玩具市場規模、佔有率及成長分析（依產品類型、價格分佈、年齡層、材質、最終用途、通路及地區）－2025-2032 年產業預測

預計 2023 年玩具市場規模將達到 1,200 億美元，從 2024 年的 1,248 億美元成長到 2032 年的 1,708 億美元，預測期內（2025-2032 年）的複合年成長率為 4.0%。

由於消費者偏好的變化、技術進步和全球經濟趨勢，國際玩具市場正在發生重大變革時期。隨著家長和教育工作者越來越重視培養學習、創造力和解決問題能力的產品，人們明顯轉向教育和 STEM 玩具。因此，對機器人套件和編碼等玩具的需求正在上升。科技也在徹底改變這個產業，AR（擴增實境）和VR（虛擬實境）創造了融合實體和數位遊戲的互動體驗。此外，隨著消費者尋求由再生材料製成的環保玩具，永續性議題正在推動環保產品的發展。最後，電子商務的成長正在改變分銷方式，使世界各地能夠更廣泛地購買更多種類的玩具。

目錄

介紹

• 調查目的
• 研究範圍
• 定義

調查方法

• 資訊採購
• 二次資料和一次資料方法
• 市場規模預測
• 市場假設與限制

執行摘要

• 全球市場展望
• 供需趨勢分析
• 細分機會分析

市場動態與展望

• 市場概覽
• 市場規模
• 市場動態
  • 促進因素和機會
  • 限制與挑戰
• 波特的分析

關鍵市場考察

• 關鍵成功因素
• 競爭程度
• 主要投資機會
• 市場生態系統
• 市場吸引力指數（2024年）
• PESTEL分析
• 總體經濟指標
• 價值鏈分析
• 定價分析
• 技術分析

玩具市場規模（依產品類型）

• 市場概覽
• 益智玩具
• 組裝玩具
• 音樂玩具
• 遊戲玩具
• 玩偶和微型模型
• 玩具車
• 扮家家玩具
• 其他（藝術與工藝玩具、樂器等）

玩具市場規模（以價格分佈）

• 市場概覽
• 低價
• 中價位
• 高價

玩具市場規模（依年齡層）

• 市場概覽
• 1歲以下
• 1至3年
• 3至5年
• 5至12歲
• 12歲以上

玩具市場規模（按材料）

• 市場概覽
• 塑膠
• 木製的
• 金屬
• 織物
• 生物分解性/有機材料
• 混合

玩具市場規模：依最終用途分類

• 市場概覽
• 個人
• 商業的

玩具市場規模（依通路分類）

• 市場概覽
• 線上
  • 電子商務網站
  • 公司自有網站
• 離線
  • 大賣場/超級市場
  • 百貨公司
  • 專賣店
  • 其他零售店

玩具市場規模

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲國家
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 其他亞太地區
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲
• 中東和非洲
  • 海灣合作理事會國家
  • 南非
  • 其他中東和非洲地區

競爭資訊

• 前五大公司對比
• 主要企業市場定位（2024年）
• 主要市場參與者所採取的策略
• 近期市場趨勢
• 公司市場佔有率分析（2024年）
• 主要企業簡介
  • 公司詳情
  • 產品系列分析
  • 公司分部佔有率分析
  • 收益與前一年同期比較對比（2022-2024 年）

主要企業簡介

• The LEGO Group（Denmark）
• Mattel, Inc.（USA）
• Hasbro, Inc.（USA）
• Bandai Namco Holdings Inc.（Japan）
• Spin Master Corp.（Canada）
• MGA Entertainment, Inc.（USA）
• Jakks Pacific, Inc.（USA）
• Tomy Company, Ltd.（Japan）
• VTech Holdings Ltd.（Hong Kong）
• Ravensburger AG（Germany）
• Playmobil（Germany）
• Schleich GmbH（Germany）
• Moose Toys（Australia）
• Fisher-Price（USA）
• Simba Dickie Group（Germany）
• Melissa & Doug LLC（USA）
• Funskool India Ltd.（India）
• LeapFrog Enterprises, Inc.（USA）
• Sega Sammy Holdings Limited（Japan）
• Clementoni Spa（Italy）

結論和建議

Toys Market size was valued at USD 120.0 billion in 2023 and is poised to grow from USD 124.8 billion in 2024 to USD 170.8 billion by 2032, growing at a CAGR of 4.0% during the forecast period (2025-2032).

The international toys market is undergoing significant transformations driven by changing consumer preferences, technological advancements, and global economic trends. There is a noticeable shift towards educational and STEM toys, with parents and educators increasingly valuing products that foster learning, creativity, and problem-solving skills. Consequently, demand for engaging toys like robotics kits and coding toys is on the rise. Technology is also revolutionizing the industry, as augmented reality (AR) and virtual reality (VR) create interactive experiences that merge physical with digital play. Moreover, sustainability concerns are prompting consumers to seek eco-friendly toys made from recycled materials, driving the development of environmentally-conscious products. Lastly, the growth of e-commerce is reshaping distribution, enabling broad access to diverse toy offerings worldwide.

Top-down and bottom-up approaches were used to estimate and validate the size of the Toys market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Toys Market Segments Analysis

Global Toys Market is segmented by Product Type, Price Range, Age Group, Material, End Use, Distribution Channel and region. Based on Product Type, the market is segmented into Educational Toy, Construction Toy, Musical Toy, Game Toy, Doll & Miniature, Automotive Toy, Pretended Play Toy and Others (Art and Craft Toys, Musical Instruments etc.). Based on Price Range, the market is segmented into Low, Medium and High. Based on Age Group, the market is segmented into Below 1 Yrs., Age 1- 3, Age 3- 5, Age 5- 12 and Age 12+. Based on Material, the market is segmented into Plastic, Wooden, Metal, Fabric and Biodegradable/Organic Materials. Based on End Use, the market is segmented into Individual and Commercial. Based on Distribution Channel, the market is segmented into Online and Offline. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Toys Market

The toys market is significantly propelled by the economic growth in emerging markets, coupled with the increasing disposable income of households across various regions. As families find themselves with more financial freedom, they are more inclined to invest in non-essential items like toys, leading to a surge in demand for diverse toy offerings. This trend is particularly pronounced in countries with burgeoning middle-class populations, where parents are eager to allocate resources towards the developmental and entertainment needs of their children. As a result, the toys market continues to flourish, reflecting the changing economic landscape and consumer priorities.

Restraints in the Toys Market

Concerns regarding safety have significantly restricted the growth of the toy market. Incidents involving product recalls due to safety issues, including small parts that may present choking hazards or toxic materials, can severely damage a company's reputation and erode consumer confidence. In response, governments and regulatory authorities have enacted stricter safety standards and regulations, resulting in increased production costs and restrictions on the types of materials that can be utilized in toy manufacturing. These factors create additional challenges for manufacturers, as they must navigate complex compliance requirements while striving to maintain product quality and affordability to meet market demands.

Market Trends of the Toys Market

In recent years, the toys market has witnessed a significant trend towards educational toys, particularly within the STEM (Science, Technology, Engineering, and Mathematics) segment. Parents and caregivers are increasingly prioritizing toys that provide learning opportunities alongside entertainment. This shift is fueled by a growing awareness of the importance of early childhood education and skill development. Consequently, toy manufacturers are responding to this demand by expanding their offerings to include a diverse array of educational products, such as robotics kits, science experiment sets, and coding games. This trend is not only reshaping consumer preferences but also driving innovation in the toys market, ensuring that playtime is both fun and formative.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis
• Technology Analysis

Global Toys Market Size by Product Type & CAGR (2025-2032)

• Market Overview
• Educational Toy
• Construction Toy
• Musical Toy
• Game Toy
• Doll & Miniature
• Automotive Toy
• Pretended Play Toy
• Others (Art and Craft Toys, Musical Instruments etc.)

Global Toys Market Size by Price Range & CAGR (2025-2032)

• Market Overview
• Low
• Medium
• High

Global Toys Market Size by Age Group & CAGR (2025-2032)

• Market Overview
• Below 1 Yrs
• Age 1- 3
• Age 3- 5
• Age 5- 12
• Age 12+

Global Toys Market Size by Material & CAGR (2025-2032)

• Market Overview
• Plastic
• Wooden
• Metal
• Fabric
• Biodegradable/Organic Materials
• Hybrid

Global Toys Market Size by End Use & CAGR (2025-2032)

• Market Overview
• Individual
• Commercial

Global Toys Market Size by Distribution Channel & CAGR (2025-2032)

• Market Overview
• Online
  • E-Commerce Website
  • Company Owned Website
• Offline
  • Hypermarket/Supermarket
  • Departmental Stores
  • Specialized Stores
  • Other Retail Stores

Global Toys Market Size & CAGR (2025-2032)

• North America (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • US
  • Canada
• Europe (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Product Type, Price Range, Age Group, Material, End Use, Distribution Channel)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• The LEGO Group (Denmark)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Mattel, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hasbro, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Bandai Namco Holdings Inc. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Spin Master Corp. (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MGA Entertainment, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Jakks Pacific, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Tomy Company, Ltd. (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• VTech Holdings Ltd. (Hong Kong)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ravensburger AG (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Playmobil (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Schleich GmbH (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Moose Toys (Australia)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Fisher-Price (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Simba Dickie Group (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Melissa & Doug LLC (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Funskool India Ltd. (India)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LeapFrog Enterprises, Inc. (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sega Sammy Holdings Limited (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Clementoni Spa (Italy)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations