세계의 완구 시장 조사 보고서(2025년)

The global Toy market was valued at US$ 71.04 billion in 2024 and is anticipated to reach US$ 107.75 billion by 2031, witnessing a CAGR of 5.47% during the forecast period 2025-2031.

The major global companies of Toy include LEGO, Mattel, Bandai, Hasbro, MGA Entertainment, Spin Master, Takara Tomy, POP Mart, and Fanatics, etc. In 2024, the world's top three vendors accounted for 28.13 % of the revenue.

This report aims to provide a comprehensive presentation of the global market for Toy, with both quantitative and qualitative analysis, to help readers develop business/growth strategies, assess the market competitive situation, analyze their position in the current marketplace, and make informed business decisions regarding Toy.

The Toy market size, estimations, and forecasts are provided in terms of and revenue ($ millions), considering 2024 as the base year, with history and forecast data for the period from 2020 to 2031. This report segments the global Toy market comprehensively. Regional market sizes, concerning products by Type, by Application, and by players, are also provided.

For a more in-depth understanding of the market, the report provides profiles of the competitive landscape, key competitors, and their respective market ranks. The report also discusses technological trends and new product developments.

The report will help the Toy companies, new entrants, and industry chain related companies in this market with information on the revenues for the overall market and the sub-segments across the different segments, by company, by Type, by Application, and by regions.

Market Segmentation

By Company

• LEGO
• Mattel
• Bandai
• Hasbro
• MGA Entertainment
• Spin Master
• Takara Tomy
• POP Mart
• Fanatics
• Pokemon
• Kayou
• Konami
• Panini
• Vtech
• Simba-Dickie Group
• Ravensburger
• PLAYMOBIL
• Giochi Preziosi
• Alpha Group
• Goldlok Toys

Segment by Type

• Activity Toys
• Games and Puzzles
• Construction Toys
• Figures & Dolls
• Outdoor and Sports Toys
• Game & Anime Trading Cards
• Entertainment Trading Cards
• Others

Segment by Application

• General Play
• Educational
• Collectibles
• Competitive Games
• Others

By Region

• North America
• United States
• Canada
• Asia-Pacific
• China
• Japan
• South Korea
• Southeast Asia
• India
• Rest of Asia
• Europe
• Germany
• France
• U.K.
• Italy
• Russia
• Rest of Europe
• Latin America
• Mexico
• Brazil
• Rest of Latin America
• Middle East & Africa

Chapter Outline

Chapter 1: Introduces the report scope of the report, executive summary of different market segments (by Type, by Application), including the market size of each market segment, future development potential, and so on. It offers a high-level view of the current state of the market and its likely evolution in the short to mid-term, and long term.

Chapter 2: Introduces executive summary of global market size, regional market size, this section also introduces the market dynamics, latest developments of the market, the driving factors and restrictive factors of the market, the challenges and risks faced by companies in the industry, and the analysis of relevant policies in the industry.

Chapter 3: Detailed analysis of Toy company competitive landscape, revenue market share, etc.

Chapter 4: Provides the analysis of various market segments by Type, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different market segments.

Chapter 5: Provides the analysis of various market segments by Application, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different downstream markets.

Chapter 6, 7, 8, 9, 10: North America, Europe, Asia Pacific, Latin America, Middle East and Africa segment by country. It provides a quantitative analysis of the market size and development potential of each region and its main countries and introduces the market development, future development prospects, market space, and capacity of each country in the world.

Chapter 11: Provides profiles of key players, introducing the basic situation of the main companies in the market in detail, including product sales, revenue, price, gross margin, product introduction, recent development, etc.

Chapter 12: The main points and conclusions of the report.

Table of Contents

1 Report Overview

• 1.1 Study Scope
• 1.2 Market Analysis by Type
  • 1.2.1 Global Toy Market Size Growth Rate by Type: 2020 VS 2024 VS 2031
  • 1.2.2 Activity Toys
  • 1.2.3 Games and Puzzles
  • 1.2.4 Construction Toys
  • 1.2.5 Figures & Dolls
  • 1.2.6 Outdoor and Sports Toys
  • 1.2.7 Game & Anime Trading Cards
  • 1.2.8 Entertainment Trading Cards
  • 1.2.9 Others
• 1.3 Market by Application
  • 1.3.1 Global Toy Market Growth by Application: 2020 VS 2024 VS 2031
  • 1.3.2 General Play
  • 1.3.3 Educational
  • 1.3.4 Collectibles
  • 1.3.5 Competitive Games
  • 1.3.6 Others
• 1.4 Assumptions and Limitations
• 1.5 Study Objectives
• 1.6 Years Considered

2 Global Growth Trends

• 2.1 Global Toy Market Perspective (2020-2031)
• 2.2 Global Toy Growth Trends by Region
  • 2.2.1 Global Toy Market Size by Region: 2020 VS 2024 VS 2031
  • 2.2.2 Toy Historic Market Size by Region (2020-2025)
  • 2.2.3 Toy Forecasted Market Size by Region (2026-2031)
• 2.3 Toy Market Dynamics
  • 2.3.1 Toy Industry Trends
  • 2.3.2 Toy Market Drivers
  • 2.3.3 Toy Market Challenges
  • 2.3.4 Toy Market Restraints

3 Competition Landscape by Key Players

• 3.1 Global Top Toy Players by Revenue
  • 3.1.1 Global Top Toy Players by Revenue (2020-2025)
  • 3.1.2 Global Toy Revenue Market Share by Players (2020-2025)
• 3.2 Global Top Toy Players by Company Type and Market Share by Company Type (Tier 1, Tier 2, and Tier 3)
• 3.3 Global Toy Market Concentration Ratio
  • 3.3.1 Global Toy Market Concentration Ratio (CR5 and HHI)
  • 3.3.2 Global Top 10 Companies by Toy Revenue in 2024
• 3.4 Global Key Players of Toy Head office
• 3.5 Global Key Players of Toy, Product and Application

4 Toy Breakdown Data by Type

• 4.1 Global Toy Historic Market Size by Type (2020-2025)
• 4.2 Global Toy Forecasted Market Size by Type (2026-2031)

5 Toy Breakdown Data by Application

• 5.1 Global Toy Historic Market Size by Application (2020-2025)
• 5.2 Global Toy Forecasted Market Size by Application (2026-2031)

6 North America

• 6.1 North America Toy Market Size (2020-2031)
• 6.2 North America Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031
• 6.3 North America Toy Market Size by Country (2020-2025)
• 6.4 North America Toy Market Size by Country (2026-2031)
• 6.5 United States
• 6.6 Canada

7 Europe

• 7.1 Europe Toy Market Size (2020-2031)
• 7.2 Europe Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031
• 7.3 Europe Toy Market Size by Country (2020-2025)
• 7.4 Europe Toy Market Size by Country (2026-2031)
• 7.5 Germany
• 7.6 France
• 7.7 U.K.
• 7.8 Italy
• 7.9 Russia

8 Asia-Pacific

• 8.1 Asia-Pacific Toy Market Size (2020-2031)
• 8.2 Asia-Pacific Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031
• 8.3 Asia-Pacific Toy Market Size by Region (2020-2025)
• 8.4 Asia-Pacific Toy Market Size by Region (2026-2031)
• 8.5 China
• 8.6 Japan
• 8.7 South Korea
• 8.8 Southeast Asia
• 8.9 India

9 Latin America

• 9.1 Latin America Toy Market Size (2020-2031)
• 9.2 Latin America Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031
• 9.3 Latin America Toy Market Size by Country (2020-2025)
• 9.4 Latin America Toy Market Size by Country (2026-2031)
• 9.5 Mexico
• 9.6 Brazil

10 Middle East & Africa

• 10.1 Middle East & Africa Toy Market Size (2020-2031)
• 10.2 Middle East & Africa Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031
• 10.3 Middle East & Africa Toy Market Size by Country (2020-2025)
• 10.4 Middle East & Africa Toy Market Size by Country (2026-2031)
• 10.5 Middle East
• 10.6 Africa

11 Key Players Profiles

• 11.1 LEGO
  • 11.1.1 LEGO Company Details
  • 11.1.2 LEGO Business Overview
  • 11.1.3 LEGO Toy Introduction
  • 11.1.4 LEGO Revenue in Toy Business (2020-2025)
  • 11.1.5 LEGO Recent Development
• 11.2 Mattel
  • 11.2.1 Mattel Company Details
  • 11.2.2 Mattel Business Overview
  • 11.2.3 Mattel Toy Introduction
  • 11.2.4 Mattel Revenue in Toy Business (2020-2025)
  • 11.2.5 Mattel Recent Development
• 11.3 Bandai
  • 11.3.1 Bandai Company Details
  • 11.3.2 Bandai Business Overview
  • 11.3.3 Bandai Toy Introduction
  • 11.3.4 Bandai Revenue in Toy Business (2020-2025)
  • 11.3.5 Bandai Recent Development
• 11.4 Hasbro
  • 11.4.1 Hasbro Company Details
  • 11.4.2 Hasbro Business Overview
  • 11.4.3 Hasbro Toy Introduction
  • 11.4.4 Hasbro Revenue in Toy Business (2020-2025)
  • 11.4.5 Hasbro Recent Development
• 11.5 MGA Entertainment
  • 11.5.1 MGA Entertainment Company Details
  • 11.5.2 MGA Entertainment Business Overview
  • 11.5.3 MGA Entertainment Toy Introduction
  • 11.5.4 MGA Entertainment Revenue in Toy Business (2020-2025)
• 11.6 Spin Master
  • 11.6.1 Spin Master Company Details
  • 11.6.2 Spin Master Business Overview
  • 11.6.3 Spin Master Toy Introduction
  • 11.6.4 Spin Master Revenue in Toy Business (2020-2025)
• 11.7 Takara Tomy
  • 11.7.1 Takara Tomy Company Details
  • 11.7.2 Takara Tomy Business Overview
  • 11.7.3 Takara Tomy Toy Introduction
  • 11.7.4 Takara Tomy Revenue in Toy Business (2020-2025)
• 11.8 POP Mart
  • 11.8.1 POP Mart Company Details
  • 11.8.2 POP Mart Business Overview
  • 11.8.3 POP Mart Toy Introduction
  • 11.8.4 POP Mart Revenue in Toy Business (2020-2025)
• 11.9 Fanatics
  • 11.9.1 Fanatics Company Details
  • 11.9.2 Fanatics Business Overview
  • 11.9.3 Fanatics Toy Introduction
  • 11.9.4 Fanatics Revenue in Toy Business (2020-2025)
• 11.10 Pokemon
  • 11.10.1 Pokemon Company Details
  • 11.10.2 Pokemon Business Overview
  • 11.10.3 Pokemon Toy Introduction
  • 11.10.4 Pokemon Revenue in Toy Business (2020-2025)
• 11.11 Kayou
  • 11.11.1 Kayou Company Details
  • 11.11.2 Kayou Business Overview
  • 11.11.3 Kayou Toy Introduction
  • 11.11.4 Kayou Revenue in Toy Business (2020-2025)
• 11.12 Konami
  • 11.12.1 Konami Company Details
  • 11.12.2 Konami Business Overview
  • 11.12.3 Konami Toy Introduction
  • 11.12.4 Konami Revenue in Toy Business (2020-2025)
• 11.13 Panini
  • 11.13.1 Panini Company Details
  • 11.13.2 Panini Business Overview
  • 11.13.3 Panini Toy Introduction
  • 11.13.4 Panini Revenue in Toy Business (2020-2025)
• 11.14 Vtech
  • 11.14.1 Vtech Company Details
  • 11.14.2 Vtech Business Overview
  • 11.14.3 Vtech Toy Introduction
  • 11.14.4 Vtech Revenue in Toy Business (2020-2025)
• 11.15 Simba-Dickie Group
  • 11.15.1 Simba-Dickie Group Company Details
  • 11.15.2 Simba-Dickie Group Business Overview
  • 11.15.3 Simba-Dickie Group Toy Introduction
  • 11.15.4 Simba-Dickie Group Revenue in Toy Business (2020-2025)
• 11.16 Ravensburger
  • 11.16.1 Ravensburger Company Details
  • 11.16.2 Ravensburger Business Overview
  • 11.16.3 Ravensburger Toy Introduction
  • 11.16.4 Ravensburger Revenue in Toy Business (2020-2025)
• 11.17 PLAYMOBIL
  • 11.17.1 PLAYMOBIL Company Details
  • 11.17.2 PLAYMOBIL Business Overview
  • 11.17.3 PLAYMOBIL Toy Introduction
  • 11.17.4 PLAYMOBIL Revenue in Toy Business (2020-2025)
• 11.18 Giochi Preziosi
  • 11.18.1 Giochi Preziosi Company Details
  • 11.18.2 Giochi Preziosi Business Overview
  • 11.18.3 Giochi Preziosi Toy Introduction
  • 11.18.4 Giochi Preziosi Revenue in Toy Business (2020-2025)
• 11.19 Alpha Group
  • 11.19.1 Alpha Group Company Details
  • 11.19.2 Alpha Group Business Overview
  • 11.19.3 Alpha Group Toy Introduction
  • 11.19.4 Alpha Group Revenue in Toy Business (2020-2025)
• 11.20 Goldlok Toys
  • 11.20.1 Goldlok Toys Company Details
  • 11.20.2 Goldlok Toys Business Overview
  • 11.20.3 Goldlok Toys Toy Introduction
  • 11.20.4 Goldlok Toys Revenue in Toy Business (2020-2025)

12 Analyst's Viewpoints/Conclusions

13 Appendix

• 13.1 Research Methodology
  • 13.1.1 Methodology/Research Approach
  • 13.1.2 Data Source
• 13.2 Author Details
• 13.3 Disclaimer 122