Toys Market Report 2026

Toys Market Overview

• Toys market size has reached to $189.48 billion in 2025 • Expected to grow to $201.55 billion in 2030 at a compound annual growth rate (CAGR) of 6.6% • Growth Driver: Surge In Demand For Infant And Preschool Toys Fueling The Growth Of The Market Due To Increasing Focus On Early Childhood Development And Rising Consumer Spending On Child-focused Learning Products • Market Trend: Funskool Introduces Technology-enabled Toy Range To Enhance Child Learning And Engagement • North America was the largest region in 2025 and Asia-Pacific is the fastest growing region.

What Is Covered Under Toys Market?

Toys refer to products designed for play, learning, and recreational purposes, typically made from materials such as paper, plastics, rubber, wood, and textiles. These products are developed to stimulate creativity, imagination, and cognitive development while providing entertainment and engagement. They are manufactured in various forms and designs to support physical activity, skill development, and interactive play experiences. The main product types of toys include dolls, outdoor and sports toys, building and construction sets, infant and preschool toys, games and puzzles, and other product types. Dolls refer to play figures designed for imaginative and role-based play that support creativity and emotional development in children. These products are categorized based on age group into 0 to 3 years, 3 to 5 years, 5 to 12 years, 12 to 18 years, and 18 plus years depending on developmental suitability. They are offered across price ranges including budget, mid range, and premium segments based on design complexity and quality. The various sales channels involved are supermarkets and hypermarkets, specialty stores, department stores, online stores, and other sales channels, and they are used by several end users such as households, educational institutions, daycare centers, and collectors.

What Is The Toys Market Growth Forecast?

The toys market size is expected to see strong growth in the next few years. It will grow to $260.32 billion by 2030 at a compound annual growth rate (CAGR) of 6.6%. The growth in the forecast period can be attributed to growing demand for interactive learning toys, increasing adoption of sustainable toy materials, rising popularity of premium collectible toys, expansion of e-commerce toy sales channels, growing focus on child cognitive and motor skill development. Major trends in the forecast period include growing demand for educational and skill development toys, rising popularity of collectible and limited-edition toys, increasing preference for customizable and diy toy kits, expansion of outdoor and active play toys, rising demand for age-specific developmental toys.

Global Toys Market Segmentation

1) By Product Type: Dolls, Outdoor And Sports Toys, Building And Construction Set, Infant And Preschool Toys, Games And Puzzles, Other Product Types 2) By Age Group: 0 To 3 Years, 3 To 5 Years, 5 To 12 Years, 12 To 18 Years, 18 Plus Years 3) By Price Range: Budget, Mid Range, Premium 4) By Sales Channel: Supermarkets And Hypermarkets, Specialty Stores, Department Stores, Online Stores, Other Sales Channels 5) By End User: Households, Educational Institutions, Daycare Centers, Collectors Subsegments: 1) By Dolls: Fashion Dolls, Baby Dolls, Collectible Dolls, Interactive Dolls, Doll Playsets, Doll Accessories 2) By Outdoor And Sports Toys: Balls, Ride On Toys, Playground Equipment, Water Play Toys, Sports Equipment Toys 3) By Building And Construction Set: Block Construction Sets, Magnetic Construction Sets, Mechanical Construction Sets, Themed Construction Sets, Engineering Kits, Stacking Blocks 4) By Infant And Preschool Toys: Rattles And Teethers, Activity Gyms, Shape Sorters, Stacking Toys, Push And Pull Toys, Musical Toys 5) By Games And Puzzles: Board Games, Card Games, Jigsaw Puzzles, Three Dimensional Puzzles, Logic Puzzles, Educational Games 6) By Other Product Types: Toy Vehicles, Plush Toys, Electronic Toys, Arts And Crafts Toys, Role Play Toys, Collectible Toys

What Is The Driver Of The Toys Market?

The growing demand for infant and preschool toys is expected to propel the growth of the toys market going forward. Infant and preschool toys refer to play products designed for babies and young children that support early learning, sensory development, motor skills, and basic cognitive growth. The growing demand for infant and preschool toys is driven by increasing focus on early childhood development, as these toys support sensory learning, motor skill enhancement, and cognitive growth during the crucial formative years. Toys help infants and preschool children by supporting early learning and development through activities that enhance sensory perception, motor skills, cognitive abilities, and social interaction during their formative years. For instance, in December 2025, according to the Toy Association, a US-based toy industry association, that U.S. retail toy sales reached US$ 30.3 billion, rising 6% from 2024, indicating sustained consumer spending and continued strong demand across child-focused categories, including infant and preschool products. Therefore, the growing demand for infant and preschool toys is expected to drive the growth of the toys industry.

Key Players In The Global Toys Market

Major companies operating in the toys market are Nintendo Co. Ltd., Bandai Namco Holdings Inc., Mattel Inc., Hasbro Inc., Spin Master Corp., MGA Entertainment Inc., VTech Holdings Limited, TOMY Company Ltd., Funko Inc., Jazwares LLC, Sanrio Company Ltd., tonies SE, Moose Toys Pty Ltd., Schleich GmbH, Ravensburger AG, Learning Resources Inc., Basic Fun Inc., Funskool Limited, University Games Corporation, Hape Holding AG.

Global Toys Market Trends and Insights

Major companies operating in the toys market are focusing on developing advanced products, such as electronic and interactive toys, to enhance child engagement, improve learning experiences, and expand product innovation beyond traditional play patterns. Electronic and interactive toys refer to toys that use electronic components like sound, lights, sensors, or digital features to enable engaging and responsive play. For instance, in December 2025, Funskool, an India-based toy company, introduced its new electronic toys segment in the domestic market. The launch was aimed at addressing the rising consumer preference for interactive and skill-oriented play products. The new range includes technology-enabled toys that integrate digital features with traditional play to create a more engaging experience for children. These toys are designed to support learning outcomes by helping develop cognitive abilities, creativity, and motor skills. With this expansion, Funskool strengthens its position in the fast-growing interactive and educational toys segment in India.

What Are Latest Mergers And Acquisitions In The Toys Market?

In March 2023, Crown Crafts, a US-based provider of infant bedding, toddler bedding, bibs, toys, and juvenile consumer products, acquired Manhattan Toy for $17 million. With this acquisition, Crown Crafts aims to expand its presence in developmental toys for infants and toddlers, broaden its product portfolio with plush, dolls, and wooden toys, grow its customer base, and strengthen its international distribution footprint. Manhattan Toy is a US-based provider of developmental toys for early childhood, offering toys, dolls, plush products, games, wooden toys, activity centers, and books designed to support learning through play.

Regional Insights

North America was the largest region in the toys market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in this market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in this market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

What Defines the Toys Market?

The toys market consists of sales of toy musical instruments, yo-yo, spinning tops, kites, slime toys, and fidget toys. Values in this market are ‘factory gate’ values, that is, the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors, and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

How is Market Value Defined and Measured?

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified). The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

What Key Data and Analysis Are Included in the Toys Market Report 2026?

The toys market research report is one of a series of new reports from The Business Research Company that provides market statistics, including industry global market size, regional shares, competitors with the market share, detailed market segments, market trends and opportunities, and any further data you may need to thrive in the toys industry. The market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future state of the industry.