Toys & Games Market Analysis Report By Application, By Product, By Distribution Channel And Segment Forecasts From 2019 To 2025

Report ID: MN17620097  |  Published: September 2020  |  No of Pages: 80
Format: Electronic (PDF)  |  Industry: Consumer Goods

Report Overview

The global toys and games market size was accounted for USD 101.5 billion in 2018 and is anticipated to grow at 4.6% CAGR over the forecast period 2019 to 2025. The commercialization of renowned movie and cartoon characters like Doraemon, Ironman, Superman, and Spiderman is the key strategy implemented by toy manufacturers to entice children. Rising disposable income is also likely to have a positive impact on market growth.

U.S. toys & games market

Children mostly like to play video games in their spare time. Technological advancements like VR/AR have led to an exponential rise in the adaption of video games in children. The introduction of educational gaming has motivated parents and adults, thereby, having a positive effect on the growth of the market. Asia Pacific countries such as Taiwan and China are the foremost exporters of games and toys worldwide. Moreover, major manufacturers are positioned in Japan and Thailand, wherein easy to use and cost-effective products are produced and exported to several countries.

The rising birth rate, along with increasing income, is anticipated to facilitate growth opportunities for the global toys and games market in the forecast period. The increasing popularity of FIFA, Counter-Strike, Fortnight, and PUBG amongst youngsters and adults is anticipated to propel the market growth in the forecast period. An increase in the number of video game tournaments and a rise in the amount spent on video games are likely to positively influence the market growth in the coming years. An increase in the number of gamers and industry players in the developed countries is expected to proliferate the demand for video games in the forecast period.

As per a survey conducted in 2018, PUBG has dominated the market by collecting the highest revenue. Additionally, Sony has introduced a pre-station classic which comes with a preloaded version of the original Play station that has multiplied the growth of the video games market. Rising usage of laptops and tablets has also increased the market growth.

Product Insights

Outdoor or sports accounted for a 17.5% share in the total revenue in 2018. Rising awareness regarding benefits associated with outdoor activities amongst parents is anticipated to provide growth opportunities for outdoor toys and sports in the forecast period. Outdoor sports activities help in increasing physical fitness & stamina and also help in maintaining a good metabolism rate. Moreover, physical activities promote good health and also improve immunity, make a body fit enough to be less prone to obesity and heart diseases, and also increases muscle strength.

Video games are anticipated to grow at a CAGR of 6.3% in the forecast period. In the past few years, multiple users can play online games like Star Wars, which is proliferating the toys & games market growth. Technological advancements along with the increasing adaption of various software such as IoT (Internet of Things) and AI processors are enhancing the quality of the games and attracting more customers.

Application Insights

The age groups of 15 years and above majorly are the users of toys and games. This application segment attributed to revenue of USD 31.83 billion in 2018. Increasing demand for video games and action figures is a key factor propelling the market growth. Further, the video game market is gaining a significant pace to have a positive impact on the overall market. Growing usage of laptops and smartphones has created a new market opportunity for producers.

The age group of 0-8 years is anticipated to grow at the fastest CAGR in the forecast period. The increasing popularity of movie and cartoon characters like Spiderman, Batman, Ironman, Thanos, and Aquaman has propelled the market growth and provided lucrative opportunities for toy manufacturers. 

Distribution Channel Insights

The offline segment dominated the market with over 63% of share in the total revenue in 2018. Increasing the visibility of products at hypermarkets and supermarkets has propelled the offline segment. In regions such as Asia Pacific, North America, and Europe, toy manufacturers are multiplying the number of their retail outlets due to the growing popularity of educational games. The U.S. government has provided supermarkets and hypermarkets with flexible working hours letting them operate till midnight. The U.S. was the largest and leading importer of sports, games requisites, and toys attributing to USD 32.7 billion in 2017.

Global toys & games market

The online segment is anticipated to grow at a CAGR of 5.1% in the forecast period. Increasing internet penetration in several countries, a growing online distribution channel is expected to have a positive impact on the market. Further, online retailers like Flipkart and Amazon are adding new game and toy products in their main category. The online channel gives the convenience of wish listing and buying products from anywhere and anytime, it’s just one click away. The online platform offers a diverse range of products as well. This is propelling the manufacturers to concentrate more on online selling. The emergence of IoT (Internet of Things) is expected to proliferate market growth.

Regional Insights

In 2018, North America accounted for 14% of the share of the total global revenue. The region is anticipated to dominate the toys & games market in the forecast period. The U.S. dominated the market in North America in 2018 owing to the rising awareness of customers regarding physical fitness and the increasing importance of educational games.

Asia Pacific region dominated the market in 2018 and is expected to grow at a CAGR of 5.1% in the forecast period. The Asia Pacific is one of the major suppliers of products and raw materials with India and China being its prominent markets. Moreover, the increasing number of retail outlets along with the increasing disposable income of customers is expected to propel the product demand. The market is majorly propelled by the demand from developing countries like Singapore and India. The developing industrial and commercial sectors are augmenting the demand for the product.

Impact of COVID-19

The market has been severely affected owing to the outbreak of COVID-19. Manufacturers in the market greatly depend on the procurement of raw materials. Owing to the lockdown imposed in several countries, there was a massive disruption in the supply of raw materials. Therefore, low production resulted in reduced sales volume. However, various countries have worked towards reopening of economy, which in turn, is estimated to drive the production. Manufacturers are required to come up with cost-effective products to garner a larger market share.

Toys & Games Market Share Insights

Some of the major players of the market include are Mattel Inc.; Lego; Namco Bandai; Jakks Pacific and Hasbro are concentrating on R&D to introduce innovative games according to the preference of customers. Furthermore, the comfort of consumers is taken into consideration while making a new product. Manufacturers are concentrating on mounting their sales by offering a wide range of products setting up new production plants in the global market. Rising competition in the global market is anticipated to propel the demand in the forecast period. Prominent vendors operating in the market are based in China, U.S., and Europe.

Report Scope

Report Attribute


The market size value in 2020

USD 108.97 billion

The revenue forecast in 2025

USD 131.19 billion

Growth Rate

CAGR of 4.6% from 2019 to 2025

The base year for estimation


Historical data

2015 - 2017

Forecast period

2019 - 2025

Quantitative units

Revenue in USD billion and CAGR from 2019 to 2025

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product, application, distribution channel, region

Regional scope

North America; Europe; Asia Pacific; Central & South America; Middle East & Africa

Country scope

U.S.; Germany; U.K.; China; India; Japan; Brazil

Key companies profiled

Lego; Mattel Inc.; Namco Bandai; Hasbro; Toy Quest; Sanrio Company Ltd.; Konami Corporation; Integrity Toys, Inc.; Jakks Pacific

Customization scope

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Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For this study, Million Insights has segmented the global toys and games market report based on product, application, distribution channel, and region:

• Product Outlook (Revenue, USD Billion, 2015 - 2025)
    • Puzzles
    • Preschool Toys
    • Outdoor/Sports
    • Dolls
    • Video Games
    • Others

• Application Outlook (Revenue, USD Billion, 2015 - 2025)
    • 0 - 8 Years
    • 9 - 15 Years
    • 15 Years & Above

• Distribution Channel Outlook (Revenue, USD Billion, 2015 - 2025)
    • Offline
    • Online

• Regional Outlook (Revenue, USD Billion, 2015 - 2025)
    • North America
        • U.S.
    • Europe
        • Germany
        • U.K.
    • The Asia Pacific
        • China
        • India
        • Japan
    • Central & South America
        • Brazil
    • Middle East & Africa

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