玩具和遊戲市場規模、佔有率和成長分析（按年齡層、玩具類別、材質、教育價值、價格分佈和地區分類）－2026-2033年產業預測

預計到 2024 年，玩具和遊戲市場規模將達到 3,371.7 億美元，從 2025 年的 3,547 億美元成長到 2033 年的 5,321 億美元，在預測期（2026-2033 年）內複合年成長率為 5.2%。

玩具和遊戲產業正經歷顯著成長，這主要得益於幾個關鍵趨勢的推動。隨著家長越來越重視永續性，環保產品的需求顯著增加。同時，人們對組裝玩具認知益處的認知不斷提高，也帶動了經典玩具和電子遊戲的復興。行動遊戲的蓬勃發展，以及年輕一代對傳統娛樂方式的重新關注，再加上千禧世代在社交場合對經典遊戲的偏好，都促進了這一成長。為了因應這一轉變，各公司紛紛加大電商投入，利用亞馬遜和沃爾瑪等平台有效觸達消費者。消費者購買行為的改變，尤其是在室內活動方面的消費行為變化，反映了更廣泛的消費習慣轉變，預計這一趨勢將繼續保持市場成長勢頭。

玩具和遊戲市場的成長要素

全球可支配收入的成長使父母能夠為孩子投入更多資金購買玩具和遊戲。這一趨勢推動了對高品質、寓教於樂且互動性強的玩具的需求，這些玩具對兒童的成長發展有正面影響。隨著家庭越來越重視孩子的優質遊戲體驗，製造商也積極回應，推出創新且引人入勝的產品，這些產品不僅能帶來娛樂，還能促進學習。這種轉變反映出人們對遊戲在兒童發展中重要性的認知不斷加深，從而推動了對兼具趣味性和教育價值的產品的需求，並正在塑造玩具和遊戲產業的未來購買決策。

玩具和遊戲市場的限制

玩具和遊戲市場面臨著許多限制因素，其中設計缺陷和製造缺陷引發的安全隱患尤為突出。這些缺陷可能對兒童構成潛在危險，並導致家長在購買時猶豫不決。由於消費者高度重視兒童的安全和福祉，這種擔憂可能會阻礙銷售和整體市場成長。因此，製造商必須確保其設計和製造流程符合高標準，以增強消費者信心並降低風險。最終，解決這些安全問題對於促進玩具和遊戲市場的健康發展至關重要。

玩具和遊戲市場趨勢

隨著科技進步提升兒童的遊戲體驗，玩具和遊戲市場正經歷著向數位化、互動產品方向的顯著轉變。融合擴增實境（AR）和虛擬實境（VR）技術的產品正日益受到青睞，吸引那些追求沉浸式和教育性遊戲體驗的科技達人消費者。此外，越來越多的玩具能夠相容於智慧型手機和平板電腦，將實體遊戲和數位遊戲無縫融合。這種融合不僅以全新的方式吸引兒童，也預示著一種變革性的趨勢：製造商正將創新置於首位，以促進技能發展，並滿足數位化世代的需求。

目錄

介紹

• 調查目標
• 調查範圍
• 定義

調查方法

• 資訊收集
• 二手資料和一手資料方法
• 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
• 細分市場機會分析

市場動態與展望

• 市場規模
• 市場動態
  • 促進因素和機遇
  • 限制與挑戰
• 波特分析

關鍵市場考察

• 關鍵成功因素
• 競爭程度
• 關鍵投資機會
• 市場生態系統
• 市場吸引力指數（2025）
• PESTEL 分析
• 總體經濟指標
• 價值鏈分析
• 定價分析

全球玩具和遊戲市場規模：按年齡層和複合年成長率分類（2026-2033 年）

• 嬰幼兒
• 學齡前兒童
• 學齡
• 青少年
• 成人版

全球玩具和遊戲市場規模：按玩具類別和複合年成長率分類（2026-2033 年）

• 動作玩偶和玩具套裝
• 玩偶和配件
• 積木、拼圖與建築積木
• 圖板遊戲遊戲
• 搭乘用玩具
• 益智玩具
• 工藝和針線活
• 電子玩具
• 戶外玩具
• 運動器材玩具

全球玩具和遊戲市場規模（按材料和複合年成長率分類）（2026-2033 年）

• 塑膠
• 木頭
• 金屬
• 布製品
• 電子元件

全球玩具與遊戲市場規模：教育價值及複合年成長率（2026-2033）

• STEM技能
• 創造力
• 解決問題的能力
• 社會和情緒發展

全球玩具和遊戲市場規模：按價格分佈和複合年成長率分類（2026-2033 年）

• 20美元以下
• 20-50美元
• 50-100美元
• 100-200美元
• 超過 200 美元

全球玩具及遊戲市場規模及複合年成長率（2026-2033）

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲地區
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 亞太其他地區
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲地區
• 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
• 主要企業的市場定位（2025 年）
• 主要市場參與者所採取的策略
• 近期市場趨勢
• 公司市佔率分析（2025 年）
• 主要企業公司簡介
  • 公司詳情
  • 產品系列分析
  • 依業務板塊進行公司股票分析
  • 2023-2025年營收年比比較

主要企業簡介

• Mattel（USA）
• Hasbro（USA）
• LEGO Group（Denmark）
• Bandai Namco Holdings（Japan）
• Spin Master（Canada）
• Ravensburger（Germany）
• MGA Entertainment（USA）
• Funko（USA）
• Nintendo（Japan）
• Sony Interactive Entertainment（Japan/USA）
• Microsoft（USA）
• Ubisoft（France）
• Electronic Arts（USA）
• Activision Blizzard（USA）
• Asmodee（France）
• Goliath（Netherlands）
• Thames & Kosmos（Germany）
• Playmobil（Germany）
• Hornby Hobbies（UK）

結論與建議

Toys and Games Market size was valued at USD 337.17 Billion in 2024 and is poised to grow from USD 354.7 Billion in 2025 to USD 532.1 Billion by 2033, growing at a CAGR of 5.2% during the forecast period (2026-2033).

The Toys and Games industry is experiencing significant growth driven by several key trends. There is a notable shift towards eco-friendly products as parents prioritize sustainability. Simultaneously, classic toys and video games are making a comeback, alongside the growing awareness of the cognitive advantages of building toys. The surge in mobile gaming is also contributing to this expansion, complemented by younger generations' renewed interest in traditional pastimes and Millennials' preference for classic games during social gatherings. Businesses are adapting by enhancing their e-commerce presence, leveraging platforms like Amazon and Walmart to effectively reach consumers. This shift in purchasing behavior, particularly for indoor activities, reflects broader changes in consumer habits that promise to sustain market momentum.

Top-down and bottom-up approaches were used to estimate and validate the size of the Toys and Games 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 and Games Market Segments Analysis

Global Toys and Games Market is segmented by Age Group, Toy Category, Material, Educational Value, Price Range and region. Based on Age Group, the market is segmented into Infant and Toddler, Preschool, School-Aged, Teenager and Adult. Based on Toy Category, the market is segmented into Action Figures and Playsets, Dolls and Accessories, Building Sets, Board Games and Card Games, Ride-On Toys, Educational Toys, Arts and Crafts, Electronic Toys, Outdoor Toys and Sporting Goods Toys. Based on Material, the market is segmented into Plastic, Wood, Metal, Fabric and Electronic Components. Based on Educational Value, the market is segmented into STEM Skills, Creativity, Problem-Solving and Social-Emotional Development. Based on Price Range, the market is segmented into Under $20, $20-$50, $50-$100, $100-$200 and Over $200. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Toys and Games Market

The increasing disposable incomes globally have empowered parents with greater financial capability to invest in toys and games for their children. This trend has resulted in a heightened demand for premium, educational, and interactive toys that contribute positively to children's growth and development. As families prioritize quality play experiences for their kids, manufacturers are responding by offering innovative and engaging products that not only entertain but also enhance learning. This shift reflects a broader understanding of the importance of play in child development, driving the market toward offerings that combine fun with educational value, thus shaping future purchasing decisions in the Toys and Games sector.

Restraints in the Toys and Games Market

The toys and games market faces significant restraints due to safety concerns associated with poorly designed or inadequately manufactured products. Such deficiencies can pose potential hazards to children, leading parents to be hesitant in their purchasing decisions. This apprehension can hinder sales and overall market growth, as consumers prioritize the safety and well-being of their children. As a result, manufacturers must ensure high-quality standards in their designs and production processes to instill confidence in consumers and mitigate risks. Ultimately, addressing these safety issues is crucial for fostering a thriving toys and games market.

Market Trends of the Toys and Games Market

The Toys and Games market is experiencing a notable shift towards digital and interactive offerings, driven by technological advancements that enhance children's play experiences. Products integrating augmented reality (AR) and virtual reality (VR) are gaining traction, appealing to tech-savvy consumers seeking immersive and educational play. Additionally, toys that can be synchronized with smartphones and tablets are on the rise, allowing for a seamless blend of physical and digital play. This convergence not only engages children in new ways but also fosters skills development, signaling a transformative trend as manufacturers prioritize innovation to meet the demands of a digitally-inclined generation.

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, 2025
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global Toys and Games Market Size by Age Griup & CAGR (2026-2033)

• Market Overview
• Infant and Toddler
• Preschool
• School-Aged
• Teenager
• Adult

Global Toys and Games Market Size by Toy Category & CAGR (2026-2033)

• Market Overview
• Action Figures and Playsets
• Dolls and Accessories
• Building Sets
• Board Games and Card Games
• Ride-On Toys
• Educational Toys
• Arts and Crafts
• Electronic Toys
• Outdoor Toys
• Sporting Goods Toys

Global Toys and Games Market Size by Material & CAGR (2026-2033)

• Market Overview
• Plastic
• Wood
• Metal
• Fabric
• Electronic Components

Global Toys and Games Market Size by Educational Value & CAGR (2026-2033)

• Market Overview
• STEM Skills
• Creativity
• Problem-Solving
• Social-Emotional Development

Global Toys and Games Market Size by Price Range & CAGR (2026-2033)

• Market Overview
• Under $20
• $20-$50
• $50-$100
• $100-$200
• Over $200

Global Toys and Games Market Size & CAGR (2026-2033)

• North America (Age Griup, Toy Category, Material, Educational Value, Price Range)
  • US
  • Canada
• Europe (Age Griup, Toy Category, Material, Educational Value, Price Range)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Age Griup, Toy Category, Material, Educational Value, Price Range)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Age Griup, Toy Category, Material, Educational Value, Price Range)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Age Griup, Toy Category, Material, Educational Value, Price Range)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2025
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2025
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2023-2025)

Key Company Profiles

• Mattel (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hasbro (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LEGO Group (Denmark)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Bandai Namco Holdings (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Spin Master (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ravensburger (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MGA Entertainment (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Funko (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Nintendo (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sony Interactive Entertainment (Japan/USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Microsoft (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ubisoft (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Electronic Arts (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Activision Blizzard (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Asmodee (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Goliath (Netherlands)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Thames & Kosmos (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Playmobil (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hornby Hobbies (UK)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations