Fascinating games

Toys and games market size to grow by $ 50.73 billion


Toys and Games Market 2020-2025: Supplier Analysis
The market is fragmented and the degree of fragmentation will accelerate during the forecast period. The market holds a presence of well-known toy and game manufacturers with significant shares in international markets. The global toys and games market is categorized based on product differentiation, price competition, relatively low brand loyalty, and low switching costs offered by market sellers. For example, in November 2021, LEGO System AS launched two of its minifigures, namely Kate and Kyle, for a special STEAM learning series. Additionally, in December 2020, TOMY Co. Ltd. launched Manpuku Tomica, a line of lottery-like products. To make the most of the opportunities, market sellers should focus more on the growth prospects of the fast growing segments, while maintaining their positions in the slow growing segments.

Some of the major market players include:

  • Atlas Games
  • Spa Clementoni
  • Franckh-Kosmos Verlags-GmbH and Co. KG
  • Hasbro inc.
  • LEGO AS System
  • Mattel inc.
  • Ravensburger AG
  • Goliath LLC games
  • TOMY Co. Ltd.
  • VTech Holdings Ltd.

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Toys and Games Market 2020-2025: Drivers and ChallengesRising personal disposable income and increasing middle class population are the key factors that are expected to drive the market growth during the forecast period. Rapid urbanization, changing consumer lifestyles and increasing purchasing power as well as living standards in emerging and advanced economies are positively fueling market growth. In addition, the growing number of dual-income households due to the greater participation of women in the labor market, in particular, China and India will further contribute to the growth of the global toys and games market during the forecast period. Besides, other factors such as increase in the number of viewers and internet for children and increase in online sales will further accelerate the growth of the market.

However, factors such as seasonal demand and short lifespan of merchandise and collectibles, market fragmentation, and growing popularity of electronic games are some of the major challenges that may limit the growth of the market. In addition, the emergence of 3D printing may further lead to a decline in the overall market share of toy and game manufacturers.

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Toys and Games Market 2021-2025: Segmentation

  • By product, the market is segmented into,
    • Activity and ride toys
    • Toys for babies and preschoolers
    • Games and puzzles
    • Plush toys
    • Others

Activity and ride-on toys dominated the market share in 2020 and will continue to maintain the market growth during the forecast period. These toys mainly include outdoor, sports, and miniature vehicle toys, such as frisbees, hoops, and twisters, which are used for recreation, sports, fitness, and juggling. Ride-on toys help improve mobility and provide exercise for infants. The benefits of these toys are driving the growth of the ride-on toy business and market, which in turn propels the growth of the market. Parents are increasing their spending capacity on the purchase of high-end activities and ride-on toys, due to the increase in their disposable income.

  • By distribution channel, the market is segmented into
    • Offline distribution channel
    • Online distribution channel

The offline distribution channel will become the largest revenue-generating distribution channel segment of the toys and games market during the forecast period. Customers buy products from hypermarkets, supermarkets and specialty stores as they are convenient for shopping and storing a wide assortment of toys under one roof.

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  • By geography, the market is segmented into
    • North America
    • Europe
    • APAC
    • South America
    • AEM

North America will generate growth over all years of the forecast period between 2020 and 2025. The growth can be attributed to product promotions and price discounts in the toys and games market in the United States and Canada. The demand for traditional toys and games is expected to increase during the forecast period due to the numerous licensing opportunities in the United States. In addition, the growing demand for premium toys, increasing purchasing ability of consumers and the presence of several prominent suppliers are expected to propel the growth of the regional toys and games market during the forecast period.

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Toys and games market 2021-2025: Scope

Technavio presents a detailed picture of the market through the study, synthesis and summation of data from multiple sources. Our report on Toys and Games Market covers the following areas:

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Toys and Games Market 2021-2025: Highlights

  • Market CAGR during the forecast period 2021-2025
  • Detailed information on the factors that will contribute to the growth of the toys and games market over the next five years
  • Estimating the size of the toys and games market and its contribution to the parent market
  • Predictions on upcoming trends and changes in consumer behavior
  • The growth of the toys and games market
  • Market Competitive Landscape Analysis and Detailed Supplier Information
  • Complete details on the factors that will challenge the growth of the Toy and Game Market vendors

Associated reports:
Educational Toys Market by Product, Age, and Geography – Forecast and Analysis 2021-2025

Scope of the toys and games market

Cover of the report


Page number


Year of reference


Forecast period


Growth dynamics and CAGR

Speed ​​up to a 6.70% CAGR

Market growth 2021-2025

$ 50.73 billion

Market structure


Annual growth (%)


Regional analysis

North America, Europe, APAC, South America and MEA

Efficient contribution to the market

North America at 31%

Main consumer countries

United States, Canada, Mexico, Germany, United Kingdom, France, China, India and Japan

Competitive landscape

Leading companies, competitive strategies, reach of consumer engagement

Profiled companies

Atlas Games, Clementoni Spa, Franckh-Kosmos Verlags-GmbH and Co. KG, Hasbro Inc., LEGO System AS, Mattel Inc., Ravensburger AG, The Goliath Games LLC, TOMY Co. Ltd. and VTech Holdings Ltd.

Market dynamics

Parent Market Analysis, Market Growth Drivers and Obstacles, Analysis of Fast Growing and Slow Growing Segments, Impact of COVID-19 and Future Consumer Dynamics, Analysis of Market Conditions for the Forecast Period


If our report didn’t include the data you’re looking for, you can reach out to our analysts and customize the segments.

Main topics covered:

  • Abstract
  • Market landscape
  • Market sizing
  • Five forces analysis
  • Market segmentation by product
  • Market segmentation by distribution channel
  • Customer landscape
  • Geographic landscape
  • Supplier landscape
  • Supplier analysis
  • Annex

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