global toys market

Global Toys Market, Size, Share and Regional Market Analysis

The global toys market has emerged as a dynamic and thriving industry, captivating the attention of consumers worldwide. According to the latest industry reports, the global toys market was valued at USD 324.7 billion in 2023 and is expected to grow at a CAGR of 4.3% from 2024 to 2030, reaching an estimated market size of USD 430.8 billion by 2030.

Global Toys Market Top Players and Market Share

The global toys market is highly competitive, with the presence of both multinational players and smaller regional companies. Some of the leading players in the industry and their market share include:

  1. Lego: 8.5% market share
  2. Mattel Inc.: 7.2% market share
  3. Namco Bandai: 6.8% market share
  4. Hasbro: 6.4% market share
  5. Toy Quest: 4.9% market share

These top players have established their dominance through continuous product innovation, strategic partnerships, and a strong focus on brand recognition and customer loyalty. 

Major Regional Market Analysis

Asia-Pacific Region

  • Market Dominance: The global toy market is currently dominated by the Asia-Pacific region, with China leading as the top contributor in both the regional and global markets. 

China accounts for over 79% of global toy production, creating a thriving ecosystem for manufacturers and suppliers.

  • India’s Progress: India has been making significant strides towards becoming a key toy manufacturing hub, aiming to reduce imports and increase exports. The country is focusing on regional culture-inspired toys to cater to the massive domestic market.
  • Government Initiatives: Recent government initiatives in countries like India, China, and Japan, such as the Production Linked Incentive (PLI) scheme in India, are driving market growth by supporting local manufacturing and meeting domestic demand.

North America Region

  • Market Size: In 2020, the North America toy market reached USD 43.76 billion, with the region showing a significant spending trend on entertainment-related equipment like toys, hobbies, and playground items.
  • Market Growth Drivers: The region’s market growth is fueled by increasing spending on entertainment devices, as well as rising trends in gift-giving. The average U.S. spending on entertainment-related items reached USD 3.05 million in 2019, indicating a strong market demand.

Europe Region

  • Import Facilities: The European market benefits from adequate import facilities for sports-related equipment in countries like the U.K. and Germany. These facilities enable efficient distribution of various toy products to local outlets, contributing to the region’s market strength.

These regional analyses highlight the diverse dynamics and growth drivers shaping the global toys market across different continents, emphasising the unique market trends and factors influencing each region’s market performance.

Toys Industry Trends

The global toys market is witnessing several key trends that are shaping the industry’s future:

  1. Technological Advancements: The integration of augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) in toys is enhancing the overall user experience and driving consumer engagement.
  2. Sustainability and Eco-Friendly Toys: Consumers are increasingly demanding environmentally-friendly toy options, leading manufacturers to explore sustainable materials and production processes.
  3. Personalization and Customization: Consumers are seeking more personalised and customised toy experiences, presenting opportunities for brands to cater to individual preferences.

Toys Industry Challenges

However, the industry also faces challenges, such as:

  1. Supply Chain Disruptions: The COVID-19 pandemic and global supply chain issues have impacted the availability and distribution of toys, posing challenges for manufacturers and retailers.
  2. Regulatory Compliance: Toy manufacturers must navigate a complex regulatory landscape, ensuring their products meet safety standards and comply with various regional and global regulations.


As the global toys market evolves, manufacturers and industry players must stay agile, adapt to changing consumer preferences, and invest in research and development to maintain their competitive edge and capitalise on the vast opportunities presented by this dynamic and ever-evolving industry.