Toys and Games Market Size, Share, Growth, and Industry Analysis, By Types (Games and Puzzles, Infant and Preschool, Activity and Construction Toys, Dolls and Action Figures, Vehicle Toys and Ride-Ons, Soft/Plush Toys, Others), By Applications (Online, Offline) , and Regional Insights and Forecast to 2035

Toys and Games Market Size

The Global Toys and Games Market size was USD 13.41 billion in 2025 and is projected to touch USD 13.69 billion in 2026, followed by USD 13.98 billion in 2027, reaching USD 16.46 billion by 2035. The market is exhibiting a CAGR of 2.07% during the forecast period from 2026 to 2035. Growth momentum is supported by steady demand across age groups, with over 62% of households purchasing toys multiple times annually. Educational toys influence nearly 45% of buying decisions, while licensed and character-based products account for about 52% of preference-driven purchases. Digital-influenced toys contribute close to 48% of engagement, supporting consistent expansion of the Global Toys and Games Market.

The US Toys and Games Market shows stable growth supported by strong consumer spending and evolving play habits. Nearly 58% of parents in the US prefer toys that combine learning and entertainment. Board games and puzzles account for around 36% of household toy purchases, while licensed toys influence about 61% of children’s preferences. Online sales contribute close to 55% of total toy purchases, reflecting high digital adoption. Sustainability also impacts growth, with nearly 42% of consumers favoring eco-friendly materials. These factors collectively strengthen the US Toys and Games Market growth outlook.

Key Findings

• Market Size: Global Toys and Games Market valued at USD 13.41 billion in 2025, USD 13.69 billion in 2026, reaching USD 16.46 billion by 2035 at 2.07% growth.
• Growth Drivers: Educational toys influence 45%, licensed products drive 52%, online purchasing impacts 60%, and safety-focused buying affects 58% of consumers.
• Trends: Hybrid play adoption reaches 48%, eco-friendly toys influence 42%, gender-neutral products impact 41%, and family board games account for 35% demand.
• Key Players: Mattel, The LEGO Group, Hasbro, MGA Entertainment, Ravensburger & more.
• Regional Insights: North America holds 32%, Europe 28%, Asia-Pacific 30%, and Middle East & Africa 10%, together accounting for 100% market share.
• Challenges: Screen dependency affects 61%, safety compliance impacts 31%, price sensitivity influences 37%, and reduced physical play concerns 48% of parents.
• Industry Impact: Educational focus supports 45%, sustainability influences 42%, digital integration reaches 52%, and innovation-driven launches impact 39% of products.
• Recent Developments: Eco-friendly launches increased 45%, interactive toys boosted engagement 50%, gender-neutral products rose 37%, and direct-to-consumer adoption grew 40%.

A unique characteristic of the toys and games market is its strong emotional and developmental connection with consumers. Nearly 63% of parents associate toy purchases with skill development rather than entertainment alone. Social play remains influential, with 35% of families prioritizing games that encourage group interaction. Customization trends impact about 33% of buying behavior, while safety certifications influence 58% of purchase decisions. Seasonal gifting continues to drive nearly 46% of annual demand, highlighting the market’s dependence on cultural, behavioral, and developmental factors.

Toys and Games Market Trends

The toys and games market is experiencing strong structural transformation driven by shifting consumer behavior, digital integration, and evolving play patterns. More than 65% of parents prefer toys that support cognitive development, problem-solving, and creativity, increasing demand for educational and skill-based toys. Around 58% of households show a clear preference for toys made from safe, non-toxic, and certified materials, reflecting heightened awareness around child safety. The rise of screen-influenced play has reshaped the toys and games market, with nearly 47% of children engaging in hybrid play that blends physical toys with digital or app-enabled features. Board games and puzzles continue to regain popularity, accounting for over 35% of family-oriented purchases due to increased interest in social interaction and offline entertainment. Licensed toys linked to movies, animation, and gaming franchises contribute to almost 52% of impulse buying behavior among children. Additionally, gender-neutral toys now influence approximately 41% of purchasing decisions as parents increasingly reject traditional stereotypes. E-commerce penetration in the toys and games market exceeds 60%, supported by product reviews, discounts, and convenience. Sustainability trends are also shaping innovation, with nearly 33% of manufacturers focusing on recyclable packaging and eco-friendly materials to attract environmentally conscious consumers.

Toys and Games Market Dynamics

OPPORTUNITY

Expansion of Educational and Skill-Based Play

The toys and games market presents strong opportunities through the rising demand for educational and skill-based products. Around 64% of parents actively seek toys that support cognitive development, creativity, and problem-solving abilities. Nearly 51% of consumers show preference for toys aligned with early learning concepts such as numeracy, language, and logical thinking. STEM-oriented toys influence approximately 47% of purchase decisions in urban households. In addition, about 39% of schools encourage play-based learning tools, supporting wider adoption beyond home use. The growing focus on holistic child development creates sustained opportunity for innovation-driven toy categories.

DRIVERS

Rising Influence of Licensed and Digital-Integrated Toys

Licensed and digitally enhanced toys are key drivers of the toys and games market. Around 58% of children prefer toys associated with popular characters and entertainment franchises. Licensed products contribute to nearly 55% of impulse buying behavior during gifting occasions. Digital integration further accelerates demand, with about 49% of children engaging more frequently with app-connected or interactive toys. Parents report a 43% increase in repeat usage for toys that combine physical and digital play. These factors collectively strengthen consumer engagement and sustain market momentum.

RESTRAINTS

"Growing Shift Toward Screen-Based Entertainment"

The increasing reliance on screen-based entertainment acts as a restraint on the toys and games market. Approximately 62% of children spend a significant portion of leisure time on smartphones, tablets, or gaming devices. Nearly 48% of parents report reduced interest in traditional toys due to digital distractions. Physical and imaginative play has declined for about 41% of children in urban households. In addition, around 36% of families limit toy purchases to avoid overstimulation and screen addiction concerns. This behavioral shift challenges conventional toy categories to remain relevant and engaging.

CHALLENGE

"Product Safety Expectations and Cost Pressures"

Meeting rising safety expectations while managing production complexity remains a major challenge for the toys and games market. Nearly 57% of parents consider safety certification a top purchase criterion. Around 34% of manufacturers face difficulties maintaining quality consistency across materials and components. Product recalls influence nearly 29% of consumer trust decisions, impacting brand perception. Additionally, about 38% of companies report pressure to balance durability, innovation, and affordability. Addressing these challenges is essential to maintain consumer confidence and long-term competitiveness.

Segmentation Analysis

The toys and games market demonstrates a diverse segmentation structure based on product type and application, reflecting evolving consumer preferences, age-specific demand, and purchasing behavior. With the global toys and games market size valued at USD 13.41 Billion in 2025 and expanding to USD 13.69 Billion in 2026, segmentation analysis highlights how traditional toys, educational products, and digital-influenced categories contribute differently to overall growth. By 2035, the market is projected to reach USD 16.46 Billion, supported by steady adoption across both online and offline channels. Product types such as games and puzzles, dolls, and construction toys benefit from rising family engagement, while infant and preschool toys gain traction due to early learning awareness. Application-wise, online platforms are reshaping buying patterns through convenience and variety, while offline stores continue to hold relevance through physical experience and trust.

By Type

Games and Puzzles

Games and puzzles account for a significant portion of the toys and games market due to their strong appeal across age groups. Nearly 38% of households purchase board games or puzzles for family engagement, while 42% of parents prefer puzzles for cognitive development. Educational board games influence around 34% of repeat purchases, and strategy-based games show engagement rates above 45%.

Games and Puzzles generated approximately USD 3.22 Billion in 2025, accounting for about 24% market share, and this segment is expected to grow at a CAGR of 2.15% through the forecast period, driven by social play and educational value.

Infant and Preschool

Infant and preschool toys are driven by early learning priorities and safety-focused purchasing. Around 59% of parents prioritize sensory and motor-skill toys for children under five. Soft learning blocks and interactive toys contribute to nearly 41% of purchases in this category, while safety-certified toys influence over 52% of buying decisions.

Infant and Preschool toys accounted for nearly USD 2.55 Billion in 2025, representing around 19% of the market share, and are projected to expand at a CAGR of 2.28%, supported by early childhood development trends.

Activity and Construction Toys

Activity and construction toys benefit from creativity-driven play and STEM learning adoption. About 46% of parents select construction toys to improve problem-solving skills. Building blocks and DIY kits show engagement rates exceeding 48%, while activity toys contribute to nearly 36% of school-age toy purchases.

Activity and Construction Toys reached approximately USD 2.14 Billion in 2025, holding close to 16% share, with an estimated CAGR of 2.10%, driven by educational play and innovation in modular designs.

Dolls and Action Figures

Dolls and action figures remain influential due to emotional attachment and character-based storytelling. Nearly 57% of children prefer character-linked toys, while collectibles drive around 33% of impulse buying. Customizable dolls account for roughly 29% of demand within this segment.

Dolls and Action Figures generated about USD 2.01 Billion in 2025, capturing nearly 15% market share, and are expected to grow at a CAGR of 1.95% due to sustained franchise popularity.

Vehicle Toys and Ride-Ons

Vehicle toys and ride-ons attract strong interest from toddlers and young children, particularly in outdoor play. Around 44% of parents choose ride-on toys to support physical activity, while battery-powered vehicles account for nearly 31% of category demand.

Vehicle Toys and Ride-Ons contributed roughly USD 1.61 Billion in 2025, representing about 12% of the market, with a CAGR of 2.05% driven by active play trends.

Soft/Plush Toys

Soft and plush toys maintain steady demand due to emotional comfort and gifting preferences. Nearly 49% of gift purchases include plush toys, while 53% of parents consider softness and material safety as key buying factors.

Soft/Plush Toys accounted for nearly USD 1.34 Billion in 2025, holding around 10% share, and are projected to grow at a CAGR of 1.85% supported by gifting demand.

Others

The others category includes novelty toys, collectibles, and experimental play products. About 27% of consumers show interest in limited-edition toys, while novelty items contribute to 18% of seasonal sales.

The Others segment generated approximately USD 0.54 Billion in 2025, accounting for nearly 4% share, and is expected to grow at a CAGR of 2.00% through diversified offerings.

By Application

Online

Online distribution channels are transforming the toys and games market through convenience, broader selection, and digital promotions. Nearly 63% of consumers research toys online before purchasing, while 48% complete transactions through e-commerce platforms. Discounts and user reviews influence about 52% of online buyers.

Online applications generated around USD 6.17 Billion in 2025, representing approximately 46% market share, and are projected to grow at a CAGR of 2.60%, driven by digital adoption and mobile shopping.

Offline

Offline channels continue to play a vital role due to physical inspection and trust-based purchasing. About 54% of parents prefer brick-and-mortar stores for safety verification, while specialty toy stores contribute to nearly 39% of offline sales.

Offline applications accounted for nearly USD 7.24 Billion in 2025, holding around 54% share, and are expected to grow at a CAGR of 1.65%, supported by experiential retail and in-store promotions.

Toys and Games Market Regional Outlook

The global toys and games market shows balanced regional distribution supported by population demographics, income levels, and cultural preferences. With the market valued at USD 13.69 Billion in 2026 and projected to reach USD 16.46 Billion by 2035, regional demand remains stable across major economies. North America, Europe, Asia-Pacific, and Middle East & Africa together account for 100% of global market share, reflecting both mature and emerging consumption patterns.

North America

North America represents approximately 32% of the global toys and games market, translating to nearly USD 4.38 Billion in 2026. High household spending on recreational products supports demand, with about 61% of families purchasing toys multiple times annually. Educational toys account for nearly 44% of category demand, while licensed toys influence 58% of children’s preferences. Board games and puzzles contribute to around 36% of family entertainment purchases, reflecting strong social play culture.

Europe

Europe holds close to 28% of the global market, equivalent to around USD 3.83 Billion in 2026. Sustainability-focused purchasing influences nearly 47% of consumers, driving demand for eco-friendly toys. Educational and STEM toys represent about 41% of sales, while traditional board games maintain a 33% preference rate among households. Offline retail remains strong, contributing to nearly 56% of regional sales.

Asia-Pacific

Asia-Pacific accounts for approximately 30% of the global toys and games market, valued at nearly USD 4.11 Billion in 2026. A growing child population supports volume demand, with 52% of purchases focused on infant and preschool toys. Digital-influenced toys attract about 46% of urban consumers, while online channels contribute to nearly 58% of regional distribution. Rising middle-income households continue to expand market penetration.

Middle East & Africa

Middle East & Africa represents nearly 10% of the global toys and games market, amounting to around USD 1.37 Billion in 2026. Urbanization supports higher toy consumption, with 39% of families increasing spending on children’s entertainment. Educational toys account for about 34% of purchases, while plush and basic toys contribute nearly 42% due to affordability and gifting traditions. Expanding retail infrastructure supports steady regional growth.

List of Key Toys and Games Market Companies Profiled

Investment Analysis and Opportunities in Toys and Games Market

The toys and games market presents attractive investment opportunities supported by stable demand and evolving consumer preferences. Around 64% of investors show interest in educational and skill-based toy segments due to consistent parental focus on learning outcomes. Nearly 48% of investment activity is directed toward sustainable materials and eco-friendly manufacturing, reflecting rising environmental awareness. Digital integration offers additional upside, with approximately 52% of new investments targeting app-connected and interactive toys. Emerging markets attract close to 41% of expansion-focused capital due to increasing urban households and improving retail access. Private-label and regional brands are also gaining traction, accounting for nearly 29% of new market entries. Overall, diversification across product categories, coupled with innovation-led strategies, continues to enhance long-term investment potential in the toys and games market.

New Products Development

New product development in the toys and games market is increasingly driven by innovation, safety, and engagement value. Nearly 57% of manufacturers prioritize multi-functional toys that combine learning and entertainment. Around 46% of newly launched products focus on STEM-based play to support cognitive development. Sustainability plays a key role, with about 38% of new toys using recyclable or biodegradable materials. Customization features influence approximately 33% of product launches, allowing children to personalize play experiences. Additionally, 42% of companies emphasize modular designs to extend product lifespan and replay value. The growing integration of physical and digital elements continues to redefine development strategies across the global toys and games market.

Developments

• In 2024, several manufacturers expanded eco-friendly toy lines, with nearly 45% of new launches using non-toxic and recycled materials, addressing rising safety awareness among parents and aligning with sustainability-driven purchasing behavior.

• Leading players introduced interactive learning toys featuring app connectivity, increasing child engagement levels by over 50% and improving repeat usage rates through gamified educational content.

• The introduction of gender-neutral toy collections gained momentum in 2024, influencing approximately 37% of new product assortments and broadening consumer appeal across diverse household segments.

• Manufacturers strengthened licensed toy portfolios linked to entertainment franchises, with licensed product launches contributing to nearly 58% of impulse purchases during seasonal demand peaks.

• Several companies enhanced direct-to-consumer channels, resulting in nearly 40% improvement in customer reach and higher brand engagement through personalized online shopping experiences.

Report Coverage

The report coverage of the toys and games market provides a comprehensive evaluation of industry performance, structure, and competitive dynamics. The analysis includes detailed segmentation by type, application, and region, capturing nearly 100% of global demand patterns. Strength assessment highlights that around 62% of consumers value educational and developmental benefits, reinforcing stable baseline demand. Opportunities are identified through rising digital integration, with approximately 52% of products incorporating interactive or smart features. Weakness analysis indicates that nearly 36% of parents express concerns about excessive screen exposure, affecting traditional toy engagement. Threat evaluation covers regulatory and safety compliance, impacting nearly 31% of manufacturers due to stringent quality standards. Regional analysis accounts for varying consumption behavior, with four major regions contributing fully to global share distribution. Competitive landscape coverage evaluates market concentration, where the top players collectively hold over 40% share, while smaller brands drive innovation. Overall, the report delivers balanced insights through qualitative and quantitative assessment, supporting strategic decision-making across the toys and games market ecosystem.