Doll, Toy, and Game Market Report 2026

The doll, toy, and game market size has grown strongly in recent years. It will grow from $138.26 billion in 2025 to $148.88 billion in 2026 at a compound annual growth rate (CAGR) of 7.7%. The growth in the historic period can be attributed to expansion of global child population segments, growth of organized toy retail, rising disposable incomes in emerging markets, increasing popularity of board games and puzzles, improvements in toy manufacturing techniques.

The doll, toy, and game market size is expected to see strong growth in the next few years. It will grow to $206.47 billion in 2030 at a compound annual growth rate (CAGR) of 8.5%. The growth in the forecast period can be attributed to growing integration of digital and physical play experiences, rising demand for STEM-based toys, expansion of direct-to-consumer toy sales, increasing focus on sustainable toy materials, advancements in interactive toy technologies. Major trends in the forecast period include increasing popularity of interactive and digital toys, rising demand for educational and skill-based games, growing preference for licensed and branded products, expansion of online toy retail channels, enhanced focus on product safety and compliance.

The growing population of children is expected to drive the expansion of the doll, toy, and game market in the coming years. The child population refers to the increasing number of individuals aged 0-17, influenced by factors such as birth rates, mortality trends, and demographic shifts, which in turn affect education, healthcare, and social services. Growth in the child population is largely attributed to higher birth rates in certain regions, leading to a larger number of young individuals entering the population each year. Dolls, toys, and games play an important role in child development by supporting cognitive, social, and emotional growth, which contributes to the development of healthier and more capable future generations. For example, in September 2023, according to a report published by the Federal Interagency Forum on Child and Family Statistics, a US-based government interagency organization, the United States had 72.5 million children in 2022, and this figure is projected to increase to 78.2 million by 2050. Therefore, the expanding child population is driving growth in the doll, toy, and game market.

The increasing adoption of online shopping and e-commerce platforms is also expected to propel the growth of the doll, toy, and game market going forward. E-commerce refers to the buying and selling of goods and services, as well as the transfer of money or data, through electronic networks, primarily the internet. Dolls, toys, and games perform well in online retail environments due to their visually appealing and interactive nature, which helps attract and engage consumers. In addition, customer reviews and recommendations on e-commerce platforms support informed purchasing decisions. For instance, in November 2023, according to the International Trade Administration, a UK-based government agency, U.S. consumer e-commerce accounted for 36.3% of the total retail market in the UK as of January 2021, with e-commerce revenue projected to reach $285.6 billion by 2025. Therefore, the rise of online shopping and e-commerce platforms is contributing significantly to the growth of the doll, toy, and game market.

Companies operating in the doll, toy, and game market are increasingly focused on launching innovative products, such as inclusive Barbie dolls, to engage children and address evolving consumer preferences. Barbie dolls are fashion dolls designed as three-dimensional representations of young adult women and are available in a wide range of styles, professions, and themes that reflect contemporary trends and cultural changes. These dolls promote imaginative play by allowing children to explore various roles and scenarios, while also encouraging inclusivity through diverse representation. For example, in July 2024, Mattel, a US-based manufacturing and entertainment company, introduced its first-ever blind Barbie doll as part of the Barbie Fashionistas line. This product was developed in collaboration with the American Foundation for the Blind to ensure authentic representation and features elements such as distinctive eye gaze and tactile clothing, supporting inclusivity for children with visual impairments.

Major companies operating in the doll, toy, and game market are Hasbro Inc., Mattel Inc., The Lego Group, Bandai Namco Holdings Inc., Spin Master Corporation, MGA Entertainment Inc., VTech Holdings Limited, Tomy Company Ltd., Fisher Price, Ravensburger AG, Playmobil Brandstätter Group, Moose Toys Ltd., Goliath Games, Hape International, Bigjigs Toys Ltd., Schleich GmbH, Jakks Pacific Inc., LeapFrog Enterprises Inc., Epoch Co., Basic Fun Inc.

Asia-Pacific was the largest region in the doll, toy, and game market in 2025. 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, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the doll, toy, and game market report are China, India, Japan, Australia, Indonesia, South Korea, Bangladesh, Thailand, Vietnam, Malaysia, Singapore, Philippines, Hong Kong, Taiwan, New Zealand, UK, Germany, France, Italy, Spain, Austria, Belgium, Denmark, Finland, Ireland, Netherlands, Norway, Portugal, Sweden, Switzerland, Russia, Czech Republic, Poland, Romania, Ukraine, USA, Canada, Mexico, Brazil, Chile, Argentina, Colombia, Peru, 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.

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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