2025 Developments
Toys and games in Canada showed robust momentum in 2025, outperforming prior years with value sales of CAD7,760 million and registering growth above the national economic rate, driven by digital transformation, pronounced holiday seasonality, and a growing adult collector base. The market is attractive due to sustained demand in both digital and physical formats, with e-commerce commanding 61% of sales and video games contributing more than 62% of value, yet remains highly competitive and fragmented, with leading companies such as LEGO Canada and Microsoft Canada holding 7% and 5% share respectively. Successful strategies are defined by alignment to digital-first purchasing, omnichannel fulfilment, the expansion of adult-focused and nostalgia-driven ranges, and the ability to adapt quickly to regulatory and consumer behaviour shifts, particularly as population growth is fuelled by immigration rather than higher birth rates.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Canada report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Canada?
- Which are the leading brands in Toys and Games in Canada?
- How are products distributed in Toys and Games in Canada?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Canada?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Canada
2025 Developments
Key Data Insights
Value Gifting and Digital Platforms Reshape Holiday Spending Patterns
Digital-First Ecosystems Drive Video Games Dominance and Growth
Adult Collectors Boost Premium Construction and Nostalgia Lines
Xbox and Playstation Anticipated to Strengthen Digital Subscriptions to Drive Recurring Spend
Nintendo and Lego Expected to Expand Premium Ranges to Capture Kidult and Nostalgia Demand
Mastermind Toys and Toys'r'us Projected to Respond to Seasonal Peaks and Regulatory Change
Lego Canada Inc Outpaces Rivals as Digital and Nostalgia Launches Shift Share
Major Buyouts and Hardware Launches Reshape Digital Gaming Landscape
Digital Platforms and Omnichannel Retailers Accelerate Online Migration
Digital Downloads and Subscriptions Reshape Retail Competition
Innovation Trends Reshape Product Development
Recent Product Innovations Redefine Value
Subscription Revenue and Digital Delivery Shape Business Impact
Traditional Toys and Games in Canada
Key Data Insights
Traditional Toys and Games Summary
Lego Leverages Nostalgia to Drive Premium Sales and Expand Appeal
Think and Toy Inspires Parents to Prioritise Mindful Play and Sustainable Design
Spin Master and Mga Turn Viral Social Commerce into Rapid Sales and Product Design Shifts
Lego, Mattel and Hasbro Anticipated to Accelerate Premium Multi-Age Innovation
Social Platforms Expected to Create Viral Demand but Big-Box Retailers Set to Capture Sales
Leading Players Anticipated to Optimise Retail Strategies to Include Omnichannel Approach
Lego, Mattel and Hasbro Leverage Scale and Nostalgia to Consolidate Share
Walmart, Costco and Amazon Shape In-Store and Online Decision-Making
Amazon Accelerates E-Commerce Growth as Omnichannel Patterns Emerge
Social Commerce Redefines Toy Discovery and Fuels Impulse Buying
Multi-Generational Consumers and Nostalgia-Driven Design Lead Innovation
Tamagotchi, Furby, and Care Bears Exemplify the Classic Reimagined Trend
Premiumisation, Collectibility, and Viral Design Loops Define the Business Impact
Video Games in Canada
Key Data Insights
Video Games Summary
Best Buy Canada Exits Boxed Games as Digital Sales Surge
Nintendo Switch 2 Launch Fuels Hardware and Accessory Growth
Xbox Game Pass Price Hike Prompts Canadians to Reassess Subscriptions
Nintendo Expected to Expand Hardware Ecosystem to Fuel Digital-First Competition
Microsoft and Sony Anticipated to Pivot to Subscriptions as Hardware Renewals Drive Engagement
Major Players Projected to Invest in Subscriptions and Digital Storefronts
Roblox Corp Overtakes Legacy Leaders as Mobile and Live-Service Titles Gain Ground
Platform-Owned Stores Outpace Physical Retail as Digital Spend Accelerates
Platform Ecosystems Push Software Design beyond the Disc
Nintendo Switch 2 Introduces Social Hardware and a New Accessory Ecosystem
Subscription Architecture Matures as Content Strategy Drives Tier Differentiation
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
-
- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
-
-
- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
-
-
- Computer Games (Physical)
- Console Games (Physical)
-
- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
-
-
- Console Games (Physical)
- Console Games (Digital)
-
- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
-
-
-
- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
-
- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
-
-
-
Toys and Games
This is the aggregation of traditional toys and games and video games.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Toys and Games research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!