2026 年至 2032 年玩具市场（依产品类型、年龄层、通路及地区划分）

2026-2032年玩具市场评估

可支配收入的增加、都市化以及人们对环保和益智玩具的兴趣日益浓厚，是推动玩具市场快速扩张的一些关键因素。根据 Verified Market Research 分析师的预测，玩具市场规模预计将从 2024 年的 1,059.4 亿美元下降到预测期内的 1,479.2 亿美元。

此外，对进口玩具品质的了解不断增加，鼓励消费者青睐国产产品，推动玩具市场的发展，这将有助于市场在 2026 年至 2032 年期间以 4.7% 的复合年增长率成长。

预计玩具市场将以 4.7% 的复合年增长率成长，到 2032 年底达到 1,479.2 亿美国。

玩具市场定义/概述

玩具是主要用于玩耍或娱乐的物品，通常供儿童使用，但也受到成人和宠物狗的喜爱。玩偶、人偶、积木和图板游戏是常见的例子。玩具不仅是娱乐，还能促进认知发展、身体活动和社交联繫，帮助青少年探索自我，学习重要的生活技能。玩具有时也用于教育场合，以提高学习成果，使其成为兼具休閒和发展目的的有用工具。

哪些因素推动了玩具市场的成长？

全球儿童人口的成长和可支配收入的提高是玩具市场的主要驱动力。根据联合国儿童基金会发布的《2021年世界儿童状况报告》，全球约有22亿18岁以下儿童。此外，根据世界银行的预测，全球人均GDP预计将从2010年的9,357美元成长到2020年的10,925美元，这意味着可支配收入将持续成长。这些变数的结合将推动儿童玩具和游戏支出的成长。

教育类和 STEM（科学、技术、工程和数学）玩具越来越受欢迎，这推动了市场不断扩张。美国劳工统计局预测，2020 年至 2030 年间，STEM 类工作将增加 10.5%，而非 STEM 类工作将成长 7.5%。对 STEM 教育的重视也体现在玩具偏好：根据玩具协会的一项调查，67% 的家长表示，以 STEM/STEAM 为重点的玩具是教育孩子科学和数学最有效的方式。

此外，人工智慧、扩增实境(AR) 和连网设备等技术在玩具中的融合正在推动市场成长。根据欧盟委员会关于智慧玩具安全的研究，2018 年全球智慧玩具市场规模超过 54 亿欧元，预计到 2024 年将达到 240 亿欧元。智慧型手机普及率的提高以及家长为孩子发展投资科技先进玩具的意愿推动了这一增长。

玩具市场面临的主要挑战是什么？

进口关税和高额的商品及服务税（GST）导致玩具价格大幅上涨。这种情况不仅减少了消费者可选择的玩具种类，也为难以与低价进口产品竞争的国内製造商带来了额外的经济挑战。这些经济压力抑制了创新，降低了利润率，从而限制了市场扩张。

此外，消费者的偏好正从传统玩具转向现代科技含量更高的替代品，例如电子玩具和电玩游戏。这一趋势给主要生产传统玩具的公司带来了挑战，因为它们必须快速适应不断变化的市场需求。如果无法探索和实现产品多元化，将导致销售额和市场占有率下降，尤其是在那些偏好数位娱乐的年轻消费者群体中。

目录

第一章 全球玩具市场简介

• 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岁或以上

第七章全球玩具市场通路

• 概述
• 在线的
• 离线

第八章全球玩具市场（按区域）

• 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

• Mattel, Inc
• Hasbro Inc
• Lego Group
• Takara Tomy Co. Ltd
• Bandai Namco Holdings Inc
• Simba-Dickie Group
• Spin Master Ltd
• AOSHIMA BUNKA KYOZAI Co. Ltd
• Moose Enterprise Holdings Pty Ltd
• Tru Kids Inc

第十一章 附录

• 相关调查

Toys Market Valuation - 2026-2032

The rising disposable incomes, urbanization, and a growing interest in eco-friendly and educational toys are some of the major drivers driving the toys market's rapid expansion. According to the analyst from Verified Market Research, the toys market is estimated to reach a valuation of USD 147.92 Billion over the forecast subjugating around USD 105.94 Billion valued in 2024.

Furthermore, the increased knowledge of quality toys connected with imported toys has prompted consumers to prefer domestic products, driving the toys market. It enables the market to grow at a CAGR of 4.7% from 2026 to 2032.

Toys Market is estimated to grow at a CAGR of 4.7% & reach US$ 147.92 Bn by the end of 2032

Toys Market: Definition/Overview

A toy is an object designed primarily for play and enjoyment, usually for children but also loved by adults and dogs. Dolls, action figures, building blocks, and board games are some common examples. Toys provide more than just enjoyment; they enhance cognitive growth, physical activity, and social connection, and help youngsters explore their identities and learn important life skills. Toys can also be utilized in educational settings to improve learning outcomes, making them useful tools for both recreational and developmental purposes.

What are the Drivers Influencing the Growth of the Toys Market?

The growing worldwide child population, combined with increased disposable incomes, is a major driver in the toys market. According to UNICEF's State of the Globe's Children 2021 report, the globe has around 2.2 billion children under the age of 18. Also, the World Bank forecasts that global GDP per capita has risen from $9,357 in 2010 to $10,925 in 2020, implying an increase in disposable income. This combination of variables helps to drive up expenditure on children's toys and games.

Educational and STEM (Science, Technology, Engineering, and Mathematics) toys are becoming increasingly popular, which is fueling market expansion. The US Bureau of Labor Statistics predicts that STEM occupations will rise by 10.5% between 2020 and 2030, compared to 7.5% for non-STEM occupations. The emphasis on STEM education is seen in toy preferences. According to a Toy Association survey, 67% of parents say STEM/STEAM-focused toys are the most effective way to teach their children science and math.

Furthermore, the integration of technology into toys, such as AI, augmented reality, and connected gadgets, is driving market growth. According to the European Commission's study on the safety of smart toys, the global smart toys market was worth over €5.4 billion in 2018 and is expected to reach €24 billion by 2024. This expansion is being fueled by rising smartphone adoption and parents' willingness to invest in technologically advanced toys for their children's development.

What are the Main Challenges Faced by the Toys Market?

Import taxes and high Goods and Services Tax (GST) rates on toys have resulted in significantly higher prices. This situation not only reduces the availability of different toy options for customers but also throws additional financial difficulties on domestic makers who struggle to compete with lower-cost imports. These economic pressures impede innovation and diminish profit margins, hence limiting market expansion.

Furthermore, consumer preferences are shifting away from conventional toys and toward modern, technologically advanced alternatives such as electronic toys and video games. This trend presents a difficulty for businesses that primarily create traditional toys, as they must respond fast to shifting market demands. Failure to develop or diversify product offers leads to lower sales and market share, particularly among younger consumers who prefer digital entertainment options.

Category-wise Acumens

What Factors Contribute to the Increasing Demand for Dolls?

According to VMR analyst, the doll segment is expected to dominate the toys market during the forecast period. Dolls have long been popular in children's play, symbolizing cultural narratives and social positions. Their capacity to promote imaginative play allows youngsters to experience relationships and emotions, resulting in a deep emotional connection that drives parents to purchase dolls for their children. This cultural relevance ensures consistent demand across all demographics.

The dolls segment has undergone constant innovation, with producers producing new sorts of dolls such as fashion dolls, collector dolls, and interactive dolls that respond to children's movements. This diversity appeals to a wide range of age groups and preferences, attracting a larger customer base. The introduction of themed dolls based on major media brands broadens their appeal and increases sales.

Furthermore, the popularity of dolls has grown significantly as influencers and content makers promote different doll brands and play settings. Engaging marketing strategies that highlight the distinctive attributes of dolls appeal to both children and parents, influencing purchasing decisions. Also, the practice of unboxing videos and online reviews increases visibility and desirability, helping to drive the segment's growth.

How does the Focus on Developmental Learning Drive the Demand for Toys for 3-5 Years Age Group?

The 3-5 years segment is estimated to hold the largest share of the toys market during the forecast period. Parents of children aged three to five years are increasingly prioritizing educational toys that encourage cognitive and motor skill development. This age group is crucial for understanding basic ideas like numbers, letters, and social relationships. As a result, toys designed to improve these skills, including building blocks and puzzles, are in great demand, helping to drive market expansion in this segment.

As families realize the value of early childhood education, they are increasingly willing to invest in high-quality toys for their children. Parents are more likely to spend money on toys that have both entertainment and educational value. This trend is especially prominent in the 3-5 year age group, when parents seek toys that promote learning via play, hence driving sales and market share.

Furthermore, toys for children aged 3 to 5 years old are diverse, catering to a variety of interests and developmental stages. The diversity, which includes interactive learning activities as well as creative arts and crafts, guarantees that parents may discover options that are appropriate for their children. This diverse choice of toys not only draws customers but also encourages recurrent purchases as children grow and their play preferences change, reinforcing this segment's market domination.

Country/Region-wise Acumens

How Does the Large and Growing Child Population in Asia Pacific Influence the Market?

The Asia Pacific region is estimated to dominate the market during the forecast period. The Asia Pacific region has a large and growing child population, which drives the market for toys. According to UNICEF's State of the World's Children 2021 report, East Asia and the Pacific alone have more than 580 million children under the age of 18. According to India's National Commission on Population, the population aged 0-14 years is expected to reach 364 million by 2021. This large child population generates a significant market for toys and games.

Furthermore, the Asia Pacific region's expanding middle class and rising disposable incomes are driving toy market growth. According to the World Bank, GDP per capita in the East Asia and Pacific region increased from $3,873 in 2000 to $11,557 in 2020, suggesting a considerable increase in purchasing power. In China, a prominent regional market, the National Bureau of Statistics stated that per capita disposable income increased by 8.4% in 2021, reaching 35,128 yuan (about $5,500). This economic prosperity allows families to spend more on non-essential products such as toys.

What Factor Contributes to the Substantial Growth of the Market in North America?

North America is estimated to exhibit substantial growth within the toys market during the forecast period. North America, particularly the United States, has a high disposable income, resulting in large spending on toys and children's products. According to the US Bureau of Economic Analysis, personal disposable income in the United States increased to USD 18.1 Trillion in 2021, up from USD 16.5 Trillion in 2020. According to the Census Bureau's 2020 Annual Retail Trade Survey, toy store sales in the United States totaled roughly USD 24.7 Billion. This high consumer buying power has a significant impact on the growth of the regional toy market.

Furthermore, there is a growing emphasis on STEM (Science, Technology, Engineering, and Mathematics) education in North America, which is boosting demand for educational and STEM-related toys. STEM occupations are expected to rise by 10.5% between 2020 and 2030, above the overall growth rate. The emphasis on STEM is reflected in toy preferences. According to a Toy Association survey, 76% of parents say STEM/STEAM toys are the most effective way for their children to learn science and math. This trend is accelerating the expansion of the educational toy segment in the broader toy market.

Competitive Landscape

The toy market's competitive landscape is characterized by a varied range of participants, from tiny local makers to huge global organizations. This fragmentation promotes fierce rivalry, with companies attempting to differentiate themselves through product innovation, quality, and pricing methods.

Some of the prominent players operating in the toys market include:

Mattel, Inc., Hasbro, Inc., Lego Group, Takara Tomy Co. Ltd, Bandai Namco Holdings, Inc., Simba-Dickie Group, Spin Master Ltd, AOSHIMA BUNKA KYOZAI Co. Ltd, Moose Enterprise Holdings Pvt Ltd, Tru Kids, Inc.

Latest Developments:

In May 2024, Hasbro Inc. was recognized as a 2024 honoree of The Civic 50, an annual survey of the most community-minded firms in the US. Points of Light is the world's largest NGO focused on advancing people-powered change.

Toys Market, By Category

• Product Type:
• Dolls
• Outdoor and Sports Toy
• Building and Construction Set
• Infant and Preschool Toy
• Games and Puzzles
• Others
• Age Group:

0-3 Years

3-5 Years

5-12 Years

12-18 Years

• Above 18 Years
• Distribution Channel:
• Online
• Offline
• Region:
• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa
• "

TABLE OF CONTENTS

1 INTRODUCTION OF GLOBAL TOYS 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 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 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 and Puzzles
• 6.7 Others

6 GLOBAL TOYS MARKET, BY AGE GROUP

• 6.1 Overview
• 6.2 0-3 Years

3-5 Years

512 Years

1218 Years

Above18 Years

7 GLOBAL TOYS MARKET, BY DISTRIBUTION CHANNEL

• 7.1 Overview
• 7.2 Online
• 7.3 Offline

8 GLOBAL TOYS 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 MARKET COMPETITIVE LANDSCAPE

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

10 COMPANY PROFILES

• 10.1 Mattel, Inc
  • 10.1.1 Overview
  • 10.1.2 Financial Performance
  • 10.1.3 Product Outlook
  • 10.1.4 Key Developments
• 10.2 Hasbro Inc
  • 10.2.1 Overview
  • 10.2.2 Financial Performance
  • 10.2.3 Product Outlook
  • 10.2.4 Key Developments
• 10.3 Lego Group
  • 10.3.1 Overview
  • 10.3.2 Financial Performance
  • 10.3.3 Product Outlook
  • 10.3.4 Key Developments
• 10.4 Takara Tomy Co. Ltd
  • 10.4.1 Overview
  • 10.4.2 Financial Performance
  • 10.4.3 Product Outlook
  • 10.4.4 Key Developments
• 10.5 Bandai Namco Holdings Inc
  • 10.5.1 Overview
  • 10.5.2 Financial Performance
  • 10.5.3 Product Outlook
  • 10.5.4 Key Developments
• 10.6 Simba-Dickie Group
  • 10.6.1 Overview
  • 10.6.2 Financial Performance
  • 10.6.3 Product Outlook
  • 10.6.4 Key Developments
• 10.7 Spin Master Ltd
  • 10.7.1 Overview
  • 10.7.2 Financial Performance
  • 10.7.3 Product Outlook
  • 10.7.4 Key Developments
• 10.8 AOSHIMA BUNKA KYOZAI Co. Ltd
  • 10.8.1 Overview
  • 10.8.2 Financial Performance
  • 10.8.3 Product Outlook
  • 10.8.4 Key Developments
• 10.10 Moose Enterprise Holdings Pty Ltd
  • 10.10.1 Overview
  • 10.10.2 Financial Performance
  • 10.10.3 Product Outlook
  • 10.10.4 Key Developments
• 10.10 Tru Kids Inc
  • 10.10.1 Overview
  • 10.10.2 Financial Performance
  • 10.10.3 Product Outlook
  • 10.10.4 Key Developments

11 Appendix

• 11.1 Related Research