Summary

The global Toy market was valued at US$ 71.04 billion in 2024 and is anticipated to reach US$ 107.75 billion by 2031, witnessing a CAGR of 5.47% during the forecast period 2025-2031.
The major global companies of Toy include LEGO, Mattel, Bandai, Hasbro, MGA Entertainment, Spin Master, Takara Tomy, POP Mart, and Fanatics, etc. In 2024, the world's top three vendors accounted for 28.13 % of the revenue.
This report aims to provide a comprehensive presentation of the global market for Toy, with both quantitative and qualitative analysis, to help readers develop business/growth strategies, assess the market competitive situation, analyze their position in the current marketplace, and make informed business decisions regarding Toy.
The Toy market size, estimations, and forecasts are provided in terms of and revenue ($ millions), considering 2024 as the base year, with history and forecast data for the period from 2020 to 2031. This report segments the global Toy market comprehensively. Regional market sizes, concerning products by Type, by Application, and by players, are also provided.
For a more in-depth understanding of the market, the report provides profiles of the competitive landscape, key competitors, and their respective market ranks. The report also discusses technological trends and new product developments.
The report will help the Toy companies, new entrants, and industry chain related companies in this market with information on the revenues for the overall market and the sub-segments across the different segments, by company, by Type, by Application, and by regions.
Market Segmentation
By Company
LEGO
Mattel
Bandai
Hasbro
MGA Entertainment
Spin Master
Takara Tomy
POP Mart
Fanatics
Pokemon
Kayou
Konami
Panini
Vtech
Simba-Dickie Group
Ravensburger
PLAYMOBIL
Giochi Preziosi
Alpha Group
Goldlok Toys

Segment by Type
Activity Toys
Games and Puzzles
Construction Toys
Figures & Dolls
Outdoor and Sports Toys
Game & Anime Trading Cards
Entertainment Trading Cards
Others

Segment by Application
General Play
Educational
Collectibles
Competitive Games
Others

By Region
North America
United States
Canada

Asia-Pacific
China
Japan
South Korea
Southeast Asia
India
Rest of Asia

Europe
Germany
France
U.K.
Italy
Russia
Rest of Europe

Latin America
Mexico
Brazil
Rest of Latin America

Middle East & Africa

Chapter Outline
Chapter 1: Introduces the report scope of the report, executive summary of different market segments (by Type, by Application), including the market size of each market segment, future development potential, and so on. It offers a high-level view of the current state of the market and its likely evolution in the short to mid-term, and long term.
Chapter 2: Introduces executive summary of global market size, regional market size, this section also introduces the market dynamics, latest developments of the market, the driving factors and restrictive factors of the market, the challenges and risks faced by companies in the industry, and the analysis of relevant policies in the industry.
Chapter 3: Detailed analysis of Toy company competitive landscape, revenue market share, etc.
Chapter 4: Provides the analysis of various market segments by Type, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different market segments.
Chapter 5: Provides the analysis of various market segments by Application, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different downstream markets.
Chapter 6, 7, 8, 9, 10: North America, Europe, Asia Pacific, Latin America, Middle East and Africa segment by country. It provides a quantitative analysis of the market size and development potential of each region and its main countries and introduces the market development, future development prospects, market space, and capacity of each country in the world.
Chapter 11: Provides profiles of key players, introducing the basic situation of the main companies in the market in detail, including product sales, revenue, price, gross margin, product introduction, recent development, etc.
Chapter 12: The main points and conclusions of the report.

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Table of Contents

1 Report Overview 1
1.1 Study Scope 1
1.2 Market Analysis by Type 1
1.2.1 Global Toy Market Size Growth Rate by Type: 2020 VS 2024 VS 2031 1
1.2.2 Activity Toys 3
1.2.3 Games and Puzzles 4
1.2.4 Construction Toys 4
1.2.5 Figures & Dolls 5
1.2.6 Outdoor and Sports Toys 5
1.2.7 Game & Anime Trading Cards 6
1.2.8 Entertainment Trading Cards 6
1.2.9 Others 7
1.3 Market by Application 8
1.3.1 Global Toy Market Growth by Application: 2020 VS 2024 VS 2031 8
1.3.2 General Play 9
1.3.3 Educational 9
1.3.4 Collectibles 10
1.3.5 Competitive Games 10
1.3.6 Others 11
1.4 Assumptions and Limitations 11
1.5 Study Objectives 12
1.6 Years Considered 13
2 Global Growth Trends 14
2.1 Global Toy Market Perspective (2020-2031) 14
2.2 Global Toy Growth Trends by Region 15
2.2.1 Global Toy Market Size by Region: 2020 VS 2024 VS 2031 16
2.2.2 Toy Historic Market Size by Region (2020-2025) 17
2.2.3 Toy Forecasted Market Size by Region (2026-2031) 17
2.3 Toy Market Dynamics 18
2.3.1 Toy Industry Trends 18
2.3.2 Toy Market Drivers 22
2.3.3 Toy Market Challenges 23
2.3.4 Toy Market Restraints 24
3 Competition Landscape by Key Players 25
3.1 Global Top Toy Players by Revenue 25
3.1.1 Global Top Toy Players by Revenue (2020-2025) 25
3.1.2 Global Toy Revenue Market Share by Players (2020-2025) 26
3.2 Global Top Toy Players by Company Type and Market Share by Company Type (Tier 1, Tier 2, and Tier 3) 28
3.3 Global Toy Market Concentration Ratio 30
3.3.1 Global Toy Market Concentration Ratio (CR5 and HHI) 30
3.3.2 Global Top 10 Companies by Toy Revenue in 2024 31
3.4 Global Key Players of Toy Head office 31
3.5 Global Key Players of Toy, Product and Application 32
4 Toy Breakdown Data by Type 34
4.1 Global Toy Historic Market Size by Type (2020-2025) 34
4.2 Global Toy Forecasted Market Size by Type (2026-2031) 35
5 Toy Breakdown Data by Application 37
5.1 Global Toy Historic Market Size by Application (2020-2025) 37
5.2 Global Toy Forecasted Market Size by Application (2026-2031) 38
6 North America 39
6.1 North America Toy Market Size (2020-2031) 39
6.2 North America Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031 39
6.3 North America Toy Market Size by Country (2020-2025) 40
6.4 North America Toy Market Size by Country (2026-2031) 40
6.5 United States 41
6.6 Canada 42
7 Europe 43
7.1 Europe Toy Market Size (2020-2031) 43
7.2 Europe Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031 43
7.3 Europe Toy Market Size by Country (2020-2025) 44
7.4 Europe Toy Market Size by Country (2026-2031) 44
7.5 Germany 45
7.6 France 46
7.7 U.K. 47
7.8 Italy 48
7.9 Russia 49
8 Asia-Pacific 50
8.1 Asia-Pacific Toy Market Size (2020-2031) 50
8.2 Asia-Pacific Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031 50
8.3 Asia-Pacific Toy Market Size by Region (2020-2025) 51
8.4 Asia-Pacific Toy Market Size by Region (2026-2031) 51
8.5 China 52
8.6 Japan 53
8.7 South Korea 54
8.8 Southeast Asia 55
8.9 India 56
9 Latin America 57
9.1 Latin America Toy Market Size (2020-2031) 57
9.2 Latin America Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031 57
9.3 Latin America Toy Market Size by Country (2020-2025) 58
9.4 Latin America Toy Market Size by Country (2026-2031) 58
9.5 Mexico 59
9.6 Brazil 60
10 Middle East & Africa 61
10.1 Middle East & Africa Toy Market Size (2020-2031) 61
10.2 Middle East & Africa Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031 61
10.3 Middle East & Africa Toy Market Size by Country (2020-2025) 62
10.4 Middle East & Africa Toy Market Size by Country (2026-2031) 62
10.5 Middle East 63
10.6 Africa 64
11 Key Players Profiles 65
11.1 LEGO 65
11.1.1 LEGO Company Details 65
11.1.2 LEGO Business Overview 65
11.1.3 LEGO Toy Introduction 66
11.1.4 LEGO Revenue in Toy Business (2020-2025) 67
11.1.5 LEGO Recent Development 67
11.2 Mattel 67
11.2.1 Mattel Company Details 67
11.2.2 Mattel Business Overview 68
11.2.3 Mattel Toy Introduction 68
11.2.4 Mattel Revenue in Toy Business (2020-2025) 69
11.2.5 Mattel Recent Development 70
11.3 Bandai 70
11.3.1 Bandai Company Details 70
11.3.2 Bandai Business Overview 71
11.3.3 Bandai Toy Introduction 71
11.3.4 Bandai Revenue in Toy Business (2020-2025) 71
11.3.5 Bandai Recent Development 72
11.4 Hasbro 72
11.4.1 Hasbro Company Details 72
11.4.2 Hasbro Business Overview 73
11.4.3 Hasbro Toy Introduction 73
11.4.4 Hasbro Revenue in Toy Business (2020-2025) 74
11.4.5 Hasbro Recent Development 75
11.5 MGA Entertainment 75
11.5.1 MGA Entertainment Company Details 75
11.5.2 MGA Entertainment Business Overview 76
11.5.3 MGA Entertainment Toy Introduction 76
11.5.4 MGA Entertainment Revenue in Toy Business (2020-2025) 77
11.6 Spin Master 78
11.6.1 Spin Master Company Details 78
11.6.2 Spin Master Business Overview 78
11.6.3 Spin Master Toy Introduction 79
11.6.4 Spin Master Revenue in Toy Business (2020-2025) 80
11.7 Takara Tomy 80
11.7.1 Takara Tomy Company Details 80
11.7.2 Takara Tomy Business Overview 80
11.7.3 Takara Tomy Toy Introduction 81
11.7.4 Takara Tomy Revenue in Toy Business (2020-2025) 82
11.8 POP Mart 82
11.8.1 POP Mart Company Details 82
11.8.2 POP Mart Business Overview 83
11.8.3 POP Mart Toy Introduction 83
11.8.4 POP Mart Revenue in Toy Business (2020-2025) 84
11.9 Fanatics 84
11.9.1 Fanatics Company Details 84
11.9.2 Fanatics Business Overview 85
11.9.3 Fanatics Toy Introduction 86
11.9.4 Fanatics Revenue in Toy Business (2020-2025) 86
11.10 Pokemon 87
11.10.1 Pokemon Company Details 87
11.10.2 Pokemon Business Overview 87
11.10.3 Pokemon Toy Introduction 88
11.10.4 Pokemon Revenue in Toy Business (2020-2025) 89
11.11 Kayou 89
11.11.1 Kayou Company Details 89
11.11.2 Kayou Business Overview 90
11.11.3 Kayou Toy Introduction 90
11.11.4 Kayou Revenue in Toy Business (2020-2025) 91
11.12 Konami 91
11.12.1 Konami Company Details 91
11.12.2 Konami Business Overview 92
11.12.3 Konami Toy Introduction 92
11.12.4 Konami Revenue in Toy Business (2020-2025) 93
11.13 Panini 93
11.13.1 Panini Company Details 93
11.13.2 Panini Business Overview 94
11.13.3 Panini Toy Introduction 94
11.13.4 Panini Revenue in Toy Business (2020-2025) 95
11.14 Vtech 95
11.14.1 Vtech Company Details 95
11.14.2 Vtech Business Overview 96
11.14.3 Vtech Toy Introduction 96
11.14.4 Vtech Revenue in Toy Business (2020-2025) 97
11.15 Simba-Dickie Group 98
11.15.1 Simba-Dickie Group Company Details 98
11.15.2 Simba-Dickie Group Business Overview 98
11.15.3 Simba-Dickie Group Toy Introduction 99
11.15.4 Simba-Dickie Group Revenue in Toy Business (2020-2025) 100
11.16 Ravensburger 100
11.16.1 Ravensburger Company Details 100
11.16.2 Ravensburger Business Overview 100
11.16.3 Ravensburger Toy Introduction 101
11.16.4 Ravensburger Revenue in Toy Business (2020-2025) 102
11.17 PLAYMOBIL 102
11.17.1 PLAYMOBIL Company Details 102
11.17.2 PLAYMOBIL Business Overview 103
11.17.3 PLAYMOBIL Toy Introduction 103
11.17.4 PLAYMOBIL Revenue in Toy Business (2020-2025) 104
11.18 Giochi Preziosi 104
11.18.1 Giochi Preziosi Company Details 104
11.18.2 Giochi Preziosi Business Overview 105
11.18.3 Giochi Preziosi Toy Introduction 105
11.18.4 Giochi Preziosi Revenue in Toy Business (2020-2025) 106
11.19 Alpha Group 107
11.19.1 Alpha Group Company Details 107
11.19.2 Alpha Group Business Overview 107
11.19.3 Alpha Group Toy Introduction 108
11.19.4 Alpha Group Revenue in Toy Business (2020-2025) 109
11.20 Goldlok Toys 109
11.20.1 Goldlok Toys Company Details 109
11.20.2 Goldlok Toys Business Overview 109
11.20.3 Goldlok Toys Toy Introduction 110
11.20.4 Goldlok Toys Revenue in Toy Business (2020-2025) 111
12 Analyst's Viewpoints/Conclusions 112
13 Appendix 115
13.1 Research Methodology 115
13.1.1 Methodology/Research Approach 115
13.1.2 Data Source 118
13.2 Author Details 121
13.3 Disclaimer 122