玩具の世界市場調査レポート 2025

世界の玩具市場は2024年に710.4億米ドルと評価され、2025年から2031年の予測期間中に5.47%のCAGRで成長し、2031年までに1077.5億米ドルに達すると予想されています。

このレポートは、玩具の世界市場を定量的および定性的な分析で包括的に紹介し、読者がビジネス/成長戦略を策定し、市場の競争状況を評価し、現在の市場での自社のポジションを分析し、玩具に関する情報に基づいたビジネス上の決定を下せるよう支援することを目的としています。

玩具市場の規模、推定、予測は、2024年を基準年として、金額（百万ドル）と収益（百万ドル）で示されており、2020年から2031年までの実績と予測データも含まれています。本レポートは、世界の玩具市場を包括的にセグメント化しています。また、地域別の市場規模、製品タイプ、用途、プレーヤー別の市場規模も提供しています。

Report Overview

The global Toy market was valued at US$ 71.04 billion in 2024 and is anticipated to reach US$ 107.75 billion by 2031, witnessing a CAGR of 5.47% during the forecast period 2025-2031.

The major global companies of Toy include LEGO, Mattel, Bandai, Hasbro, MGA Entertainment, Spin Master, Takara Tomy, POP Mart, and Fanatics, etc. In 2024, the world’s top three vendors accounted for 28.13 % of the revenue.

This report aims to provide a comprehensive presentation of the global market for Toy, with both quantitative and qualitative analysis, to help readers develop business/growth strategies, assess the market competitive situation, analyze their position in the current marketplace, and make informed business decisions regarding Toy.

The Toy market size, estimations, and forecasts are provided in terms of and revenue ($ millions), considering 2024 as the base year, with history and forecast data for the period from 2020 to 2031. This report segments the global Toy market comprehensively. Regional market sizes, concerning products by Type, by Application, and by players, are also provided.

For a more in-depth understanding of the market, the report provides profiles of the competitive landscape, key competitors, and their respective market ranks. The report also discusses technological trends and new product developments.

The report will help the Toy companies, new entrants, and industry chain related companies in this market with information on the revenues for the overall market and the sub-segments across the different segments, by company, by Type, by Application, and by regions.

Market Segmentation

By Company

•                 LEGO
•                 Mattel
•                 Bandai
•                 Hasbro
•                 MGA Entertainment
•                 Spin Master
•                 Takara Tomy
•                 POP Mart
•                 Fanatics
•                 Pokemon
•                 Kayou
•                 Konami
•                 Panini
•                 Vtech
•                 Simba-Dickie Group
•                 Ravensburger
•                 PLAYMOBIL
•                 Giochi Preziosi
•                 Alpha Group
•                 Goldlok Toys

Segment by Type

•                 Activity Toys
•                 Games and Puzzles
•                 Construction Toys
•                 Figures & Dolls
•                 Outdoor and Sports Toys
•                 Game & Anime Trading Cards
•                 Entertainment Trading Cards
•                 Others

Segment by Application

•                 General Play
•                 Educational
•                 Collectibles
•                 Competitive Games
•                 Others

By Region

North America

•                 United States
•                 Canada

Asia-Pacific

•                 China
•                 Japan
•                 South Korea
•                 Southeast Asia
•                 India
•                 Rest of Asia

Europe

•                 Germany
•                 France
•                 U.K.
•                 Italy
•                 Russia
•                 Rest of Europe

Latin America

•                 Mexico
•                 Brazil
•                 Rest of Latin America

Middle East & Africa

Chapter Outline

Chapter 1: Introduces the report scope of the report, executive summary of different market segments (by Type, by Application), including the market size of each market segment, future development potential, and so on. It offers a high-level view of the current state of the market and its likely evolution in the short to mid-term, and long term.

Chapter 2: Introduces executive summary of global market size, regional market size, this section also introduces the market dynamics, latest developments of the market, the driving factors and restrictive factors of the market, the challenges and risks faced by companies in the industry, and the analysis of relevant policies in the industry.

Chapter 3: Detailed analysis of Toy company competitive landscape, revenue market share, etc.

Chapter 4: Provides the analysis of various market segments by Type, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different market segments.

Chapter 5: Provides the analysis of various market segments by Application, covering the market size and development potential of each market segment, to help readers find the blue ocean market in different downstream markets.

Chapter 6, 7, 8, 9, 10: North America, Europe, Asia Pacific, Latin America, Middle East and Africa segment by country. It provides a quantitative analysis of the market size and development potential of each region and its main countries and introduces the market development, future development prospects, market space, and capacity of each country in the world.

Chapter 11: Provides profiles of key players, introducing the basic situation of the main companies in the market in detail, including product sales, revenue, price, gross margin, product introduction, recent development, etc.

Chapter 12: The main points and conclusions of the report.

Table of Contents

1 Report Overview                1

1.1 Study Scope    1

1.2 Market Analysis by Type               1

1.2.1 Global Toy Market Size Growth Rate by Type: 2020 VS 2024 VS 2031        1

1.2.2 Activity Toys                3

1.2.3 Games and Puzzles    4

1.2.4 Construction Toys      4

1.2.5 Figures & Dolls           5

1.2.6 Outdoor and Sports Toys          5

1.2.7 Game & Anime Trading Cards 6

1.2.8 Entertainment Trading Cards  6

1.2.9 Others           7

1.3 Market by Application  8

1.3.1 Global Toy Market Growth by Application: 2020 VS 2024 VS 2031                 8

1.3.2 General Play                9

1.3.3 Educational 9

1.3.4 Collectibles  10

1.3.5 Competitive Games    10

1.3.6 Others           11

1.4 Assumptions and Limitations       11

1.5 Study Objectives            12

1.6 Years Considered           13

2 Global Growth Trends     14

2.1 Global Toy Market Perspective (2020-2031)             14

2.2 Global Toy Growth Trends by Region        15

2.2.1 Global Toy Market Size by Region: 2020 VS 2024 VS 2031                 16

2.2.2 Toy Historic Market Size by Region (2020-2025)                  17

2.2.3 Toy Forecasted Market Size by Region (2026-2031)            17

2.3 Toy Market Dynamics  18

2.3.1 Toy Industry Trends  18

2.3.2 Toy Market Drivers    22

2.3.3 Toy Market Challenges              23

2.3.4 Toy Market Restraints                24

3 Competition Landscape by Key Players        25

3.1 Global Top Toy Players by Revenue           25

3.1.1 Global Top Toy Players by Revenue (2020-2025)                 25

3.1.2 Global Toy Revenue Market Share by Players (2020-2025)                 26

3.2 Global Top Toy Players by Company Type and Market Share by Company Type (Tier 1, Tier 2, and Tier 3)     28

3.3 Global Toy Market Concentration Ratio    30

3.3.1 Global Toy Market Concentration Ratio (CR5 and HHI)   30

3.3.2 Global Top 10 Companies by Toy Revenue in 2024             31

3.4 Global Key Players of Toy Head office       31

3.5 Global Key Players of Toy, Product and Application               32

4 Toy Breakdown Data by Type         34

4.1 Global Toy Historic Market Size by Type (2020-2025)           34

4.2 Global Toy Forecasted Market Size by Type (2026-2031)      35

5 Toy Breakdown Data by Application             37

5.1 Global Toy Historic Market Size by Application (2020-2025)                 37

5.2 Global Toy Forecasted Market Size by Application (2026-2031)                 38

6 North America   39

6.1 North America Toy Market Size (2020-2031)           39

6.2 North America Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031  39

6.3 North America Toy Market Size by Country (2020-2025)      40

6.4 North America Toy Market Size by Country (2026-2031)      40

6.5 United States  41

6.6 Canada             42

7 Europe 43

7.1 Europe Toy Market Size (2020-2031)        43

7.2 Europe Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031                 43

7.3 Europe Toy Market Size by Country (2020-2025)   44

7.4 Europe Toy Market Size by Country (2026-2031)   44

7.5 Germany          45

7.6 France              46

7.7 U.K. 47

7.8 Italy  48

7.9 Russia               49

8 Asia-Pacific        50

8.1 Asia-Pacific Toy Market Size (2020-2031)                 50

8.2 Asia-Pacific Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031        50

8.3 Asia-Pacific Toy Market Size by Region (2020-2025)              51

8.4 Asia-Pacific Toy Market Size by Region (2026-2031)              51

8.5 China                52

8.6 Japan                53

8.7 South Korea    54

8.8 Southeast Asia                55

8.9 India 56

9 Latin America    57

9.1 Latin America Toy Market Size (2020-2031)            57

9.2 Latin America Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031        57

9.3 Latin America Toy Market Size by Country (2020-2025)       58

9.4 Latin America Toy Market Size by Country (2026-2031)       58

9.5 Mexico             59

9.6 Brazil                60

10 Middle East & Africa      61

10.1 Middle East & Africa Toy Market Size (2020-2031)               61

10.2 Middle East & Africa Toy Market Growth Rate by Country: 2020 VS 2024 VS 2031        61

10.3 Middle East & Africa Toy Market Size by Country (2020-2025)                 62

10.4 Middle East & Africa Toy Market Size by Country (2026-2031)                 62

10.5 Middle East  63

10.6 Africa             64

11 Key Players Profiles        65

11.1 LEGO            65

11.1.1 LEGO Company Details         65

11.1.2 LEGO Business Overview       65

11.1.3 LEGO Toy Introduction          66

11.1.4 LEGO Revenue in Toy Business (2020-2025)     67

11.1.5 LEGO Recent Development   67

11.2 Mattel             67

11.2.1 Mattel Company Details         67

11.2.2 Mattel Business Overview       68

11.2.3 Mattel Toy Introduction          68

11.2.4 Mattel Revenue in Toy Business (2020-2025)     69

11.2.5 Mattel Recent Development   70

11.3 Bandai            70

11.3.1 Bandai Company Details         70

11.3.2 Bandai Business Overview      71

11.3.3 Bandai Toy Introduction         71

11.3.4 Bandai Revenue in Toy Business (2020-2025)    71

11.3.5 Bandai Recent Development  72

11.4 Hasbro           72

11.4.1 Hasbro Company Details        72

11.4.2 Hasbro Business Overview      73

11.4.3 Hasbro Toy Introduction         73

11.4.4 Hasbro Revenue in Toy Business (2020-2025)    74

11.4.5 Hasbro Recent Development 75

11.5 MGA Entertainment   75

11.5.1 MGA Entertainment Company Details                 75

11.5.2 MGA Entertainment Business Overview              76

11.5.3 MGA Entertainment Toy Introduction 76

11.5.4 MGA Entertainment Revenue in Toy Business (2020-2025)                 77

11.6 Spin Master  78

11.6.1 Spin Master Company Details                78

11.6.2 Spin Master Business Overview             78

11.6.3 Spin Master Toy Introduction                79

11.6.4 Spin Master Revenue in Toy Business (2020-2025)           80

11.7 Takara Tomy                 80

11.7.1 Takara Tomy Company Details             80

11.7.2 Takara Tomy Business Overview           80

11.7.3 Takara Tomy Toy Introduction              81

11.7.4 Takara Tomy Revenue in Toy Business (2020-2025)         82

11.8 POP Mart     82

11.8.1 POP Mart Company Details  82

11.8.2 POP Mart Business Overview                83

11.8.3 POP Mart Toy Introduction   83

11.8.4 POP Mart Revenue in Toy Business (2020-2025)              84

11.9 Fanatics         84

11.9.1 Fanatics Company Details      84

11.9.2 Fanatics Business Overview    85

11.9.3 Fanatics Toy Introduction       86

11.9.4 Fanatics Revenue in Toy Business (2020-2025)  86

11.10 Pokemon     87

11.10.1 Pokemon Company Details  87

11.10.2 Pokemon Business Overview                87

11.10.3 Pokemon Toy Introduction  88

11.10.4 Pokemon Revenue in Toy Business (2020-2025)              89

11.11 Kayou           89

11.11.1 Kayou Company Details        89

11.11.2 Kayou Business Overview     90

11.11.3 Kayou Toy Introduction        90

11.11.4 Kayou Revenue in Toy Business (2020-2025)   91

11.12 Konami        91

11.12.1 Konami Company Details     91

11.12.2 Konami Business Overview  92

11.12.3 Konami Toy Introduction     92

11.12.4 Konami Revenue in Toy Business (2020-2025)                 93

11.13 Panini          93

11.13.1 Panini Company Details       93

11.13.2 Panini Business Overview     94

11.13.3 Panini Toy Introduction        94

11.13.4 Panini Revenue in Toy Business (2020-2025)   95

11.14 Vtech           95

11.14.1 Vtech Company Details        95

11.14.2 Vtech Business Overview      96

11.14.3 Vtech Toy Introduction         96

11.14.4 Vtech Revenue in Toy Business (2020-2025)    97

11.15 Simba-Dickie Group 98

11.15.1 Simba-Dickie Group Company Details               98

11.15.2 Simba-Dickie Group Business Overview            98

11.15.3 Simba-Dickie Group Toy Introduction               99

11.15.4 Simba-Dickie Group Revenue in Toy Business (2020-2025)                 100

11.16 Ravensburger              100

11.16.1 Ravensburger Company Details           100

11.16.2 Ravensburger Business Overview        100

11.16.3 Ravensburger Toy Introduction           101

11.16.4 Ravensburger Revenue in Toy Business (2020-2025)      102

11.17 PLAYMOBIL             102

11.17.1 PLAYMOBIL Company Details          102

11.17.2 PLAYMOBIL Business Overview        103

11.17.3 PLAYMOBIL Toy Introduction           103

11.17.4 PLAYMOBIL Revenue in Toy Business (2020-2025)      104

11.18 Giochi Preziosi           104

11.18.1 Giochi Preziosi Company Details        104

11.18.2 Giochi Preziosi Business Overview     105

11.18.3 Giochi Preziosi Toy Introduction        105

11.18.4 Giochi Preziosi Revenue in Toy Business (2020-2025)   106

11.19 Alpha Group               107

11.19.1 Alpha Group Company Details            107

11.19.2 Alpha Group Business Overview         107

11.19.3 Alpha Group Toy Introduction            108

11.19.4 Alpha Group Revenue in Toy Business (2020-2025)       109

11.20 Goldlok Toys              109

11.20.1 Goldlok Toys Company Details           109

11.20.2 Goldlok Toys Business Overview         109

11.20.3 Goldlok Toys Toy Introduction            110

11.20.4 Goldlok Toys Revenue in Toy Business (2020-2025)       111

12 Analyst’s Viewpoints/Conclusions                112

13 Appendix          115

13.1 Research Methodology                115

13.1.1 Methodology/Research Approach         115

13.1.2 Data Source               118

13.2 Author Details              121

13.3 Disclaimer    122

Tables and Figures

Table 1. Global Toy Market Size Growth Rate by Type (US$ million): 2020 VS 2024 VS 2031        2

Table 2. Global Toy Market Size Growth by Application (US$ million): 2020 VS 2024 VS 2031        8

Table 3. Global Toy Market Size by Region (US$ million): 2020 VS 2024 VS 2031  16

Table 4. Global Toy Market Size by Region (2020-2025) & (US$ million)                 17

Table 5. Global Toy Market Share by Region (2020-2025)           17

Table 6. Global Toy Forecasted Market Size by Region (2026-2031) & (US$ million)        17

Table 7. Global Toy Market Share by Region (2026-2031)           18

Table 8. Toy Market Trends               18

Table 9. Toy Market Drivers              22

Table 10. Toy Market Challenges      23

Table 11. Toy Market Restraints       24

Table 12. Global Toy Revenue by Players (2020-2025) & (US$ million)                 25

Table 13. Global Toy Market Share by Players (2020-2025)         26

Table 14. Global Top Toy Players by Company Type (Tier 1, Tier 2, and Tier 3) & (based on the Revenue in Toy as of 2024)      29

Table 15. Global 5 Largest Players Market Share by Toy Revenue (CR5 and HHI) & (2020-2025)    30

Table 16. Global Key Players of Toy, Headquarters       31

Table 17. Global Key Players of Toy, Product and Application    32

Table 18. Global Toy Market Size by Type (2020-2025) & (US$ million)                 34

Table 19. Global Toy Revenue Market Share by Type (2020-2025)                 34

Table 20. Global Toy Forecasted Market Size by Type (2026-2031) & (US$ million)        35

Table 21. Global Toy Revenue Market Share by Type (2026-2031)                 35

Table 22. Global Toy Market Size by Application (2020-2025) & (US$ million)        37

Table 23. Global Toy Revenue Market Share by Application (2020-2025)                 37

Table 24. Global Toy Forecasted Market Size by Application (2026-2031) & (US$ million)    38

Table 25. Global Toy Revenue Market Share by Application (2026-2031)                 38

Table 26. North America Toy Market Size Growth Rate by Country (US$ million): 2020 VS 2024 VS 2031              39

Table 27. North America Toy Market Size by Country (2020-2025) & (US$ million)        40

Table 28. North America Toy Market Size by Country (2026-2031) & (US$ million)        40

Table 29. Europe Toy Market Size Growth Rate by Country (US$ million): 2020 VS 2024 VS 2031        43

Table 30. Europe Toy Market Size by Country (2020-2025) & (US$ million)        44

Table 31. Europe Toy Market Size by Country (2026-2031) & (US$ million)        44

Table 32. Asia-Pacific Toy Market Size Growth Rate by Country (US$ million): 2020 VS 2024 VS 2031              50

Table 33. Asia-Pacific Toy Market Size by Region (2020-2025) & (US$ million)        51

Table 34. Asia-Pacific Toy Market Size by Region (2026-2031) & (US$ million)        51

Table 35. Latin America Toy Market Size Growth Rate by Country (US$ million): 2020 VS 2024 VS 2031              57

Table 36. Latin America Toy Market Size by Country (2020-2025) & (US$ million)        58

Table 37. Latin America Toy Market Size by Country (2026-2031) & (US$ million)        58

Table 38. Middle East & Africa Toy Market Size Growth Rate by Country (US$ million): 2020 VS 2024 VS 2031              61

Table 39. Middle East & Africa Toy Market Size by Country (2020-2025) & (US$ million)    62

Table 40. Middle East & Africa Toy Market Size by Country (2026-2031) & (US$ million)    62

Table 41. LEGO Company Details   65

Table 42. LEGO Revenue in Toy Business (2020-2025) & (US$ million)                 67

Table 43. LEGO Recent Development             67

Table 44. Mattel Company Details   67

Table 45. Mattel Revenue in Toy Business (2020-2025) & (US$ million)                 69

Table 46. Mattel Recent Development              70

Table 47. Bandai Company Details   70

Table 48. Bandai Revenue in Toy Business (2020-2025) & (US$ million)                 71

Table 49. Bandai Recent Development             72

Table 50. Hasbro Company Details  72

Table 51. Hasbro Revenue in Toy Business (2020-2025) & (US$ million)                 74

Table 52. Hasbro Recent Development            75

Table 53. MGA Entertainment Company Details           75

Table 54. MGA Entertainment Revenue in Toy Business (2020-2025) & (US$ million)        77

Table 55. Spin Master Company Details          78

Table 56. Spin Master Revenue in Toy Business (2020-2025) & (US$ million)        80

Table 57. Takara Tomy Company Details       80

Table 58. Takara Tomy Revenue in Toy Business (2020-2025) & (US$ million)        82

Table 59. POP Mart Company Details             82

Table 60. POP Mart Revenue in Toy Business (2020-2025) & (US$ million)        84

Table 61. Fanatics Company Details 84

Table 62. Fanatics Revenue in Toy Business (2020-2025) & (US$ million)                 86

Table 63. Pokemon Company Details               87

Table 64. Pokemon Revenue in Toy Business (2020-2025) & (US$ million)        89

Table 65. Kayou Company Details    89

Table 66. Kayou Revenue in Toy Business (2020-2025) & (US$ million)                 91

Table 67. Konami Company Details 91

Table 68. Konami Revenue in Toy Business (2020-2025) & (US$ million)                 93

Table 69. Panini Company Details   93

Table 70. Panini Revenue in Toy Business (2020-2025) & (US$ million)                 95

Table 71. Vtech Company Details     95

Table 72. Vtech Revenue in Toy Business (2020-2025) & (US$ million)                 97

Table 73. Simba-Dickie Group Company Details           98

Table 74. Simba-Dickie Group Revenue in Toy Business (2020-2025) & (US$ million)        100

Table 75. Ravensburger Company Details       100

Table 76. Ravensburger Revenue in Toy Business (2020-2025) & (US$ million)        102

Table 77. PLAYMOBIL Company Details      102

Table 78. PLAYMOBIL Revenue in Toy Business (2020-2025) & (US$ million)        104

Table 79. Giochi Preziosi Company Details    104

Table 80. Giochi Preziosi Revenue in Toy Business (2020-2025) & (US$ million)        106

Table 81. Alpha Group Company Details        107

Table 82. Alpha Group Revenue in Toy Business (2020-2025) & (US$ million)        109

Table 83. Goldlok Toys Company Details        109

Table 84. Goldlok Toys Revenue in Toy Business (2020-2025) & (US$ million)        111

Table 85. Research Programs/Design for This Report  115

Table 86. Key Data Information from Secondary Sources             119

Table 87. Key Data Information from Primary Sources 120

Table 88. Authors List of This Report               121

List of Figures

Figure 1. Toy Picture           1

Figure 2. Global Toy Market Share by Type: 2024 VS 2031         3

Figure 3. Global Toy Market Share by Application: 2024 VS 2031                 9

Figure 4. Toy Report Years Considered            13

Figure 5. Global Toy Market Size (US$ million), Year-over-Year: 2020-2031        14

Figure 6. Global Toy Market Size, (US$ million), 2020 VS 2025 VS 2031                 15

Figure 7. Global Toy Market Share by Region: 2024 VS 2031      16

Figure 8. Global Toy Market Share by Players in 2024  28

Figure 9. The Top 10 Players Market Share by Toy Revenue in 2024                 31

Figure 10. North America Toy Market Size YoY Growth (2020-2031) & (US$ million)        39

Figure 11. United States Toy Market Size YoY Growth (2020-2031) & (US$ million)        41

Figure 12. Canada Toy Market Size YoY Growth (2020-2031) & (US$ million)        42

Figure 13. Europe Toy Market Size YoY Growth (2020-2031) & (US$ million)        43

Figure 14. Germany Toy Market Size YoY Growth (2020-2031) & (US$ million)        45

Figure 15. France Toy Market Size YoY Growth (2020-2031) & (US$ million)        46

Figure 16. U.K. Toy Market Size YoY Growth (2020-2031) & (US$ million)        47

Figure 17. Italy Toy Market Size YoY Growth (2020-2031) & (US$ million)        48

Figure 18. Russia Toy Market Size YoY Growth (2020-2031) & (US$ million)        49

Figure 19. Asia-Pacific Toy Market Size YoY Growth (2020-2031) & (US$ million)        50

Figure 20. China Toy Market Size YoY Growth (2020-2031) & (US$ million)        52

Figure 21. Japan Toy Market Size YoY Growth (2020-2031) & (US$ million)        53

Figure 22. South Korea Toy Market Size YoY Growth (2020-2031) & (US$ million)        54

Figure 23. Southeast Asia Toy Market Size YoY Growth (2020-2031) & (US$ million)        55

Figure 24. India Toy Market Size YoY Growth (2020-2031) & (US$ million)        56

Figure 25. Latin America Toy Market Size YoY Growth (2020-2031) & (US$ million)        57

Figure 26. Mexico Toy Market Size YoY Growth (2020-2031) & (US$ million)        59

Figure 27. Brazil Toy Market Size YoY Growth (2020-2031) & (US$ million)        60

Figure 28. Middle East & Africa Toy Market Size YoY Growth (2020-2031) & (US$ million)        61

Figure 29. Middle East Toy Market Size YoY Growth (2020-2031) & (US$ million)        63

Figure 30. Africa Toy Market Size YoY Growth (2020-2031) & (US$ million)        64

Figure 31. Bottom-up and Top-down Approaches for This Report                 117

Figure 32. Data Triangulation            118

Figure 33. Key Executives Interviewed              120

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