Global Traditional Toys and Games Market 2024-2031

Global Traditional Toys and Games Market 2024-2031

Global Traditional Toys and Games Market Size, Share & Trends Analysis Report by Product Type (Outdoor and Sports Toys, Construction Sets, Dolls and Plush Toys, Vehicles, Stem Educational Toys, Action Figures, and Others) by Material (Plastic, Metal, Textile, and Wood) by Distribution Channel (Hypermarkets/Supermarkets, Specialty Retail Stores, and Online Marketplaces) and by Age Group (0-1 year, 2-4 year, 5-8 years, and 9-14 Years) Forecast Period (2024-2031)

The global traditional toys and games market is anticipated to grow at a CAGR of 4.2% during the forecast period (2024-2031). The traditional toys and games market is growing owing to rising income levels, the e-commerce boom, increasing demand for traditional toys in developing regions, and investment by parents to enhance children's overall growth. In recent years, the manufacturer has shifted their focus on producing and expanding traditional segments such as action figures, traditional construction set games, and sports toys attributed to rising demand from developed markets. Further, the market trends are moving towards the rising adoption of educational and sustainable toys, the development of nostalgic and collectible toys, and the increasing omnichannel sales approach by manufacturers.

Market Dynamics

Increase in Disposable Income

The growth in the traditional toys and games market is driven by an increase in disposable income, especially in developing countries. As income rises parents are willing to allocate more resources to purchase toys and games for their children. For instance, as per India's Ministry of Statistics, gross national disposable income is estimated at $3.4 trillion for the year 2022-23, while the estimate for the year 2021-22 stood at $2.9 trillion showing a growth of 14.5% for the year 2022-2023 as compared to growth of 18.8% in the year, showing constant growth in disposable income for developing countries.

Growth in E-Commerce

Post-pandemic, manufacturers have actively shifted towards an omnichannel approach for selling toys and gamers giving them a wider reach and bigger audience to cater to. As per Europe E-Commerce Report 2022, the EU B2C e-commerce is expected to thrive in the future, as post the lifting of COVID-19 measures and the UK’s departure from the EU single market, e-commerce turnover increased by 16.0% in 2021. Internet users have surpassed 90.0% of the population, and the proportion of Internet users who shop online is predicted to reach 76.0% by 2022. The shifting dynamic of online purchases, and the rise of the e-commerce market are expected to support sales of traditional toys and games across demographics.

Segmental Outlook

Our in-depth analysis of the global traditional toys and games market includes the following segments by product type, material, distribution channel, and age group.

Based on product type, the market is segmented into outdoor and sports toys, construction sets, dolls and plush toys, vehicles, STEM educational toys, action figures, and others.

Based on material, the market is segmented into plastic, metal, textile, and wood.

Based on the distribution channel, the market is segmented into hypermarkets/supermarkets, specialty retail stores, and online marketplaces.

Based on age group, the market is segmented into 0-1 years, 2-4 years, and 5-8 years, and 9-14 years.

Action Figures and Educational Toys Still Remain Relevant

Based on product type, the market is segmented into outdoor and sports toys, construction sets, dolls and plush toys, vehicles, educational toys, action figures, and others. The most popular categories of traditional toys and games remain action figures due to their nostalgic effect on millennials and a collectible for others. While educational toys are gaining popularity due to the emphasis of parents to provide all-around development to the child and associate education with their play. The rising demand for the segment has stimulated companies to launch re-vamp action figures in the market. For instance, Mattel Toys, the world's prominent toy maker, unveils He-Man in the Indian market, one of the most successful action figure lines in toy history, The Masters of the Universe, in a brand new appearance. The Masters of the Universe® line of toys, which includes everything from action figures to vehicles and playsets, will be available in all of the country's largest toy stores and departments.

Online Marketplaces Sub-Segment Is Expected to Grow Over Coming Years

E-commerce is one of the driving factors for the growth of the traditional toys and games industry. It will cause online marketplaces to grow in the coming years as a distribution channel for the toy industry. For instance, as per the Asian Development Bank 2023 report, e-commerce is continuing to grow in the global economy, with a share of the global gross domestic product of 3.8% in 2019 and 5.4% in 2021, which is forecast to reach 6.4% by 2025.

Regional Outlook

The global traditional toys and games market is further segmented based on geography including North America (the US, and Canada), Europe (UK, Italy, Spain, Germany, France, and the Rest of Europe), Asia-Pacific (India, China, Japan, South Korea, and Rest of Asia-Pacific), and the Rest of the World (the Middle East & Africa, and Latin America).

North America Holds Highest Share in Global Traditional Toys and Games Market

North America holds the highest share of the global traditional toys and games market share. The key factor contributing to the growth is the popularity of licensed and branded traditional toys. North American consumer earnings have sharply increased in recent years, creating a supportive market for spending on discretionary items such as toys and games. As per the US Department of the Treasury, household purchasing power in the US has increased in 2023. The median American worker can now afford the same goods and services as they did in 2019, plus an additional $1,000 to spend or save due to faster growth in median earnings compared to prices.

Asia-Pacific is the Fastest Growing Traditional Toys and Games Market

Asia-Pacific is one of the major hubs for toy manufacturing globally, due to low-cost manufacturing, and raw material availability, especially in countries such as China, India, Malaysia, and Vietnam. Moreover, most countries in the region also provide manufacturing aid creating a market for traditional toys and games.

Asia-Pacific is also one of the fastest-growing regions for toy consumption owing to the vast child population base, increasing disposable income, and investment by global players to expand the market in the region. The region is growing exponentially in terms of income, and population stimulating demand as well as consumption for traditional toys.

The major companies serving the global traditional toys and games market include LEGO System A/S, Mattel, Inc., Hasbro, Inc., MGA Entertainment, Inc., and Wooden Toys Manufacturing Co. Ltd., among others. The market players are focusing on capitalizing on growth by adopting strategies such as collaboration, partnerships, and market expansion, among others. For instance, in February 2024, LEGO Group announces all-new LEGO Technic, LEGO Icons, and LEGO Speed Champions products in collaboration with BMW, McLaren Racing & Senna Brans, and Mercedes-AMG PETRONAS Formula 1 Team.