According to TechSci Research report, “Traditional Toys and Games Market - Global Industry Size, Share, Trends, Competition Forecast Opportunities, 2030F”, the Global Traditional Toys and Games Market was valued at USD 96.31 billion in 2024 and is expected to grow to USD 130.13 billion by 2030 with a CAGR of 5.19% during the forecast period. The global traditional toys and games market is undergoing a dynamic transformation, influenced by evolving consumer preferences, technological advancements, and a renewed appreciation for classic play. Several key trends and challenges are shaping the industry's trajectory, ensuring its relevance in a rapidly changing world.
One significant trend is the resurgence of nostalgic toys, driven by the "kidult" phenomenon adults purchasing toys for themselves. Brands like Care Bears, Tamagotchi, and Sylvanian Families have experienced renewed popularity, appealing to both adults and children. This trend is fueled by a desire for comfort and a connection to childhood, with nearly one-third of toy sales attributed to adults and teens.
Another notable development is the rise of collectible blind boxes. Pop Mart, a Beijing-based toy company, has achieved remarkable success with its blind box offerings, featuring characters like Labubu. These toys have become a global phenomenon, especially popular among Gen Z and millennial consumers in Asia, the US, and Europe. The blind box format, where consumers don't know which character they are purchasing until opening, drives repeat purchases and collecting behavior.
Despite these positive trends, the industry faces several challenges. The proliferation of digital devices and online entertainment options has significantly altered children's play patterns. Smartphones, tablets, and video games offer interactive and engaging experiences that often surpass the appeal of traditional toys. This shift challenges traditional toy manufacturers to innovate and integrate technology into their products to remain relevant.
Cultural preservation is another aspect influencing the market. Traditional toys like Channapatna toys in India and handcrafted toys in Mexico are gaining international recognition for their craftsmanship and cultural significance. These toys serve as vehicles for cultural expression and preservation in a globalized world.
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The Traditional Toys and Games Market is segmented into product type, sales channel and region.
Based on the sales channel, the online segment is the fastest-growing channel in the global traditional toys and games market, driven by shifting consumer behaviors and technological advancements. The convenience of shopping from home, coupled with a broader selection of products and competitive pricing, has made online shopping increasingly popular among consumers. This trend is evident in regions like North America, where e-commerce platforms account for a significant portion of toy sales. Additionally, the rise of mobile shopping and advancements in digital payment systems have further facilitated the growth of online toy retailing. As a result, the online segment is expected to continue its rapid expansion in the coming years.
Based on region, Asia Pacific is the fastest-growing region in the global traditional toys and games market, driven by a combination of demographic trends, economic development, and evolving consumer behaviors. The region's rapid urbanization and expanding middle class are significant factors contributing to this growth. Countries like India and China have large populations with increasing disposable incomes, leading to higher demand for quality toys. In Southeast Asia, urbanization is also on the rise, with countries such as Indonesia and the Philippines experiencing notable growth in their middle-class populations. A notable trend in the region is the rise of "kidults"—adults purchasing toys for themselves. This demographic shift is particularly evident in countries like Japan and South Korea, where adults seek nostalgic items and collectibles. For instance, in Southeast Asia, the kidult market is expanding, with millennials and Gen Z showing increased interest in toys as part of their leisure activities.
Major companies operating in the global Traditional Toys and Games Market are:
- Dream International Limited
- Hasbro, Inc.
- Jakks Pacific Inc.
- Mattel, Inc.
- Lego A/S
- BANDAI NAMCO Holdings Inc.
- LeapFrog Enterprises, Inc.
- Spin Master Corp
- Tomy Co., Ltd.
- Playmates Toys Limited
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“The integration of technology into traditional play is also reshaping the market. Smart toys incorporating augmented reality (AR), virtual reality (VR), and artificial intelligence (AI) are gaining traction, offering interactive and personalized experiences. These tech-integrated toys engage children in innovative ways, enhancing learning and entertainment. Environmental consciousness is increasingly influencing consumer choices. Parents and caregivers are seeking toys made from sustainable materials, such as wood, organic fabrics, and recycled plastics. Manufacturers are responding by adopting sustainable practices, including responsible sourcing and eco-conscious packaging“, said Mr. Karan Chechi, Research Director of TechSci Research, a research-based management consulting firm.
“Traditional Toys and Games Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Product Type (Outdoor Sports Toys, Construction Sets, Dolls Plush Toys, Vehicles Toys, Others), By Sales Channel (Supermarkets/Hypermarkets, Specialty Stores, Online, Others), By Region Competition, 2020-2030F”, has evaluated the future growth potential of global Traditional Toys and Games Market and provides statistics information on market size, structure and future market growth. The report intends to provide cutting-edge market intelligence and help decision makers take sound investment decisions. Besides, the report also identifies and analyzes the emerging trends along with essential drivers, challenges, and opportunities in the global Traditional Toys and Games Market.
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