all report title image
  • Published On : Nov 2022
  • Code : CMI1243
  • Industry : Consumer Goods
  • Pages : 170
  • Formats :

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 Global traditional toys and games market was valued at US$ 111.83 Billion in 2021 in terms of revenue, exhibiting a CAGR of 5.01% during the forecast period (2022 to 2030).

Drivers

Millennials are largely getting inclined toward purchasing figurines, puzzles, and action figures of their favorite cartoon characters and superheroes. Depiction of these characters in movies, television shows, books, and comics is influencing purchasing decisions of millennials, as they want to have these unique collectibles in their collection.

Leading toy brands are capitalizing on this trend by honing in on the target audience’s memories and interests to develop stronger emotional connections. Toy makers are offering toys and games that take the audience down memory lane, by creating a theme around popular themes and characters from the 80s and 90s.

As parents who grew up in the 80s, millennials seek toys and games that feature pop culture references, which include Legos, Transformers, Star Wars, and Strawberry Shortcake for their kids. For instance, 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.

As an impact of COVID-19, the market witnessed strong growth among high-income and middle-income consumers, leading to the launch of numerous stay-at-home product ranges by the leading players. During the pandemic, toy and game 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 growth of global traditional toys and games market.

Figure 1. Global Traditional Toys and Games Market Value Share (%), By Region, 2021

Traditional Toys and Games  | Coherent Market Insights

Market Restraints

Growing inclination towards smartphones and computer games over traditional toys and games is the major factor restraining growth of the traditional toys and games market. This trend is particularly evident in the urban areas of both North America and Europe.

CMI table icon

Traditional Toys and Games Market Report Coverage

Report Coverage Details
Base Year: 2021 Market Size in 2021: US$ 111.83 Bn
Historical Data for: 2017-2020 Estimated Year: 2022
Forecast Period 2022 to 2030 CAGR: 5.01% Forecast Period: 2022-2030
Geographies covered:
  • Region: North America, Latin America, Europe, Asia Pacific, and Middle East & Africa
Segments covered:
  • By Product Type: Educational Toys, Card Games, Stuffed Toys, Interactive Toys, Outdoor and Sports Toys, Model Vehicles, Construction Sets, Puzzles, Remote Control Toys, Dolls and Action Figures, Board Games, Others
  • By Distribution Channel: Hypermarkets, Supermarkets, Online, Company Outlets, Toy Stores, Others
  • By Age Demographic: 0 to 18 months, 19 to 36 months, 3 to 4 years, 4 to 8 years, 8 to 10 years, 10 to 14 years
Companies covered:

Dream International Limited, Hasbro, Inc., Mattel, Inc., Funskool Limited, Lego A/S, Jakks Pacific Inc., Tomy Co. Ltd., LeapFrog Enterprises Inc., Spin Master Corp., and Bandai Namco Holdings Inc. 

Growth Drivers:
  • Millennials largely getting inclined toward purchasing figurines, puzzles, and action figures
Restraints & Challenges:
  • Growing inclination towards smartphones and computer games

Market Trends

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 mainly driven by their vast cognitive 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. Moreover, rising adoption of construction toys among adult kids to boost their learning capabilities is one of the key factors driving the overall growth in the 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.

Figure 2. Global Traditional Toys and Games Market Value Share (%), By Product Type, 2021

Traditional Toys and Games  | Coherent Market Insights

Recent Developments

  • In November 2021, Mattel Inc., a producer of 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, a Denmark-based toy production company launched the Ultimate Collector Series Star Wars AT-AT, comprising 6,785 pieces. The new collectible is designed for children and millennials who are keen on investing in unique toys and games.
  • In 2020, 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.

Competitive Section

Major players operating in the global traditional toys and games market include Dream International Limited, Hasbro, Inc., Mattel, Inc., Funskool Limited, Lego A/S, Jakks Pacific Inc., Tomy Co. Ltd., LeapFrog Enterprises Inc., Spin Master Corp., and Bandai Namco Holdings Inc.

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. 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. 

Market Dynamics

The rising popularity of online retailing is allowing hassle-free purchase and browsing of products from an extensive range of traditional games and toys. In addition to that, online retailing aids in making entire shopping experience a lot easier and more convenient. These features of online shopping are likely to open up a new channel of sales for the seller of traditional toys and games. This factor is expected to drive growth of the global traditional toys and games market over the forecast period.

Increasing disposable income of the people is also an another important growth factor for the global traditional toys and games market over the forecast period. The affordability of the people rises with the rise in disposable income, which is expected to increase the sales of traditional toys and games. Online advertising is expected to help manufacturers promote their toys to a large base of consumers, they could also target specific age groups as well. Online promotions are likely to work in favor of the market over the forecast period. Furthermore, 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 expected to propel growth of the global traditional toys and games market in the upcoming years.

Key features of the study:

  • This report provides in-depth analysis of global traditional toys and games market, and provides market size (US$ Billion) and compound annual growth rate (CAGR %) for the forecast period (2022-2030), considering 2021 as the base year.
  • It elucidates potential revenue opportunity across different segments and explains attractive investment proposition matrix for this market.
  • This study also provides key insights about market drivers, restraints, opportunities, new product launches or approvals, regional outlook, and competitive strategies adopted by key players
  • It profiles key players in the global traditional toys and games market based on the following parameters – company overview, financial performance, product portfolio, geographical presence, distribution strategies, key developments and strategies, and future plans
  • Key companies covered as a part of this study include Dream International Limited, Hasbro, Inc., Mattel, Inc., Funskool Limited, Lego A/S, Jakks Pacific Inc., Tomy Co. Ltd., LeapFrog Enterprises Inc., Spin Master Corp., and Bandai Namco Holdings Inc.
  • Insights from this report would allow marketers and management authorities of companies to make informed decision regarding future products launches, technology up gradation, market expansion, and marketing tactics
  • The global traditional toys and games market report caters to various stakeholders in this industry including investors, suppliers, traditional toys and games manufacturers, distributors, new entrants, and financial analysts
  • Stakeholders would have ease in decision-making through various strategy matrices used in analyzing the global traditional toys and games market

Detailed Segmentation:

  • Global Traditional Toys and Games Market, By Product Type:
    • Educational Toys
    • Card Games
    • Stuffed Toys
    • Interactive Toys
    • Outdoor and Sports Toys
    • Model Vehicles
    • Construction Sets
    • Puzzles
    • Remote Control Toys
    • Dolls and Action Figures
    • Board Games
    • Others
  • Global Traditional Toys and Games Market, By Distribution Channel:
    • Hypermarkets
    • Supermarkets
    • Online
    • Company Outlets
    • Toy Stores
    • Others
  • Global Traditional Toys and Games Market, By Age Demographic:
    • 0 to 18 months
    • 19 to 36 months
    • 3 to 4 years
    • 4 to 8 years
    • 8 to 10 years
    • 10 to 14 years
  •  Global Traditional Toys and Games Market, By Region:
    • North America
      • U.S.
      • Canada
    • Europe
      • U.K.
      • Germany
      • Italy
      • France
      • Spain
      • Russia
      • Rest of Europe
    • Latin America
      • Brazil
      • Argentina
      • Mexico
      • Rest of Latin America
    • Asia Pacific
      • China
      • India
      • Japan
      • ASEAN
      • South Korea
      • Australia
      • Rest of Asia Pacific
    • Middle East & Africa
      • Middle East
      •  Africa
  • Company Profile
    • Dream International Limited*
      • Company Overview
      • Product Portfolio
      • Financial Performance
      • Key Strategies
      • Recent Developments
      • Future Plans
    • Hasbro Inc.
    • Mattel Inc.
    • Funskool Ltd.
    • Lego A/S
    • Jakks Pacific Inc.
    • Tomy Co. Ltd.
    • LeapFrog Enterprises Inc.
    • Spin Master Corp.
    • Bandai Namco Holdings Inc.

“*” marked represents similar segmentation in other categories in the respective section

Frequently Asked Questions

Global traditional toys and games market was valued at around US$ 111.83 Billion in 2021.
Millennials are largely getting inclined towards purchasing figurines, puzzles, and action figures of their favorite cartoon characters, and superheroes, which is expected to propel growth of the market over the forecast period.
Rising usage of construction toys among adult kids to boost their learning capabilities is one of the main trends in the market.
Growing inclination towards smartphones and computer games over traditional toys and games is the major factor restraining market.
Major players operating the market include Dream International Limited, Hasbro, Inc., Mattel, Inc., Funskool Limited, Lego A/S, Jakks Pacific Inc., Tomy Co. Ltd., LeapFrog Enterprises Inc., Spin Master Corp., and Bandai Namco Holdings Inc. 
The market is estimated to grow at around 5.01% CAGR in the forecast period (2022-2030).

Related Reports

EXISTING CLIENTELE

Joining thousands of companies around the world committed to making the Excellent Business Solutions.

View All Our Clients
trusted clients logo