Value of the leading global toy brands from 2017 to 2019

This statistic shows the value of the leading 10 toy brands worldwide from 2017 to 2019. In 2019, Lego was the top ranked toy brand in the world with a brand value of approximately 6.7 billion U.S. dollars.

Additional information on the global toy industry

The global toy market is significant, having reached 89 billion U.S. dollars in annual revenue in 2019. As such, the opportunities for toy manufactures are large if they can overcome stiff competition. That competition not only comes from other toy makers but from other forms children’s entertainment such as video games. As toys can be expensive they are a luxury good for many families around the world. Therefore, higher incomes help to explain the dominance of North America, Asia, and Europe in regards to regional revenues from the toy market.

There is also variation in the amount spent on toys between countries. The average amount spent per child on toys in selected countries in 2013 shows that average spending on toys in the United Kingdom was more than double that of Italy. Although incomes are higher in the United Kingdom than Italy, such variation cannot be solely explained by incomes and cultural differences must be taken into account.

Of the major players in the toy industry, Namco Bandai had the highest revenue in 2017. There was also a significant gap from fourth placed Mattel to fifth placed JAKKS Pacific, showing that there are a number of companies, who are the biggest influencers on the market.

Value of the leading toy brands worldwide from 2017 to 2019

BrandLegoBandai NamcoFisher-PriceNerfBarbieHasbroMy Little PonyMobile Suit GundamHot WheelsMattel
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Release date

June 2019



Survey time period

2017 to 2019

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Statistics on "Toy industry in Canada"

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