GVR Report cover Asia Pacific Stuffed Animals And Plush Toys Market Size, Share & Trends Report

Asia Pacific Stuffed Animals And Plush Toys Market Size, Share & Trends Analysis Report By Product (Stuffed Animals, Cartoon Toys, Action Figures), By Distribution Channel (Online, Offline), By Country, And Segment Forecasts, 2024 - 2030

  • Report ID: GVR-4-68040-238-7
  • Number of Report Pages: 80
  • Format: PDF, Horizon Databook
  • Historical Range: 2018 - 2023
  • Forecast Period: 2024 - 2030 
  • Industry: Consumer Goods

Market Size & Trends

The Asia Pacific stuffed animals and plush toys market size was estimated at USD 3.61 billion in 2023 and it is expected to grow at CAGR of 9.6% from 2024 to 2030. This projected growth can be attributed to variety of factors such as huge number of target audience in countries such as India, China, increasing impact of content distributed through online platforms and social media, and more. As per the United Nations, India has nearly has 300 million children aged 0 to 14, which presents significant opportunity for the projected growth of this market. It is projected that by 2036, India will account for approximately 17% of the world's child population.

China Stuffed Animals And Plush Toys Market size and growth rate, 2024 - 2030

Asia Pacific stuffed animal & plush toys market held 31% of the global stuffed animal & plush toys market revenue in 2023. The region is expected to provide lucrative opportunities for manufacturers and retailers of stuffed animal & plush toys market. Several aspects associated with overall business world advancement in the region are contributing towards such a scenario. This includes increased penetration of e-commerce platforms. For instance, in November 2022, ZenPlus Site, a Japanese e-commerce platform, launched a new line of Shinada Global's plushies. The offering includes the company's famous Mochi plushies collection, such as Mochi Cat, Mochi Dog, and Mochi Pig.

In addition, the effective marketing strategies of manufacturers and retailers of the industry are fuelling the upsurge in demand. This includes strategies such as new product development and innovation. Furthermore, the emergence of concepts of toy hospitals is also assisting the growth patterns for the market. These hospitals provide repair and maintenance services for toys, such as repairing classic toys and collectibles as well as repairing newer toys while promoting sustainability and eco-friendly products.

Increasing encouragement through government initiatives in countries like India is also helping the stuffed animal and plush toys market in attaining higher revenue targets. For instance, in February 2024, the Government of India extended the Production Linked Scheme (PLI) to prioritize production & manufacturing procedures for toys. The program offers financial incentives to local toy manufacturers intending to increase production and lower import costs.

Some of the other market driver include growing demand for limited-edition stuffed animal & plush toys, rise of do-it-yourself (DIY) and customizable toy kits, adoption of recycled fabrics in the production of stuffed animal & plush toys, and increasing demand for smart toys. Furthermore, toys made with high quality fabric and sustainably sourced materials is generating lucrative sales figures in this region as parents prefer such fabrics and materials from perspective of their children’s safety.

Market Concentration & Characteristics

The Asia Pacific stuffed animal & plush toys market is growing at accelerating pace and growth stage is identified as high. This industry is characterised with the exietcne of renowened brands as well as local manufacturers who hold a large market share in the region. In addition, mass-manufacturing expert industries from China contribute to large share of supplied in this market. Furthermore, the market competition is driven with presence of few multinational brands as well.

Asia Pacific Stuffed Animals And Plush Toys Market Concentration & Characteristics

The degree of innovation is at moderate level in this market. Mainly, innovation is adopted by the manufacturers as strategy to strengthen their brand positioning, to make popular additions in their product portfolio, and to establish or expand their presence in unexplored or untapped markets. Introduction of sustainable material is one of the key innovations undertaken by many market participants.

Level of M&A activity is moderate in the industry. These deals play vital role in the future course of the industry. This is mainly due the technology sharing, shared distribution networks and overall influence over regional market. Aligned efforts in terms of innovation and accomplishment of the environmental goals result in effective execution and efficient revenue generation.

Impact of regulations is at moderate stage. The Asia Pacific region encompasses adiverse range of countries, each with its own unique set of regulations governing the production and sale of plush toys. Therefore, most countries in the Asia Pacific region have mandatory safety standards for toys, which setout requirements for the design, construction, and materials used in plush toys ensuring safty of children who will get in direct contact with them. The Consumer Product Safety Commissions (CPSCs) and Toy Industry Association state the guidelines and regulations for the toy market in theregion.

Distribution Channel Insights

The offline sales of stuffed animal & plush toys in Asia Pacific market accounted for revenue share of 85.13% in 2023. This is mainly because of widespread penetration of offline channel network. Often, offline shopping experiences are preferred by the customers as it involves factors such as immediate possession, examination of the materials used in the making, social interactions, in-store events, discounted products, stock sale out offers and more. In addition, in store that sell such products, customers are assisted by the store executives and salespersons in reaching their purchase decisions while providing key information about the product ranges offered by variety of brands.

Asia Pacific Stuffed Animals And Plush Toys Market share and size, 2023

Online sales of stuffed animal & plush toys in Asia Pacific market is expected to grow at CAGR of 13.4% from 2024 to 2030. This industry primarily driven by the overall experience provided by the online shopping and its features. Extraordinary features associated with online shopping include added discounts, express deliveries at doorstep, detailed product informations, increased sense of privacy, return & refund policy, and efficient customer assistance services.

Product Insights

Stuffed animals market in Asia Pacific held a revenue share of 40.33% in 2023. Though, conventionally it is associated with the children his market have also found its space in groups of customers such as collectors and adults. Limited edition or specialty stuffed animals, often tied to specific events, holidays, or characters, attract collectors and enthusiasts, contributing to market dynamics. Certain aspects associated with the product development also contribute to the growing demand for this market. Stuffed animal toys designed for educational purposes are gaining lot of attention from educators. Increasing response to e-commerce purchases is also driving the growth for stuffed animals market. The diversity of products, sustainably sourced materials and specifically designed customised products are assisting this market to grow at lucrative rate.

Asia Pacific cartoon toys market is expected to grow at significant CAGR of 11.2% from 2024 to 2030. This industry is primarily driven by the influence of content distributed through television, online channels and magazines as well as comics. The popularity of conventional as well as recently introduced cartoon characters assists this market to generate increasing growth. The prime consumers of this market are children as well as collectors of limited edition products.

Country Insights

China Stuffed Animals And Plush Toys Market Trends

The China stuffed animal & plush toys market accounted for the revenue share of 26.98% in 2023. This industry is heavily influenced by the manufacturers operating in the country. China’s manufacturing industry is popular for its mass making capacities and stuffed animal & plus toys market is no exception for that. In addition, rapid growth in urbanization as well as disposable income of the people is contributing to the increasing response for this market. Furthermore, China’s lonstanding culture which emphasizes on significance of the education and child development adds to the influence created over this industry in the country.

India Stuffed Animals And Plush Toys Market Trends

The India stuffed animal & plus toys market is expected to grow at CAGR of 12.4% from 2024 to 2030. This is one of the key markets as large pool of potential end-users, i.e. those who are in the age range of 0 to 14, is present in the country. In addition, growing penetration of online distribution channels such as company websites, e-retailers, shopping mobile applications is most likely to drive growth for this  industry in upcoming years.

Key Asia Pacific Stuffed Animals And Plush Toys Company Insights

The market is characterized by the existence of a few exclusive businesses who hold a strong influence across industry. In addition, numerous other market players have been introducing premium range and limited edition plush toys in order to inflate their customer base in the region. These improvements and innovation as well as sustainability strategies adopted by the key companies have had a constructive effect on the market.

Key Asia Pacific Stuffed Animals And Plush Toys Companies:

  • BandaiNamcoGroup
  • Funskool
  • Natkhat
  • Mirada
  • Scooba
  • Babique
  • Jam & Honey
  • Hug ‘n’ Feel
  • Firstcry
  • Prince International Soft Toys

Recent Developments

  • Japanese animation studio based in Koganei, Tokyo, Studio Ghibli launched new plush toy backpacks for adults and children in August 2023. These plush toy backpacks with (14-28 inches shoulder straps were designed for children and adult customers as well.

Asia Pacific Stuffed Animals And Plush Toys Market Report Scope

Report Attribute


Market size value in 2024

USD 3.96 billion

Revenue Forecast in 2030

USD 6.87 billion

Growth Rate

CAGR of 9.6% from 2024 to 2030


2018 - 2023


2024 - 2030

Quantitative units

Revenue in USD billion and CAGR from 2024 to 2030

Report Coverage

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

Segments Covered

Product, distribution channel, country

Country scope

China; India; Japan; Australia; South Korea

Key companies profiled

Bandai Namco Group; Funskool; Natkhat; Mirada; Scooba; Babique; Jam & Honey; Hug ‘n’ Feel; Firstcry; Prince International Soft Toys

Customization scope

Free report customization (equivalent up to 8 analysts working days) with purchase. Addition or alteration to country, regional & segment scope.

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Asia Pacific Stuffed Animals And Plush Toys Market Report Segmentation

This report forecasts growth at regional and country levels and provides an analysis of the latest industry trends in each of the sub-segment from 2018 to 2030. For this study, Grand View Research has segmented the report based on Asia Pacific stuffed animal and plush toys in product, distribution channel and country:

  • Product Outlook (Revenue, USD Billion, 2018 - 2030)

    • Stuffed Animals

    • Cartoon Toys

    • Action Figures

    • Others

  • Distribution Channel Outlook (Revenue, USD Billion, 2018 - 2030)

    • Online

    • Offline

  • Regional Outlook (Revenue, USD Billion, 2018 - 2030)

    • China

    • India

    • Japan

    • Australia

    • South Korea

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