玩具和遊戲市場規模、佔有率及成長分析（按年齡層、玩具類別、材質、教育價值、價格分佈範圍和地區）－2025-2032 年產業預測

預計到 2023 年玩具和遊戲市場規模將達到 3,205 億美元，從 2024 年的 3,371.7 億美元成長到 2032 年的 5,057.9 億美元，預測期內（2025-2032 年）的複合年成長率為 5.2%。

由於多種因素，美國玩具和遊戲市場正在經歷強勁成長。促成這一趨勢的因素包括消費者對環保玩具的興趣日益濃厚、經典玩具和電動遊戲的複興以及對組裝玩具所提供的認知益處的認可。此外，年輕一代對傳統休閒的傾向以及千禧世代在社交活動中對經典遊戲的偏好也有望推動市場擴張。隨著數位行銷變得越來越重要，企業正在透過亞馬遜、沃爾瑪和 eBay 等平台開發線上銷售管道來調整其策略。值得注意的是，在封鎖期間，亞馬遜的線上玩具銷量激增，Curtis McGill 和 Scott Hudashel 報告稱，亞馬遜的玩具銷量成長了 4,000%。預計未來該市場將維持健康的複合年成長率。

目錄

介紹

• 調查目的
• 研究範圍
• 定義

調查方法

• 資訊採購
• 次要和主要資料方法
• 市場規模預測
• 市場假設與限制

執行摘要

• 全球市場展望
• 供需趨勢分析
• 細分機會分析

市場動態及展望

• 市場概覽
• 市場規模
• 市場動態
  • 促進因素和機會
  • 限制與挑戰
• 波特的分析

主要市場考察

• 關鍵成功因素
• 競爭程度
• 主要投資機會
• 市場生態系統
• 市場吸引力指數（2024 年）
• PESTEL 分析
• 總體經濟指標
• 價值鏈分析
• 定價分析

玩具及遊戲市場規模（依年齡層分類）及複合年成長率（2025-2032）

• 市場概覽
• 嬰幼兒
• 幼稚園
• 學齡
• 青少年
• 成人

玩具和遊戲市場規模（按玩具類別和複合年成長率） (2025-2032)

• 市場概覽
• 動作人物和玩具套裝
• 玩偶及配件
• 建築套裝
• 圖板遊戲和紙牌遊戲
• 搭乘用玩具
• 益智玩具
• 藝術與手工藝
• 電子玩具
• 戶外玩具
• 運動器材玩具

玩具和遊戲市場規模（按材料和複合年成長率） (2025-2032)

• 市場概覽
• 塑膠
• 木頭
• 金屬
• 織物
• 電子元件

玩具和遊戲市場規模（按教育價值和複合年成長率） (2025-2032)

• 市場概覽
• STEM技能
• 創造力
• 解決問題
• 社會情緒發展

玩具和遊戲市場規模（按價格分佈和複合年成長率） (2025-2032)

• 市場概覽
• 低於 20 美元
• 20-50美元
• 50-100美元
• 100-200美元
• 超過 200 美元

玩具及遊戲市場規模（按地區）及複合年成長率（2025-2032）

• 北美洲
  • 美國
  • 加拿大
• 歐洲
  • 德國
  • 西班牙
  • 法國
  • 英國
  • 義大利
  • 其他歐洲國家地區
• 亞太地區
  • 中國
  • 印度
  • 日本
  • 韓國
  • 其他亞太地區
• 拉丁美洲
  • 巴西
  • 其他拉丁美洲國家
• 中東和非洲
  • 海灣合作理事會國家
  • 南非
  • 其他中東和非洲地區

競爭資訊

• 前 5 家公司對比
• 主要企業市場定位（2024年）
• 主要市場參與者所採用的策略
• 近期市場趨勢
• 公司市場佔有率分析（2024 年）
• 主要企業簡介
  • 公司詳細資訊
  • 產品系列分析
  • 公司分部佔有率分析
  • 收益與前一年同期比較對比（2022-2024 年）

主要企業簡介

• Mattel（USA）
• Hasbro（USA）
• LEGO Group（Denmark）
• Bandai Namco Holdings（Japan）
• Spin Master（Canada）
• Ravensburger（Germany）
• MGA Entertainment（USA）
• Funko（USA）
• Nintendo（Japan）
• Sony Interactive Entertainment（Japan/USA）
• Microsoft（USA）
• Ubisoft（France）
• Electronic Arts（USA）
• Activision Blizzard（USA）
• Asmodee（France）
• Goliath（Netherlands）
• Thames & Kosmos（Germany）
• Playmobil（Germany）
• Hornby Hobbies（UK）

結論和建議

Toys and Games Market size was valued at USD 320.5 billion in 2023 and is poised to grow from USD 337.17 billion in 2024 to USD 505.79 billion by 2032, growing at a CAGR of 5.2% during the forecast period (2025-2032).

The US Toys and Games Market is witnessing significant growth driven by multiple factors. Increasing consumer interest in eco-friendly toys, a revival of classic toys and video games, and awareness of the cognitive benefits offered by building toys are contributing to this trend. Additionally, the younger generations' inclination toward traditional recreational activities, paired with Millennials' preference for classic games during social events, is expected to enhance market expansion. Companies are adapting their strategies by developing online sales channels through platforms like Amazon, Walmart, and eBay, as digital marketing becomes paramount. Notably, during the lockdown, online toy sales surged, with Curtis McGill and Scott Houdashell reporting a 4000% increase on Amazon. The market is projected to sustain a healthy CAGR moving forward.

Top-down and bottom-up approaches were used to estimate and validate the size of the Toys And Games market and to estimate the size of various other dependent submarkets. The research methodology used to estimate the market size includes the following details: The key players in the market were identified through secondary research, and their market shares in the respective regions were determined through primary and secondary research. This entire procedure includes the study of the annual and financial reports of the top market players and extensive interviews for key insights from industry leaders such as CEOs, VPs, directors, and marketing executives. All percentage shares split, and breakdowns were determined using secondary sources and verified through Primary sources. All possible parameters that affect the markets covered in this research study have been accounted for, viewed in extensive detail, verified through primary research, and analyzed to get the final quantitative and qualitative data.

Toys And Games Market Segments Analysis

Global Toys and Games Market is segmented by Age Group, Toy Category, Material, Educational Value, Price Range and region. Based on Age Group, the market is segmented into Infant and Toddler, Preschool, School-Aged, Teenager and Adult. Based on Toy Category, the market is segmented into Action Figures and Playsets, Dolls and Accessories, Building Sets, Board Games and Card Games, Ride-On Toys, Educational Toys, Arts and Crafts, Electronic Toys, Outdoor Toys and Sporting Goods Toys. Based on Material, the market is segmented into Plastic, Wood, Metal, Fabric and Electronic Components. Based on Educational Value, the market is segmented into STEM Skills, Creativity, Problem-Solving and Social-Emotional Development. Based on Price Range, the market is segmented into Under $20, $20-$50, $50-$100, $100-$200 and Over $200. Based on region, the market is segmented into North America, Europe, Asia Pacific, Latin America and Middle East & Africa.

Driver of the Toys And Games Market

The Toys and Games market is experiencing significant growth driven by an increase in disposable incomes globally, which allows parents to allocate more funds towards purchasing toys and games for their children. This financial flexibility has spurred a heightened demand for premium, educational, and interactive toys that not only entertain but also support children's developmental milestones. As families prioritize quality experiences and learning opportunities over mere entertainment, the market sees a shift towards products that combine fun and education. Consequently, manufacturers are focusing on creating innovative toys that engage young minds while providing substantial developmental benefits, further fueling market expansion.

Restraints in the Toys And Games Market

Improperly designed or manufactured toys and games can present safety hazards for children, leading parents to be hesitant about making purchases. Such concerns can significantly hinder the expansion of the toys and games market, as the potential for accidents or malfunctions drives families to seek safer alternatives. This apprehension about product safety ultimately affects consumer confidence, resulting in decreased sales and limiting the market's overall growth potential. Therefore, ensuring high-quality design and manufacturing standards is crucial for instilling trust among consumers and fostering a thriving toys and games industry.

Market Trends of the Toys And Games Market

The Toys and Games market is witnessing a significant trend towards digital and interactive experiences, driven by rapid technological advancements. Consumers are increasingly gravitating towards toys that incorporate augmented reality (AR) and virtual reality (VR), which enhance playtime with immersive experiences. Interactive toys that can seamlessly connect with smartphones and tablets are also on the rise, catering to tech-savvy children and parents seeking educational and engaging play options. This shift not only fosters creativity and imagination but also responds to the demand for screen time that combines entertainment with educational value. Consequently, the market is poised for continuous growth as these innovations redefine traditional play.

Table of Contents

Introduction

• Objectives of the Study
• Scope of the Report
• Definitions

Research Methodology

• Information Procurement
• Secondary & Primary Data Methods
• Market Size Estimation
• Market Assumptions & Limitations

Executive Summary

• Global Market Outlook
• Supply & Demand Trend Analysis
• Segmental Opportunity Analysis

Market Dynamics & Outlook

• Market Overview
• Market Size
• Market Dynamics
  • Drivers & Opportunities
  • Restraints & Challenges
• Porters Analysis
  • Competitive rivalry
  • Threat of substitute
  • Bargaining power of buyers
  • Threat of new entrants
  • Bargaining power of suppliers

Key Market Insights

• Key Success Factors
• Degree of Competition
• Top Investment Pockets
• Market Ecosystem
• Market Attractiveness Index, 2024
• PESTEL Analysis
• Macro-Economic Indicators
• Value Chain Analysis
• Pricing Analysis

Global Toys and Games Market Size by Age Group & CAGR (2025-2032)

• Market Overview
• Infant and Toddler
• Preschool
• School-Aged
• Teenager
• Adult

Global Toys and Games Market Size by Toy Category & CAGR (2025-2032)

• Market Overview
• Action Figures and Playsets
• Dolls and Accessories
• Building Sets
• Board Games and Card Games
• Ride-On Toys
• Educational Toys
• Arts and Crafts
• Electronic Toys
• Outdoor Toys
• Sporting Goods Toys

Global Toys and Games Market Size by Material & CAGR (2025-2032)

• Market Overview
• Plastic
• Wood
• Metal
• Fabric
• Electronic Components

Global Toys and Games Market Size by Educational Value & CAGR (2025-2032)

• Market Overview
• STEM Skills
• Creativity
• Problem-Solving
• Social-Emotional Development

Global Toys and Games Market Size by Price Range & CAGR (2025-2032)

• Market Overview
• Under $20
• $20-$50
• $50-$100
• $100-$200
• Over $200

Global Toys and Games Market Size & CAGR (2025-2032)

• North America (Age Group , Toy Category, Material, Educational Value, Price Range)
  • US
  • Canada
• Europe (Age Group, Toy Category, Material, Educational Value, Price Range)
  • Germany
  • Spain
  • France
  • UK
  • Italy
  • Rest of Europe
• Asia Pacific (Age Group, Toy Category, Material, Educational Value, Price Range)
  • China
  • India
  • Japan
  • South Korea
  • Rest of Asia-Pacific
• Latin America (Age Group, Toy Category, Material, Educational Value, Price Range)
  • Brazil
  • Rest of Latin America
• Middle East & Africa (Age Group, Toy Category, Material, Educational Value, Price Range)
  • GCC Countries
  • South Africa
  • Rest of Middle East & Africa

Competitive Intelligence

• Top 5 Player Comparison
• Market Positioning of Key Players, 2024
• Strategies Adopted by Key Market Players
• Recent Developments in the Market
• Company Market Share Analysis, 2024
• Company Profiles of All Key Players
  • Company Details
  • Product Portfolio Analysis
  • Company's Segmental Share Analysis
  • Revenue Y-O-Y Comparison (2022-2024)

Key Company Profiles

• Mattel (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hasbro (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• LEGO Group (Denmark)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Bandai Namco Holdings (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Spin Master (Canada)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ravensburger (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• MGA Entertainment (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Funko (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Nintendo (Japan)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Sony Interactive Entertainment (Japan/USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Microsoft (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Ubisoft (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Electronic Arts (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Activision Blizzard (USA)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Asmodee (France)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Goliath (Netherlands)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Thames & Kosmos (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Playmobil (Germany)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments
• Hornby Hobbies (UK)
  • Company Overview
  • Business Segment Overview
  • Financial Updates
  • Key Developments

Conclusion & Recommendations