The eCommerce Toys & Games market refers to the online platform where customers can purchase a wide range of toys and games for various age groups. This market includes the sale of toys and games through online channels, such as websites and mobile applications, where customers can browse and purchase products conveniently from their own homes.
The market consists out of several parts, namely: Action Figures, Board Games, Card Games, Construction Sets & Models, Dolls & Stuffed Toys, Plastic & Other Toys, Puzzles, Toys for Toddlers & Kids. For more information on the definitions, please visit the respective market page.
eCommerce Toys & Games comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends, and industry knowledge. Sales Channels show online and offline revenue shares, as well as desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B, and reCommerce are not included.
Key players in the market are companies such as Amazon, Walmart, and Target.
Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Consumer Market Insights.
Construction & building toys, such as building blocks, LEGO sets, and construction kits
Infant & toddler toys, such as cradle toys, rattles, mobiles, and learning toys
Educational & science toys, such as chemistry sets, flashcards, and science experiment kits
Dolls & action figures such as fashion dolls, collectible dolls and superhero figures
Games & puzzles, such as board games, playing cards, jigsaw puzzles, and brain-teasers
Offline revenues, such as sales in physical toy stores
Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
Modeling approach / Market size:
Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Statista Global Consumer Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. This data helps us estimate the market size for each country individually.
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.
The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.