Kids Toys Market Research Report by Product Type (Action Figures and Playsets, Dolls and Stuffed Toys, Building and Construction Toys, Educational Toys, Board Games and Puzzles, Outdoor Sports Toys, Electronic Toys, Others (Play and Dress-up Toys, etc.)), by Age Group (Infants (0-2 years), Toddlers (2-4 years), Preschool (4-6 years), Early School Age (6-8 years), Middle Childhood (8-10 years)), and by Region- Global Forecast to 2034
July-2025 Formats | PDF | Category: Consumer Goods | Delivery: 24 to 72 Hours
“The Kids toys Market is expected to expand from 136.23 Billion in 2025 to $ 212.87 Billion in 2034, with a compound annual growth rate of 4.7% “
Kids toys Market: Overview and Growth in the Upcoming Year
A multitude of factors, such as changing lifestyles, more disposable money, and a greater focus on early childhood development, have contributed to the steady growth of the children’s toy market in recent years. As we look to the upcoming year, it’s imperative to understand the current state of the industry and the factors affecting it.
One of the main drivers of the Kids toy market is the rising desire for educational toys that promote learning and development. As parents grow increasingly aware of the importance of early childhood education, they are searching for toys that do more than just amuse their children.
Another trend we are seeing is the growing demand for eco-friendly and sustainable toys. As environmental concerns increase, parents are looking for toys made of non-toxic materials and built with consideration for the environment.
Consequently, companies who specialise in eco-friendly toys now have the opportunity to grow their market share. Technology is also having a big impact on the children’s toy sector. The widespread use of interactive toys and electronic gadgets is exposing kids to technology earlier in life. As a result, toys with technology elements like robotics, virtual reality, and educational apps are now in demand.
A number of factors, such as the increased awareness of early childhood development, the need for educational toys, and the appeal of toys with technology, are expected to keep the market for children’s toys growing in the upcoming year. Companies who can capitalise on these trends and provide distinctive, high-quality products stand a good chance of being successful in the market.
Kids toys Market Key Takeaways
Regional Contribution to Market in 2024:
The children’s toy market is a global industry, and various geographic regions have an impact on its growth and success. Due to the region’s strong consumer purchasing power and high demand for imaginative and educational toys, North America is expected to hold the largest market share in 2024. With a growing emphasis on eco-friendly and sustainable toys, Europe is not far behind.
Fastest Growing Region and Leading Region:
The children’s toy market is expanding at the fastest rate in the Asia Pacific area. A burgeoning population and increased emphasis on early childhood education are driving up demand for interactive and instructional toys in the region. Nonetheless, North America continues to hold the top spot in terms of market share.
Market Breakdown by Type:
Among the several categories into which the children’s toy market can be separated are dolls, action figures, puzzles, construction sets, arts & crafts, and electronic toys. Dolls and action figures are among the most popular toy types, stimulating children’s curiosity and fostering their inventiveness. The educational component of construction kits and puzzles, which helps kids develop their spatial awareness and problem-solving skills, makes them popular.
Fastest Growing Sub-Segment:
According to the market breakdown by sort, the subsegment with the fastest rate of growth is electronic toys. Thanks to technology advancements, children of all ages can now enjoy engaging games and interactive experiences with electronic toys. From smart robots to augmented reality games, electronic toys are transforming playtime and creating new opportunities for entertainment and education.
Key Applications (2024 Market Share):
A number of significant factors, such as gift-giving, education, and leisure and pleasure, impact the market for children’s toys. Leisure and entertainment toys, which meet children’s demand for fun and relaxation, make up the majority of the market. Educational toys are growing in popularity as parents place more value on play-based learning and development. Present-giving continues to be a significant market driver, especially during holidays and other noteworthy occasions.
Fastest Growing Application (Forecast Period 2025 to2034)
In the children’s toy market, educational toys are anticipated to grow at the quickest rate over the 2025–2034 forecast period. With the growing importance of STEM and early childhood education, the market for educational toys is expected to grow dramatically. Science experiments and coding kits are examples of educational toys that are crucial for developing children’s creativity and cognitive skills.
Report Attributes
Metric | Details |
Market Size in 2025 | USD 136.23 Billion |
Projected Market Size in 2034 | USD $ 212.87 Billion |
CAGR (2025 – 2034) | 4.7% |
Market Segmentation | By Application, by End-User, and By Region |
Top Key Players | Jakks Pacific, Inc., LeapFrog Enterprises, Inc., Mattel, Inc., Melissa & Doug, LLC, MGA Entertainment, Inc., Playmobil, Ravensburger AG, Spin Master Ltd., The LEGO Group, Tomy Company, Ltd., VTech Holdings Limited, Winning Moves Games Ltd., Bandai Namco Holdings Inc., Crayola LLC, Hasbro, Inc. |
Customization Scope | Report customization (equivalent to up to 4 analyst’s working days) with purchase. Addition or alteration to country, regional & segment scope. |
Top Companies Covered In This Report:
The Kids toys Market’s competitive environment provides a thorough examination of the major participants. Company summaries, financial results, revenue generation, market potential, R&D expenditures, new market strategies, regional presence, strengths and weaknesses, product launches, product range, and application leadership are some of the data it contains. These statistics particularly relate to the businesses’ operations and areas of concentration in the Kids toys market.
- Jakks Pacific Inc.
- LeapFrog Enterprises Inc.
- Mattel Inc.
- Melissa & Doug LLC
- MGA Entertainment Inc.
- Playmobil
- Ravensburger AG
- Spin Master Ltd.
- The LEGO Group
- Tomy Company Ltd.
- VTech Holdings Limited
- Winning Moves Games Ltd.
- Bandai Namco Holdings Inc.
- Crayola LLC
- Hasbro Inc.
Industry News
May 05, 2025 JAKKS Pacific Announces Toy Line for DC x Sonic the Hedgehog Crossover Event Hitting Shelves Fall 2025
JAKKS Pacific, Inc., a leading designer and marketer of toys and consumer products, is thrilled to announce its latest licensing partnership that brings together the iconic Sonic the Hedgehog™ and DC’s Justice League. In collaboration with SEGA of America and Warner Bros. Discovery Global Consumer Products, JAKKS Pacific will produce an all-new toy line inspired by the DC x Sonic the Hedgehog crossover event.(source: Globalnewswire)
June 19, 2025 Mattel’s going to make AI-powered toys, kids’ rights advocates are worried
Toy company Mattel has announced a deal with OpenAI to create AI-powered toys, but digital rights advocates have urged caution.
In a press release last week, the owner of the Barbie brand signed a “strategic collaboration” with the AI company, which owns ChatGPT. “By using OpenAI’s technology, Mattel will bring the magic of AI to age-appropriate play experiences with an emphasis on innovation, privacy, and safety,” it said.
Detailed Segmentation and Classification of the report (Market Size and Forecast – 2034, Y-o-Y growth rate, and CAGR):
Segment By Product Type
- Action Figures and Playsets
- Dolls and Stuffed Toys
- Building and Construction Toys
- Educational Toys
- Board Games and Puzzles
- Outdoor Sports Toys
- Electronic Toys
- Others (Play and Dress-up Toys, etc.)
Segment By Age Group
- Infants (0-2 years)
- Toddlers (2-4 years)
- Preschool (4-6 years)
- Early School Age (6-8 years)
- Middle Childhood (8-10 years)
Segment By Material
- Plastic
- Wood
- Fabric
- Metal
- Others (Bamboo, etc.)
Segment By Category
- Smart
- Conventional
Segment ByPrice Range
- Low
- Mid
- High
Segment ByGender
- Boys
- Girls
Regional Deep-dive Analysis:
The report provides in-depth qualitative and quantitative data on the Kids toys Market for all of the regions and countries listed below:
North America
United States
The United States is one of the leading nations in the North American children’s toy business, holding a substantial share of the market. The United States provides toy businesses with numerous opportunities to introduce innovative and compelling products due to its strong economy and large child population.
Canada
In Canada, another sizable North American market, there is an increasing need for educational games and toys that promote learning and growth. The country’s focus on early childhood education has led to a rise in the popularity of STEM toys, puzzles, and interactive games.
Mexico
Due to factors like urbanisation, changing lifestyles, and growing parental buying power, the market for children’s toys is also growing rapidly in Mexico. The market is flooded with toys, ranging from advanced robotic toys and virtual reality games to vintage dolls and action figures.
Asia-Pacific
China
China is one of the biggest manufacturers of toys for kids in the Asia-Pacific region. The demand for high-quality toys is rising due to a large population and a growing middle class. Local companies like Haier, Xiaomi, and DJI are gaining popularity alongside international giants like LEGO and Mattel. Leading the way in the fast growing e-commerce sector are Alibaba’s Tmall and JD.com.
India
India is a diverse and growing market for toys for kids, with a mix of traditional and modern tastes. Local brands like Funskool and Chhota Bheem are popular in addition to international ones like Barbie and Hot Wheels. The primary drivers of the market include changing lifestyles, rising disposable money, and expanding understanding of early childhood development.
Japan
Japan, known for its originality and technological innovations, offers a unique range of toys that blend modern and cultural elements. The country is home to well-known corporations including Bandai, Takara Tomy, and Nintendo. Because education and skill development are highly valued by Japanese parents, there is a substantial market for toys with a STEM theme. The internet retail sector is expanding, with Rakuten and Amazon Japan dominating the market.
South Korea
South Korea’s creative and design-driven toys reflect the country’s emphasis on innovation and beauty. Robocar Poli, Pinkfong, and Pororo are just a few of the brands that have achieved international fame. A strong gift-giving culture and parental involvement in their children’s play and education are the main drivers of the market. Online marketplaces such as Gmarket and Coupang are popular ways to buy toys in South Korea.
Europe
Germany
Germany is a significant European market known for its emphasis on educational toys and exacting standards for quality. Due to the country’s emphasis on play-based learning and creativity, German children have a special fondness for wooden toys, puzzles, and construction kits. Local manufacturers such as Playmobil and HABA are renowned for their durable and eco-friendly products.
France
The French market for children’s toys is unique in that it combines traditional and modern toys with an emphasis on design and aesthetics. French children adore a variety of toys, ranging from interactive technological toys to classic dolls and board games. To cater to the diverse interests of French consumers, well-known brands like Vtech, Ravensburger, and Corolle offer products that are entertaining and educational.
United Kingdom
The UK is a major player in the European kids’ toy market because of the strong demand for creative, high-quality toys. Because they offer a large selection of toys for children of all ages, well-known brands like Lego, Mattel, and Hasbro control the market. Interactive games, educational toys, and licenced products are particularly popular among British consumers.
Italy
Italy’s children’s toy sector is flourishing and is renowned for its creative and vibrant products. Italian children like toys that promote imagination, storytelling, and role-playing. Dolls, action figures, and soft toys are very popular among Italian consumers, and the market is dominated by well-known brands like Chicco, Giochi Preziosi, and Clementoni.
Spain
The need for traditional toys with a modern twist is driving the children’s toy sector in Spain. Because they provide a tactile and sensory experience, Spanish children are huge lovers of wooden toys, playsets, and craft kits. Popular retailers like Imaginarium and TOYS “R” US offer a wide range of toys that are suited to the unique cultural preferences of Spanish consumers.
Middle East and Africa
Saudi Arabia
Saudi Arabia’s children’s toy industry is flourishing due in part to the country’s youthful population and high purchasing power. Saudi families’ increasing interest in foreign toy firms is driving up demand for imaginative and educational toys. The market’s growth has also been aided by government initiatives to promote early childhood development.
UAE
The United Arab Emirates is another significant Middle Eastern market for toys for kids. Because of its diverse population and thriving retail industry, the country offers a wide range of toys for children of all ages. High-end toy stores and online platforms have made it easier for parents to purchase toys, which has contributed to the industry’s steady growth.
South Africa
The market for children’s toys is being driven by South Africa’s growing middle class and increasing urbanisation. Parents’ increasing investments in eco-friendly and educational toys for their children have expanded the alternatives available to both domestic and foreign toy manufacturers. E-commerce sites have also played a significant role in expanding the availability of toys across the country.
Nigeria
Nigeria is a potential market for children’s toys because of its large youth population and rising consumer awareness. Traditional toys like dolls and board games are still popular among Nigerian children, but tech-savvy toys and STEM-based learning resources are becoming more and more in demand. Local toy manufacturers are already beginning to emerge in order to satisfy the diverse needs of the Nigerian market.
The research provides answers to the following key questions:
- What is the expected growth rate of the Kids toys Market from 2025-2034?
- What are the key driving forces shaping the market during the forecast period?
- Who are the major market vendors and what winning strategies have helped them occupy a strong foothold in the Kids toys Market?
- What are the prominent market trends influencing the market’s development?
Key insights provided by the report that could help you take critical strategic decisions?
- Regional reports analyse product/service consumption and market factors in each region.
- Reports highlight possibilities and dangers for suppliers in the Kids toys Market business globally.
- The report identifies regions and sectors with the highest growth potential.
- It provides a competitive market ranking of major companies, as well as information on new product launches, partnerships, business expansions, and acquisitions.
- The report includes a comprehensive corporate profile with company overviews, insights, product benchmarks, and SWOT analysis for key market participants.
Customization: We can provide following things
1) On request more company profiles (competitors)
2) Data about particular country or region
3) We will incorporate the same with no additional cost (Post conducting feasibility).
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