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市場調查報告書
商品編碼
1946529

嬰兒玩具市場 - 全球產業規模、佔有率、趨勢、機會及預測（按類型、銷售管道、地區及競爭格局分類，2021-2031年）

Baby Toys Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Type, By Sales Channel, By Region & Competition, 2021-2031F
出版日期: | 出版商: TechSci Research | 英文 180 Pages | 商品交期: 2-3個工作天內

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簡介目錄

全球嬰兒玩具市場預計將從 2025 年的 172.1 億美元成長到 2031 年的 225 億美元，複合年成長率達到 4.57%。

這個市場包含專為嬰幼兒設計的產品，例如搖鈴、毛絨玩具和活動墊，旨在促進兒童運動、感官和認知能力的發展。推動這一市場成長的關鍵因素包括：可支配收入的增加，使得消費者能夠購買優質產品；以及家長對幼兒早期教育日益成長的關注，從而帶動了對益智玩具的需求。此外，隨著雙薪家庭的增多，人們越來越需要兼具教育性和娛樂性的玩具，以保持兒童的積極性和參與度。

市場概覽
預測期 2027-2031
市場規模：2025年 172.1億美元
市場規模：2031年 225億美元
複合年成長率：2026-2031年 4.57%
成長最快的細分市場 線上
最大的市場 北美洲

然而，該行業面臨諸多挑戰。尤其是在一些成熟經濟體中，出生率下降自然會限制潛在消費群體，並限制銷售量的成長。製造商還必須應對原料價格波動和嚴格的安全法規，這些因素都會降低利潤率。為了說明該行業的經濟規模，玩具協會報告稱，到2024年，嬰幼兒玩具這一大類產品在美國的零售額將達到34億美元。這一數字凸顯了該市場巨大的價值潛力，即使在人口結構變化和持續的經濟壓力下，其價值仍然無法估量。

市場促進因素

對STEM教育和學習玩具日益成長的需求是推動市場擴張的主要動力。這主要源自於家長們對早期認知發展的日益關注。如今，家長們越來越將玩耍視為技能習得的重要契機，他們優先考慮能夠促進嬰幼兒感覺處理、程式設計基礎和問題解決能力的玩具產品。這一趨勢迫使製造商開發兼具娛樂性和課程學習成果的兒童發展輔助工具，使其超越單純的娛樂，提供實際的教育價值。根據玩具協會於2025年1月發布的《2025年玩具和遊戲趨勢》報告，60%的家長特別希望購買能夠培養STEAM技能（例如藝術和程式設計）的玩具，這凸顯了消費者偏好向功能性遊戲轉變的趨勢。

同時，消費者對環保和永續材料的日益偏好正在重塑全球嬰幼兒玩具市場的供應鏈策略和調查方法。不斷增強的環保意識促使家長們積極避免使用傳統的石化燃料基塑膠，轉而選擇來源可靠的木材、可生物分解的替代品和植物來源樹脂。為此，各大品牌正在調整其材料組合，以減少碳足跡並確保產品安全，而這種轉變對於維繫品牌忠誠度至關重要。例如，樂高集團於2025年3月發布的《2024年永續發展聲明》指出，該公司已擴大其物料平衡方法的覆蓋範圍，到2024年，其採購的樹脂中有47%來自再生材料，顯著提高了可再生材料的使用量。作為這項變革時期經濟規模的一個例證，玩具協會在2025年6月發布的報告顯示，2024年全球玩具銷售額將達到1,118億美元。

市場挑戰

成熟經濟體出生率下降對全球嬰幼兒玩具市場構成根本性威脅，因為它直接導致目標消費族群萎縮。與大齡兒童和收藏家需求永續的玩具類別不同，嬰幼兒玩具市場完全依賴新一代的持續出生。由於主要地區的出生率低於更換水平，活動墊、搖鈴和感官發展玩具等產品的終端使用者群體自然也在萎縮。這種人口結構變化對銷售成長構成結構性限制，使得製造商越來越難以僅透過銷售成長來擴大銷售，而無法透過行銷或產品創新來提升銷售量。

目標消費群體的萎縮已經為玩具產業帶來了明顯的經濟阻力。新生兒和幼兒人口的減少將即時降低對特定年齡層玩具的需求，導致該品類零售表現下滑。例如，澳洲玩具協會2024年5月發布的數據顯示，嬰幼兒玩具的銷售額下降了11%，成為該產業受影響最嚴重的細分市場之一。這些數據凸顯了青少年人口減少與市場收入下降之間的直接關聯，迫使企業在不斷萎縮的消費者支出中展開更激烈的競爭。

市場趨勢

極簡主義木製玩具和蒙特梭利風格玩具的興起已成為一股獨特的潮流，這主要得益於教育理念向開放式遊戲和家居美學和諧的轉變。與關注材料道德的永續發展計劃不同，這一趨勢源於父母希望透過簡單、無需電池的玩具來減少孩子感官過度刺激的需求，這些玩具既能鼓勵孩子進行創造性探索，又能與現代家居環境完美融合。這種「回歸本源」的設計偏好為那些順應市場需求、順應高品質低科技產品潮流的知名品牌帶來了顯著的商業性成功。根據美泰兒公司2025年2月發布的《玩具手冊》（The Toy Book）及其全年財務報告，費雪（Fisher-Price）品牌預計將在2024年恢復成長，這顯然歸功於費雪木製玩具系列的成功上市和良好表現。

同時，社交電商和直銷銷售管道（D2C）的蓬勃發展正在從根本上改變嬰幼兒產品的流通結構。越來越多的負責人不再光顧傳統的實體零售商，而是依賴數位平台和演算法推薦來購買嬰幼兒產品。這種轉變使得製造商能夠利用先進的數位工具來簡化購買流程，並提供個人化的產品推薦，從而直接與終端用戶互動。例如，Adobe Analytics在2025年12月發布的報告顯示，假期季節期間，美國零售網站上用於產品研究和發現的生成式人工智慧工具的使用量同比成長了805%，其中嬰幼兒產品尤其成為搜尋量最高的品類之一。

目錄

第1章概述

第2章調查方法

第3章執行摘要

第4章：客戶評價

第5章 全球嬰幼兒玩具市場展望

  • 市場規模及預測
    • 按金額
  • 市佔率及預測
    • 按類型（電子玩具、毛絨玩具、益智玩具、其他）
    • 依銷售管道（超級市場/超級市場、專賣店、線上、其他）
    • 按地區
    • 按公司（2025 年）
  • 市場地圖

第6章：北美嬰幼兒玩具市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 北美洲：國家分析
    • 美國
    • 加拿大
    • 墨西哥

第7章：歐洲嬰幼兒玩具市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 歐洲：國家分析
    • 德國
    • 法國
    • 英國
    • 義大利
    • 西班牙

第8章：亞太地區嬰幼兒玩具市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 亞太地區：國家分析
    • 中國
    • 印度
    • 日本
    • 韓國
    • 澳洲

第9章：中東與非洲嬰幼兒玩具市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 中東和非洲：國家分析
    • 沙烏地阿拉伯
    • 阿拉伯聯合大公國
    • 南非

第10章：南美洲嬰幼兒玩具市場展望

  • 市場規模及預測
  • 市佔率及預測
  • 南美洲：國家分析
    • 巴西
    • 哥倫比亞
    • 阿根廷

第11章 市場動態

  • 促進要素
  • 任務

第12章 市場趨勢與發展

  • 併購
  • 產品發布
  • 最新進展

第13章 全球嬰幼兒玩具市場：SWOT分析

第14章：波特五力分析

  • 產業競爭
  • 新進入者的可能性
  • 供應商電力
  • 顧客權力
  • 替代品的威脅

第15章 競爭格局

  • LEGO System A/S
  • Mattel Inc.
  • Hasbro Inc.
  • Bandai Namco Holdings Inc.
  • Spin Master
  • Kids II Inc.
  • Nintendo Co. Ltd.
  • Brandstatter Group
  • Tomy Company Ltd
  • Basic Fun

第16章 策略建議

第17章：關於研究公司及免責聲明

簡介目錄
Product Code: 20554

The Global Baby Toys Market is projected to expand from USD 17.21 Billion in 2025 to USD 22.50 Billion by 2031, achieving a Compound Annual Growth Rate (CAGR) of 4.57%. This market consists of products tailored for infants and toddlers, such as rattles, plush animals, and activity mats, which are designed to stimulate motor, sensory, and cognitive development. Key drivers supporting this growth include rising disposable incomes that enable families to purchase premium quality goods and a heightened parental focus on early childhood education, which fuels the demand for developmental playthings. Additionally, the increase in dual-income households has intensified the need for toys that function as both educational tools and sources of entertainment to ensure children remain constructively engaged.

Market Overview
Forecast Period2027-2031
Market Size 2025USD 17.21 Billion
Market Size 2031USD 22.50 Billion
CAGR 2026-20314.57%
Fastest Growing SegmentOnline
Largest MarketNorth America

However, the sector faces significant hurdles, particularly declining birth rates in several mature economies, which naturally restricts the potential consumer base and limits volume growth. Manufacturers must also contend with volatile raw material costs and strict safety regulations that can reduce profit margins. Highlighting the economic magnitude of this industry, The Toy Association reported that the infant, toddler, and preschool toys supercategory generated $3.4 billion in U.S. retail sales in 2024. This figure underscores the substantial value of the market, even as it navigates evolving demographic patterns and persistent economic pressures.

Market Driver

The surging demand for STEM-based and educational learning toys serves as a primary catalyst for market expansion, fueled by a heightened parental emphasis on early cognitive development. Modern parents increasingly regard play as a vital opportunity for skill acquisition, prioritizing products that foster sensory processing, coding basics, and problem-solving abilities in infants and toddlers. This trend has compelled manufacturers to engineer developmental tools that merge entertainment with curriculum-based learning outcomes, moving beyond simple amusement to provide tangible educational value. According to the '2025 Toy & Play Trends' report by The Toy Association in January 2025, 60% of parents specifically seek toys that build STEAM skills, such as art and coding, highlighting the consumer pivot toward functional play.

Simultaneously, a growing preference for eco-friendly and sustainable materials is reshaping supply chain strategies and production methodologies within the Global Baby Toys Market. As environmental awareness increases, caregivers are actively rejecting conventional fossil-fuel-based plastics in favor of responsibly sourced wood, biodegradable alternatives, and plant-based resins. Brands are responding by overhauling their material portfolios to reduce carbon footprints and ensure product safety, a shift that is becoming essential for brand loyalty. For instance, The LEGO Group's '2024 Sustainability Statement' from March 2025 noted that the company scaled its mass balance approach to cover 47% of its purchased resin in 2024, significantly boosting the use of renewable materials. Illustrating the broader economic scale during these evolutionary changes, The Toy Association reported in June 2025 that global toy sales reached $111.8 billion in 2024.

Market Challenge

The challenge of declining birth rates in mature economies presents a fundamental threat to the Global Baby Toys Market by directly reducing the addressable consumer base. Unlike toy categories that can sustain demand through older children or collectors, the infant and toddler segment depends entirely on the continuous arrival of new cohorts. As fertility rates drop below replacement levels in key regions, the pool of end-users for products like activity mats, rattles, and sensory developmental tools naturally contracts. This demographic shift establishes a structural ceiling on volume growth, making it increasingly difficult for manufacturers to expand sales solely through unit turnover, regardless of their marketing efforts or product innovations.

This contraction in the target demographic is already creating measurable economic headwinds for the sector. When the population of newborns and toddlers decreases, the immediate demand for age-specific playthings softens, resulting in reduced retail performance within this specific supercategory. For example, the Australian Toy Association reported in May 2024 that the Infant/Toddler/Preschool Toys category suffered an 11% decline in dollar value, ranking as one of the most negatively impacted segments in the industry. Such figures highlight the direct correlation between a shrinking younger population and diminished market revenue, forcing companies to compete more aggressively for a smaller share of available expenditure.

Market Trends

The rise of minimalist wooden and Montessori-inspired toys is emerging as a distinct trend, propelled by a pedagogical shift toward open-ended play and aesthetic harmony within the home. Distinct from the sustainability driver that focuses on material ethics, this movement is driven by parents seeking to minimize sensory overstimulation through simple, battery-free tools that encourage creative exploration and blend seamlessly with modern interior decor. This preference for "back-to-basics" design is translating into significant commercial success for major heritage brands that are adapting to meet the demand for high-quality, low-tech options. According to The Toy Book in February 2025, covering Mattel's full-year financial results, the Fisher-Price brand returned to growth in 2024, a resurgence explicitly attributed to the successful launch and performance of the Fisher-Price Wood line.

Simultaneously, the growth of Social Commerce and Direct-to-Consumer sales channels is fundamentally altering the distribution landscape for baby products. Caregivers are increasingly bypassing traditional brick-and-mortar retailers, relying instead on digital platforms and algorithmic discovery to curate their nursery purchases. This shift allows manufacturers to engage directly with end-users, leveraging advanced digital tools to streamline the path to purchase and facilitate personalized product recommendations. Illustrating the scale of this digital pivot, Adobe Analytics reported in December 2025 that the use of generative AI tools to research and find products on U.S. retail sites increased by 805% year-over-year during the holiday season, with baby and toddler items ranking among the most researched categories.

Key Market Players

  • LEGO System A/S
  • Mattel Inc.
  • Hasbro Inc.
  • Bandai Namco Holdings Inc.
  • Spin Master
  • Kids II Inc.
  • Nintendo Co. Ltd.
  • Brandstatter Group
  • Tomy Company Ltd
  • Basic Fun

Report Scope

In this report, the Global Baby Toys Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

Baby Toys Market, By Type

  • Electronic
  • Soft
  • Educational
  • Others

Baby Toys Market, By Sales Channel

  • Hypermarkets/Supermarkets
  • Specialty Stores
  • Online
  • Others

Baby Toys Market, By Region

  • North America
    • United States
    • Canada
    • Mexico
  • Europe
    • France
    • United Kingdom
    • Italy
    • Germany
    • Spain
  • Asia Pacific
    • China
    • India
    • Japan
    • Australia
    • South Korea
  • South America
    • Brazil
    • Argentina
    • Colombia
  • Middle East & Africa
    • South Africa
    • Saudi Arabia
    • UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Baby Toys Market.

Available Customizations:

Global Baby Toys Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

  • Detailed analysis and profiling of additional market players (up to five).

Table of Contents

1. Product Overview

  • 1.1. Market Definition
  • 1.2. Scope of the Market
    • 1.2.1. Markets Covered
    • 1.2.2. Years Considered for Study
    • 1.2.3. Key Market Segmentations

2. Research Methodology

  • 2.1. Objective of the Study
  • 2.2. Baseline Methodology
  • 2.3. Key Industry Partners
  • 2.4. Major Association and Secondary Sources
  • 2.5. Forecasting Methodology
  • 2.6. Data Triangulation & Validation
  • 2.7. Assumptions and Limitations

3. Executive Summary

  • 3.1. Overview of the Market
  • 3.2. Overview of Key Market Segmentations
  • 3.3. Overview of Key Market Players
  • 3.4. Overview of Key Regions/Countries
  • 3.5. Overview of Market Drivers, Challenges, Trends

4. Voice of Customer

5. Global Baby Toys Market Outlook

  • 5.1. Market Size & Forecast
    • 5.1.1. By Value
  • 5.2. Market Share & Forecast
    • 5.2.1. By Type (Electronic, Soft, Educational, Others)
    • 5.2.2. By Sales Channel (Hypermarkets/Supermarkets, Specialty Stores, Online, Others)
    • 5.2.3. By Region
    • 5.2.4. By Company (2025)
  • 5.3. Market Map

6. North America Baby Toys Market Outlook

  • 6.1. Market Size & Forecast
    • 6.1.1. By Value
  • 6.2. Market Share & Forecast
    • 6.2.1. By Type
    • 6.2.2. By Sales Channel
    • 6.2.3. By Country
  • 6.3. North America: Country Analysis
    • 6.3.1. United States Baby Toys Market Outlook
      • 6.3.1.1. Market Size & Forecast
        • 6.3.1.1.1. By Value
      • 6.3.1.2. Market Share & Forecast
        • 6.3.1.2.1. By Type
        • 6.3.1.2.2. By Sales Channel
    • 6.3.2. Canada Baby Toys Market Outlook
      • 6.3.2.1. Market Size & Forecast
        • 6.3.2.1.1. By Value
      • 6.3.2.2. Market Share & Forecast
        • 6.3.2.2.1. By Type
        • 6.3.2.2.2. By Sales Channel
    • 6.3.3. Mexico Baby Toys Market Outlook
      • 6.3.3.1. Market Size & Forecast
        • 6.3.3.1.1. By Value
      • 6.3.3.2. Market Share & Forecast
        • 6.3.3.2.1. By Type
        • 6.3.3.2.2. By Sales Channel

7. Europe Baby Toys Market Outlook

  • 7.1. Market Size & Forecast
    • 7.1.1. By Value
  • 7.2. Market Share & Forecast
    • 7.2.1. By Type
    • 7.2.2. By Sales Channel
    • 7.2.3. By Country
  • 7.3. Europe: Country Analysis
    • 7.3.1. Germany Baby Toys Market Outlook
      • 7.3.1.1. Market Size & Forecast
        • 7.3.1.1.1. By Value
      • 7.3.1.2. Market Share & Forecast
        • 7.3.1.2.1. By Type
        • 7.3.1.2.2. By Sales Channel
    • 7.3.2. France Baby Toys Market Outlook
      • 7.3.2.1. Market Size & Forecast
        • 7.3.2.1.1. By Value
      • 7.3.2.2. Market Share & Forecast
        • 7.3.2.2.1. By Type
        • 7.3.2.2.2. By Sales Channel
    • 7.3.3. United Kingdom Baby Toys Market Outlook
      • 7.3.3.1. Market Size & Forecast
        • 7.3.3.1.1. By Value
      • 7.3.3.2. Market Share & Forecast
        • 7.3.3.2.1. By Type
        • 7.3.3.2.2. By Sales Channel
    • 7.3.4. Italy Baby Toys Market Outlook
      • 7.3.4.1. Market Size & Forecast
        • 7.3.4.1.1. By Value
      • 7.3.4.2. Market Share & Forecast
        • 7.3.4.2.1. By Type
        • 7.3.4.2.2. By Sales Channel
    • 7.3.5. Spain Baby Toys Market Outlook
      • 7.3.5.1. Market Size & Forecast
        • 7.3.5.1.1. By Value
      • 7.3.5.2. Market Share & Forecast
        • 7.3.5.2.1. By Type
        • 7.3.5.2.2. By Sales Channel

8. Asia Pacific Baby Toys Market Outlook

  • 8.1. Market Size & Forecast
    • 8.1.1. By Value
  • 8.2. Market Share & Forecast
    • 8.2.1. By Type
    • 8.2.2. By Sales Channel
    • 8.2.3. By Country
  • 8.3. Asia Pacific: Country Analysis
    • 8.3.1. China Baby Toys Market Outlook
      • 8.3.1.1. Market Size & Forecast
        • 8.3.1.1.1. By Value
      • 8.3.1.2. Market Share & Forecast
        • 8.3.1.2.1. By Type
        • 8.3.1.2.2. By Sales Channel
    • 8.3.2. India Baby Toys Market Outlook
      • 8.3.2.1. Market Size & Forecast
        • 8.3.2.1.1. By Value
      • 8.3.2.2. Market Share & Forecast
        • 8.3.2.2.1. By Type
        • 8.3.2.2.2. By Sales Channel
    • 8.3.3. Japan Baby Toys Market Outlook
      • 8.3.3.1. Market Size & Forecast
        • 8.3.3.1.1. By Value
      • 8.3.3.2. Market Share & Forecast
        • 8.3.3.2.1. By Type
        • 8.3.3.2.2. By Sales Channel
    • 8.3.4. South Korea Baby Toys Market Outlook
      • 8.3.4.1. Market Size & Forecast
        • 8.3.4.1.1. By Value
      • 8.3.4.2. Market Share & Forecast
        • 8.3.4.2.1. By Type
        • 8.3.4.2.2. By Sales Channel
    • 8.3.5. Australia Baby Toys Market Outlook
      • 8.3.5.1. Market Size & Forecast
        • 8.3.5.1.1. By Value
      • 8.3.5.2. Market Share & Forecast
        • 8.3.5.2.1. By Type
        • 8.3.5.2.2. By Sales Channel

9. Middle East & Africa Baby Toys Market Outlook

  • 9.1. Market Size & Forecast
    • 9.1.1. By Value
  • 9.2. Market Share & Forecast
    • 9.2.1. By Type
    • 9.2.2. By Sales Channel
    • 9.2.3. By Country
  • 9.3. Middle East & Africa: Country Analysis
    • 9.3.1. Saudi Arabia Baby Toys Market Outlook
      • 9.3.1.1. Market Size & Forecast
        • 9.3.1.1.1. By Value
      • 9.3.1.2. Market Share & Forecast
        • 9.3.1.2.1. By Type
        • 9.3.1.2.2. By Sales Channel
    • 9.3.2. UAE Baby Toys Market Outlook
      • 9.3.2.1. Market Size & Forecast
        • 9.3.2.1.1. By Value
      • 9.3.2.2. Market Share & Forecast
        • 9.3.2.2.1. By Type
        • 9.3.2.2.2. By Sales Channel
    • 9.3.3. South Africa Baby Toys Market Outlook
      • 9.3.3.1. Market Size & Forecast
        • 9.3.3.1.1. By Value
      • 9.3.3.2. Market Share & Forecast
        • 9.3.3.2.1. By Type
        • 9.3.3.2.2. By Sales Channel

10. South America Baby Toys Market Outlook

  • 10.1. Market Size & Forecast
    • 10.1.1. By Value
  • 10.2. Market Share & Forecast
    • 10.2.1. By Type
    • 10.2.2. By Sales Channel
    • 10.2.3. By Country
  • 10.3. South America: Country Analysis
    • 10.3.1. Brazil Baby Toys Market Outlook
      • 10.3.1.1. Market Size & Forecast
        • 10.3.1.1.1. By Value
      • 10.3.1.2. Market Share & Forecast
        • 10.3.1.2.1. By Type
        • 10.3.1.2.2. By Sales Channel
    • 10.3.2. Colombia Baby Toys Market Outlook
      • 10.3.2.1. Market Size & Forecast
        • 10.3.2.1.1. By Value
      • 10.3.2.2. Market Share & Forecast
        • 10.3.2.2.1. By Type
        • 10.3.2.2.2. By Sales Channel
    • 10.3.3. Argentina Baby Toys Market Outlook
      • 10.3.3.1. Market Size & Forecast
        • 10.3.3.1.1. By Value
      • 10.3.3.2. Market Share & Forecast
        • 10.3.3.2.1. By Type
        • 10.3.3.2.2. By Sales Channel

11. Market Dynamics

  • 11.1. Drivers
  • 11.2. Challenges

12. Market Trends & Developments

  • 12.1. Merger & Acquisition (If Any)
  • 12.2. Product Launches (If Any)
  • 12.3. Recent Developments

13. Global Baby Toys Market: SWOT Analysis

14. Porter's Five Forces Analysis

  • 14.1. Competition in the Industry
  • 14.2. Potential of New Entrants
  • 14.3. Power of Suppliers
  • 14.4. Power of Customers
  • 14.5. Threat of Substitute Products

15. Competitive Landscape

  • 15.1. LEGO System A/S
    • 15.1.1. Business Overview
    • 15.1.2. Products & Services
    • 15.1.3. Recent Developments
    • 15.1.4. Key Personnel
    • 15.1.5. SWOT Analysis
  • 15.2. Mattel Inc.
  • 15.3. Hasbro Inc.
  • 15.4. Bandai Namco Holdings Inc.
  • 15.5. Spin Master
  • 15.6. Kids II Inc.
  • 15.7. Nintendo Co. Ltd.
  • 15.8. Brandstatter Group
  • 15.9. Tomy Company Ltd
  • 15.10. Basic Fun

16. Strategic Recommendations

17. About Us & Disclaimer