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遊戲

市場調查報告書

商品編碼

1736461

2026 年至 2032 年玩具和遊戲市場（按產品類型、年齡層、分銷管道和地區分類）

Toys and Games Market By Product Type (Building and Construction Set, Infant and Preschool Toy, Games & Puzzles), Age Group (Up to 8 Years, 12-18 Years, 18+ Years), Distribution Channel (Online, Offline), & Region for 2026-2032

出版日期: 2025年05月03日 | 出版商:

Verified Market Research | 英文 | 商品交期: 2-3個工作天內

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簡介目錄

玩具和遊戲市場評估 - 2026-2032

智慧玩偶和擴增實境遊戲等科技元素融合的玩具正在業界蓬勃發展。這些技術創新將傳統遊戲與數位體驗融合，吸引了科技愛好者兒童和家長的注意。因此，技術融合將推動市場規模的成長，預計到2024年市場規模將超過1,557.5億美元，到2032年將達到2,764.3億美元。

玩具公司擴大利用社群媒體平台，透過網紅和目標廣告來推廣其產品。這種策略可以提升品牌知名度，激發人們對新品發布的期待，並促進銷售成長。因此，從2026年到2032年，社群媒體影響力的複合年成長率將達到7.45%。

玩具和遊戲市場定義/概述

玩具和遊戲是一系列旨在娛樂、教育和吸引用戶的多樣化產品，主要針對兒童，但也對成年人具有吸引力。這些產品涵蓋實體產品，例如圖板遊戲、可動人偶、玩偶和拼圖，以及數位形式和整合了實體與虛擬元素的混合產品。它們作為休閒工具，提供樂趣並鼓勵社交互動，無論是獨自玩耍還是家庭活動。

除了提供娛樂之外，許多玩具和遊戲的設計也兼具教育意義——旨在促進兒童認知、運動、創造力和解決問題能力的發展。例如，積木、STEM套件、益智圖板遊戲和互動電子玩具，這些玩具和遊戲都鼓勵孩子們在玩中學習。

展望未來，玩具和遊戲的未來預計將擴大受到技術進步的影響。擴增實境(AR)、虛擬實境 (VR)、人工智慧 (AI) 和網路連線的融合將增強互動遊戲體驗，提供個人化的學習體驗，並提供沉浸式的故事敘述。這些創新將徹底改變玩具和遊戲產業，使遊戲比以往任何時候都更具吸引力和教育意義。

益智玩具的日益普及和對綠色玩具的日益偏好是否會導致玩具和遊戲市場的成長激增？

鼓勵認知發展和寓教於樂的益智玩具需求日益成長。家長們希望玩具能夠挑戰並刺激孩子的智力成長。隨著主機、操縱桿和手機遊戲市場的不斷擴大，電玩產業持續蓬勃發展。該行業迎合了不同年齡和興趣的玩家，為遊戲玩家提供娛樂和放鬆。由於塑膠玩具存在健康和安全隱患，人們越來越偏好由永續材料製成的環保玩具。為此，各公司正在生產環保產品，並回應《歐洲玩具安全指令》（TSD，2009/48/EC 指令）等法規。該指令要求玩具符合嚴格的安全標準，從而帶來了更多環保選擇。

遵守安全法規（例如填寫歐盟符合性聲明）的需求，正促使製造商生產更安全、更環保的產品。許多小型新興企業也專注於不含雙酚A和鄰苯二甲酸酯的玩具，這反映出企業向環保選擇的轉變趨勢。為了滿足日益成長的永續玩具需求，各公司正在擴大其市場覆蓋範圍。在美國和英國等國家，超過80%的家長青睞環保玩具，各公司正開拓新的地理市場，以滿足這個日益成長的消費者群體。

仿冒品將如何阻礙玩具和遊戲市場的成長？

玩具很容易成為假冒商品的目標，其中大多數是在網路上銷售的。例如，2018 年美國政府的一次檢查發現，從第三方經銷商訂購的 47 個玩具中有 20 個是仿冒品。電子商務平台為檢驗的商品的銷售提供了便利，因為它們的進入門檻最低。缺乏徹底的審查和對假冒供應商的延遲報告加劇了這個問題。在歐洲，玩具是繼香菸之後第二大被查獲的商品，佔海關查獲總量的 14%。許多仿冒品玩具來自亞洲，尤其是中國，並在亞馬遜和 eBay 等主要線上平台上銷售。這些仿冒品通常由含鉛油漆和致癌性塑膠等有害材料製成，對兒童構成危險，損害品牌誠信，並影響市場成長。

景氣衰退導致可自由支配支出下降，迫使家長放棄購買玩具等非必需品。這種消費支出的下降可能會對整體市場成長產生重大影響。新冠疫情等事件揭露了全球供應鏈的脆弱性。生產停工和運輸延誤可能導致產品短缺，從而擾亂市場穩定。基於熱門角色和專利權的玩具通常需要支付高額的授權費用。這些成本擠壓了製造商的淨利率，並限制了授權產品的供應和種類，從而影響了市場動態。

The industry is experiencing a surge in tech-infused toys, such as smart dolls and augmented reality games. These innovations blend traditional play with digital experiences, capturing the interest of tech-savvy children and parents. Thus, the technological integration surges the growth of market size surpassing USD 155.75 Billion in 2024 to reach the valuation of USD 276.43 Billion by 2032.

Toy companies are increasingly using social media platforms to promote their products through influencers and targeted advertising. This strategy generates brand awareness and excitement around new releases, boosting sales. Thus, the social media influence enables the market to grow at a CAGR of 7.45% from 2026 to 2032.

Toys and Games Market: Definition/ Overview

Toys and games represent a diverse array of products designed to entertain, educate, and engage users, primarily targeting children but also appealing to adults. These items encompass physical objects such as board games, action figures, dolls, and puzzles, as well as digital formats and hybrids that combine both physical and virtual elements. They serve as tools for recreation, offering enjoyment and fostering social interaction, whether through solo play or family activities.

In addition to providing entertainment, many toys and games are crafted with educational objectives in mind. They aim to support the development of cognitive and motor skills, creativity, and problem-solving abilities in children. Examples include building blocks, STEM kits, educational board games, and interactive electronic toys that promote learning through play.

Looking ahead, the future of toys and games is expected to be increasingly influenced by technological advancements. Integration of augmented reality (AR), virtual reality (VR), artificial intelligence (AI), and internet connectivity will likely enhance interactive gameplay, offer personalized learning experiences, and provide immersive storytelling. These innovations are set to transform the toy and game industry, making play more engaging and educational than ever before.

How the Increasing Popularity of Educational Toys and Growing Preference for Green Toys Surge the Growth of Toys and Games Market?

The growing demand for educational toys that promote cognitive development and learning through play. Parents are seeking toys that challenge and stimulate their children's intellectual growth. The video game segment continues to thrive, with expanding markets for consoles, joysticks, and mobile games. This sector caters to various age groups and interests, offering entertainment and relaxation for gamers. The rising preference for green toys made from sustainable materials is due to health and safety concerns related to plastic toys. In response, companies are producing eco-friendly products and complying with regulations such as the Toy Safety Directive (TSD; Directive 2009/48/E.C.) in Europe. This directive mandates that toys meet strict safety standards, leading to an increase in environmentally friendly options.

The necessity to adhere to safety regulations, including the creation of an E.C. declaration of conformity, drives manufacturers to produce safer and greener products. Many small start-ups are also focusing on BPA- and phthalate-free toys, reflecting a significant shift towards eco-friendly options. To meet the increasing demand for sustainable toys, companies are expanding their market reach. More than 80% of parents in countries like the U.S. and the U.K. prefer eco-friendly toys, prompting businesses to explore new geographic markets and cater to this growing consumer base.

How the Counterfeiting Issues Impedes the Growth of Toys and Games Market?

Toys are a frequent target for counterfeiting, with the majority of fake goods sold online. For instance, a 2018 U.S. government test revealed that 20 out of 47 toys ordered from third-party online sellers were counterfeit. E-commerce platforms, with their minimal barriers to entry, facilitate the sale of unverified products. The lack of thorough screening and delayed reporting of counterfeit vendors exacerbates this issue. In Europe, toys are the second most seized counterfeit goods after cigarettes, making up 14% of all customs seizures. Most counterfeit toys originate from Asia, particularly China, and are sold on major online platforms like Amazon and eBay. These fake products, often made with harmful materials such as lead paint and carcinogenic plastics, pose risks to children and undermine brand integrity, impacting market growth.

Economic downturns can lead to reduced discretionary spending, causing parents to cut back on non-essential items like toys. This decrease in consumer spending can significantly affect the overall market growth. Events such as the COVID-19 pandemic have exposed the vulnerability of global supply chains. Manufacturing shutdowns and shipping delays can lead to product shortages and disrupt market stability. Toys based on popular characters or franchises often require substantial licensing fees. These costs squeeze profit margins for manufacturers and limit the availability and variety of licensed products, affecting market dynamics.

Category-Wise Acumens

How the Innovative and Distinctive Products Surge the Growth of Games & Puzzles Segment?

The games & puzzles segment has emerged as a dominant segment in the toys and games market, driven by the introduction of innovative and distinctive products that capture consumer interest and enhance market appeal. For instance, the trend is the release of the 'The Mandalorian' playing cards by Theory11 and Star Wars in January 2021. This premium deck stands out with its exclusive illustrations of iconic characters from the show, including Mando, Baby Yoda, IG-11, Moff Gideon, and Cara Dune, featured prominently on the Aces, Jokers, and court cards.

The packaging of these playing cards exemplifies the segment's emphasis on high-quality, unique design. Encased in Beskar silver foil and space black, with striking red foil accents, the box showcases a sculpted 3D embossed Mandalorian helmet, setting it apart from conventional designs. The attention to detail extends to the production process, with hand-drawn illustrations printed on FSC-certified paper sourced from sustainable forests. The use of vegetable-based inks and starch-based laminates further underscores the commitment to eco-friendly practices. Such innovative products not only cater to the growing consumer demand for premium and aesthetically appealing games and puzzles but also highlight the segment's role in driving market growth. The focus on quality, unique design elements, and sustainable materials is redefining consumer expectations and establishing the games & puzzles segment as a leading player in the toys and games market.

How the Broad Availability and Convenience of In-person Shopping Accelerates the Growth of Offline Segment?

The offline segment holds a dominant segment in the toys and games market, bolstered by the extensive reach and accessibility of various retail outlets. This segment encompasses a wide range of retail formats, including department stores, chain stores, supermarkets, discount retailers, warehouse retailers, franchises, malls, shopping centers, mom-and-pop stores, dollar stores, and convenience retailers. Their broad availability and the convenience of in-person shopping make these stores highly popular destinations for purchasing toys and games.

In the U.S., many supermarkets and hypermarkets operate until midnight, thanks to favorable government regulations. These extended operating hours enhance product visibility and accessibility, further boosting toy and game sales through these channels. The presence of innovative educational games in these retail environments also contributes to increased consumer interest and purchases. The Offline segment benefits from growing infrastructure related to specialty toy stores and brand stores, which supports its significant market share.

Country/Region-wise Acumens

How the Increasing E-commerce Growth and Rising Disposable Incomes Foster the Growth of Toys and Games Market in Asia Pacific?

The Asia-Pacific region is emerging as a dominant region in the toys and games market, driven by rising disposable incomes, rapid urbanization, and a growing middle class in developing economies like China and India. As household incomes increase, so does consumer spending on toys and educational products for children, further fueling market growth. Urbanization across the region is expanding the middle class, leading to higher disposable incomes that are increasingly being spent on recreational and educational toys. In addition to rising consumer spending, the growth of domestic toy manufacturers catering to local markets with competitively priced products is strengthening the region's market presence. The rise of e-commerce platforms in Asia-Pacific also plays a significant role, offering consumers easier access to a wider variety of toys and games, further expanding market opportunities.

According to the U.N.'s "World Population Prospects 2019" report, Asia's population, excluding Western Asia, is expected to grow from 4.326 billion to 4.654 billion by 2030. This population growth, coupled with increasing consumer demand, makes the Asia-Pacific region a lucrative market for toy and game manufacturers in the years to come. The region has also seen innovation in traditional gaming formats, such as playing cards, with the integration of augmented reality and interactive technology. For instance, Sony's "Project Field" platform, set to release in Japan, uses Bluetooth and NFC technology to transform physical cards into digital experiences, enhancing how children play and learn. These innovations, along with strong market fundamentals, position the Asia-Pacific as a leader in the global Toys and Games Market.

How the High-Quality, Durable, and Innovative Toys Foster the Growth of the Toys and Games Market in North America?

North America is expected to experience rapid growth in the toys and games market, driven by consumers' willingness to pay a premium for high-quality, durable, and innovative toys. This preference for well-crafted, educational toys and tech-integrated experiences is fueling market demand, particularly as parents increasingly seek out products that offer developmental benefits for their children. The region's children are also heavily influenced by popular media franchises, with licensed toys based on movies, TV shows, and video games continuing to be a major sales driver. As new films and games are released, the demand for corresponding toys surges, further boosting the market.

E-commerce platforms like Amazon and specialized online toy stores are playing a significant role in this growth by providing easy access to a wide selection of toys. The convenience of online shopping, combined with product variety, has helped increase overall market penetration. Moreover, stay-at-home orders during the COVID-19 pandemic amplified demand for family-oriented products, such as educational toys, creative crafts, traditional board games, and innovative games that the entire family can enjoy together. Teenagers also contributed to this growth by spending more time bonding with family and friends over social media and gaming platforms, such as Xbox, and innovative board games available through apps like Facebook Gaming.

Competitive Landscape

The competitive landscape of the Toys and Games Market is dynamic and constantly evolving. Manufacturers must stay ahead of industry trends, invest in innovation, and focus on quality and safety to remain competitive.

The organizations are focusing on innovating their product line to serve the vast population in diverse regions. Some of the prominent players operating in the toys and games market include:

BANDAI NAMCO Entertainment Europe S.A.S
LEGO System A/S
Hasbro
Mattel
JAKKS Pacific, Inc.
Sony Interactive Entertainment, Inc.
Nintendo
Microsoft
NetEase, Inc.
Sanrio Company, Ltd.

Latest Developments:

In September 2020, Moonbug Entertainment teamed with Jazwares Company, a subsidiary of Alleghany Capital Corporation, to create a children's toy line based on the musical and 3D animated video series CoComelon. This is likely to greatly increase demand for the company's gaming gadgets.
In November 2020. Luki Lab, a Strottman International subsidiary, announced the launch of two innovative toys called Gojo Adventure and Pixies.

5-12 Years

12-18 Years

18+ Years

Distribution Channel:
Online
Offline
Region:
North America
Europe
Asia-Pacific
South America
Middle East & Africa

1 INTRODUCTION OF GLOBAL TOYS AND GAMES MARKET

1.1 Overview of the Market
1.2 Scope of Report
1.3 Assumptions

2 EXECUTIVE SUMMARY

3 RESEARCH METHODOLOGY OF VERIFIED MARKET RESEARCH

3.1 Data Mining
3.2 Validation
3.3 Primary Interviews
3.4 List of Data Sources

4 GLOBAL TOYS AND GAMES MARKET OUTLOOK

4.1 Overview
4.2 Market Dynamics
- 4.2.1 Drivers
- 4.2.2 Restraints
- 4.2.3 Opportunities
4.3 Porters Five Force Model
4.4 Value Chain Analysis

5 GLOBAL TOYS AND GAMES MARKET, BY PRODUCT TYPE

5.1 Overview
5.2 Dolls
5.3 Outdoor and Sports Toy
5.4 Building and Construction Set
5.5 Infant and Preschool Toy
5.6 Games & Puzzles
5.7 Others

6 GLOBAL TOYS AND GAMES MARKET, BY AGE GROUP

6.1 Overview
6.2 0-3 Years
6.3 3-5 Years
6.4 5-12 Years
6.5 12-18 Years
6.6 18+ Years

7 GLOBAL TOYS AND GAMES MARKET, BY DISTRIBUTION CHANNEL

7.1 Overview
7.2 Online
7.3 Offline

8 GLOBAL TOYS AND GAMES MARKET, BY GEOGRAPHY

8.1 Overview
8.2 North America
- 8.2.1 U.S.
- 8.2.2 Canada
- 8.2.3 Mexico
8.3 Europe
- 8.3.1 Germany
- 8.3.2 U.K.
- 8.3.3 France
- 8.3.4 Rest of Europe
8.4 Asia Pacific
- 8.4.1 China
- 8.4.2 Japan
- 8.4.3 India
- 8.4.4 Rest of Asia Pacific
8.5 Rest of the World
- 8.5.1 Latin America
- 8.5.2 Middle East and Africa

9 GLOBAL TOYS AND GAMES MARKET COMPETITIVE LANDSCAPE

9.1 Overview
9.2 Company Market Ranking
9.3 Key Development Strategies

10 COMPANY PROFILES

10.1 BANDAI NAMCO Entertainment Europe S.A.S
- 10.1.1 Overview
- 10.1.2 Financial Performance
- 10.1.3 Product Outlook
- 10.1.4 Key Developments
10.2 LEGO System A/S
- 10.2.1 Overview
- 10.2.2 Financial Performance
- 10.2.3 Product Outlook
- 10.2.4 Key Developments
10.3 Hasbro
- 10.3.1 Overview
- 10.3.2 Financial Performance
- 10.3.3 Product Outlook
- 10.3.4 Key Developments
10.4 Mattel
- 10.4.1 Overview
- 10.4.2 Financial Performance
- 10.4.3 Product Outlook
- 10.4.4 Key Developments
10.5 JAKKS Pacific Inc.
- 10.5.1 Overview
- 10.5.2 Financial Performance
- 10.5.3 Product Outlook
- 10.5.4 Key Developments
10.6 Sony Interactive Entertainment Inc.
- 10.6.1 Overview
- 10.6.2 Financial Performance
- 10.6.3 Product Outlook
- 10.6.4 Key Developments
10.7 Nintendo
- 10.7.1 Overview
- 10.7.2 Financial Performance
- 10.7.3 Product Outlook
- 10.7.4 Key Developments
10.8 Microsoft
- 10.8.1 Overview
- 10.8.2 Financial Performance
- 10.8.3 Product Outlook
- 10.8.4 Key Developments
10.9 NetEase Inc.
- 10.9.1 Overview
- 10.9.2 Financial Performance
- 10.9.3 Product Outlook
- 10.9.4 Key Developments
10.10 Sanrio Company Ltd.
- 10.10.1 Overview
- 10.10.2 Financial Performance
- 10.10.3 Product Outlook
- 10.10.4 Key Developments