Global Toy Market to Post Solid Gains through 2025

Games And Toys April 19, 2017
Author: Sergey Avramenko
Head of Global Markets Research Team

toy market

Photo: © cascoly / Bigstockphoto

According to market research conducted by IndexBox, the global toy market showed an upward trend from 2010 to 2015, increasing to 50,039 million USD. In physical terms, the market fluctuated somewhat wildly, finally amounting to 7,000 thousand tonnes, an increase of 14% against the previous year. 

Driven by the global population increase and growth in consumer income, the doll and toy sector as a whole is projected to continue an upward consumption trend over the next nine years. The rising birth rate and an increase in disposable household income are set to appear as the main driving factors behind the growth in consumption of dolls and toys. China is expected to lead and dominate in terms of consumption growth. The two child policy will lead to a rapid surge in the infant population in the immediate term, which, coupled with rising incomes, will ensure that the demand for dolls and toys remains robust. Therefore, the market performance is forecast to grow with an anticipated CAGR of +4.0% for the nine-year period from 2015 to 2025, which is then expected to lead the market value to 74 billion USD by the end of 2025.

Over the period from 2007-2015, the USA was a key doll and toy importer; the UK, Germany, France and Japan followed, lagging somewhat behind. Almost all the countries appeared fully dependent on imports, thereby making them appear attractive to foreign suppliers. On the other hand, China registered as the smallest in terms of imports volume (the share of its imports fell below the global average). China, therefore, fails to present a promising prospect for importers: national production in that country is fully capable of meeting domestic demand. 

In terms of per capita consumption, Canada (48 USD/year), the U.S. (44 USD/year), Australia (40 USD/year), the UK (35 USD/year) all emerged as the leaders; consumption figures in these countries were significantly higher than the global average per capita consumption figure for dolls and toys. The per capita consumption figure for most of the top-10 consumer countries exceeds the global average (7 USD/year); the total per capita consumption in these countries ranges from 21 USD/year in France to 6 USD/year in Russia.

Rising living standards and increased disposable household income mean that consumer preferences with regard to toys are starting to change. We are now observing a move away from the more traditional and low-cost toys, in favour of their more innovative electronic alternatives. China, however, as the country with one of the lowest income figures against other more developed countries, such as the USA and Canada, appears as a key consumer of toys. The demand in China, therefore, tends to be for toys at the cheaper end of the market. A positive trend, however, is that the Chinese average household income is rising at a rate of approx. 9% a year, and the two child policy will promote a higher birth rate. Therefore, China is set to remain a key driver of consumption growth with regard to dolls and toys world-wide. 

Shopping centres, and super-and-hypermarkets represent the traditional sales channels for dolls and toys. Specialised branded toy stores have been expanding their market presence in recent years, and sales secured through online shopping is now the fastest developing sales medium.

Do you want to know more about the global toy market? Get the latest trends and insight from our report. It includes a wide range of statistics on

  • toy market share
  • toy prices
  • toy industry
  • toy sales
  • toy market forecast
  • toy price forecast
  • key toy producers

Source: World: Dolls And Toys - Market Report. Analysis and Forecast to 2025