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Toys Market Size, Share & COVID-19 Impact Analysis, By Product Type (Dolls, Outdoor and Sports Toys, Building and Construction Set, Infant and Preschool Toys, Games & Puzzles, and Others), Age Group (0-3 Years, 3-5 Years, 5-12 Years, 12-18 Years, and 18+ Years), Distribution Channel (Online and Offline), and Regional Forecast, 2020-2027

Region : Global | Format: PDF | Report ID: FBI104699



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The global toys market size was USD 105.85 billion in 2019. The global impact of COVID-19 has been unprecedented and staggering, with toys witnessing a positive demand shock across all regions amid the pandemic. Based on our analysis, the market will exhibit a stellar growth of 22.30% in 2020. The market is projected to grow from USD 129.45 billion in 2020 to USD 212.49 billion in 2027 at a CAGR of 7.3% in the 2020-2027 period. The sudden fall in CAGR is attributable to this market’s demand and growth, returning to pre-pandemic levels once the pandemic is over.

Toys play a major role in developing children’s minds by improving the thought process and decision-making ability. They are of different categories such as brain training, physical activity, promotional merchandise, and collectibles. For the associated companies, festival occasions are the major means of selling different kinds of play items to the kids. Therefore, they are introducing different kinds of dolls that suit children’s festival seasons and spiking their overall revenues during festivals. For instance, in July 2020, MGA Entertainment Inc., a children’s entertainment company, launched New Rainbow High Fashion Dolls, a doll brand during the autumn season in the U.S.    

Lockdown Restrictions to Spike the Product Revenues During Pandemic

As the schools are shut down during the COVID-19 pandemic period, children are largely spending their time in households. This will aid the demand for large-sized gaming items that can entertain these children for a longer time. Additionally, the popularity of education and construction activity-related games will grow among these kids during the pandemic period because of such a shutdown.

According to the third quarterly presentation by Mattel Inc., published in October 2020, the company reported a spike of 10% in their third-quarter revenues of the financial year 2020 over the third-quarter revenues of the previous year. Such a sharp rise in retail sales is attributed to the dolls' strong demand and construction playsets from school children across the U.S.  

However, children are more likely to get infected from the coronavirus due to the greater outdoor exposure of their parents or guardians during the physical shopping of such items compared to staying indoors. Therefore, during the pandemic, parents are cautious about shopping for products from physical stores. This has hampered the product revenues from the physical stores. Additionally, overall supply chain disruption during the pandemic is likely to pose challenges to the retailers to re-stock the latest gaming items at their shops.


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Rising Popularity of the Innovative Toy Packaging to Uplift Market Growth

Companies focus on providing different kinds of packed gaming items to surprise the kids while unboxing the packed items. This is likely to generate interest in playing with such items among the kids, thereby uplifting the toys market growth. For instance, in April 2018, Zuru, a leading Chinese play kit items company, launched 5 SURPRISE, a capsule ball that combines a feature of an unboxing of the play collectibles contained in it.

Additionally, recent gift-giving trends among the global population will fuel the consumption rate of such items. Scented toys are grown in popularity as these play kits provide a relaxing scented smell to the kids while playing. The growing popularity of brain training cubes and educational board games among the kids will likely surge the overall industry growth in the near future. The emergence of gaming items made up of eco-friendly materials such as bamboo, clay, cork, and others is likely to ease the demand for sustainably made dolls.


Rising Social Media Influence of Toy Companies to Propel Market Growth

Companies are focusing on establishing partnerships with different marketing agencies and popular social media influencers related to the kids' content to build their strong brand image. This helps them in driving their revenues from gaming items. For instance, in September 2020, Zuru, a Chinese game maker, partnered with Fanbyted, a U.K. based digital marketing agency, to improve its brand image among U.K. consumers.

Additionally, the growing popularity of multi-colored toy items among pre-school children is further likely to fuel this market growth. Increasing indoor leisure trends among the global population is likely to add impetus to the video gaming items demand among these gamers.

Recent Toy Technology Events to Support Market Growth

Nowadays, several companies are participating in different kinds of gaming technology events in their nearby locality. This motivates the companies to develop newer kinds of innovative gaming items, thereby supporting industry growth. For instance, in November 2018, TechUp, a toy technology specialist company, invested USD 6,000 million to launch Wired Live and Wireless Next Generation events at South block, London. This event aimed to showcase different AR technology and advanced robotic technology-based gaming items to the other industry players and motivate them to develop such gaming items.


Rising Popularity of Online Gaming to Pose Challenges to Industry Growth

Nowadays, online games are widely popular among kids, as they can play such games on smartphones and tablets without an additional play kit. This will likely pose challenges to the growth of the video console kit maker's businesses, thereby hampering the industry growth. Additionally, incidences of skin rashes due to the usage of dolls and construction play kits made up of harmful chemicals such as phthalates, lead, and flame retardant chemicals for a longer time duration is expected to limit the industry growth.


By Product Type Analysis

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Outdoor and Sports Segment Holds a Major Market Share as Parents are Largely Concerned About Their Kids Health & Fitness

Outdoor and sports segment is expected to hold a major toys market share as the parents are largely concerned about their kids' health and fitness. This results in the large demand for outdoor gaming items such as play tents, pools, airplanes, and others to support their children in conducting various outdoor activities such as hiking, touring, camping, etc. Additionally, the increasing sports participation rate of these consumers is further likely to drive segmental growth. According to the data presented by the Fitness and Sports Industry Association, Government of the U.S., in 2018, 4.1 million children within the age of 6 to 12 years participated in the U.S.'s baseball sports activity, 3.3% up compared to that of the previous year.

The faster growth of the games and puzzle segment is attributed to the regular launches of innovative video gaming items by prominent companies worldwide. This is likely to attract console gamers towards buying such play kits, thereby driving segmental growth. For instance, in November 2020, Sony Corporation, a Japanese electronics giant, launched an innovative PlayStation 5 set in India. Additionally, jigsaw puzzles, business boards, and cubes are commonly purchased by parents to train the kids' minds. Therefore, the rising demand for educational and mind training-related games is likely to support further segmental revenues.

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Companies are introducing the dolls of different characters that match with the stories of the recently introduced popular cartoon films. Children can enjoy playing with such dolls and can correlate dolls with the respective cartoon films that they recently watched. This is likely to uplift the revenues from such a segment. For instance, in October 2020, The Walt Disney Company introduced ‘Triple Force Friday,’ a collection of dolls that are inspired by the Star Wars film in the U.S. Additionally, they are available in different shapes and categories such as vintage, modern, and antique dolls which thereby, results in the considerable revenues from such a segment.

The infant and pre-school segment is primarily driven by the increasing demand for infant care items among the globe's parental population. This results in high revenues from the infant teething and chewing play toys, thereby fueling segmental growth. According to the data presented by the Department of Statistics, Government of Canada, in March 2020, sales of infant care, beauty & personal care items in Canada increased by 0.4% compared to that of the previous month.

The building and construction set essentially help in making a child’s mind creative. Therefore, increasing parental focus on the child’s development-related activities is likely to ease the demand for such construction sets. The other segment includes various items such as art and craft, plush, vehicles, and youth electronics.

The rising awareness regarding the availability of the different kinds of such items is driving the others segment growth.

By Age Group Analysis

5-12 Years Segment to Hold a Major Market Share Owing to Increasing Number of Sports Disciplines at Schools

Several schools possess various disciplines related to sports and recreational activities for teenager and adolescent students’ brain development. This makes the 5 to 12 years segment to exhibit a major share of this market. Moreover, the rising popularity of the education games such as puzzles, building and construction sets, and others among such an age group is further likely to drive the segmental growth.

The fastest growth of the 18+ years segment is attributed to the growing outdoor hiking, touring, and other recreational activities among the children within such an age group. Besides this, the population above the age of 18 years largely prefers to play video games, thereby making the segment to exhibit considerable revenues from such products. According to the data presented by the Entertainment Software Association, in 2019, 79% of American gamers were above the age group of 18 years.   

By Distribution Channel Analysis

Attractive Visual Merchandising to Lead Offline Segment to Hold a Major Market Share

Offline stores, including specialty retailers, brand stores, and hyper marts, usually maintain different kinds of soft, attractive gaming items at their outlet shops. This is likely to attract the people towards buying the products from such outlets, resulting in larger segmental revenues. Additionally, the growing infrastructural facilities related to the specialty toy stores and brand stores are further likely to drive offline segmental revenues. For instance, in December 2020, Miniso Group Holding Ltd., a Chinese home accessory retailer in collaboration with Tencent Holding Ltd., launched ‘Top toy,’ a gaming device store in Guangzhou, China.

The fastest growth of an online segment is attributed to the rising online shopping trends among the population worldwide, which is likely to drive segmental growth. Additionally, the provision of discounts and coupons on the select product purchases by prominent online retailers such as toycart.com, amazon.com, and others is further likely to build the consumers’ attention towards buying such products. This helps in further propelling segmental revenues.


North America Toys Market Size, 2016-2027 (USD Billion)

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In 2019, the North American market reached USD 35.88 billion. The largest share of the North American region in terms of revenue is attributed to North America's increasing spending on entertainment-related equipment such as toys, hobbies, and playground equipment. According to the data presented by the U.S. Bureau of Labor Statistics, in 2018, U.S. spending on entertainment-related devices reached USD 3.22 million. Additionally, the rising gift-giving trends among the population are further driving the market growth in the region.

The fastest growth of the Asia Pacific region is attributed to the recent government initiatives regarding the toys industry's development in countries such as India, China, and Japan. For instance, in April 2020, the Government of India introduced the Production Linked Incentive (PLI) scheme to boost local manufacturing in the country. This enables the government to cater to local demand for such products, thereby supporting market growth. Additionally, the rising popularity of art & craft toys among kids in China further drives the market growth in the region.

The market in Europe is primarily driven by the presence of adequate import facilities of the sports-related equipment in the countries such as the U.K. and Germany. Such import facilities allow these countries to supply the various kinds of gaming items to their distribution outlets, which are likely to support the consumption rate of such items in the region. According to the data presented by the International Trade Centre, in 2019, the total import value of the toys, games, and sports equipment in Germany reached USD 8,187.50 million.

Besides this, children like to play with toys while enjoying the occasion of the festival. Therefore, growing festival celebration trends among the region's population are further driving the market growth in the region.

Recent industry associations' initiatives regarding the development of high-quality video games in Brazil are likely to provide ease in providing the different kinds of gaming console sets to the country's population. This is likely to support the consumption rate of such gaming sets among the country's teenager population.

For instance, in February 2020, Brazilian Game Companies Association’s members have discussed the various insights related to the Brazilian video gaming and entertainment industry with more than 29 Brazilian leading game companies in a digital event ‘Kidscreen 2020’ held in Florida U.S. Such association’s initiatives are likely to attract the companies to develop custom video gaming console sets for the Brazilian consumer, thereby supporting Brazil's games market growth.

Additionally, growing outdoor leisure trends among the population in countries such as Argentina and Peru are further likely to drive the demand for outdoor living tents and pools, thereby fuel market growth in the region.

The growing expansion of the prominent companies in the countries such as Saudi Arabia and UAE is likely to provide ease in the supply of such devices to the population in these countries, thereby supporting the market growth in the region. For instance, in February 2019, Lego System A/S, a Denmark-based toy manufacturer, opened its new official site in Dubai, UAE, to expand its operations in the Gulf countries. Besides this, the growing middle-class population in South Africa is further driving the market growth in the region.


Portfolio Expansion Along with Product Innovations to Strengthen Competition

Companies are largely focusing on expanding their overall product portfolio through regular product innovation activities. Additionally, they establish partnerships with filmmaker companies and social media channels to build their brand image and offer games as per customer demand. For instance, in December 2019, Jazwares LLC., a subsidiary of a company Alleghany Capital Corporation, partnered with Calvin and Kaison-owned Australian YouTube brand CKN Toys to expand its business in Australia.


  • Lego System A/S (Billund, Denmark)

  • Hasbro Inc. (Rhode Island, U.S.)

  • Mattel Inc. (California, U.S.)

  • Ravensburger Holding GmbH & Co. KG (Ravensburg, Germany)

  • Spin Master (Toronto, Canada)

  • MGA Entertainment Inc. (California, U.S.)

  • PAI Partners (Paris, France)

  • Nintendo Co. Ltd. (Kyoto, Japan)

  • Radio Flyer (Illinois, U.S.)

  • A.L. Lindsay & Company (New South Wales, Australia)

  • Artsana Group (Grandate, Italy)

  • K’Nex Industries Inc. (Pennsylvania, U.S.)


  • In May 2021, Rubik’s Brand Ltd., Spin Master, owned cube toys maker, introduced a programmable puzzle cube, ‘Heykube,’ in the American market. Coder Students can use their algorithms in the python programming language to code & solve such a microprocessor-based puzzle cube.

  • In February 2021, the Uttar Pradesh, Government of India, allotted 115 plot spaces near the upcoming Jewar Airport and Yamuna river expressways for the local toys makers to attract foreign investments and develop a toy city.

  • In February 2021, Toys Industries of Europe (TIE), a reputed European toys industry association, joined a coalition of European Business associations to promote harmonized standards for the European toys industry. These standards help ensure toys sold in a single market are safer for children to play thereby, supporting the European industry growth. 

  • In January 2021, Maniso, a low-cost Chinese retailer, introduced a 420 sq. m. a toy shop in Guangdong, China, to attract the young shoppers towards discounted toys.

  • In July 2021, Mattel Inc. introduced a plastic toy recycling program, ‘Mattel PlayBack,’ to recover and reuse the material derived from its old toys and offer sustainably made toys to U.S. and U.K. consumers.


An Infographic Representation of Toys Market

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The toys market research report provides a detailed analysis of the market and focuses on key aspects such as competitive landscape, product type, age group, and distribution channel areas. Besides this, it offers insights into the various toys industry trends and highlights key industry developments. In addition to these mentioned factors, it encompasses several other factors that have contributed to the industry's growth in recent years.

Report Scope & Segmentation



Study Period


Base Year


Forecast Period


Historical Period



Value (USD Billion)

 By Product Type

  • Dolls

  • Outdoor and Sports Toys

  • Building and Construction Set

  • Infant and Preschool Toys

  • Games & Puzzles

  • Others

 By Age Group

  • 0-3 Years

  • 3-5 Years

  • 5-12 Years

  • 12-18 Years

  • 18+ Years

 By Distribution Channel

  • Online

  • Offline

By Region

  • North America (By Product Type, Age Group, Distribution Channel, and by Country)

    • U.S. (By Product Type)

    • Canada (By Product Type)

    • Mexico (By Product Type)

  • Europe (By Product Type, Age Group, Distribution Channel, and by Country)

    • Germany (By Product Type)

    • France (By Product Type)

    • Italy (By Product Type)

    • Spain (By Product Type)

    • The U.K. (By Product Type)

    • Rest of Europe (By Product Type)

  • Asia Pacific (By Product Type, Age Group, Distribution Channel, and by Country)

    • China (By Product Type)

    • India (By Product Type)

    • Japan (By Product Type)

    • Australia (By Product Type)

    • Rest of Asia Pacific (By Product Type)

  • South America (By Product Type, Age Group, Distribution Channel, and by Country)

    • Brazil (By Product Type)

    • Argentina (By Product Type)

    • Rest of South America (By Product Type)

  • The Middle East and Africa (By Product Type, Age Group, Distribution Channel, and by Country)

    • South Africa (By Product Type)

    • UAE (By Product Type)

    • Rest of Middle East and Africa (By Product Type)

Frequently Asked Questions

Fortune Business Insights says that the global market size was USD 105.85 billion in 2019 and is projected to reach USD 212.49 billion by 2027.

In 2019, North America stood at USD 35.88 billion.

During the forecast period (2020-2027), the market is growing at a CAGR of 7.3%.

Based on product type, the outdoor and sports segment is set to lead the market.

The rising social media influence of the companies is a key driver for the growth of the market.

Lego System A/S, Hasbro Inc., and Mattel Inc. are some of the major players in the global market.

North America dominated the market in terms of share in 2019.

The rising popularity of innovative game set packaging will drive the adoption of these products.

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Toys Market Size, Share and Global Industry Trend Forecast till 2026
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