Global Toys & Games Market (2025-2031) | Share, Forecast, Size, Value, Industry, Revenue, Outlook, Companies, Growth, Trends & Analysis

Global Toys & Games Market Size Growth Rate

As per 6Wresearch, the Global Toys & Games Market size was valued at approximately USD 190 billion and is projected to reach USD 310 billion by 2031, potentially reaching at a CAGR of 6.8% from 2025 to 2031, driven by rising demand for educational and interactive toys.

Global Toys & Games Market Highlights

Report Name	Global Toys & Games Market
Forecast period	2025-2031
Forecast size	USD 310 billion by 2031
CAGR	6.8%
Growing Sector	E-commerce & Retail

Topics Covered in the Global Toys & Games Market Report

The Global Toys & Games Market report thoroughly covers the market By Distribution Channel, By Application, By Product Type, and By Regions. The market report provides an unbiased and detailed analysis of the ongoing market trends, opportunities/high growth areas, and market drivers which would help the stakeholders to devise and align their market strategies according to the current and future market dynamics.

Global Toys & Games Market Synopsis

More individuals taking part in playing games and toys is contributing to the ongoing growth of the global toys & games industry. The drivers behind this growth are people earning more, more people living in cities and the spread of digital technology opening a large variety of products. Taken together, the surge in educational toys for younger kids and tech-friendly toys for older ones signs an active shift in what consumers want. Because of the boom in e-commerce, organizations can now sell to people worldwide more than ever. Despite strict regulations and tough marketing challenges, the market grows and stands strong thanks to modern trends in sustainability and technology in toys.

Global Toys & Games Market is expected to grow at a significant CAGR of 6.8% during the forecast period 2025-2031. More people are choosing toys with innovative and technological features which is driving the market. Today’s parents are putting more emphasis on educational toys which encourages even more sales of puzzles and interactive products. Manufacturers can now advertise their products to people worldwide online, so they rely less on having their own stores. Augmented reality (AR) and the use of blockchain in toys are making interactivity high, leading many people to be drawn to them. The increase in urbanization and incomes allows more spending on toys and games which boosts the Global Toys & Games Market growth.

There are frequent hurdles in the market due to safety rules for toys which are not the same everywhere. Because of tough competition from major market players, companies are motivated to create new products which leads to higher costs in the areas of operations and research and development. Changing production costs and price trends for materials upset plans for production and selling. There are many counterfeit toys which hurts the value of genuine branded toys. There are now consumer demands in the industry for products that are sustainable which leads to changes in production. Resolving these multiple issues is important for keeping the Global Toys & Games Market developing at a consistent pace.

Global Toys & Games Market Trends

The industry has witnessed companies leveraging artificial intelligence (AI) and digital platforms to enhance customer engagement. Apps and AI-enabled toys create interactive experiences, enabling children to learn languages, coding, or problem-solving. Another emerging trend is sustainability, with brands introducing toys made from recycled materials to meet consumer demand for eco-friendly products. Additionally, the adoption of hybrid sales strategies has reshaped the retail segment, with brands linking physical stores to online platforms. Click-and-collect services and personalized shopping experiences like custom-made toys are cementing convenience and customer satisfaction as key differentiators in the Global Toys & Games Industry.

Investment Opportunities in the Global Toys & Games Market

Investment opportunities abound in digital commerce, driven by e-commerce platform expansion and incorporation of AR technology in toy retail. Logistics and distribution improvements streamline supply chains, offering efficient delivery models. The green toys segment represents another significant area, with eco-friendly products creating an intersection of innovation and sustainability. Additionally, modernizing retail infrastructure—such as building enhanced logistics hubs—can meet the growing demand for global toy distribution networks. These developments present lucrative prospects for investors keen on advancing the Global Toys & Games Market.

Leading Players in the Global Toys & Games Market

Prominent companies in the Global Toys & Games Marketgrowth include LEGO Group, Hasbro Inc., and Mattel Inc. LEGO retains a leadership position by focusing on educational, creative, and sustainable toys. Hasbro stands out through its strategic focus on brand partnerships and digital-interactive gaming. Mattel Inc. serves as a pioneer in developing gender-neutral toy lines while prioritizing ethical and inclusive marketing strategies. These companies remain at the forefront of innovation, constantly adapting to emerging trends and consumer expectations.

Government Regulations Introduced in the Global Toys & Games Market

Governments worldwide enforce stringent safety guidelines like the EU Toy Safety Directive and the U.S. Consumer Product Safety Improvement Act (CPSIA) to ensure product quality and safety. Policies focused on banning hazardous materials in toys, such as lead and phthalates, positively impact market credibility. Some regions incentivize sustainable toy production, promoting low-carbon designs and eco-friendly alternatives. These regulations foster consumer trust while encouraging the industry to innovate responsibly. The support from governments makes regulatory compliance a driver for sustainable growth.

Future Insights of the Global Toys & Games Market

The Global Toys & Games industry is expected to further diversify through innovation in STEM-related products and VR-enabled toys. E-commerce adoption will accelerate, ensuring accessibility for remote regions and untapped markets. Technological convergence into traditional toys will make interactive and learning-driven play a standard across age demographics. While environmental concerns will push companies toward adopting eco-friendly materials, maintaining affordability and scalability will remain a challenge. Collaboration between brands and education systems signals emerging opportunities for growth in hybrid educational-toy segments.

Market Segmentation Analysis

Online Distribution to Dominate the Market - By Distribution Channel

According to Ravi Bhandari, Research Head, 6Wresearch,according to market analysis, the online distribution channel is witnessing the fastest growth in the Global Toys & Games Market share. E-commerce platforms have significantly enhanced accessibility, offering a wide variety of toys and games to consumers worldwide. The convenience of online shopping, coupled with detailed product descriptions, customer reviews, and competitive pricing, has made it the preferred choice for consumers. Additionally, the increasing penetration of smartphones and internet connectivity, particularly in emerging markets, has further driven the adoption of online channels. Seasonal promotional offers and the ease of home deliveries contribute to the rapid growth of this segment.

0-8 Years Segment to Dominate the Market - By Application

The 0-8 years age group is emerging as the fastest-growing segment in the toys and games market. Products tailored to this age category often emphasize educational and developmental features, which appeal to parents looking to foster their children's cognitive and motor skills. Interactive and STEM-based toys are particularly popular, highlighting the focus on skill-building. This segment benefits significantly from innovations in toy design and the inclusion of technology, such as AI and augmented reality, providing enhanced learning experiences.

Video Games to Dominate the Market - By Product Type

Among product types, video games are experiencing robust growth and are set to dominate the Global Toys & Games Market share. The increasing popularity of digital gaming platforms, coupled with advancements in gaming technology such as virtual reality (VR) and cloud gaming, has driven this segment's expansion. Not only do video games appeal to younger age groups, but they also attract older demographics, widening their market base. The rise of mobile gaming and the integration of multiplayer features further contribute to the growth of this segment.

Asia Pacific to Dominate the Market - By Region

The Asia Pacific region leads the Global Toys & Games Market shareas the fastest-growing geographic segment. The region's growth is fuelled by a large and growing population, rising disposable incomes, and increasing awareness of educational toys among consumers. Countries like China, India, and Japan are at the forefront of this growth, supported by their strong manufacturing capabilities and expanding e-commerce platforms. Additionally, the popularity of local cultural elements being integrated into toys gives this region a competitive edge in both domestic and global markets.

Key Attractiveness of the Report

• 10 Years of Market Numbers.
• Historical Data Starting from 2021 to 2024
• Base Year 2024
• Forecast Data until 2031
• Key Performance Indicators Impacting the Market
• Major Upcoming Developments and Projects

Key Highlights of the Report:

• Global Toys & Games Market Outlook
• Global Toys & Games Market Overview
• Global Toys & Games Market Forecast
• Historical Data for the period 2021-2031 and Market Forecast of Global Toys & Games Market Revenues until 2031
• Historical Data for the period 2021-2031 and Market Forecast of the market until 2031, By Distribution Channel
• Historical Data for the period 2021-2031 and Market Forecast of the market until 2031, By Application
• Historical Data for the period 2021-2031 and Market Forecast of the market until 2031, By Product Type
• Historical Data for the period 2021-2031 and Market Forecast of the market until 2031, By Regions
• Historical Data for the period 2021-2031 and Market Forecast until 2031 for Latin America Toys & Games Market
• Historical Data for the period 2021-2031 and Market Forecast until 2031 for North America Toys & Games Market
• Historical Data for the period 2021-2031 and Market Forecast until 2031 for Middle East Toys & Games Market
• Historical Data for the period 2021-2031 and Market Forecast until 2031 for Africa Toys & Games Market
• Historical Data for the period 2021-2031 and Market Forecast until 2031 for Asia Pacific Toys & Games Market
• Historical Data for the period 2021-2031 and Market Forecast until 2031 for Middle East Toys & Games Market
• Market Drivers and Restraints
• Global Toys & Games Market Trends
• Industry Life Cycle
• Porter’s Five Force Analysis
• Market Opportunity Assessment
• Global Toys & Games Market Share, By Players
• Competitive Benchmarking

Market Covered

The market report has been segmented and sub segmented into the following categories 

By Distribution Channel

• Online
• Offline

By Application

• 0-8 years
• 8-15 years
• 15 years and above

By Product Type

• Puzzles
• Preschool toys
• Outdoor/sports
• Dolls
• Video games
• Others

By Regions

• Asia Pacific
• Europe
• Middle East
• Africa
• North America
• Latin America