2026-2030年全球玩具與遊戲市場

全球玩具和遊戲市場預計將在 2025 年至 2030 年間成長至 921.922 億美元，預測期內複合年成長率為 8.5%。

本報告對全球玩具和遊戲市場進行了全面分析，包括市場規模和預測、趨勢、成長要素、挑戰以及涵蓋約 25 家供應商的供應商分析。

本報告對當前市場狀況、最新趨勢和促進因素以及整體市場環境進行了最新分析。該市場的發展動力來自與娛樂產業和授權產品的協同效應、兒童成人市場日益成長的影響力，以及家長對教育價值和技能培養日益成長的關注。

本研究客觀地結合了一手和二手訊息，包括來自主要行業相關人員的信息。報告內容涵蓋主要公司分析、全面的市場規模數據、區域細分分析以及供應商格局。報告包含歷史數據和預測數據。

本研究指出，技術融合和「虛實結合」策略的興起是未來幾年全球玩具和遊戲市場成長的關鍵促進因素。此外，人們對永續性和道德生產日益成長的關注，以及身臨其境型和故事驅動型體驗的興起，預計也將顯著推動市場需求。

目錄

第1章：執行摘要

第2章 Technavio 分析

• 分析定價、生命週期、顧客購買籃子、採用率和購買標準。
• 輸入的重要性及差異化因素
• 干擾因素
• 促進因素和挑戰的影響

第3章 市場狀況

• 市場生態系統
• 市場特徵
• 價值鏈分析

第4章 市場規模

• 市場的定義
• 市場區隔分析
• 2025年市場規模
• 市場展望，2025-2030年

第5章 市場規模與表現

• 2020-2024年全球玩具與遊戲市場
• 產品細分市場分析，2020-2024 年
• 通路細分分析，2020-2024 年
• 基於應用領域的細分市場分析，2020-2024 年
• 按類型分類的細分市場分析，2020-2024 年
• 區域區隔市場分析，2020-2024 年
• 2020-2024年各國細分市場分析

第6章 定性分析

• 人工智慧的影響：全球玩具和遊戲市場
• 地緣政治衝突對全球玩具和遊戲市場的影響。

第7章：五力分析

第8章 市場區隔：依產品

• 比較：按產品
• 益智玩具和搭乘用玩具
• 嬰幼兒玩具
• 遊戲和謎題
• 絨毛玩具
• 其他
• 市場機會：依產品分類

第9章 市場區隔：按分銷管道

• 比較：按分銷管道
• 離線
• 線上
• 市場機會：依分銷管道分類

第10章 市場區隔：依應用

• 比較：按應用
• 8歲及以下
• 9歲至15歲
• 市場機會：依應用領域分類

第11章 市場區隔：按類型

• 比較：按類型
• 創造力
• STEM技能
• 社會情緒發展
• 問題解決
• 市場機會：按類型分類

第12章 客戶狀況

第13章 區域情勢

• 區域細分
• 區域比較
• 北美洲
  • 美國
  • 加拿大
  • 墨西哥
• 歐洲
  • 德國
  • 英國
  • 法國
  • 義大利
  • 西班牙
  • 荷蘭
• 亞太地區
  • 中國
  • 日本
  • 印度
  • 韓國
  • 澳洲
  • 印尼
• 南美洲
  • 巴西
  • 阿根廷
  • 智利
• 中東和非洲
  • 沙烏地阿拉伯
  • UAE
  • 南非
  • 土耳其
  • 埃及
• 市場機會：按地區分類

第14章 促進因素、挑戰與機遇

• 市場促進因素
• 市場挑戰
• 促進因素和挑戰的影響
• 市場機遇

第15章 競爭格局

• 概述
• 競爭格局
• 中斷狀況
• 產業風險

第16章 競爭分析

• 公司簡介
• 公司排名指標
• 企業市場定位
• Bandai Namco Holdings Inc.
• Crayola
• Funko Inc.
• Hasbro Inc.
• JAKKS Pacific Inc.
• Mattel Inc.
• Melissa and Doug
• MGA Entertainment Inc.
• Moose Enterprise Pty. Ltd.
• Playmates Toys Ltd
• Ravensburger AG
• Spin Master Corp.
• Takara Tomy Co. Ltd.
• VTech Holdings Ltd.
• ZURU Inc.

第17章附錄

The global toys and games market is forecasted to grow by USD 92192.2 mn during 2025-2030, accelerating at a CAGR of 8.5% during the forecast period. The report on the global toys and games market provides a holistic analysis, market size and forecast, trends, growth drivers, and challenges, as well as vendor analysis covering around 25 vendors.

The report offers an up-to-date analysis regarding the current market scenario, the latest trends and drivers, and the overall market environment. The market is driven by synergy with entertainment industry and licensed merchandise, growing influence of kidult market, increasing parental emphasis on educational value and skill development.

The study was conducted using an objective combination of primary and secondary information including inputs from key participants in the industry. The report contains a comprehensive market size data, segment with regional analysis and vendor landscape in addition to an analysis of the key companies. Reports have historic and forecast data.

Technavio's global toys and games market is segmented as below:

By Product

• Activity and ride-on toys
• Infant and pre-school toys
• Games and puzzles
• Plush toys
• Others

By Distribution Channel

• Offline
• Online

By Application

• Up to 8 years
• Between 9 to 15 years

By Type

• Creativity
• STEM skills
• Social-emotional development
• Problem-solving

Geography

• North America
  • US
  • Canada
  • Mexico
• Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • The Netherlands
• APAC
  • China
  • Japan
  • India
  • South Korea
  • Australia
  • Indonesia
• South America
  • Brazil
  • Argentina
  • Chile
• Middle East and Africa
  • UAE
  • South Africa
  • Turkey
  • Egypt
• Rest of World (ROW)

This study identifies the integration of technology and rise of phygital play as one of the prime reasons driving the global toys and games market growth during the next few years. Also, growing emphasis on sustainability and ethical manufacturing and rise of immersive, story-driven experiences will lead to sizable demand in the market.

The report on the global toys and games market covers the following areas:

• Global toys and games market sizing
• Global toys and games market forecast
• Global toys and games market industry analysis

The robust vendor analysis is designed to help clients improve their market position, and in line with this, this report provides a detailed analysis of several leading global toys and games market vendors that include Bandai Namco Holdings Inc., Clementoni Spa, Crayola, Funko Inc., geobra Brandstatter Stiftung Co, Hasbro Inc., JAKKS Pacific Inc., LEGO System AS, Mattel Inc., Melissa and Doug, MGA Entertainment Inc., Moose Enterprise Pty. Ltd., Playmates Toys Ltd, Ravensburger AG, Schleich GmbH, Simba Dickie Group GmbH, Spin Master Corp., Takara Tomy Co. Ltd., VTech Holdings Ltd., ZURU Inc.. Also, the global toys and games market analysis report includes information on upcoming trends and challenges that will influence market growth. This is to help companies strategize and leverage all forthcoming growth opportunities.

The publisher presents a detailed picture of the market by the way of study, synthesis, and summation of data from multiple sources by an analysis of key parameters such as profit, pricing, competition, and promotions. It presents various market facets by identifying the key industry influencers. The data presented is comprehensive, reliable, and a result of extensive primary and secondary research. The market research reports provide a complete competitive landscape and an in-depth vendor selection methodology and analysis using qualitative and quantitative research to forecast accurate market growth.

Table of Contents

1 Executive Summary

• 1.1 Market overview
  • Executive Summary - Chart on Market Overview
  • Executive Summary - Data Table on Market Overview
  • Executive Summary - Chart on Global Market Characteristics
  • Executive Summary - Chart on Market by Geography
  • Executive Summary - Chart on Market Segmentation by Product
  • Executive Summary - Chart on Market Segmentation by Distribution Channel
  • Executive Summary - Chart on Market Segmentation by Application
  • Executive Summary - Chart on Market Segmentation by Type
  • Executive Summary - Chart on Incremental Growth
  • Executive Summary - Data Table on Incremental Growth
  • Executive Summary - Chart on Company Market Positioning

2 Technavio Analysis

• 2.1 Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria
• 2.2 Criticality of inputs and Factors of differentiation
• 2.3 Factors of disruption
• 2.4 Impact of drivers and challenges

3 Market Landscape

• 3.1 Market ecosystem
• 3.2 Market characteristics
• 3.3 Value chain analysis

4 Market Sizing

• 4.1 Market definition
• 4.2 Market segment analysis
  • Market segments
• 4.3 Market size 2025
• 4.4 Market outlook: Forecast for 2025-2030

5 Historic Market Size

• 5.1 Global Toys And Games Market 2020 - 2024
  • Historic Market Size - Data Table on Global Toys And Games Market 2020 - 2024 ($ million)
• 5.2 Product segment analysis 2020 - 2024
  • Historic Market Size - Product Segment 2020 - 2024 ($ million)
• 5.3 Distribution Channel segment analysis 2020 - 2024
  • Historic Market Size - Distribution Channel Segment 2020 - 2024 ($ million)
• 5.4 Application segment analysis 2020 - 2024
  • Historic Market Size - Application Segment 2020 - 2024 ($ million)
• 5.5 Type segment analysis 2020 - 2024
  • Historic Market Size - Type Segment 2020 - 2024 ($ million)
• 5.6 Geography segment analysis 2020 - 2024
  • Historic Market Size - Geography Segment 2020 - 2024 ($ million)
• 5.7 Country segment analysis 2020 - 2024
  • Historic Market Size - Country Segment 2020 - 2024 ($ million)

6 Qualitative Analysis

• 6.1 Impact of AI on Global Toys and Games Market
• 6.2 Impact of Geopolitical Conflicts on Global Toys and Games Market

7 Five Forces Analysis

• 7.1 Five forces summary
  • Five forces analysis - Comparison between 2025 and 2030
• 7.2 Bargaining power of buyers
  • Bargaining power of buyers - Impact of key factors 2025 and 2030
• 7.3 Bargaining power of suppliers
  • Bargaining power of suppliers - Impact of key factors in 2025 and 2030
• 7.4 Threat of new entrants
  • Threat of new entrants - Impact of key factors in 2025 and 2030
• 7.5 Threat of substitutes
  • Threat of substitutes - Impact of key factors in 2025 and 2030
• 7.6 Threat of rivalry
  • Threat of rivalry - Impact of key factors in 2025 and 2030
• 7.7 Market condition

8 Market Segmentation by Product

• 8.1 Market segments
• 8.2 Comparison by Product
• 8.3 Activity and ride-on toys - Market size and forecast 2025-2030
• 8.4 Infant and pre-school toys - Market size and forecast 2025-2030
• 8.5 Games and puzzles - Market size and forecast 2025-2030
• 8.6 Plush toys - Market size and forecast 2025-2030
• 8.7 Others - Market size and forecast 2025-2030
• 8.8 Market opportunity by Product
  • Market opportunity by Product ($ million)

9 Market Segmentation by Distribution Channel

• 9.1 Market segments
• 9.2 Comparison by Distribution Channel
• 9.3 Offline - Market size and forecast 2025-2030
• 9.4 Online - Market size and forecast 2025-2030
• 9.5 Market opportunity by Distribution Channel
  • Market opportunity by Distribution Channel ($ million)

10 Market Segmentation by Application

• 10.1 Market segments
• 10.2 Comparison by Application
• 10.3 Up to 8 years - Market size and forecast 2025-2030
• 10.4 Between 9 to 15 years - Market size and forecast 2025-2030
• 10.5 Market opportunity by Application
  • Market opportunity by Application ($ million)

11 Market Segmentation by Type

• 11.1 Market segments
• 11.2 Comparison by Type
• 11.3 Creativity - Market size and forecast 2025-2030
• 11.4 STEM skills - Market size and forecast 2025-2030
• 11.5 Social-emotional development - Market size and forecast 2025-2030
• 11.6 Problem-solving - Market size and forecast 2025-2030
• 11.7 Market opportunity by Type
  • Market opportunity by Type ($ million)

12 Customer Landscape

• 12.1 Customer landscape overview
  • Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

13 Geographic Landscape

• 13.1 Geographic segmentation
• 13.2 Geographic comparison
• 13.3 North America - Market size and forecast 2025-2030
  • 13.3.1 US - Market size and forecast 2025-2030
  • 13.3.2 Canada - Market size and forecast 2025-2030
  • 13.3.3 Mexico - Market size and forecast 2025-2030
• 13.4 Europe - Market size and forecast 2025-2030
  • 13.4.1 Germany - Market size and forecast 2025-2030
  • 13.4.2 UK - Market size and forecast 2025-2030
  • 13.4.3 France - Market size and forecast 2025-2030
  • 13.4.4 Italy - Market size and forecast 2025-2030
  • 13.4.5 Spain - Market size and forecast 2025-2030
  • 13.4.6 The Netherlands - Market size and forecast 2025-2030
• 13.5 APAC - Market size and forecast 2025-2030
  • 13.5.1 China - Market size and forecast 2025-2030
  • 13.5.2 Japan - Market size and forecast 2025-2030
  • 13.5.3 India - Market size and forecast 2025-2030
  • 13.5.4 South Korea - Market size and forecast 2025-2030
  • 13.5.5 Australia - Market size and forecast 2025-2030
  • 13.5.6 Indonesia - Market size and forecast 2025-2030
• 13.6 South America - Market size and forecast 2025-2030
  • 13.6.1 Brazil - Market size and forecast 2025-2030
  • 13.6.2 Argentina - Market size and forecast 2025-2030
  • 13.6.3 Chile - Market size and forecast 2025-2030
• 13.7 Middle East and Africa - Market size and forecast 2025-2030
  • 13.7.1 Saudi Arabia - Market size and forecast 2025-2030
  • 13.7.2 UAE - Market size and forecast 2025-2030
  • 13.7.3 South Africa - Market size and forecast 2025-2030
  • 13.7.4 Turkey - Market size and forecast 2025-2030
  • 13.7.5 Egypt - Market size and forecast 2025-2030
• 13.8 Market opportunity by geography
  • Market opportunity by geography ($ million)
  • Data Tables on Market opportunity by geography ($ million)

14 Drivers, Challenges, and Opportunity

• 14.1 Market drivers
  • Synergy with entertainment industry and licensed merchandise
  • Growing influence of kidult market
  • Increasing parental emphasis on educational value and skill development
• 14.2 Market challenges
  • Intense competition from digital entertainment
  • Supply chain complexity and geopolitical volatility
  • Evolving safety regulations and sustainability mandates
• 14.3 Impact of drivers and challenges
  • Impact of drivers and challenges in 2025 and 2030
• 14.4 Market opportunities
  • Integration of technology and rise of phygital play
  • Growing emphasis on sustainability and ethical manufacturing
  • Rise of immersive, story-driven experiences

15 Competitive Landscape

• 15.1 Overview
• 15.2 Competitive Landscape
  • Overview on criticality of inputs and factors of differentiation
• 15.3 Landscape disruption
  • Overview on factors of disruption
• 15.4 Industry risks
  • Impact of key risks on business

16 Competitive Analysis

• 16.1 Companies profiled
  • Companies covered
• 16.2 Company ranking index
  • Company ranking index
• 16.3 Market positioning of companies
  • Matrix on companies position and classification
• 16.4 Bandai Namco Holdings Inc.
  • Bandai Namco Holdings Inc. - Overview
  • Bandai Namco Holdings Inc. - Business segments
  • Bandai Namco Holdings Inc. - Key offerings
  • Bandai Namco Holdings Inc. - Segment focus
  • SWOT
• 16.5 Crayola
  • Crayola - Overview
  • Crayola - Product / Service
  • Crayola - Key offerings
  • SWOT
• 16.6 Funko Inc.
  • Funko Inc. - Overview
  • Funko Inc. - Product / Service
  • Funko Inc. - Key offerings
  • SWOT
• 16.7 Hasbro Inc.
  • Hasbro Inc. - Overview
  • Hasbro Inc. - Business segments
  • Hasbro Inc. - Key offerings
  • Hasbro Inc. - Segment focus
  • SWOT
• 16.8 JAKKS Pacific Inc.
  • JAKKS Pacific Inc. - Overview
  • JAKKS Pacific Inc. - Business segments
  • JAKKS Pacific Inc. - Key offerings
  • JAKKS Pacific Inc. - Segment focus
  • SWOT
• 16.9 Mattel Inc.
  • Mattel Inc. - Overview
  • Mattel Inc. - Business segments
  • Mattel Inc. - Key offerings
  • Mattel Inc. - Segment focus
  • SWOT
• 16.10 Melissa and Doug
  • Melissa and Doug - Overview
  • Melissa and Doug - Product / Service
  • Melissa and Doug - Key offerings
  • SWOT
• 16.11 MGA Entertainment Inc.
  • MGA Entertainment Inc. - Overview
  • MGA Entertainment Inc. - Product / Service
  • MGA Entertainment Inc. - Key offerings
  • SWOT
• 16.12 Moose Enterprise Pty. Ltd.
  • Moose Enterprise Pty. Ltd. - Overview
  • Moose Enterprise Pty. Ltd. - Product / Service
  • Moose Enterprise Pty. Ltd. - Key offerings
  • SWOT
• 16.13 Playmates Toys Ltd
  • Playmates Toys Ltd - Overview
  • Playmates Toys Ltd - Product / Service
  • Playmates Toys Ltd - Key offerings
  • SWOT
• 16.14 Ravensburger AG
  • Ravensburger AG - Overview
  • Ravensburger AG - Product / Service
  • Ravensburger AG - Key offerings
  • SWOT
• 16.15 Spin Master Corp.
  • Spin Master Corp. - Overview
  • Spin Master Corp. - Business segments
  • Spin Master Corp. - Key offerings
  • Spin Master Corp. - Segment focus
  • SWOT
• 16.16 Takara Tomy Co. Ltd.
  • Takara Tomy Co. Ltd. - Overview
  • Takara Tomy Co. Ltd. - Product / Service
  • Takara Tomy Co. Ltd. - Key offerings
  • SWOT
• 16.17 VTech Holdings Ltd.
  • VTech Holdings Ltd. - Overview
  • VTech Holdings Ltd. - Business segments
  • VTech Holdings Ltd. - Key offerings
  • VTech Holdings Ltd. - Segment focus
  • SWOT
• 16.18 ZURU Inc.
  • ZURU Inc. - Overview
  • ZURU Inc. - Product / Service
  • ZURU Inc. - Key offerings
  • SWOT

17 Appendix

• 17.1 Scope of the report
  • Market definition
  • Objectives
  • Notes and caveats
• 17.2 Inclusions and exclusions checklist
  • Inclusions checklist
  • Exclusions checklist
• 17.3 Currency conversion rates for US$
  • Currency conversion rates for US$
• 17.4 Research methodology
  • Research methodology
• 17.5 Data procurement
  • Information sources
• 17.6 Data validation
  • Data validation
• 17.7 Validation techniques employed for market sizing
  • Validation techniques employed for market sizing
• 17.8 Data synthesis
  • Data synthesis
• 17.9 360 degree market analysis
  • 360 degree market analysis
• 17.10 List of abbreviations
  • List of abbreviations