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市場調查報告書

商品編碼

1737068

2026 年至 2032 年玩具市場（依產品類型、年齡層、通路及地區分類）

Toys Market By Product Type, By Age Group, By Distribution Channel, & Region For 2026-2032

出版日期: 2025年05月08日 | 出版商:

Verified Market Research | 英文 202 Pages | 商品交期: 2-3個工作天內

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簡介目錄

2026-2032年玩具市場評估

可支配收入的增加、都市化以及人們對環保和益智玩具的興趣日益濃厚，是推動玩具市場快速擴張的一些關鍵因素。根據 Verified Market Research 分析師的預測，玩具市場規模預計將從 2024 年的 1,059.4 億美元下降到預測期內的 1,479.2 億美元。

此外，對進口玩具品質的了解不斷增加，鼓勵消費者青睞國產產品，推動玩具市場的發展，這將有助於市場在 2026 年至 2032 年期間以 4.7% 的複合年成長率成長。

預計玩具市場將以 4.7% 的複合年成長率成長，到 2032 年底達到 1,479.2 億美國。

玩具市場定義/概述

玩具是主要用於玩耍或娛樂的物品，通常供兒童使用，但也受到成人和寵物狗的喜愛。玩偶、人偶、積木和圖板遊戲是常見的例子。玩具不僅是娛樂，還能促進認知發展、身體活動和社交聯繫，幫助青少年探索自我，學習重要的生活技能。玩具有時也用於教育場合，以提高學習成果，使其成為兼具休閒和發展目的的有用工具。

哪些因素推動了玩具市場的成長？

全球兒童人口的成長和可支配收入的提高是玩具市場的主要驅動力。根據聯合國兒童基金會發布的《2021年世界兒童狀況報告》，全球約有22億18歲以下兒童。此外，根據世界銀行的預測，全球人均GDP預計將從2010年的9,357美元成長到2020年的10,925美元，這意味著可支配收入將持續成長。這些變數的結合將推動兒童玩具和遊戲支出的成長。

教育類和 STEM（科學、技術、工程和數學）玩具越來越受歡迎，這推動了市場不斷擴張。美國勞工統計局預測，2020 年至 2030 年間，STEM 類工作將增加 10.5%，而非 STEM 類工作將成長 7.5%。對 STEM 教育的重視也體現在玩具偏好：根據玩具協會的一項調查，67% 的家長表示，以 STEM/STEAM 為重點的玩具是教育孩子科學和數學最有效的方式。

此外，人工智慧、擴增實境(AR) 和連網設備等技術在玩具中的融合正在推動市場成長。根據歐盟委員會關於智慧玩具安全的研究，2018 年全球智慧玩具市場規模超過 54 億歐元，預計到 2024 年將達到 240 億歐元。智慧型手機普及率的提高以及家長為孩子發展投資科技先進玩具的意願推動了這一成長。

玩具市場面臨的主要挑戰是什麼？

進口關稅和高額的商品及服務稅（GST）導致玩具價格大幅上漲。這種情況不僅減少了消費者可選擇的玩具種類，也為難以與低價進口產品競爭的國內製造商帶來了額外的經濟挑戰。這些經濟壓力抑制了創新，降低了利潤率，從而限制了市場擴張。

此外，消費者的偏好正從傳統玩具轉向現代科技含量更高的替代品，例如電子玩具和電玩遊戲。這一趨勢給主要生產傳統玩具的公司帶來了挑戰，因為它們必須快速適應不斷變化的市場需求。如果無法探索和實現產品多元化，將導致銷售額和市場佔有率下降，尤其是在那些偏好數位娛樂的年輕消費者群體中。

The rising disposable incomes, urbanization, and a growing interest in eco-friendly and educational toys are some of the major drivers driving the toys market's rapid expansion. According to the analyst from Verified Market Research, the toys market is estimated to reach a valuation of USD 147.92 Billion over the forecast subjugating around USD 105.94 Billion valued in 2024.

Furthermore, the increased knowledge of quality toys connected with imported toys has prompted consumers to prefer domestic products, driving the toys market. It enables the market to grow at a CAGR of 4.7% from 2026 to 2032.

Toys Market is estimated to grow at a CAGR of 4.7% & reach US$ 147.92 Bn by the end of 2032

Toys Market: Definition/Overview

A toy is an object designed primarily for play and enjoyment, usually for children but also loved by adults and dogs. Dolls, action figures, building blocks, and board games are some common examples. Toys provide more than just enjoyment; they enhance cognitive growth, physical activity, and social connection, and help youngsters explore their identities and learn important life skills. Toys can also be utilized in educational settings to improve learning outcomes, making them useful tools for both recreational and developmental purposes.

What are the Drivers Influencing the Growth of the Toys Market?

The growing worldwide child population, combined with increased disposable incomes, is a major driver in the toys market. According to UNICEF's State of the Globe's Children 2021 report, the globe has around 2.2 billion children under the age of 18. Also, the World Bank forecasts that global GDP per capita has risen from $9,357 in 2010 to $10,925 in 2020, implying an increase in disposable income. This combination of variables helps to drive up expenditure on children's toys and games.

Educational and STEM (Science, Technology, Engineering, and Mathematics) toys are becoming increasingly popular, which is fueling market expansion. The US Bureau of Labor Statistics predicts that STEM occupations will rise by 10.5% between 2020 and 2030, compared to 7.5% for non-STEM occupations. The emphasis on STEM education is seen in toy preferences. According to a Toy Association survey, 67% of parents say STEM/STEAM-focused toys are the most effective way to teach their children science and math.

Furthermore, the integration of technology into toys, such as AI, augmented reality, and connected gadgets, is driving market growth. According to the European Commission's study on the safety of smart toys, the global smart toys market was worth over €5.4 billion in 2018 and is expected to reach €24 billion by 2024. This expansion is being fueled by rising smartphone adoption and parents' willingness to invest in technologically advanced toys for their children's development.

What are the Main Challenges Faced by the Toys Market?

Import taxes and high Goods and Services Tax (GST) rates on toys have resulted in significantly higher prices. This situation not only reduces the availability of different toy options for customers but also throws additional financial difficulties on domestic makers who struggle to compete with lower-cost imports. These economic pressures impede innovation and diminish profit margins, hence limiting market expansion.

Furthermore, consumer preferences are shifting away from conventional toys and toward modern, technologically advanced alternatives such as electronic toys and video games. This trend presents a difficulty for businesses that primarily create traditional toys, as they must respond fast to shifting market demands. Failure to develop or diversify product offers leads to lower sales and market share, particularly among younger consumers who prefer digital entertainment options.

Category-wise Acumens

What Factors Contribute to the Increasing Demand for Dolls?

According to VMR analyst, the doll segment is expected to dominate the toys market during the forecast period. Dolls have long been popular in children's play, symbolizing cultural narratives and social positions. Their capacity to promote imaginative play allows youngsters to experience relationships and emotions, resulting in a deep emotional connection that drives parents to purchase dolls for their children. This cultural relevance ensures consistent demand across all demographics.

The dolls segment has undergone constant innovation, with producers producing new sorts of dolls such as fashion dolls, collector dolls, and interactive dolls that respond to children's movements. This diversity appeals to a wide range of age groups and preferences, attracting a larger customer base. The introduction of themed dolls based on major media brands broadens their appeal and increases sales.

Furthermore, the popularity of dolls has grown significantly as influencers and content makers promote different doll brands and play settings. Engaging marketing strategies that highlight the distinctive attributes of dolls appeal to both children and parents, influencing purchasing decisions. Also, the practice of unboxing videos and online reviews increases visibility and desirability, helping to drive the segment's growth.

How does the Focus on Developmental Learning Drive the Demand for Toys for 3-5 Years Age Group?

The 3-5 years segment is estimated to hold the largest share of the toys market during the forecast period. Parents of children aged three to five years are increasingly prioritizing educational toys that encourage cognitive and motor skill development. This age group is crucial for understanding basic ideas like numbers, letters, and social relationships. As a result, toys designed to improve these skills, including building blocks and puzzles, are in great demand, helping to drive market expansion in this segment.

As families realize the value of early childhood education, they are increasingly willing to invest in high-quality toys for their children. Parents are more likely to spend money on toys that have both entertainment and educational value. This trend is especially prominent in the 3-5 year age group, when parents seek toys that promote learning via play, hence driving sales and market share.

Furthermore, toys for children aged 3 to 5 years old are diverse, catering to a variety of interests and developmental stages. The diversity, which includes interactive learning activities as well as creative arts and crafts, guarantees that parents may discover options that are appropriate for their children. This diverse choice of toys not only draws customers but also encourages recurrent purchases as children grow and their play preferences change, reinforcing this segment's market domination.

Country/Region-wise Acumens

How Does the Large and Growing Child Population in Asia Pacific Influence the Market?

The Asia Pacific region is estimated to dominate the market during the forecast period. The Asia Pacific region has a large and growing child population, which drives the market for toys. According to UNICEF's State of the World's Children 2021 report, East Asia and the Pacific alone have more than 580 million children under the age of 18. According to India's National Commission on Population, the population aged 0-14 years is expected to reach 364 million by 2021. This large child population generates a significant market for toys and games.

Furthermore, the Asia Pacific region's expanding middle class and rising disposable incomes are driving toy market growth. According to the World Bank, GDP per capita in the East Asia and Pacific region increased from $3,873 in 2000 to $11,557 in 2020, suggesting a considerable increase in purchasing power. In China, a prominent regional market, the National Bureau of Statistics stated that per capita disposable income increased by 8.4% in 2021, reaching 35,128 yuan (about $5,500). This economic prosperity allows families to spend more on non-essential products such as toys.

What Factor Contributes to the Substantial Growth of the Market in North America?

North America is estimated to exhibit substantial growth within the toys market during the forecast period. North America, particularly the United States, has a high disposable income, resulting in large spending on toys and children's products. According to the US Bureau of Economic Analysis, personal disposable income in the United States increased to USD 18.1 Trillion in 2021, up from USD 16.5 Trillion in 2020. According to the Census Bureau's 2020 Annual Retail Trade Survey, toy store sales in the United States totaled roughly USD 24.7 Billion. This high consumer buying power has a significant impact on the growth of the regional toy market.

Furthermore, there is a growing emphasis on STEM (Science, Technology, Engineering, and Mathematics) education in North America, which is boosting demand for educational and STEM-related toys. STEM occupations are expected to rise by 10.5% between 2020 and 2030, above the overall growth rate. The emphasis on STEM is reflected in toy preferences. According to a Toy Association survey, 76% of parents say STEM/STEAM toys are the most effective way for their children to learn science and math. This trend is accelerating the expansion of the educational toy segment in the broader toy market.

Competitive Landscape

The toy market's competitive landscape is characterized by a varied range of participants, from tiny local makers to huge global organizations. This fragmentation promotes fierce rivalry, with companies attempting to differentiate themselves through product innovation, quality, and pricing methods.

Some of the prominent players operating in the toys market include:

Mattel, Inc., Hasbro, Inc., Lego Group, Takara Tomy Co. Ltd, Bandai Namco Holdings, Inc., Simba-Dickie Group, Spin Master Ltd, AOSHIMA BUNKA KYOZAI Co. Ltd, Moose Enterprise Holdings Pvt Ltd, Tru Kids, Inc.

Latest Developments:

In May 2024, Hasbro Inc. was recognized as a 2024 honoree of The Civic 50, an annual survey of the most community-minded firms in the US. Points of Light is the world's largest NGO focused on advancing people-powered change.

0-3 Years

3-5 Years

5-12 Years

12-18 Years

Above 18 Years
Distribution Channel:
Online
Offline
Region:
North America
Europe
Asia Pacific
Latin America
Middle East & Africa
"

1 INTRODUCTION OF GLOBAL TOYS 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 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 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 and Puzzles
6.7 Others

6 GLOBAL TOYS MARKET, BY AGE GROUP

6.1 Overview
6.2 0-3 Years

3-5 Years

512 Years

1218 Years

Above18 Years

7 GLOBAL TOYS MARKET, BY DISTRIBUTION CHANNEL

7.1 Overview
7.2 Online
7.3 Offline

8 GLOBAL TOYS 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 MARKET COMPETITIVE LANDSCAPE

9.1 Overview
9.2 Company Market Ranking
9.3 Key Development Strategies

10 COMPANY PROFILES

10.1 Mattel, Inc
- 10.1.1 Overview
- 10.1.2 Financial Performance
- 10.1.3 Product Outlook
- 10.1.4 Key Developments
10.2 Hasbro Inc
- 10.2.1 Overview
- 10.2.2 Financial Performance
- 10.2.3 Product Outlook
- 10.2.4 Key Developments
10.3 Lego Group
- 10.3.1 Overview
- 10.3.2 Financial Performance
- 10.3.3 Product Outlook
- 10.3.4 Key Developments
10.4 Takara Tomy Co. Ltd
- 10.4.1 Overview
- 10.4.2 Financial Performance
- 10.4.3 Product Outlook
- 10.4.4 Key Developments
10.5 Bandai Namco Holdings Inc
- 10.5.1 Overview
- 10.5.2 Financial Performance
- 10.5.3 Product Outlook
- 10.5.4 Key Developments
10.6 Simba-Dickie Group
- 10.6.1 Overview
- 10.6.2 Financial Performance
- 10.6.3 Product Outlook
- 10.6.4 Key Developments
10.7 Spin Master Ltd
- 10.7.1 Overview
- 10.7.2 Financial Performance
- 10.7.3 Product Outlook
- 10.7.4 Key Developments
10.8 AOSHIMA BUNKA KYOZAI Co. Ltd
- 10.8.1 Overview
- 10.8.2 Financial Performance
- 10.8.3 Product Outlook
- 10.8.4 Key Developments
10.10 Moose Enterprise Holdings Pty Ltd
- 10.10.1 Overview
- 10.10.2 Financial Performance
- 10.10.3 Product Outlook
- 10.10.4 Key Developments
10.10 Tru Kids Inc
- 10.10.1 Overview
- 10.10.2 Financial Performance
- 10.10.3 Product Outlook
- 10.10.4 Key Developments