Top 15 Companies in Toys and Games Market Worldwide 2025: Market Research Report (2024-2035)
RELEASE DATE: Aug 2025 Author: Spherical InsightsRequest Free Sample Speak to Analyst
Description
According to a research report published by Spherical Insights & Consulting, the Global Toys and Games Market Size is projected to grow from USD 340.21 Billion in 2024 to USD 553.11 Billion by 2035, at a CAGR of 4.52% during the forecast period 2025–2035. The demand for interactive and instructive products, a resurgence of traditional toys, and rising disposable income are all driving growth for the toys and games business. Additionally, propelling factors are cultural trends, collectibles as well and technological advancements like mobile gaming.
Introduction
The manufacturing, marketing, and distribution of toys and games for the worldwide stage is known for its toys and games of the market. It offers a large selection of goods that cater to all age groups and tastes. Additionally, the market encourages design and material innovation to guarantee that goods live up to consumer expectations and safety regulations. Both children and adults can enjoy the amusement and entertainment that toys and games provide. Dolls, action figures, puzzles, and outdoor playthings are a few examples. They support the growth of physical activity, creativity, and cognitive abilities. Furthermore, games and toys play a crucial role in both recreational and instructional activities. The rising appeal of classic leisure pursuits like puzzles and building sets among younger generations is also anticipated to fuel the market expansion for traditional toys and games. The increasing preference of millennials for traditional games during social events is probably going to drive industry expansion. Businesses are actively changing the things they offer by opening online stores and selling goods on e-commerce sites like eBay, Amazon, and Walmart.
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Toys and Games Market Size & Statistics
- The Market Size for Toys and Games Was Estimated To be worth USD 340.21 Billion in 2024.
- The Market Size is Going to Expand at a CAGR of 4.52% between 2025 and 2035.
- The Global Toys and Games Market Size is anticipated to reach USD 553.11 Billion by 2035.
- The Japan Toys and Games Market Size is Expected to Grow at a CAGR of around 4.13% from 2025 to 2035.
- The Japan Toys and Games Market Size is Expected to Reach USD 10,298.1 Million by 2035.
- Asia Pacific is expected to generate the highest demand during the forecast period in the toys and games Market.
- North America is expected to grow the fastest during the forecast period in the toys and games Market.
Regional growth and demand
North America is expected to grow the fastest during the forecast period in the toys and games market.
This is due to the growing demand for STEM-focused games and educational toys, and parents are looking for ways to engage and educate their kids. With licensed toys and games based on films, TV series, and video games, iconic media and entertainment properties are gaining popularity among consumers. This is expected to support the expansion of the regional market. North America's market is still robust because of consumers' desire for high-end and instructional toys and their large disposable budgets. Another advantage of the region is the high penetration of e-commerce.
Asia Pacific is expected to grow at the largest share during the forecast period in the toys and games market.
With the presence of more than half of the world's population and the economies of nations like China and India expanding, there are abundant chances for market expansion in this area. The world's greatest producer and exporter of children's items and toys is China. The Associated Press described China's heightened industry activity post-lockdown in a March 2023 report. The indexes for output, export, and new orders all rose, and the official China Federation of Logistics & Purchasing returned to levels that suggest expanding activity. Further, Japan's toy and games market highlights the regional growth and opportunities for the future.
Top 10 trends in the Toys and Games Market
- Kidult & Collectibles Boom
- Blind Box & Designer Toys Frenzy
- Nostalgia & Retro Revival
- STEM / Educational & STEAM-focused Toys
- Eco-Friendly & Sustainable Play
- Smart, Tech-Integrated Toys (AI, AR, VR, IoT)
- Subscription Boxes & Customization
- Cloud-Driven Commerce & Livestream Sales
- Licensing & Cross-Industry Partnerships
- Board Games & Offline Social Play
1. Blind Box & Designer Toys Frenzy
The excitement of "unboxing" is still strong, particularly with collectible blind-box formats like Labubu and others.
2. Smart, Tech-Integrated Toys (AI, AR, VR, IoT)
AR/VR and AI are being incorporated into toys more and more to provide immersive, interactive experiences that combine digital enrichment with physical play.
3. Board Games & Offline Social Play
Board games provide real bonding and meaningful engagement in a time when screens rule and social isolation is on the rise.
4. Nostalgia & Retro Revival
Companies can capitalize on sentimental nostalgia while maintaining contemporary relevance—through technology, narrative, and exclusivity.
5. Licensing & Cross-Industry Partnerships
These collaborations allow brands to expand their intellectual property into new markets and lifestyles.
Empower your strategic planning:
Stay informed with the latest industry insights and market trends to identify new opportunities and drive growth in the Toys and Games market. To explore more in-depth trends, insights, and forecasts, please refer to our detailed report.
Top 15 Companies Leading the Toys and Games Market
- Spin Master
- The LEGO Group
- SANRIO CO., LTD.
- Playmates Toys Limited
- JAKKS Pacific, Inc.
- Mattel
- Hasbro
- Schylling
- Bandai Namco Holdings Inc.
- Dream International Limited
- Funko, Inc.
- MGA Entertainment
- VTech Holdings Ltd.
- Fisher-Price (subsidiary of Mattel)
- Crayola LLC
- Others
1. Spin Master
Headquarters: Toronto, Canada.
Toronto, Ontario, is home to the headquarters of Spin Master Corp., a well-known international children's entertainment firm in Canada. In 1994, childhood friends Ronnen Harary, Anton Rabie, and Ben Varadi founded Spin Master, which has since expanded from making basic grass head dolls to become a major force in gaming, toys, and entertainment worldwide. PAW Patrol, Hatchimals, Bakugan, Kinetic Sand, Air Hogs, Orbeez, GUND, Rubik's Cube, and Melissa & Doug are just a few of the well-known trademarks that the firm is known for, along with its inventive and varied portfolio. Spin Master is renowned for fusing entertainment with hands-on play, creating digital games, TV series, and films to go along with their toy collections.
2. The LEGO Group
Headquarters: Billund, Denmark
Ole Kirk Christiansen established the Lego Group, a well-known toy company, in Billund, Denmark, in 1932. LEGO Technic, DUPLO for younger children, and licensed sets featuring popular culture franchises like Star Wars, Marvel, and Harry Potter are just a few of the themes and product lines that have expanded into LEGO's global popularity as a result of its innovative brick system, which opened up a world of building possibilities. Currently still family-run, LEGO is renowned for being a prominent toy company as well as a supporter of creativity and educational play. Through high-quality construction toys, captivating tales, and educational programs, LEGO continues to captivate millions of fans across generations with its dedication to sustainability and creativity.
3. Playmates Toys Limited
Headquarters: Kowloon, Hong Kong
Playmates Toys Limited is a toy company based in Hong Kong that has a long history. Sam Chan Tai-ho founded the firm in 1966 under the name Playmates Industrial. Playmates started out making dolls for other businesses before growing in the 1970s to sell its own range of preschool toys and then setting up US subsidiaries to go into the promotional toy business. Playmates became a prominent participant in the worldwide toy business after gaining the license to create action figures based on the Teenage Mutant Ninja Turtles (TMNT) property in the late 1980s. The figures were a huge success. Today, Playmates maintains solid ties with distributors, retailers, and licensors while producing toys and games that delight kids all around the world.
4. Funko, Inc.
Headquarters: Washington, United States
The most well-known product of Funko, Inc., a well-known American firm that specializes in licensed pop culture collectibles, are its Pop! Vinyl figures. Mike Becker founded it in Snohomish, Washington, in 1998. After being purchased by Brian Mariotti in 2005, the business saw a considerable expansion as he redirected the company's efforts into negotiating license agreements with well-known entertainment properties, including Marvel, Disney, DC Comics, and others. Funko distributes its products worldwide via a variety of outlets, such as specialized shops, mass merchants, online marketplaces, and flagship stores in the United States. As of 2024, Funko is a leading company in entertainment-themed toys and games, holding more than 1,100 licenses and selling millions of collectibles.
5. MGA Entertainment
Headquarters: California, United States
MGA Entertainment, a privately held toy and entertainment company based in Chatsworth, California, is among the biggest in the world. Established by Isaac Larian in 1979, MGA has evolved from a distributor of portable electronic games to a prominent innovator in the toy sector, offering a wide range of goods from games, electronics, and dolls to clothing and entertainment content. The brand is most recognized for combining trendsetting design, storytelling, and superior production to create cultural phenomena including Bratz, L.O.L. Surprise!, Rainbow High, and Little Tikes. The business keeps coming up with new ideas by branching out into new markets, introducing diecast car lines and collecting small lifestyle items, and purchasing animation studios like Pixel Zoo to produce original entertainment.
Are you ready to discover more about the Toys and Games market?
The report provides an in-depth analysis of the leading companies operating in the global toys and games market. It includes a comparative assessment based on their product portfolios, business overviews, geographical footprint, strategic initiatives, market segment share, and SWOT analysis. Each company is profiled using a standardized format that includes:
Company Profiles
- Spin Master
- Business Overview
- Company Snapshot
- Products Overview
- Company Market Share Analysis
- Company Coverage Portfolio
- Financial Analysis
- Recent Developments
- Merger and Acquisitions
- SWOT Analysis
- The LEGO Group
- SANRIO CO., LTD.
- Playmates Toys Limited
- JAKKS Pacific, Inc.
- Mattel
- Hasbro
- Schylling
- Bandai Namco Holdings Inc.
- Dream International Limited
- Funko, Inc.
- MGA Entertainment
- VTech Holdings Ltd.
- Fisher-Price (subsidiary of Mattel)
- Crayola LLC
- Others
Conclusion
The global market for toys and games is expected to develop steadily, with a compound annual growth rate (CAGR) of 4.52%, from USD 340.21 billion in 2024 to USD 553.11 billion by 2035. Asia Pacific gains the highest market share, driven by populous nations like China and India, while North America leads the industry in growth due to strong consumer spending on STEM and licensed toys. Major firms that dominate the competitive environment include Spin Master, The LEGO Group, Playmates Toys Limited, Funko, and MGA Entertainment. These companies retain strong market positions through innovation, international retail presence, and alliances for cross-industry licensing. The market is still shaped by new fads like the blind box craze, tech-enhanced toys (AI, AR, VR), and nostalgic comebacks.
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