Kids Toys Market - By Product Type (Action Figures and Playsets, Dolls and Stuffed Toys, Building and Construction Toys, Educational Toys, Board Games and Puzzles, Outdoor Sports Toys, Electronic Toys, Others), By Material (Plastic, Wood, Fabric, Metal, Others), By Age Group, By Category, By Price Range, By Gender, By Distribution Channel, Forecast 2024 - 2032

Kids Toys Market Size

Kids Toys Market size was valued at USD 134.1 billion in 2023 and is estimated to grow at a CAGR of 4.5% from 2024 to 2032. Innovations in technology have led to the development of interactive and smart toys that offer enhanced play experiences. These toys often feature digital interfaces, sensors, and connectivity, making them more engaging and educational. Educational toys that incorporate technology, such as coding robots and STEM kits, are in high demand. These toys support learning and development while providing entertainment.
 

Toys based on popular media franchises, such as movies, TV shows, and video games, drive significant demand. Licensing agreements with major entertainment brands help create toys that appeal to children’s favorite characters and stories. The rise of e-commerce has expanded access to a wide range of toys, making it easier for consumers to find and purchase products. Online platforms often offer a broader selection and convenient shopping experiences. There is growing consumer interest in eco-friendly and sustainable toys. Brands that use recyclable materials, reduce plastic usage, and adopt environmentally friendly practices are gaining popularity.
 

Toys are subject to rigorous safety regulations across different regions to ensure they do not pose hazards to children. Compliance with standards such as ASTM F963 in the U.S., EN71 in Europe, and other international regulations can be complex and costly. Manufacturers must invest in extensive testing and quality control to meet these standards. The kids' toys market is highly competitive, with numerous global and local brands vying for market share. Differentiating products in a crowded market and maintaining a competitive edge requires constant innovation and effective marketing strategies.
 

Kids Toys Market Trends

The integration of technology into toys has led to the rise of smart and interactive products. These toys often include features such as voice recognition, augmented reality (AR), and connectivity with mobile apps, providing enhanced play experiences and educational benefits. With the growing emphasis on STEM (Science, Technology, Engineering, and Mathematics) education, robotics and coding toys are increasingly popular. These toys help children learn programming skills and robotics principles in a fun and engaging manner. There is growing consumer demand for toys made from sustainable and eco-friendly materials. Brands are focusing on using recycled plastics, biodegradable materials, and non-toxic finishes.
 

Kids Toys Market Analysis

Based on product type, the market is divided into action figures and playsets, dolls and stuffed toys, building and construction toys, educational toys, board games and puzzles, outdoor sports toys, electronic toys and others. In 2023, high impact Kids Toys held the dominant market of USD 41.2 billion and is expected to reach USD 63.5 billion by 2032. Popular movies, TV shows, and comic book characters drive the demand for action figures and related playsets. Licensing agreements with entertainment franchises (e.g., superheroes, animated characters) boost their appeal. Action figures and playsets foster imaginative play, allowing children to create their own stories and adventures, which is crucial for cognitive and social development. Many action figures are marketed as collectible items, appealing to both children and adult collectors, increasing their market demand.
 

Based on material, the kids toys market is categorized into plastic, wood, fabric, metal and others. In 2023, plastic held the dominant market share of 41% and is anticipated to grow through the years. Plastic is highly versatile and cost-effective, allowing manufacturers to produce a wide range of toy types at lower costs. This affordability drives high volume sales. Plastic toys are generally durable and resistant to breakage, making them ideal for active play and ensuring they withstand rough handling by children. The flexibility of plastic enables intricate designs, vibrant colors, and a variety of textures, enhancing the visual appeal and functionality of toys. Plastic is easy to mold and shape, allowing for mass production and the creation of complex and detailed toys, including action figures and playsets.
 

North America held a kids toys market of around USD 35.4 billion in 2023 and is expected to reach USD 53.3 billion by 2032. There is a growing emphasis on educational toys that support early learning and cognitive development. Parents seek toys that offer more than just entertainment, focusing on those that enhance skills such as problem-solving, language development, and STEM (Science, Technology, Engineering, Mathematics) skills.
 

The market in U.S. is set to grow through a CAGR of 4.9% through the forecast time period. Parents in the U.S. increasingly prioritize educational toys that support cognitive and developmental milestones. Toys that promote early learning, including STEM (Science, Technology, Engineering, Mathematics) and STEAM (Science, Technology, Engineering, Arts, Mathematics) skills, are highly sought after.
 

The German kids toys market maintained a considerable position in Europe. German consumers are known for their preference for high-quality, durable toys. Products that are well-made and have longevity are favored, reflecting a preference for value and craftsmanship.
 

China is supposed to grow at the highest rate of 5.6% in the region. Toys that come with complementary educational apps or digital content enhance the play value and learning opportunities, aligning with the digitalization trends in education and entertainment.
 

Kids Toys Market Share

The market seem to be consolidated in nature due to presence of local and global players across the globe. In 2023, the market players such Hasbro, Inc., Jakks Pacific, Inc., LeapFrog Enterprises, Inc., Mattel, Inc., Playmobil , Ravensburger AG, Spin Master Ltd., The LEGO Group collectively held around 10%-15% market share. These prominent players are proactively involved in strategic endeavors, such as mergers & acquisitions, facility expansions & collaborations, to expand their product portfolios, extend their reach to a broader customer base, and strengthen their market position.
 

Kids Toys Market Companies

Major players operating in the market are:

• Bandai Namco Holdings Inc.
• Crayola LLC
• Hasbro, Inc.
• Jakks Pacific, Inc.
• LeapFrog Enterprises, Inc.
• Mattel, Inc.
• Melissa & Doug, LLC
• MGA Entertainment, Inc.
• Playmobil
• Ravensburger AG
• Spin Master Ltd.
• The LEGO Group
• Tomy Company, Ltd.
• VTech Holdings Limited
• Winning Moves Games Ltd.
   

Kids Toys Industry News

• In October 2023, Hasbro, Inc, a top toy and game company, collaborated with ADK Emotions NY, TOMY Company and TLicensing Inc, to unveil Beyblade X, the next generation of Beyblade products.
   
• In May 2024, keeping with its celebration of Barbie's 65th year, Mattel, Inc. announced that it will recognize nine athletes worldwide, including American professional tennis player and icon Venus Williams, with unique role model dolls created in their likeness. 
   

The kids toys market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue (USD Billion) (Million Units) from 2021 to 2032, for the following segments:

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Market, By Product Type

• Action Figures and Playsets
• Dolls and Stuffed Toys
• Building and Construction Toys
• Educational Toys
• Board Games and Puzzles
• Outdoor Sports Toys
• Electronic Toys
• Others (Play and Dress-up Toys, etc.)

Market, By Material

• Plastic
• Wood
• Fabric
• Metal
• Others (Bamboo, etc.)

Market, By Age Group

• Infants (0-2 years)
• Toddlers (2-4 years)
• Preschool (4-6 years)
• Early School Age (6-8 years)
• Middle Childhood (8-10 years)

Market, By Category

• Smart
• Conventional

Market, By Price Range

• Low
• Mid
• High

Market, By Gender

• Boys
• Girls

Market, By Distribution Channel

• Online
  • E-commerce
  • Company websites
• Offline
  • Supermarkets
  • Specialty Stores
  • Others (Departmental Stores, etc.)

The above information is provided for the following regions and countries:

• North America
  • U.S.
  • Canada
• Europe
  • UK
  • Germany
  • France
  • Italy
  • Spain
  • Russia
  • Rest of Europe
• Asia Pacific
  • China
  • India
  • Japan
  • South Korea
  • Australia
  • Rest of Asia Pacific 
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America 
• MEA
  • UAE
  • Saudi Arabia
  • South Africa
  • Rest of MEA