Baby Toys Market is projected to expand from USD 17.21 Billion in 2025 to USD 22.50 Billion by 2031, achieving a Compound Annual Growth Rate (CAGR) of 4.57%. This market consists of products tailored for infants and toddlers, such as rattles, plush animals, and activity mats, which are designed to stimulate motor, sensory, and cognitive development. Key drivers supporting this growth include rising disposable incomes that enable families to purchase premium quality goods and a heightened parental focus on early childhood education, which fuels the demand for developmental playthings. Additionally, the increase in dual-income households has intensified the need for toys that function as both educational tools and sources of entertainment to ensure children remain constructively engaged.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 17.21 Billion
Market Size 2031USD 22.50 Billion
CAGR 2026-20314.57%
Fastest Growing SegmentOnline
Largest MarketNorth America

However, the sector faces significant hurdles, particularly declining birth rates in several mature economies, which naturally restricts the potential consumer base and limits volume growth. Manufacturers must also contend with volatile raw material costs and strict safety regulations that can reduce profit margins. Highlighting the economic magnitude of this industry, The Toy Association reported that the infant, toddler, and preschool toys supercategory generated $3.4 billion in U.S. retail sales in 2024. This figure underscores the substantial value of the market, even as it navigates evolving demographic patterns and persistent economic pressures.

Market Driver

The surging demand for STEM-based and educational learning toys serves as a primary catalyst for market expansion, fueled by a heightened parental emphasis on early cognitive development. Modern parents increasingly regard play as a vital opportunity for skill acquisition, prioritizing products that foster sensory processing, coding basics, and problem-solving abilities in infants and toddlers. This trend has compelled manufacturers to engineer developmental tools that merge entertainment with curriculum-based learning outcomes, moving beyond simple amusement to provide tangible educational value. According to the '2025 Toy & Play Trends' report by The Toy Association in January 2025, 60% of parents specifically seek toys that build STEAM skills, such as art and coding, highlighting the consumer pivot toward functional play.

Simultaneously, a growing preference for eco-friendly and sustainable materials is reshaping supply chain strategies and production methodologies within the Global Baby Toys Market. As environmental awareness increases, caregivers are actively rejecting conventional fossil-fuel-based plastics in favor of responsibly sourced wood, biodegradable alternatives, and plant-based resins. Brands are responding by overhauling their material portfolios to reduce carbon footprints and ensure product safety, a shift that is becoming essential for brand loyalty. For instance, The LEGO Group's '2024 Sustainability Statement' from March 2025 noted that the company scaled its mass balance approach to cover 47% of its purchased resin in 2024, significantly boosting the use of renewable materials. Illustrating the broader economic scale during these evolutionary changes, The Toy Association reported in June 2025 that global toy sales reached $111.8 billion in 2024.

Market Challenge

The challenge of declining birth rates in mature economies presents a fundamental threat to the Global Baby Toys Market by directly reducing the addressable consumer base. Unlike toy categories that can sustain demand through older children or collectors, the infant and toddler segment depends entirely on the continuous arrival of new cohorts. As fertility rates drop below replacement levels in key regions, the pool of end-users for products like activity mats, rattles, and sensory developmental tools naturally contracts. This demographic shift establishes a structural ceiling on volume growth, making it increasingly difficult for manufacturers to expand sales solely through unit turnover, regardless of their marketing efforts or product innovations.

This contraction in the target demographic is already creating measurable economic headwinds for the sector. When the population of newborns and toddlers decreases, the immediate demand for age-specific playthings softens, resulting in reduced retail performance within this specific supercategory. For example, the Australian Toy Association reported in May 2024 that the Infant/Toddler/Preschool Toys category suffered an 11% decline in dollar value, ranking as one of the most negatively impacted segments in the industry. Such figures highlight the direct correlation between a shrinking younger population and diminished market revenue, forcing companies to compete more aggressively for a smaller share of available expenditure.

Market Trends

The rise of minimalist wooden and Montessori-inspired toys is emerging as a distinct trend, propelled by a pedagogical shift toward open-ended play and aesthetic harmony within the home. Distinct from the sustainability driver that focuses on material ethics, this movement is driven by parents seeking to minimize sensory overstimulation through simple, battery-free tools that encourage creative exploration and blend seamlessly with modern interior decor. This preference for "back-to-basics" design is translating into significant commercial success for major heritage brands that are adapting to meet the demand for high-quality, low-tech options. According to The Toy Book in February 2025, covering Mattel's full-year financial results, the Fisher-Price brand returned to growth in 2024, a resurgence explicitly attributed to the successful launch and performance of the Fisher-Price Wood line.

Simultaneously, the growth of Social Commerce and Direct-to-Consumer sales channels is fundamentally altering the distribution landscape for baby products. Caregivers are increasingly bypassing traditional brick-and-mortar retailers, relying instead on digital platforms and algorithmic discovery to curate their nursery purchases. This shift allows manufacturers to engage directly with end-users, leveraging advanced digital tools to streamline the path to purchase and facilitate personalized product recommendations. Illustrating the scale of this digital pivot, Adobe Analytics reported in December 2025 that the use of generative AI tools to research and find products on U.S. retail sites increased by 805% year-over-year during the holiday season, with baby and toddler items ranking among the most researched categories.

Key Market Players

  • LEGO System A/S
  • Mattel Inc.
  • Hasbro Inc.
  • Bandai Namco Holdings Inc.
  • Spin Master
  • Kids II Inc.
  • Nintendo Co. Ltd.
  • Brandstatter Group
  • Tomy Company Ltd
  • Basic Fun

Report Scope

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

Baby Toys Market, By Type

  • Electronic
  • Soft
  • Educational
  • Others

Baby Toys Market, By Sales Channel

  • Hypermarkets/Supermarkets
  • Specialty Stores
  • Online
  • Others

Baby Toys Market, By Region

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

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Baby Toys Market.

Available Customizations:

Global Baby Toys 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. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

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/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Baby Toys Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Type (Electronic, Soft, Educational, Others)
    • 5.2.2. By Sales Channel (Hypermarkets/Supermarkets, Specialty Stores, Online, Others)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Baby Toys Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Type
    • 6.2.2. By Sales Channel
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Baby Toys 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 Type
        • 6.3.1.2.2. By Sales Channel
    • 6.3.2. Canada Baby Toys 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 Type
        • 6.3.2.2.2. By Sales Channel
    • 6.3.3. Mexico Baby Toys 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 Type
        • 6.3.3.2.2. By Sales Channel

7. Europe Baby Toys Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Type
    • 7.2.2. By Sales Channel
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Baby Toys 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 Type
        • 7.3.1.2.2. By Sales Channel
    • 7.3.2. France Baby Toys 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 Type
        • 7.3.2.2.2. By Sales Channel
    • 7.3.3. United Kingdom Baby Toys 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 Type
        • 7.3.3.2.2. By Sales Channel
    • 7.3.4. Italy Baby Toys 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 Type
        • 7.3.4.2.2. By Sales Channel
    • 7.3.5. Spain Baby Toys 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 Type
        • 7.3.5.2.2. By Sales Channel

8. Asia Pacific Baby Toys Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Type
    • 8.2.2. By Sales Channel
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Baby Toys 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 Type
        • 8.3.1.2.2. By Sales Channel
    • 8.3.2. India Baby Toys 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 Type
        • 8.3.2.2.2. By Sales Channel
    • 8.3.3. Japan Baby Toys 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 Type
        • 8.3.3.2.2. By Sales Channel
    • 8.3.4. South Korea Baby Toys 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 Type
        • 8.3.4.2.2. By Sales Channel
    • 8.3.5. Australia Baby Toys Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Type
        • 8.3.5.2.2. By Sales Channel

9. Middle East & Africa Baby Toys Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Type
    • 9.2.2. By Sales Channel
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Baby Toys 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 Type
        • 9.3.1.2.2. By Sales Channel
    • 9.3.2. UAE Baby Toys 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 Type
        • 9.3.2.2.2. By Sales Channel
    • 9.3.3. South Africa Baby Toys 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 Type
        • 9.3.3.2.2. By Sales Channel

10. South America Baby Toys Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Type
    • 10.2.2. By Sales Channel
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Baby Toys Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Type
        • 10.3.1.2.2. By Sales Channel
    • 10.3.2. Colombia Baby Toys Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Type
        • 10.3.2.2.2. By Sales Channel
    • 10.3.3. Argentina Baby Toys Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Type
        • 10.3.3.2.2. By Sales Channel

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Baby Toys Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. LEGO System A/S
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. Mattel Inc.
  • 15.3. Hasbro Inc.
  • 15.4. Bandai Namco Holdings Inc.
  • 15.5. Spin Master
  • 15.6. Kids II Inc.
  • 15.7. Nintendo Co. Ltd.
  • 15.8. Brandstatter Group
  • 15.9. Tomy Company Ltd
  • 15.10. Basic Fun

16. Strategic Recommendations

17. About Us & Disclaimer