Video games dominate the global toys and games landscape, far outpacing traditional toys and games by more than two-fold. Forecast growth to 2030 is mostly concentrated in a handful of categories led by digital play, licensed IPs and blind collectibles for kidults
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Key Findings
Video games lead growth
Video games dominate the global toys and games landscape, far outpacing traditional toys and games by more than two-fold, and remain the primary growth engine through 2030.
Growth mainly driven by selected categories
Forecast growth to 2030 is concentrated in a handful of categories rather than across all categories, led by digital play and licensed IPs targeted at kidults.
Collectibles drive repeat sales
39% of dolls and accessories sold in 2030 will be blind collectibles, as surprise-and-collect mechanics and emotional escapism drive repeat purchases.
Social commerce is the new aisle
With 51% of Millennials buying via livestream in 2025, live and social commerce is now a core discovery and purchase channel as video platforms become the new toy aisle.
Asia Pacific powers growth
Asia Pacific is the only region forecast for strong growth in both traditional toys and video games, making localisation and social-first distribution essential.
Toys and Games snapshot
Five findings that define Toys and Games in 2025
From escapism to the excitement of toy purchases
Our expert’s view of Toys and Games in 2026
Top five trends in Toys and Games
Top five trends uncovered
Drivers of consumer markets and impact on Toys and Games
Adjacent industries and how they impact Toys and Games
Pockets of growth in mobile games and construction despite muted forecast outlook
In an increasingly digital world, European consumers continue to value physical play
Video games are the primary growth engine, but traditional toys remain resilient
Traditional toys manufacturers need to start focusing on LATAM and Eastern Europe
Companies will lose younger consumers if they do not design the toys for s-commerce
Tencent and Hasbro on the path to recovery after overcoming challenges
The cute economy propels rapid growth of Jazwares and PopMart
Smaller players are gaining at the expense of leading companies
Licensed IPs targeted at kidults are the magic potion for growth
Construction and licensed toys fastest growing despite the rise of blind collectibles
E-commerce fastest growing as video platforms become the new toy aisle
Toy buyers still want the instant gratifications and experience of buying from stores
China is the only major market projected to buck the video games forecast growth trend
Developed markets growth driven by video games
Asia Pacific powers growth as traditional toys sales in the West are projected to plateau
Construction and licensed IPs help to sustain traditional toys growth
While video games are driving growth, traditional toys have growth opportunities too
Opportunities for growth
Our expert’s view of Toys and Games in 2030
Toys and Games
This is the aggregation of traditional toys and games and video games.
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