Traditional toys and games market

Traditional Toys and Games Market, by Product Type (Educational Toys, Card Games, Stuffed Toys, Outdoor and Sports Toys, Model Vehicles, Construction Sets, Puzzles, Remote Control Toys, Dolls and Action Figures, Board Games and Others), by Distribution Channel (Supermarkets, Hypermarkets, Online, Company Outlets, Toy Stores and Others), and by Age Demographic (0 to 18 months, 19 to 36 months, 3 to 4 years, 4 to 8 years, 8 to 10 years and 10 to 14 years), and by Region (North America, Latin America, Asia Pacific, Europe, and Middle East & Africa) Size, Share, Outlook, and Opportunity Analysis, 2022 - 2030

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Nov 2022
CMI1243
170 Pages
Excel & Pdf
Consumer Goods

Summary

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

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.

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

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.

Table of Content

Table of Contents

* Browse 50 market data tables* and 40 figures* on “Global Traditional Toys and Games Market” - forecast to 2030.

Segmentation

Detailed Segmentation:

- Frequently Asked Questions -

What was the global traditional toys and games market size in 2021?

Global traditional toys and games market was valued at around US$ 111.83 Billion in 2021.

What are the major factors that are expected to drive the market during the forecast period?

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.

What are the trends in the market?

Rising usage of construction toys among adult kids to boost their learning capabilities is one of the main trends in the market.

What are the key factors hampering the growth of the market?

Growing inclination towards smartphones and computer games over traditional toys and games is the major factor restraining market.

Which are the key players in the 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.

What is the estimated CAGR for the market?

The market is estimated to grow at around 5.01% CAGR in the forecast period (2022-2030).