1 序文
2 調査範囲と方法論
2.1 調査の目的
2.2 ステークホルダー
2.3 データソース
2.3.1 一次情報源
2.3.2 二次情報源
2.4 市場推定
2.4.1 ボトムアップ・アプローチ
2.4.2 トップダウンアプローチ
2.5 予測方法
3 エグゼクティブ・サマリー
4 はじめに
4.1 概要
4.2 主要産業動向
5 世界の玩具とゲーム市場
5.1 市場概要
5.2 市場パフォーマンス
5.3 COVID-19の影響
5.4 価格分析
5.4.1 主要価格指標
5.4.2 価格構造
5.4.3 マージン分析
5.5 製品タイプ別市場構成
5.6 流通チャネル別市場構成比
5.7 地域別市場構成比
5.8 市場予測
5.9 SWOT分析
5.9.1 概要
5.9.2 強み
5.9.3 弱点
5.9.4 機会
5.9.5 脅威
5.10 バリューチェーン分析
5.10.1 概要
5.10.2 研究開発
5.10.3 原材料調達
5.10.4 製造
5.10.5 マーケティング
5.10.6 流通
5.10.7 最終用途
5.11 ポーターのファイブフォース分析
5.11.1 概要
5.11.2 買い手の交渉力
5.11.3 供給者の交渉力
5.11.4 競争の程度
5.11.5 新規参入の脅威
5.11.6 代替品の脅威
6 製品タイプ別市場構成
6.1 ぬいぐるみ
6.1.1 市場動向
6.1.2 市場予測
6.2 幼児/幼児玩具
6.2.1 市場動向
6.2.2 市場予測
6.3 アクティビティ玩具
6.3.1 市場動向
6.3.2 市場予測
6.4 人形
6.4.1 市場動向
6.4.2 市場予測
6.5 ゲームとパズル
6.5.1 市場動向
6.5.2 市場予測
6.6 ライドオン
6.6.1 市場動向
6.6.2 市場予測
6.7 その他
6.7.1 市場動向
6.7.2 市場予測
7 流通チャネル別市場
7.1 専門店
7.1.1 市場動向
7.1.2 市場予測
7.2 スーパーマーケットとハイパーマーケット
7.2.1 市場動向
7.2.2 市場予測
7.3 百貨店
7.3.1 市場動向
7.3.2 市場予測
7.4 オンラインストア
7.4.1 市場動向
7.4.2 市場予測
7.5 一般店舗
7.5.1 市場動向
7.5.2 市場予測
8 地域別市場構成
8.1 北米
8.1.1 市場動向
8.1.2 市場予測
8.2 欧州
8.2.1 市場動向
8.2.2 市場予測
8.3 アジア太平洋
8.3.1 市場動向
8.3.2 市場予測
8.4 中東・アフリカ
8.4.1 市場動向
8.4.2 市場予測
8.5 中南米
8.5.1 市場動向
8.5.2 市場予測
9 玩具とゲームの製造工程
9.1 製品概要
9.2 原材料要件
9.3 製造プロセス
9.4 主な成功要因とリスク要因
10 競争環境
10.1 市場構造
10.2 主要プレーヤー
10.3 主要プレーヤーのプロフィール
10.3.1 ハズブロ
10.3.2 マテル
10.3.3 ラベンスバーガー
10.3.4 タカラトミー
10.3.5 レゴ・グループ
10.3.6 ファンタスティック
10.3.7 ジャックス・パシフィック
10.3.8 ランセー
10.3.9 リープフロッグ・エンタープライズ
10.3.10 MGA エンターテインメント
10.3.11 プレイメイト・トイズ
10.3.12 トイクエスト
10.3.13 ビビッドイマジネーションズ
図1：世界：玩具とゲーム市場：主な促進要因と課題
図2：世界：玩具とゲーム市場：販売額（単位：億米ドル）、2019年～2024年
図3：世界：玩具とゲーム市場：製品タイプ別構成比（単位：%）、2024年
図4：世界：玩具とゲーム市場：図4：玩具とゲームの世界市場：流通チャネル別構成比（単位
図5：世界：玩具とゲーム市場：図5：玩具とゲームの世界市場：地域別構成比（%）、2024年
図6：玩具とゲームの世界市場予測：販売額（単位：億米ドル）、2025年～2033年
図7：世界：玩具とゲーム産業：SWOT分析
図8：世界：玩具とゲーム産業：バリューチェーン分析
図9: 世界: 玩具およびゲーム産業：ポーターのファイブフォース分析
図10：世界：玩具とゲーム（ぬいぐるみ）市場：販売額（単位：百万米ドル）、2019年および2024年
図11：世界：玩具とゲーム（ぬいぐるみ）市場予測：販売額（単位：百万米ドル）、2025年～2033年
図12：おもちゃとゲーム（幼児/就学前玩具）の世界市場販売額（単位：百万米ドル）、2019年・2024年
図13：おもちゃとゲーム（幼児/就学前玩具）の世界市場予測：販売額（単位：百万米ドル）、2025年～2033年
図14：おもちゃとゲーム（アクティビティ玩具）の世界市場販売金額（単位：百万米ドル）、2019年・2024年
図15：おもちゃとゲーム（アクティビティ玩具）の世界市場予測：販売額（単位：百万米ドル）、2025年～2033年
図16：おもちゃとゲーム（人形）の世界市場販売額（単位：百万米ドル）、2019年・2024年
図17：おもちゃとゲーム（人形）の世界市場予測：販売額（単位：百万米ドル）、2025年～2033年
図18：おもちゃとゲーム（ゲーム・パズル）の世界市場販売額（単位：百万米ドル）、2019年・2024年
図19：おもちゃとゲーム（ゲームとパズル）の世界市場予測：販売額（単位：百万米ドル）、2025年～2033年
図20：世界の玩具とゲーム（乗用玩具）市場：販売額（単位：百万米ドル）、2019年・2024年
図21：おもちゃとゲーム（乗用）の世界市場予測：販売額（単位：百万米ドル）、2025年～2033年
図22：おもちゃとゲーム（その他の製品タイプ）の世界市場販売金額（単位：百万米ドル）、2019年・2024年
図23：おもちゃとゲーム（その他製品タイプ）の世界市場予測：販売額（単位：百万米ドル）、2025年～2033年
図24：世界：玩具とゲーム市場：専門店経由の販売額（単位：百万米ドル）、2019年および2024年
図25：世界：玩具とゲーム市場予測：専門店経由の売上高（単位：百万米ドル）、2025年～2033年
図26：世界：玩具とゲーム市場：スーパーマーケットおよびハイパーマーケットを通じた販売（単位：百万米ドル）、2019年および2024年
図27：世界：玩具とゲーム市場予測：スーパーマーケットとハイパーマーケットを通じた販売（単位：百万米ドル）、2025年～2033年
図28：世界：玩具とゲーム市場：百貨店を通じた販売（単位：百万米ドル）、2019年および2024年
図29：世界：玩具とゲーム市場予測：百貨店経由の売上高（単位：百万米ドル）、2025年～2033年
図30：世界：玩具とゲーム市場：オンラインストア経由の売上（単位：百万米ドル）、2019年および2024年
図31：世界：玩具とゲーム市場予測：オンラインストア経由の売上（単位：百万米ドル）、2025年～2033年
図32：世界：玩具とゲーム市場：一般店舗による販売（単位：百万米ドル）、2019年および2024年
図33：世界：玩具とゲーム市場予測：一般店舗売上高（単位：百万米ドル）、2025年～2033年
図34：北米：北米：玩具とゲーム市場：販売金額（単位：百万米ドル）、2019年および2024年
図35：北米：北米：玩具とゲーム市場予測：販売金額（単位：百万米ドル）、2025年～2033年
図36：欧州：欧州：玩具とゲーム市場：販売金額（単位：百万米ドル）、2019年および2024年
図37：欧州：玩具とゲーム市場予測玩具とゲームの市場予測：販売金額（単位：百万米ドル）、2025年～2033年
図38：アジア太平洋地域：アジア太平洋：玩具とゲーム市場：販売金額（単位：百万米ドル）、2019年および2024年
図39：アジア太平洋地域：玩具とゲームの市場予測：販売金額（単位：百万米ドル）、2025年～2033年
図40：中東およびアフリカ：玩具とゲーム市場：販売金額（単位：百万米ドル）、2019年および2024年
図41：中東およびアフリカ：玩具とゲームの市場予測：販売額（単位：百万米ドル）、2025年～2033年
図42：ラテンアメリカ：玩具とゲーム市場：販売金額（単位：百万米ドル）、2019年および2024年
図43：ラテンアメリカ：玩具とゲームの市場予測：販売金額（単位：百万米ドル）、2025年～2033年
図44：玩具とゲームの製造：詳細なプロセスフロー
[表一覧］
表1：世界：玩具とゲーム市場：主要産業ハイライト（2024年、2033年
表2：世界：玩具とゲーム市場予測：製品タイプ別内訳（単位：百万米ドル）、2025年～2033年
表3：玩具とゲームの世界市場予測：流通チャネル別構成比（単位：百万米ドル）、2025-2033年
表4：おもちゃとゲームの世界市場予測：地域別構成比（単位：百万米ドル）、2025-2033年
表5：玩具とゲームの製造：原材料所要量
表6：世界：玩具とゲーム市場：競争構造
表7：世界：玩具とゲーム市場：主要プレイヤー
The global toys and games market size reached USD 118.7 Billion in 2024. Looking forward, IMARC Group expects the market to reach USD 174.3 Billion by 2033, exhibiting a growth rate (CAGR) of 4.36% during 2025-2033. The emergence of online multiplayer games, social gaming platforms, and interactive digital toys, the advent of classic games and toys, both in their original forms and in modern adaptations, and continuous advancements are some of the major factors propelling the growth of the market.
Toys and games are recreational objects and activities designed to entertain, engage, and educate individuals of various ages. Toys encompass a wide array of items, ranging from physical objects including dolls, action figures, and building blocks, to digital forms like video games and electronic gadgets. These playthings serve as tools for cognitive, social, and physical development, fostering creativity, problem-solving skills, and teamwork. Games, on the other hand, involve structured activities with specific rules and objectives, often played for amusement or competition. They can be board games, card games, sports, or even digital simulations. Both toys and games contribute significantly to skill acquisition, emotional development, and social interaction, making them pivotal components in the growth and entertainment of individuals across different stages of life.
The pervasive nature of digital connectivity has given rise to new forms of play that transcend geographical boundaries. Online multiplayer games, social gaming platforms, and interactive digital toys have transformed the way individuals interact and engage in play. The ability to connect and play with friends, family members, or even strangers from around the world has created a sense of community and shared experiences. This social aspect of digital play has become a significant driver for the toys and games industry, as it taps into the innate human desire for connection and interaction. Along with this, the advent of classic games and toys, both in their original forms and in modern adaptations is positively influencing the market. Manufacturers are capitalizing on this sentiment by reintroducing beloved brands and designs, targeting both nostalgic adults and a new generation of consumers who appreciate the timeless appeal of these playthings. In addition, subscription-based models have gained traction in the toys and games industry, offering consumers a curated selection of toys, games, and activities on a regular basis. The appeal of surprises and the anticipation of new items contribute to the sustained growth of these subscription services, creating a recurring revenue stream for companies in the industry. Moreover, collaborations between the toys and games industry and popular entertainment franchises, such as movies, TV shows, and video games are creating a positive market outlook.
Toys and Games Market Trends/Drivers:
Continuous Technological Advancements
The toys and games industry is in a state of constant evolution, primarily driven by the relentless advancement of technology. This transformative force has not only changed the way toys and games are designed and manufactured but has also significantly altered the way they are experienced. In addition, the integration of cutting-edge technologies such as augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) has elevated the play experience to unprecedented heights. AR and VR have enabled immersive storytelling, where children can interact with their favorite characters and narratives in three-dimensional environments. AI-powered toys, on the other hand, can adapt and respond to a child's actions, fostering personalized engagement and learning. This convergence of technology and play has expanded the market's product offerings and attracted a new generation of tech-savvy consumers who seek interactive and digitally enriched entertainment. As technology continues to advance, the toys and games industry can anticipate further growth through innovative and captivating play experiences.
Growing Educational Emphasis
The demand for toys and games that seamlessly blend entertainment with educational value has become a significant driver of the industry's growth. Parents and educators increasingly recognize the importance of play as a conduit for learning, and as such, they seek products that foster cognitive development, problem-solving skills, and critical thinking. This trend has led to the rise of educational toys that focus on STEM (science, technology, engineering, and mathematics) concepts, coding skills, and even foreign languages. Therefore, manufacturers are aligning their offerings with curriculum standards, ensuring that their products not only entertain but also contribute to a child's academic journey. This emphasis on educational benefits has created a mutually beneficial relationship between the industry and its consumers, as parents are willing to invest in toys that offer both entertainment and intellectual growth for their children. As the global educational landscape continues to evolve, the toys and games industry is well-positioned to cater to the demand for educational enrichment through play.
Evolving Consumer Preferences
Consumer preferences within the toys and games industry are undergoing a significant transformation, stimulated by societal shifts toward sustainability, ethical consumption, and environmental consciousness. Modern consumers, particularly parents, are increasingly seeking products that align with their values and contribute positively to their children's development. This has led to a rise in demand for eco-friendly, responsibly sourced, and ethically manufactured toys. Manufacturers are responding by incorporating sustainable materials, reducing plastic usage, and adopting eco-conscious production practices. Additionally, the focus on inclusivity and diversity is prompting the industry to create toys that represent a wide range of cultures, backgrounds, and abilities, reflecting the growing awareness of the importance of representation in children's play experiences. The industry's ability to adapt to these evolving consumer preferences will play a pivotal role in shaping its trajectory and maintaining its relevance in a socially conscious market.
Global Toys and Games Market Size, 2025-2033 (in Billion US$)
Note: Information in the above chart consists of dummy data and is only shown here for representation purpose. Kindly contact us for the actual market size and trends.
To get more information about this market, Request Sample
Toys and Games Industry Segmentation:
IMARC Group provides an analysis of the key trends in each segment of the global toys and games market report, along with forecasts at the global and regional levels from 2025-2033. Our report has categorized the market based on product type and distribution channel
Breakup by Product Type:
• Plush Toys
• Infant /Preschool Toys
• Activity Toys
• Dolls
• Games and Puzzles
• Ride-Ons
• Others
Dolls dominate the market
The report has provided a detailed breakup and analysis of the market based on the product type. This includes plush toys, infant/pre-school toys, activity toys, dolls, games and puzzles, ride-ons and others. According to the report, dolls represented the largest segment.
The toys and games industry is continuously evolving, with market drivers specifically influencing the dolls product type. One significant driver is the growing focus on educational dolls, designed to aid cognitive development in children. Parents are increasingly choosing educational dolls over traditional ones, influencing manufacturers to prioritize these products. Another key factor is the advent of nostalgia-driven sales, where limited edition releases of vintage or classic dolls attract an older demographic. Along with this, the rise in e-commerce platforms also allows for better global reach and easier access to niche doll collections, contributing to market growth. Technology integration is making its mark as well; dolls with interactive features like voice recognition are increasingly popular. Additionally, cultural representation in doll collections is becoming a priority, with more diverse options catering to a broader customer base. Moreover, collaborations between doll manufacturers and popular media franchises continue to drive customer interest and sales. These market drivers collectively help shape consumer preferences and dictate trends in the dolls segment of the toys and games industry.
Breakup by Distribution Channel:
• Specialty Stores
• Supermarkets and Hypermarkets
• Departmental Stores
• Online Stores
• General Stores
Specialty stores holds the largest share in the market
A detailed breakup and analysis of the market based on the distribution channel has also been provided in the report. These include specialty stores, supermarkets and hypermarkets, departmental stores, online and general stores. According to the report, specialty stores accounted for the largest market share.
The specialty stores distribution channel remains a crucial component in the toys and games industry, influenced by the personalized customer experience these stores offer, such as hands-on trials and expert guidance, which online channels can't fully replicate. Consumers often prefer specialty stores for exclusive or niche products that may not be readily available in mass retail or online. Another influential factor is the rise of 'shop local' movements, encouraging consumers to support community-based retailers. This sentiment tends to benefit specialty stores, which are often viewed as more unique and authentic compared to large retail chains. Besides this, brand collaborations and limited-edition releases also typically make their debut at specialty stores, attracting a dedicated consumer base looking for unique and collectible items. Additionally, many specialty stores host community events, workshops, or gaming tournaments, creating a social and interactive shopping environment. These factors contribute to the enduring appeal of specialty stores as a significant distribution channel in the toys and games industry.
Breakup by Region:
• North America
• Europe
• Asia Pacific
• Middle East and Africa
• Latin America
Asia Pacific exhibits a clear dominance, accounting for the largest toys and games market share
The report has also provided a comprehensive analysis of all the major regional markets, which include North America, Europe, Asia Pacific, the Middle East and Africa and Latin America. According to the report, Asia Pacific exhibits the largest segment.
The Asia Pacific region is experiencing robust growth in the toys and games industry, propelled by the growing middle class with increasing disposable income. As consumers are willing to spend more on recreational items for children, demand for high-quality toys and games rises. E-commerce is another significant driver; online shopping platforms are making it easier for consumers to access a wide variety of products, even in remote areas. Furthermore, the region is home to some of the world's most populous countries, such as China and India, where a youthful demographic is naturally inclined to fuel industry growth.
In addition, cultural factors also play a role; local traditions and festivals often involve gift-giving, which boosts sales. Advances in technology, including smart and interactive toys, are finding a ready market among tech-savvy consumers in the region. Furthermore, licensing agreements between local manufacturers and global entertainment franchises are helping to create a buzz and drive consumer interest. These drivers collectively make Asia Pacific a burgeoning market.
Competitive Landscape:
The global market is experiencing significant growth due to the advent of strategies to capture consumer interest and gain market share. One major approach is embracing technology by creating smart and interactive toys that can connect with apps or incorporate elements of augmented and virtual reality. Companies are also focusing on educational toys that promote STEM (Science, Technology, Engineering, Mathematics) learning, responding to increased parental interest in educational development through play. In addition, collaborations and licensing partnerships with popular media franchises, such as movies, cartoons, or video games, are common. These collaborations often result in limited-edition releases that create buzz and boost sales. To appeal to a broader audience, many companies are expanding their product lines to include diverse and inclusive toys that represent various cultures, ethnicities, and abilities. Apart from this, sustainability is another area where companies are taking strides, manufacturing toys from eco-friendly materials and adopting responsible packaging options to appeal to environmentally-conscious consumers. Furthermore, key players are investing in e-commerce capabilities, optimizing online platforms for a better user experience and broader reach. This includes utilizing data analytics to understand consumer behavior and preferences better.
The market research report has provided a comprehensive analysis of the competitive landscape in the market. Detailed profiles of all major companies have also been provided. Some of the key players in the market include:
• Hasbro
• Mattel
• Ravensburger
• Tomy
• The Lego Group
• Funtastic
• JAKKS Pacific
• Lansay
• LeapFrog Enterprises
• MGA Entertainment
• Playmates Toys
• ToyQuest
• Vivid Imaginations
Key Questions Answered in This Report
1.What was the size of the global toys and games market in 2024?
2.What is the expected growth rate of the global toys and games market during 2025-2033?
3.What are the key factors driving the global toys and games market?
4.What has been the impact of COVID-19 on the global toys and games market?
5.What is the breakup of the global toys and games market based on the product type?
6.What is the breakup of the global toys and games market based on the distribution channel?
7.What are the key regions in the global toys and games market?
8.Who are the key players/companies in the global toys and games market?
