Toys & Games Market Size, Share & Trends Report

Toys & Games Market Size, Share & Trends Analysis Report By Application, By Product (Outdoor/Sports, Video Games), By Distribution Channel, And Segment Forecasts, 2019 - 2025

  • Published Date: Jul, 2019
  • Base Year for Estimate: 2018
  • Report ID: GVR-3-68038-209-9
  • Format: Electronic (PDF)
  • Historical Data: 2015 - 2017
  • Number of Pages: 80

Industry Insights 

The global toys and games market size was valued at USD 101.5 billion in 2018 and is anticipated to expand at a CAGR of 4.6% over the forecast period. Commercialization of favorite movies and cartoon characters such as Spiderman, Ironman, Superman, and Doraemon is the core strategy used by toy manufacturers to attract children. Increasing disposable income is also likely to play a crucial role in the market growth.

Many children like to play video games during their leisure time. Technological innovations such as AR/VR headset have led to an increase in adoption of video games by the children. Launch of educational gaming has encouraged adults and parents, thereby having a positive impact on the market growth. Asia Pacific countries like China and Taiwan are the leading exporters of toys and games worldwide. Furthermore, major manufacturers are located in Thailand and Japan, wherein cheap and easy to use products are made and exported to different countries.

U.S. toys & games market

Growing birth rate, coupled with rising income, is expected to provide growth opportunity for the global toys and games market over the forecast period. Growing popularity of FIFA, PUBG, and Counter strike among the youngsters and older people is expected to drive the market in the upcoming years. Increasing number of video game tournaments and spending on video games are likely to contribute to the market growth in the upcoming years. Rise in the number of players and gamers in the developed countries is anticipated to propel the demand for video games over the forecast period.

For instance, Sony has launched pre-station classic which comes with preloaded version of original Play station that have increased the growth of the Video games market. Growing usage of smartphones that contain video games have fueled the market growth in the upcoming years. According to the survey, in 2018, PUBG had become one of the largest video gaming apps that had produced the highest revenue all over the globe. Increasing usage of tablets and laptops has also increased the growth of the market.

Product Insights

Outdoor or sports held 17.5% share of overall revenue in 2018. Increasing awareness related to the benefits of outdoor activities among the parents is expected to provide growth opportunity for outdoor sports and toys over the forecast period. Outdoor sports activities keep kids and children active as well as help in increasing physical stamina and fitness. Furthermore, physical activities promote good health and overall wellbeing, as these activities increase muscle strength, improve immunity, and lower the risk of obesity and heart diseases.

Video games are expected to expand at a CAGR of 6.3% over the forecast period. In recent years, multiple number of players can play online gamessuch as Star Wars, which, in turn, is boosting the market growth. Advancement in the technology, coupled with increasing adoption of different software like AI processor and Internet of things, is improving the quality of the games and hence attracting more customers. Video game producers use software such as Deluxe and Nintendo, which are prominently used for games like Super Mario Bros, Infinity Wars and Activision, and Resident Evil series.

Application Insights

15 years and above are the prominent users of toys and games. This application segment generated a revenue of USD 31.83 billion in 2018. Rise in the demand for action figures and video games is a major factor driving the segment. Moreover, the video games market is gaining pace, which would propel the overall toys and games market growth. For instance, according to survey, 77.63 percent of customers aged 18 to 29 years stated that they shopped for games/toys at a store and most of them buy video games and other outdoor games. Growing usage of smartphones has created a new opportunity for the manufacturers. This can be reason for the growth of the global market.

Age group between 0-8 years is expected to witness the fastest growth over the forecast period. Growing popularity of cartoons character has propelled the demand in the 0-8 age group. Comics like Spiderman, Doraemon, and Superman have been made popular through TV shows and cinema. Introduction of games related to them would play a key role in the growth of the industry. The U.S. Consumer Product Safety Commission (CPSC) tests toys and games for safety and the U.S. government have made an age related guideline to help parents choose the proper toys appropriate for their children.

Distribution Channel Insights

The offline segment held the largest share of more than 63.0% in 2018. Increase in product visibility at supermarkets have driven the offline segment. In several regions like North America, Europe, and Asia Pacific, toy manufacturers are increasing their retail outlets owing to growing popularity of educational games. FirstCry, one of the prominent retailers in India, plans to increase its retail outlets from 150 to 700 by 2020.

The U.S. government have offered flexible working hours where supermarkets or hypermarkets can operate till midnight. Increasing product visibility at retail store is expected to fuel the sale of toys and games through offline channel over the forecast period.In 2017, U.S. was the biggest and leading importer of toys, sports, and games requisites, which was valued at USD 32.7 billion.

Global toys & games market

The online segment is expected to expand at a CAGR of 5.1% over the forecast period. Due to increasing internet penetration in various countries, online selling channel has experienced significant growth in the last few years. Moreover, online retailers including Amazon and Flipkart are adding new toys and game products as their main category. According to studies, the sale of toys and games in U.S. accounted for more than 13% share of the overall U.S. retail e-commerce. The surge in sale is attributed to the effective measures taken by the e-retailer to gain customer’s loyalty. For instance, prime service launched by Amazon have gained customer loyalty, thus fueling the sale of toys and games through online channel.

Online shopping is convenient for many customers, as online shopping is open 24/7 hours and customers can buy products from wherever they want. Online shopping also allows customers to compare different brands and then buy the products. This is compelling the manufacturers to focus on online selling of the toys and games according to the age group. This may lead to toys and games market growth in the upcoming years. Emergence of Internet of Things and internet penetration are anticipated to boost the growth of the global market.

Regional Insights

North America held 14.0% share of global revenue in 2018. The region is expected to maintain its lead in the forecast period. U.S. dominated the North America market in 2018. The market is driven by rising awareness among the parents related to the physical activates and importance of educational games.

Asia Pacific was the largest market in 2018 and is expected to expand at a CAGR of 5.1% over the forecast period. Asia Pacific is one of the prominent suppliers of raw material and product to other regions. China and India are the two prominent economies in the world, owing to which many vendors are entering this market. Furthermore, demand for toys and games is expected to increase over the forecast period due to increasing number of retail outlets, coupled with growing middle class groups.

In China, pre-school toys are gaining popularity due to increasing sales of science, maths, technology, and art-based gadgets. Hence, the market in Asia Pacific is projected to be a potential market for toys and games. Australian parents prefer traditional toys such as puzzles, educational toys, and board games. These parents believe that the toys will help to attain more intelligence and knowledge. Therefore, the traditional toys may be the reason for the growth of the market.

Toys and Games Market Share Insights

Some of the key players in the global market are Lego; Mattel Inc.; Namco Bandai; Hasbro; and Jakks Pacific are focusing on R&D to launch innovative games as per consumer preference. Moreover, comfort of consumers is taken into consideration while making a new product. Manufacturers are focusing on expanding their sales or business by broadening their product offerings or setting up new production plants in global market. Increasing competition in the global market is expected to fuel the demand over the forecast period. The global market is moving towards fragmentation. Prominent vendors operating in the market are based in U.S., China, and Europe.

Report Scope



The base year for estimation


Actual estimates/Historical data

2015 - 2017

Forecast period

2019 - 2025

Market representation

Revenue in USD Billion and CAGR from 2019 to 2025

Regional scope

North America, Europe, Asia Pacific, Central & South America, and Middle East & Africa

Country scope

U.S., Germany, U.K., China, India, Japan, and Brazil

Report coverage

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

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Segments Covered in the Report

This report forecasts revenue growth at the 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, Grand View Research 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

    • 8 - 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.

    • Asia Pacific

      • China

      • India

      • Japan

    • Central & South America

      • Brazil

    • Middle East & Africa

Key questions answered by the report
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