Online Toys and Games Retailing Market Report 2026

The online toys and games retailing market size has grown strongly in recent years. It will grow from $19.86 billion in 2025 to $21.73 billion in 2026 at a compound annual growth rate (CAGR) of 9.4%. The growth in the historic period can be attributed to growth of e-commerce penetration, increasing internet and smartphone usage, rising disposable income among urban households, expansion of global toy brands online, convenience of home delivery.

The online toys and games retailing market size is expected to see strong growth in the next few years. It will grow to $31.03 billion in 2030 at a compound annual growth rate (CAGR) of 9.3%. The growth in the forecast period can be attributed to growth in digital-native child population, rising demand for educational and stem toys, increasing use of online marketplaces in emerging economies, expansion of same-day and rapid delivery services, personalization of online toy assortments. Major trends in the forecast period include rising demand for licensed and character-based toys, growth of direct-to-consumer online toy brands, increasing popularity of educational and skill-building toys, expansion of subscription-based toy and game models, high adoption of mobile-first toy shopping platforms.

The growing consumer preference for online shopping and e-commerce is anticipated to drive the expansion of the online toy and game retail market. This shift toward online shopping is driven by the convenience of home purchases, a broader selection of products, and the ease of comparing prices across different platforms. E-commerce enhances the online toy and game retail market by offering a user-friendly shopping experience, a wide array of products, straightforward price comparisons, and the ability for retailers to reach a global customer base. For example, in May 2024, the United States Census Bureau reported that total e-commerce sales in the US increased by 8.6% (±1.1%) in the first quarter of 2024 compared to the same period in 2023. Thus, the rapid growth of e-commerce is fueling the expansion of the online toy and game retail market.

Leading companies in the online toy and game retail sector are concentrating on expanding their digital platforms, such as online e-commerce marketplaces, to improve customer experience, boost sales, and broaden their market reach. An online e-commerce marketplace is a digital platform where various sellers list and sell their products or services, and consumers can browse, compare, and purchase from a wide range of options. For instance, in June 2024, Tesco PLC, a UK-based retail company, launched a new online marketplace that allows customers to shop for thousands of third-party products in addition to Tesco's grocery items on Tesco.com and the Tesco app. The initial launch includes around 9,000 products across categories such as DIY, garden, homeware, toys, and games. These third-party products are sold and fulfilled by Tesco's trusted partners, while Tesco's grocery orders continue to be handled from local stores or fulfillment centers. Tesco is ensuring that these sellers meet strict standards for delivery speed, returns, and customer satisfaction and will continuously monitor their performance.

In October 2023, Toysino GmbH, a Germany-based company specializing in sporting goods, acquired Mytoys.de GmbH for an undisclosed sum. This acquisition aims to rapidly expand Toysino's brand and product range across Germany, retain existing Mytoys store employees, and maintain a significant toy retail presence in German cities, thereby strengthening Toysino's market position. Mytoys.de GmbH is a Germany-based e-commerce company focusing on retailing children's products and toys.

Major companies operating in the online toys and games retailing market are Kohl’s Corporation, LEGO System A/S, Mattel Inc., GameStop Corporation, Hasbro Inc., Barnes & Noble Inc., TOMY Company Ltd., Ravensburger AG, Oompa Toys, Simba Dickie Group GmbH, UncommonGoods LLC, Hamleys of London Ltd, Tru Kids Inc., Le Toy Van Limited, Babesta LLC, Kidding Around Toys, Mary Arnold Toys, Tin Toy Arcade LLC, Toycra, ToysPlanet LLC.

Asia-Pacific was the largest region in the online toys and games retailing market in 2025. The regions covered in the online toys and games retailing market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East and Africa. The countries covered in the online toys and games retailing market report are Australia; Brazil; China; France; Germany; India; Indonesia; Japan; Taiwan; Russia; South Korea; UK; USA; Canada; Italy; Spain.

The online toys and games retailing market consists of revenues earned by entities by providing services such as product information, customer reviews, promotions and discounts, secure payment options, and subscription services. 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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