Doll, Toy, and Game Market Report 2025

The doll, toy, and game market size has grown strongly in recent years. It will grow from $129.89 billion in 2024 to $141.65 billion in 2025 at a compound annual growth rate (CAGR) of 9.1%. The growth in the historic period can be attributed to media and entertainment tie-ins, seasonal and holiday demand, globalization and licensing, parental influence on purchases, retail merchandising strategies.

The doll, toy, and game market size is expected to see strong growth in the next few years. It will grow to $195.79 billion in 2029 at a compound annual growth rate (CAGR) of 8.4%. The growth in the forecast period can be attributed to inclusive and diverse representation, e-commerce dominance, parental emphasis on stem toys, social media influence, global toy safety standards, rise of retro and nostalgic toys. Major trends in the forecast period include eco-friendly and sustainable toys, educational and steam toys, collectibles and limited editions, toy subscription services, robotics and coding toys.

The market for manufacturing dolls, toys, and games stands to benefit from the expected sustained economic growth in both developed and developing countries. According to the International Monetary Fund (IMF), global GDP grew by 3.3% in 2020 and by 3.4% in 2021. The projected rise in commodity prices, following a significant decline, is expected to be a key driver of economic expansion. The United States is anticipated to maintain stable economic growth over the forecast period. Additionally, emerging markets are forecasted to grow slightly faster than developed ones during this time. This increased economic growth is likely to stimulate both public and private investments, as well as foster joint ventures and foreign direct investments in end-user markets, thereby contributing to the market's growth throughout the forecast period.

The growth of online shopping and e-commerce platforms is anticipated to boost the doll, toy, and game market in the future. E-commerce, or electronic commerce, involves buying and selling goods and services as well as transmitting money or data through an electronic network, primarily the Internet. Dolls, toys, and games offer a visually appealing and interactive shopping experience online, effectively attracting and retaining customers on e-commerce platforms. They also utilize user reviews and recommendations, which enhance the decision-making process for consumers. For example, in November 2023, The International Trade Administration, a UK-based government agency, reported that U.S. consumer eCommerce now represents 36.3% of the total retail market in the UK (as of January 2021), with eCommerce revenue expected to reach $285.6 billion by 2025. Therefore, the rise in online shopping and e-commerce platforms is fueling the growth of the doll, toy, and game market.

NFC (Near Field Communication) technology is increasingly being incorporated into toys and games to enhance interaction and boost engagement. NFC allows phones to interact within a radius of approximately 4 cm, providing a wireless connection between devices. This technology is utilized through NFC stickers and inlays integrated into game controllers, consoles, physical toys, and cards. Users can easily link controllers and consoles during gameplay by tapping the NFC-enabled device. Products such as NFC-enabled game consoles, cars, and board games leverage this technology. For instance, Mattel introduced Hot Wheels id, allowing kids to race their NFC-enabled Hot Wheels on a smart track and scan their collections into a free iOS app. The app serves as a virtual garage where kids can monitor speed and laps using infrared sensors in the Hot Wheels Race Portal, connecting to classic Hot Wheels tracks. Other companies such as Sphero and Anki Drive also offer NFC-enabled cars.

Leading companies in the doll, toy, and game market are focused on developing innovative products like Barbie dolls to capture children's imaginations and address changing consumer preferences. Barbie dolls are fashion dolls designed as three-dimensional representations of young adult women, available in a variety of styles, professions, and themes that often mirror contemporary trends and cultural changes. They promote imaginative play by allowing children to explore different careers and scenarios, encourage inclusivity through a diverse selection of dolls, and serve as collectible items for enthusiasts. For example, in July 2024, Mattel, a U.S.-based manufacturing and entertainment company, introduced its first-ever blind Barbie doll. This addition to the Barbie Fashionistas line is specifically crafted for children with visual impairments and is a collaborative effort with the American Foundation for the Blind (AFB) to ensure authentic representation. Key features include a unique eye gaze and tactile clothing.

Major companies operating in the doll, toy, and game market include Sony Group Corporation, The Toy Quest Ltd., Nintendo Co.Ltd., The Lego Group, Bandai Namco Holdings Inc, Hasbro Inc., Mattel Inc., Bigjigs Toys Ltd., VTech Holdings Limited, Dorel Industries Inc., Funko Inc., Tomy Company Ltd., Fisher-Price, Brandstätter Group, Dream International Limited, Jakks Pacific Inc., Spin Master Corporation, Ravensburger AG, Sanrio Company Ltd., Playmates Toys Limited, LeapFrog Enterprises lnc., Hape International, MGA Entertainment Inc., Moose Toys Ltd., Goliath Games, Learning Resources Ltd., WowWee Group Limited, Epoch Co., Schleich GmbH, Crayola LLC, Gibsons Games Company, Hornby Railways, Basic Fun Inc.

Asia-Pacific was the largest region in the doll, toy, and game market in 2024. Western Europe was the second largest region in the doll, toy, and game market. The regions covered in the doll, toy, and game market report are Asia-Pacific, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the doll, toy, and game market report are Australia, China, India, Indonesia, Japan, South Korea, Bangladesh, Thailand, Vietnam, Malaysia, Singapore, Philippines, Hong Kong, New Zealand, USA, Canada, Mexico, Brazil, Chile, Argentina, Colombia, Peru, France, Germany, UK, Austria, Belgium, Denmark, Finland, Ireland, Italy, Netherlands, Norway, Portugal, Spain, Sweden, Switzerland, Russia, Czech Republic, Poland, Romania, Ukraine, Saudi Arabia, Israel, Iran, Turkey, UAE, Egypt, Nigeria, South Africa.

The dolls, toys, and games market consists of sales of digital toys, online games, offline games, creative toys, educational toys, rubber material, and retail sales. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

Dolls, toys, and games are playthings primarily designed for children, with dolls representing human or humanoid figures, while 'games' involve activities or sports where players compete, often requiring skill, knowledge, or luck while following established rules.

These items generally fall into two categories such as electronic toys and non-electronic toys. Electronic toys, responding to children's interactions with features such as music, vibrations, or graphics, are designed for young age groups. They are crafted from materials such as plastics, wood, metal, and others, forming various categories such as games and puzzles, infant and pre-school toys, construction toys, dolls and accessories, video games, among others. These products are commonly distributed through department stores, online platforms, and other retail channels.

The dolls, toys and games market research report is one of a series of new reports that provides dolls, toys and games market statistics, including dolls, toys and games industry global market size, regional shares, competitors with a dolls, toys and games market share, detailed dolls, toys and games market segments, market trends and opportunities, and any further data you may need to thrive in the dolls, toys and games industry. This dolls, toys and games market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD, unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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