| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| CAGR | 3.10 % |
| Fastest Growing Market | South America |
| Largest Market | Asia-Pacific |
| Market Concentration | Low |
Major Players*Disclaimer: Major Players sorted in no particular order |
Traditional Toys and Games Market Analysis
The Traditional Toys and Games Market is expected to register a CAGR of 3.1% during the forecast period.
As an impact of COVID-19, the market witnessed a strong growth among the high-income and middle-income consumers, leading to the launch of numerous stay-at-home product ranges by the leading players. During the pandemic, toys and games sales were primarily driven by the online retail of products. However, due to delays in much-anticipated movie releases like 'Trolls World Tour' and 'Top Gun: Maverick,' the toys, collectibles, and other merchandise based on the character of these movies that already reached the retailer stores observed no or minimal sales. Thus, it negatively impacted the market growth over the medium term.
The core strategy used by toy manufacturers to attract children is to commercialize favorite movies and cartoon characters such as Spiderman, Ironman, Superman, and Doraemon. Moreover, construction toys are driving the market, as it aids the children in developing their brains and inculcates different learning methods.
Players in traditional toys and games must adapt to the digital era to stay relevant to children. Children are spending more time online, especially on mobile devices, which is expected to restrain the future market studied.
Traditional Toys and Games Market Trends
Growing Demand of Constructive Toys & Games.
Parents are increasingly encouraging their kids to buy outdoor and sports toys due to the growing prevalence of childhood obesity and other health problems in many countries across the globe. Apart from outdoor and sports toys, demand for construction toys is also growing fast, mainly driven by their vast cognitive and intellectual benefits among kids of different age groups. Currently, parents and teachers are recognizing the importance of these construction toys for fostering spatial and creative skills among preschool kids. Thus, the sales of this traditional toy variety are increasing. Also, the rising usage of construction toys among adult kids to boost their learning capabilities is one of the key factors driving the overall growth of this traditional toy category. In the last few years, several toy manufacturers have focused on bringing new shapes and design options that allow children to create an array of innovative constructions.
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Asia Pacific Holds Significant Share in the Market
In Asia-Pacific, the nations are witnessing a significant surge in disposable income due to which parents are increasingly focusing on their child's development, in which toys and games play an important role. In addition, China abolished its one-child policy. Thus, there is a rise in the child population, which may fuel the growth of the toys and games market during the forecast period. Additionally, parents and educators prefer to develop child's skills through educational toys rather than giving them core skills, which is anticipated to offer lucrative opportunities for the toys and games market. Moreover, India and China are the two prominent countries across the region, and several vendors are entering the market.
Further, the growing number of middle-class groups and an increasing number of retail outlets are some of the factors that are fueling the demand for toys and games. Furthermore, the growing interest of children and their parents in art-based gadgets, science & technology, and math is positively impacting the sales of educational toys and games. Thus, these factors are anticipated to propel the growth of the regional toys and games market in the upcoming years.
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Traditional Toys and Games Industry Overview
Some of the key players in the global market are Hasbro Inc., Dream International Limited, Kirkbi A/S (LEGO System A/S), TOMY, Moose Enterprise Holdings Pty Ltd (Moose), AKKS Pacific Inc., Simba-Dickie Group, Funskool (India) Ltd., Mattel, BANDAI NAMCO Holdings Inc., NetEase, Inc. and are focusing on R&D to launch innovative games as per consumer preference. Moreover, the kids' comfort and safety are considered while making a new product. Manufacturers are focusing on expanding their sales or business by broadening their product offerings or setting up new production plants in the global market.
Traditional Toys and Games Market Leaders
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TOMY
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Kirkbi A/S (LEGO System A/S)
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BANDAI NAMCO Holdings.Inc
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Mattel
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Hasbro
- *Disclaimer: Major Players sorted in no particular order
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Traditional Toys and Games Market News
In November 2021, Mattel Inc., a global leader in kids' toys and games, launched a Celia Cruz Doll. Known as the 'Queen of Salsa,' Celia Cruz was one of the most popular Latin artists of the 20th century.
In November 2021, Lego A/S launched the Ultimate Collector Series Star Wars AT-AT, comprising 6,785 pieces. The new collectible is meant for children and millennials keen on investing in unique toys and games.
In 2020, Leading pop culture consumer products and toys company Funko launched 'Marvel Battleworld: Mystery of the Thanostones, a micro table gaming system. The company collaborated with animation production and comics house Marvel to engage their younger fans and adults with a new range of products and animation collaboration.
Traditional Toys and Games Industry Segmentation
Toys and games are the tools of play, which hold an important part in social life. These are mainly intended for children's use, though they have also been marketed to adults under certain circumstances. The global traditional toys and games market is segmented by product type as outdoor and sports toys, construction sets, dolls, and plush toys, vehicles, action figures, others. Also, by distribution channel divides the market into hypermarkets/supermarkets, specialty retail stores, and online retail stores. The market is segmented based on geography: North America, Europe, Asia-Pacific, South America, and Middle-East and Africa. For each segment, the market sizing and forecasts have been done based on value (in USD billion).
| By Product Type | Outdoor and Sports Toys | ||
| Construction Sets | |||
| Dolls and Plush Toys | |||
| Vehicles | |||
| Action Figures | |||
| Others | |||
| By Distribution Channel | Hypermarket/Supermarket | ||
| Speciality Retail Stores | |||
| Online Retail Stores | |||
| Others | |||
| Geography | North America | United States | |
| Canada | |||
| Mexico | |||
| Rest of North America | |||
| Europe | Spain | ||
| United Kingdom | |||
| Germany | |||
| France | |||
| Italy | |||
| Russia | |||
| Rest of Europe | |||
| Asia-Pacific | China | ||
| Japan | |||
| India | |||
| Australia | |||
| Rest of Asia-Pacific | |||
| South America | Brazil | ||
| Argentina | |||
| Rest of South America | |||
| Middle-East and Africa | South Africa | ||
| Saudi Arabia | |||
| Rest of Middle-East and Africa | |||
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Traditional Toys and Games Market Research FAQs
What is the current Traditional Toys and Games Market size?
The Traditional Toys and Games Market is projected to register a CAGR of 3.1% during the forecast period (2025-2030)
Who are the key players in Traditional Toys and Games Market?
TOMY, Kirkbi A/S (LEGO System A/S), BANDAI NAMCO Holdings.Inc, Mattel and Hasbro are the major companies operating in the Traditional Toys and Games Market.
Which is the fastest growing region in Traditional Toys and Games Market?
South America is estimated to grow at the highest CAGR over the forecast period (2025-2030).
Which region has the biggest share in Traditional Toys and Games Market?
In 2025, the Asia-Pacific accounts for the largest market share in Traditional Toys and Games Market.
What years does this Traditional Toys and Games Market cover?
The report covers the Traditional Toys and Games Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Traditional Toys and Games Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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Traditional Toys and Games Industry Report
Statistics for the 2025 Traditional Toys and Games market share, size and revenue growth rate, created by Mordor Intelligence™ Industry Reports. Traditional Toys and Games analysis includes a market forecast outlook for 2025 to 2030 and historical overview. Get a sample of this industry analysis as a free report PDF download.
