Toys

Toys and games are an essential part of many stages of a child’s development. The use of educational toys from a young age can nurture a wide set of skills, with cooperative games further improving communication and conflict resolution skills. The toy and games industry is constantly influenced by changing consumer tastes, with children opting for more sophisticated electronic and interactive toys in recent years. Children are also becoming increasingly accustomed to changing toys more frequently; manufacturers must regularly introduce new product lines while continuing to focus on innovation and technological advancements.

This industry encompasses all kinds of toys, from action figures and dolls to card games and puzzles.

Brand awareness of shopDisney in the United States
74%
Forecast revenue of the toys & games market in Canada by 2027
5.69bn U.S. dollars
Leading toy brand worldwide
LEGO

Market size

Global toy market value increases once again

Size of the global chess market from 2012 to 2022, by region (in million U.S. dollars)

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Further details: Visit original statistic Size of the global chess market from 2012 to 2022, by region (in million U.S. dollars)

The global toy market is an evergrowing industry and specific countries generate most of the sales.
A significant share of sales is generated in China, the world's leading manufacturer and exporter, every single year. The United States, which is likewise one of the most important markets for toys, remains the globe's largest importer by a wide margin.

Sports, hobbies, books & music retail in the U.S.
Leading toy and game exporters worldwide
Leading toy and game importers worldwide

Market segments

The toy industry is comprised of many subindustries

Revenue of the puzzles market worldwide from 2018 to 2028 (in billion U.S. dollars)

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Further details: Visit original statistic Revenue of the puzzles market worldwide from 2018 to 2028 (in billion U.S. dollars)

The toy industry is extremely broad meaning that there are many products that can be and are considered toys; from doll houses and child-sized bumper cars to teddy bears and handheld digital pets.

Globally, some of the largest market segments include construction sets and models, dolls and stuffed toys, as well as toys for toddlers and kids. By 2027, the global annual revenue generated by construction sets and models is projected to reach some 90 billion U.S. dollars.

Outdoor recreation in the UK
The card game and puzzle market worldwide
Global card game market revenue

Regional overview

Toy manufacturers and shoppers around the world

Value of the games and toys market in France from 2014 to 2022 (in million euros)

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China, India, and the United States are the leading countries when it comes to toys and games production. At an estimated 56 billion U.S. dollars in 2022, China is the world’s top producer of toys.

Consumer spending on toys is typically at its highest during holiday shopping events. In the U.S., popular shopping periods include Thanksgiving, specifically Black Friday and Cyber Monday, along with the traditional Christmas season.

U.S. Christmas shopping
Toys & games market revenue Ireland
Number of toy manufacturers in Italy

Industry leaders

LEGO is the world's leading toy brand

Value of the leading toy brands worldwide in 2023 (in million U.S. dollars)

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Further details: Visit original statistic Value of the leading toy brands worldwide in 2023 (in million U.S. dollars)

In 2022, LEGO was by far the top-ranking toy brand in the world with a value of approximately six billion U.S. dollars. This was some 4.28 billion U.S. dollars more than the second most successful toy brand - Bandai Namco.

The LEGO brand is owned by The Lego Group, a Danish company that employs several thousands of people and sells their products in over 130 countries globally. The company, together with its subsidiaries, operates in Europe, the Americas, Africa, Asia, and Australia.

Brand value
LEGO's growing toy empire
Popularity of Build-A-Bear in the U.S.

State of the industry

  • Toy industry in the United Kingdom (UK)
  • Toy industry in Canada
  • Children's toys and games market in Russia
  • Toys and games market in Mexico
  • Toy industry in Scandinavia
  • Baby and children's products in Russia
  • Video gaming market in the United States
  • Game consoles
  • Toys, Hobby & DIY eCommerce: market data & analysis

Industry definition

The toys and games industry is comprised of a wide variety of products intended mainly, but not exclusively, for the entertainment of children. The market focuses on traditional segments like dolls, construction sets, and action figures, as well as card and board games. In recent decades, the market has expanded to include electronic and interactive toys. Some of the big-name industry leaders include Bandai Namco, LEGO, Hasbro, and Mattel.

At Statista, one can find a vast array of information on the toy industry worldwide, as well as in specific regions and countries. In addition to statistics and studies on overall markets and industry leaders, data can be found on all parts of the supply chain, including manufacturing, retailing, purchase, and spending behavior.

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