Toys and Games Market: Trends and Outlook to 2035
Blog 2026年7月25日 77
Toys and Games Market: Trends and Outlook to 2035
The global toys and games market was valued at USD 117.6 billion in 2025 and is projected to reach USD 154.2 billion by 2035, growing at a CAGR of 2.7%. Demand remains steady across age groups, with tech-integrated toys rising 38% between 2022 and 2024 and online sales now accounting for 48% of the total.
Key Trends
Smart toys with AI and voice recognition surged 44% in 2024. STEM educational kits grew 36%, while traditional board games and plush toys gained among parents seeking screen-free options. Sustainability is rising: 31% of new toys use recycled or biodegradable materials, and 42% of parents prefer eco-friendly products. Licensed franchise toys and “phygital” (physical + digital) play continue to expand.
Drivers and Challenges
Parents increasingly choose educational toys (58% preference in 2023). Eco-friendly manufacturing offers strong growth potential. However, digital entertainment competes heavily—children aged 6–10 spend an average of 2.4 hours daily on screens—and rising raw-material and shipping costs pressure margins.
Segmentation and Regions
Dolls and action figures lead with a 28% share. Online retailers dominate distribution. Asia-Pacific is the fastest-growing region, driven by China and India. North America leads in per-child spending (about $320 annually in the U.S.), while Europe emphasizes sustainability and board games.
Outlook
Major players such as Hasbro, Mattel, and LEGO are investing in smart technology, sustainability, and emerging markets. The future of play is smarter, greener, and more connected, with educational and interactive toys set to drive steady expansion through 2035.
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Source:
https://www.marketgrowthreports.com/market-reports/toys-and-games-market-112361