2026 年至 2032 年玩具和游戏市场（按产品类型、年龄层、分销管道和地区划分）

玩具和游戏市场评估 - 2026-2032

智慧玩偶和扩增实境游戏等科技元素融合的玩具正在业界蓬勃发展。这些技术创新将传统游戏与数位体验融合，吸引了科技爱好者儿童和家长的注意。因此，技术融合将推动市场规模的成长，预计到2024年市场规模将超过1,557.5亿美元，到2032年将达到2,764.3亿美元。

玩具公司越来越多地利用社群媒体平台，透过网红和目标广告来推广其产品。这种策略可以提升品牌知名度，激发人们对新品发布的期待，并促进销售成长。因此，从2026年到2032年，社群媒体影响力的复合年增长率将达到7.45%。

玩具和游戏市场定义/概述

玩具和游戏是一系列旨在娱乐、教育和吸引用户的多样化产品，主要针对儿童，但也对成年人具有吸引力。这些产品涵盖实体产品，例如图板游戏、可动人偶、玩偶和拼图，以及数位形式和整合了实体与虚拟元素的混合产品。它们作为休閒工具，提供乐趣并鼓励社交互动，无论是独自玩耍还是家庭活动。

除了提供娱乐之外，许多玩具和游戏的设计也兼具教育意义——旨在促进儿童认知、运动、创造力和解决问题能力的发展。例如，积木、STEM套件、益智图板游戏和互动电子玩具，这些玩具和游戏都鼓励孩子们在玩中学习。

展望未来，玩具和游戏的未来预计将越来越多地受到技术进步的影响。扩增实境(AR)、虚拟实境 (VR)、人工智慧 (AI) 和网路连线的融合将增强互动游戏体验，提供个人化的学习体验，并提供沉浸式的故事叙述。这些创新将彻底改变玩具和游戏产业，使游戏比以往任何时候都更具吸引力和教育意义。

益智玩具的日益普及和对绿色玩具的日益偏好是否会导致玩具和游戏市场的成长激增？

鼓励认知发展和寓教于乐的益智玩具需求日益增长。家长们希望玩具能够挑战并刺激孩子的智力成长。随着主机、操纵桿和手机游戏市场的不断扩大，电玩产业持续蓬勃发展。该行业迎合了不同年龄和兴趣的玩家，为游戏玩家提供娱乐和放鬆。由于塑胶玩具存在健康和安全隐患，人们越来越偏好由永续材料製成的环保玩具。为此，各公司正在生产环保产品，并回应《欧洲玩具安全指令》（TSD，2009/48/EC 指令）等法规。该指令要求玩具符合严格的安全标准，从而带来了更多环保选择。

遵守安全法规（例如填写欧盟符合性声明）的需求，正促使製造商生产更安全、更环保的产品。许多小型新兴企业也专注于不含双酚A和邻苯二甲酸酯的玩具，这反映出企业向环保选择的转变趋势。为了满足日益增长的永续玩具需求，各公司正在扩大其市场覆盖范围。在美国和英国等国家，超过80%的家长青睐环保玩具，各公司正开拓新的地理市场，以满足这个日益增长的消费者群体。

仿冒品将如何阻碍玩具和游戏市场的成长？

玩具很容易成为假冒商品的目标，其中大多数是在网路上销售的。例如，2018 年美国政府的一次检查发现，从第三方经销商订购的 47 个玩具中有 20 个是仿冒品。电子商务平台为检验的商品的销售提供了便利，因为它们的进入门槛最低。缺乏彻底的审查和对假冒供应商的延迟报告加剧了这个问题。在欧洲，玩具是继香烟之后第二大被查获的商品，占海关查获总量的 14%。许多仿冒品玩具来自亚洲，尤其是中国，并在亚马逊和 eBay 等主要线上平台上销售。这些仿冒品通常由含铅油漆和致癌性塑胶等有害材料製成，对儿童构成危险，损害品牌诚信，并影响市场成长。

景气衰退导致可自由支配支出下降，迫使家长放弃购买玩具等非必需品。这种消费支出的下降可能会对整体市场成长产生重大影响。新冠疫情等事件揭露了全球供应链的脆弱性。生产停工和运输延误可能导致产品短缺，从而扰乱市场稳定。基于热门角色和专利权的玩具通常需要支付高额的授权费用。这些成本挤压了製造商的净利率，并限制了授权产品的供应和种类，从而影响了市场动态。

目录

第一章：全球玩具与游戏市集简介

• 市场概览
• 研究范围
• 先决条件

第二章执行摘要

第三章：已验证的市场研究调查方法

• 资料探勘
• 验证
• 第一手资料
• 资料来源列表

第四章 全球玩具及游戏市场展望

• 概述
• 市场动态
  • 驱动程式
  • 限制因素
  • 机会
• 波特五力模型
• 价值链分析

第五章全球玩具和游戏市场（依产品类型）

• 概述
• 玩偶
• 户外运动玩具
• 建筑和施工套装
• 婴幼儿及学龄前玩具
• 游戏和谜题
• 其他的

第六章 全球玩具与游戏市场（依年龄层）

• 概述
• 0至3岁
• 3至5年
• 5至12岁
• 12-18岁
• 18岁以上

第七章全球玩具和游戏市场按分销管道

• 概述
• 在线的
• 离线

第八章全球玩具和游戏市场（按地区）

• 概述
• 北美洲
  • 美国
  • 加拿大
  • 墨西哥
• 欧洲
  • 德国
  • 英国
  • 法国
  • 其他欧洲国家
• 亚太地区
  • 中国
  • 日本
  • 印度
  • 其他亚太地区
• 世界其他地区
  • 拉丁美洲
  • 中东和非洲

第九章全球玩具及游戏市场竞争格局

• 概述
• 各公司市场排名
• 主要发展策略

第十章 公司简介

• BANDAI NAMCO Entertainment Europe SAS
• LEGO System A/S
• Hasbro
• Mattel
• JAKKS Pacific Inc.
• Sony Interactive Entertainment Inc.
• Nintendo
• Microsoft
• NetEase Inc.
• Sanrio Company Ltd.

第十一章 重大进展

• 产品发布/开发
• 合併与收购
• 业务扩展
• 伙伴关係与合作

第十二章 附录

• 相关调查

Toys and Games Market Valuation - 2026-2032

The industry is experiencing a surge in tech-infused toys, such as smart dolls and augmented reality games. These innovations blend traditional play with digital experiences, capturing the interest of tech-savvy children and parents. Thus, the technological integration surges the growth of market size surpassing USD 155.75 Billion in 2024 to reach the valuation of USD 276.43 Billion by 2032.

Toy companies are increasingly using social media platforms to promote their products through influencers and targeted advertising. This strategy generates brand awareness and excitement around new releases, boosting sales. Thus, the social media influence enables the market to grow at a CAGR of 7.45% from 2026 to 2032.

Toys and Games Market: Definition/ Overview

Toys and games represent a diverse array of products designed to entertain, educate, and engage users, primarily targeting children but also appealing to adults. These items encompass physical objects such as board games, action figures, dolls, and puzzles, as well as digital formats and hybrids that combine both physical and virtual elements. They serve as tools for recreation, offering enjoyment and fostering social interaction, whether through solo play or family activities.

In addition to providing entertainment, many toys and games are crafted with educational objectives in mind. They aim to support the development of cognitive and motor skills, creativity, and problem-solving abilities in children. Examples include building blocks, STEM kits, educational board games, and interactive electronic toys that promote learning through play.

Looking ahead, the future of toys and games is expected to be increasingly influenced by technological advancements. Integration of augmented reality (AR), virtual reality (VR), artificial intelligence (AI), and internet connectivity will likely enhance interactive gameplay, offer personalized learning experiences, and provide immersive storytelling. These innovations are set to transform the toy and game industry, making play more engaging and educational than ever before.

How the Increasing Popularity of Educational Toys and Growing Preference for Green Toys Surge the Growth of Toys and Games Market?

The growing demand for educational toys that promote cognitive development and learning through play. Parents are seeking toys that challenge and stimulate their children's intellectual growth. The video game segment continues to thrive, with expanding markets for consoles, joysticks, and mobile games. This sector caters to various age groups and interests, offering entertainment and relaxation for gamers. The rising preference for green toys made from sustainable materials is due to health and safety concerns related to plastic toys. In response, companies are producing eco-friendly products and complying with regulations such as the Toy Safety Directive (TSD; Directive 2009/48/E.C.) in Europe. This directive mandates that toys meet strict safety standards, leading to an increase in environmentally friendly options.

The necessity to adhere to safety regulations, including the creation of an E.C. declaration of conformity, drives manufacturers to produce safer and greener products. Many small start-ups are also focusing on BPA- and phthalate-free toys, reflecting a significant shift towards eco-friendly options. To meet the increasing demand for sustainable toys, companies are expanding their market reach. More than 80% of parents in countries like the U.S. and the U.K. prefer eco-friendly toys, prompting businesses to explore new geographic markets and cater to this growing consumer base.

How the Counterfeiting Issues Impedes the Growth of Toys and Games Market?

Toys are a frequent target for counterfeiting, with the majority of fake goods sold online. For instance, a 2018 U.S. government test revealed that 20 out of 47 toys ordered from third-party online sellers were counterfeit. E-commerce platforms, with their minimal barriers to entry, facilitate the sale of unverified products. The lack of thorough screening and delayed reporting of counterfeit vendors exacerbates this issue. In Europe, toys are the second most seized counterfeit goods after cigarettes, making up 14% of all customs seizures. Most counterfeit toys originate from Asia, particularly China, and are sold on major online platforms like Amazon and eBay. These fake products, often made with harmful materials such as lead paint and carcinogenic plastics, pose risks to children and undermine brand integrity, impacting market growth.

Economic downturns can lead to reduced discretionary spending, causing parents to cut back on non-essential items like toys. This decrease in consumer spending can significantly affect the overall market growth. Events such as the COVID-19 pandemic have exposed the vulnerability of global supply chains. Manufacturing shutdowns and shipping delays can lead to product shortages and disrupt market stability. Toys based on popular characters or franchises often require substantial licensing fees. These costs squeeze profit margins for manufacturers and limit the availability and variety of licensed products, affecting market dynamics.

Category-Wise Acumens

How the Innovative and Distinctive Products Surge the Growth of Games & Puzzles Segment?

The games & puzzles segment has emerged as a dominant segment in the toys and games market, driven by the introduction of innovative and distinctive products that capture consumer interest and enhance market appeal. For instance, the trend is the release of the 'The Mandalorian' playing cards by Theory11 and Star Wars in January 2021. This premium deck stands out with its exclusive illustrations of iconic characters from the show, including Mando, Baby Yoda, IG-11, Moff Gideon, and Cara Dune, featured prominently on the Aces, Jokers, and court cards.

The packaging of these playing cards exemplifies the segment's emphasis on high-quality, unique design. Encased in Beskar silver foil and space black, with striking red foil accents, the box showcases a sculpted 3D embossed Mandalorian helmet, setting it apart from conventional designs. The attention to detail extends to the production process, with hand-drawn illustrations printed on FSC-certified paper sourced from sustainable forests. The use of vegetable-based inks and starch-based laminates further underscores the commitment to eco-friendly practices. Such innovative products not only cater to the growing consumer demand for premium and aesthetically appealing games and puzzles but also highlight the segment's role in driving market growth. The focus on quality, unique design elements, and sustainable materials is redefining consumer expectations and establishing the games & puzzles segment as a leading player in the toys and games market.

How the Broad Availability and Convenience of In-person Shopping Accelerates the Growth of Offline Segment?

The offline segment holds a dominant segment in the toys and games market, bolstered by the extensive reach and accessibility of various retail outlets. This segment encompasses a wide range of retail formats, including department stores, chain stores, supermarkets, discount retailers, warehouse retailers, franchises, malls, shopping centers, mom-and-pop stores, dollar stores, and convenience retailers. Their broad availability and the convenience of in-person shopping make these stores highly popular destinations for purchasing toys and games.

In the U.S., many supermarkets and hypermarkets operate until midnight, thanks to favorable government regulations. These extended operating hours enhance product visibility and accessibility, further boosting toy and game sales through these channels. The presence of innovative educational games in these retail environments also contributes to increased consumer interest and purchases. The Offline segment benefits from growing infrastructure related to specialty toy stores and brand stores, which supports its significant market share.

Country/Region-wise Acumens

How the Increasing E-commerce Growth and Rising Disposable Incomes Foster the Growth of Toys and Games Market in Asia Pacific?

The Asia-Pacific region is emerging as a dominant region in the toys and games market, driven by rising disposable incomes, rapid urbanization, and a growing middle class in developing economies like China and India. As household incomes increase, so does consumer spending on toys and educational products for children, further fueling market growth. Urbanization across the region is expanding the middle class, leading to higher disposable incomes that are increasingly being spent on recreational and educational toys. In addition to rising consumer spending, the growth of domestic toy manufacturers catering to local markets with competitively priced products is strengthening the region's market presence. The rise of e-commerce platforms in Asia-Pacific also plays a significant role, offering consumers easier access to a wider variety of toys and games, further expanding market opportunities.

According to the U.N.'s "World Population Prospects 2019" report, Asia's population, excluding Western Asia, is expected to grow from 4.326 billion to 4.654 billion by 2030. This population growth, coupled with increasing consumer demand, makes the Asia-Pacific region a lucrative market for toy and game manufacturers in the years to come. The region has also seen innovation in traditional gaming formats, such as playing cards, with the integration of augmented reality and interactive technology. For instance, Sony's "Project Field" platform, set to release in Japan, uses Bluetooth and NFC technology to transform physical cards into digital experiences, enhancing how children play and learn. These innovations, along with strong market fundamentals, position the Asia-Pacific as a leader in the global Toys and Games Market.

How the High-Quality, Durable, and Innovative Toys Foster the Growth of the Toys and Games Market in North America?

North America is expected to experience rapid growth in the toys and games market, driven by consumers' willingness to pay a premium for high-quality, durable, and innovative toys. This preference for well-crafted, educational toys and tech-integrated experiences is fueling market demand, particularly as parents increasingly seek out products that offer developmental benefits for their children. The region's children are also heavily influenced by popular media franchises, with licensed toys based on movies, TV shows, and video games continuing to be a major sales driver. As new films and games are released, the demand for corresponding toys surges, further boosting the market.

E-commerce platforms like Amazon and specialized online toy stores are playing a significant role in this growth by providing easy access to a wide selection of toys. The convenience of online shopping, combined with product variety, has helped increase overall market penetration. Moreover, stay-at-home orders during the COVID-19 pandemic amplified demand for family-oriented products, such as educational toys, creative crafts, traditional board games, and innovative games that the entire family can enjoy together. Teenagers also contributed to this growth by spending more time bonding with family and friends over social media and gaming platforms, such as Xbox, and innovative board games available through apps like Facebook Gaming.

Competitive Landscape

The competitive landscape of the Toys and Games Market is dynamic and constantly evolving. Manufacturers must stay ahead of industry trends, invest in innovation, and focus on quality and safety to remain competitive.

The organizations are focusing on innovating their product line to serve the vast population in diverse regions. Some of the prominent players operating in the toys and games market include:

• BANDAI NAMCO Entertainment Europe S.A.S
• LEGO System A/S
• Hasbro
• Mattel
• JAKKS Pacific, Inc.
• Sony Interactive Entertainment, Inc.
• Nintendo
• Microsoft
• NetEase, Inc.
• Sanrio Company, Ltd.

Latest Developments:

• In September 2020, Moonbug Entertainment teamed with Jazwares Company, a subsidiary of Alleghany Capital Corporation, to create a children's toy line based on the musical and 3D animated video series CoComelon. This is likely to greatly increase demand for the company's gaming gadgets.
• In November 2020. Luki Lab, a Strottman International subsidiary, announced the launch of two innovative toys called Gojo Adventure and Pixies.

Toys and Games Market, By Category

• Product Type:
• Dolls
• Outdoor and Sports Toy
• Building and Construction Set
• Infant and Preschool Toy
• Games & Puzzles
• Age Group:
• Up to 8 Years

5-12 Years

12-18 Years

18+ Years

• Distribution Channel:
• Online
• Offline
• Region:
• North America
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

TABLE OF CONTENTS

1 INTRODUCTION OF GLOBAL TOYS AND GAMES MARKET

• 1.1 Overview of the Market
• 1.2 Scope of Report
• 1.3 Assumptions

2 EXECUTIVE SUMMARY

3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH

• 3.1 Data Mining
• 3.2 Validation
• 3.3 Primary Interviews
• 3.4 List of Data Sources

4 GLOBAL TOYS AND GAMES MARKET OUTLOOK

• 4.1 Overview
• 4.2 Market Dynamics
  • 4.2.1 Drivers
  • 4.2.2 Restraints
  • 4.2.3 Opportunities
• 4.3 Porters Five Force Model
• 4.4 Value Chain Analysis

5 GLOBAL TOYS AND GAMES MARKET, BY PRODUCT TYPE

• 5.1 Overview
• 5.2 Dolls
• 5.3 Outdoor and Sports Toy
• 5.4 Building and Construction Set
• 5.5 Infant and Preschool Toy
• 5.6 Games & Puzzles
• 5.7 Others

6 GLOBAL TOYS AND GAMES MARKET, BY AGE GROUP

• 6.1 Overview
• 6.2 0-3 Years
• 6.3 3-5 Years
• 6.4 5-12 Years
• 6.5 12-18 Years
• 6.6 18+ Years

7 GLOBAL TOYS AND GAMES MARKET, BY DISTRIBUTION CHANNEL

• 7.1 Overview
• 7.2 Online
• 7.3 Offline

8 GLOBAL TOYS AND GAMES MARKET, BY GEOGRAPHY

• 8.1 Overview
• 8.2 North America
  • 8.2.1 U.S.
  • 8.2.2 Canada
  • 8.2.3 Mexico
• 8.3 Europe
  • 8.3.1 Germany
  • 8.3.2 U.K.
  • 8.3.3 France
  • 8.3.4 Rest of Europe
• 8.4 Asia Pacific
  • 8.4.1 China
  • 8.4.2 Japan
  • 8.4.3 India
  • 8.4.4 Rest of Asia Pacific
• 8.5 Rest of the World
  • 8.5.1 Latin America
  • 8.5.2 Middle East and Africa

9 GLOBAL TOYS AND GAMES MARKET COMPETITIVE LANDSCAPE

• 9.1 Overview
• 9.2 Company Market Ranking
• 9.3 Key Development Strategies

10 COMPANY PROFILES

• 10.1 BANDAI NAMCO Entertainment Europe S.A.S
  • 10.1.1 Overview
  • 10.1.2 Financial Performance
  • 10.1.3 Product Outlook
  • 10.1.4 Key Developments
• 10.2 LEGO System A/S
  • 10.2.1 Overview
  • 10.2.2 Financial Performance
  • 10.2.3 Product Outlook
  • 10.2.4 Key Developments
• 10.3 Hasbro
  • 10.3.1 Overview
  • 10.3.2 Financial Performance
  • 10.3.3 Product Outlook
  • 10.3.4 Key Developments
• 10.4 Mattel
  • 10.4.1 Overview
  • 10.4.2 Financial Performance
  • 10.4.3 Product Outlook
  • 10.4.4 Key Developments
• 10.5 JAKKS Pacific Inc.
  • 10.5.1 Overview
  • 10.5.2 Financial Performance
  • 10.5.3 Product Outlook
  • 10.5.4 Key Developments
• 10.6 Sony Interactive Entertainment Inc.
  • 10.6.1 Overview
  • 10.6.2 Financial Performance
  • 10.6.3 Product Outlook
  • 10.6.4 Key Developments
• 10.7 Nintendo
  • 10.7.1 Overview
  • 10.7.2 Financial Performance
  • 10.7.3 Product Outlook
  • 10.7.4 Key Developments
• 10.8 Microsoft
  • 10.8.1 Overview
  • 10.8.2 Financial Performance
  • 10.8.3 Product Outlook
  • 10.8.4 Key Developments
• 10.9 NetEase Inc.
  • 10.9.1 Overview
  • 10.9.2 Financial Performance
  • 10.9.3 Product Outlook
  • 10.9.4 Key Developments
• 10.10 Sanrio Company Ltd.
  • 10.10.1 Overview
  • 10.10.2 Financial Performance
  • 10.10.3 Product Outlook
  • 10.10.4 Key Developments

11 KEY DEVELOPMENTS

• 11.1 Product Launches/Developments
• 11.2 Mergers and Acquisitions
• 11.3 Business Expansions
• 11.4 Partnerships and Collaborations

12 Appendix

• 12.1 Related Research