Dolls Market Size, Share, and Industry Analysis, By Type (Barbie Doll, Rag Doll, Puppet Doll, and Others), By Material (Hard Plastic, Carved Wood, Fabric, Porcelain, and Others), By Distribution Channel (Supermarkets/Hypermarkets, Toy Stores, Online/E-Commerce, and Others), and Regional Forecast till 2032

The global dolls market is expanding driven by increasing disposable incomes and cultural trends. Manufacturers also emphasize introducing new dolls in various themes, styles, and features to fulfil end user’s demands. Moreover, growing focus on limited-edition dolls, partnerships with renowned designers and increasing demand for collectible dolls drives market growth. Internationally renowned market players have revealed an increasing demand for Barbie dolls over the coming years. For instance, Mattel, a U.S.-based multinational toy manufacturing company, shared that the gross billings within its ‘Barbie’ category reached USD 840.4 million in 2023, an increase of 8% compared to 2022.

The COVID-19 pandemic negatively impacted the global doll market as it disrupted production and distribution chains. In addition, it reduced the demand for non-essential products, including dolls. As a result, the product demand decreased due to economic uncertainty and shifts in consumer priorities toward essential goods.

Dolls Market Driver

Increased Demand for Personalized and Customized Dolls to Drive Market Growth

The development of dolls with customizable features, such as outfits, accessories, and interactive elements to address the growing demand for personalized products, increases product sales. In addition, key manufacturers focus on developing dolls that represent various ethnicities and cultures further appealing to a wide range of end users. Furthermore, the easy availability of various types of dolls appeal modern consumers who prefer diversity and representation in toys.

Dolls Market Restraint

Availability of Alternative Products to Hamper Market Growth

Recent years have witnessed an escalating demand for gaming consoles due to increasing interest in online gaming, internet penetration, and technological advancements, notably among tech savvy consumers, which hampers the demand for dolls. Furthermore, easy availability of various types of innovative toys such as action figures, educational toys, and construction toys designed to enhance children’s skills and for entertainment impedes the adoption of dolls.

Dolls Market Opportunity

Rise in Partnerships to Raise Product Demand

Partnerships with content creators and social media influencers can boost brand visibility. Additionally, collaborations with designers and celebrities helps drive the sales of limited-edition collections. Furthermore, recent years have witnessed a notable shift toward integrating digital elements into dolls, such as augmented reality and interactive features. This caters to the increasing demand for tech-savvy customers and provides growth opportunities to industry participants.

Segmentation

Key Insights

The report covers the following key insights:

• Overview of Parent/Related Market
• Supply Chain & Regulatory Analysis
• SWOT Analysis
• Porter’s Five Forces Analysis
• Recent Industry Advancement

Analysis by Type

Based on type, the market is segmented into Barbie dolls, rag dolls, puppet dolls, and others.

The Barbie doll segment holds the largest share of the global market, owing to its wide popularity and extensive presence beyond the toy industry, including movies, television shows, and games.

The puppet doll segment is anticipated to grow at the fastest rate over the forecast period backed by high use of the products across countries for performances and entertainment purposes.   

Analysis by Material

Based on material, the market is segmented into hard plastic, carved wood, fabric, porcelain, and others.

The hard plastic segment holds the largest market share owing to its durability, cost-effectiveness, and widespread use in mass production. The material is also easy of mold into various shapes and designs.

The fabric segment is anticipated to grow at the highest rate over the analysis period driven by increasing consumer demand for soft toys and a rising preference for eco-friendly and sustainable materials. Moreover, as awareness regarding sustainability increases, key players are expected to focus more on fabric-based toys.

Analysis by Distribution Channel

Based on distribution channel, the market is bifurcated into supermarkets/hypermarkets, toy stores, online/e-commerce, and others.

The toy store segment holds the largest market share. Children can select products conveniently in-store and parents can check items for their kids personally. This factor increases consumer interest in toys shops.

The online/e-commerce segment is anticipated to grow at the highest rate over the forecast period fueled by the convenience of doorstep delivery and the option to compare prices and products, enhancing the shopping experience.

Regional Analysis

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Based on region, the global market is divided into North America, Europe, Asia Pacific, South America, and the Middle East & Africa.

Asia Pacific holds the largest share in the global doll market, driven by a high birth rate and the widespread popularity of dolls among children. In addition, the region's economic growth and expanding middle class population contribute to the strong demand.

The Europe market is anticipated to grow at the highest rate over the analysis period due to numerous manufacturers focusing on innovation and enhanced distribution channels. Key players concentrating on advanced technology to develop improved dolls supports regional growth.

Key Players Covered

• Famosa (Spain)
• Mattel (U.S.)
• Hasbro, Inc. (U.S.)
• Moose Toys (Australia)
• Blythe Dolls (South Korea)
• Takara Tomy Co., Ltd. (Japan)
• Spin Master Ltd. (Canada)
• Schleich GmbH (Germany)
• Huanglong Toys Co., Ltd. (China)
• Bandai Namco Holdings Inc. (Japan)

Key Industry Developments

• In June 2021, Mattel, Inc., a U.S.-based Barbie toys manufacturer, introduced its new product line, Barbie Loves the Ocean, developed using recycled ocean-bound plastic. The new product line includes three dolls designed to accelerate the company’s sales.