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Toys and Games

Our Passport Toys and Games database helps redirect assumptions and uncover new opportunities with global insights on category trends in 32 countries worldwide.

Providing a wealth of standardised and cross-comparable statistics, Passport Toys and Games supports critical decision making with data and analysis at the country, regional and global level.

Research applications 

  • Align corporate strategy to the outlook and growth potential of the market

  • Benchmark and track competitors

  • Understand the size and potential of digital gaming and its impact on other categories

  • Understand which categories are prime for licensing in which countries

  • Target toy companies more effectively based on real understanding of their global reach

  • Examine distribution trends to maximise channel revenue and product availability

  • Inform procurement, logistics and shopper profiling


  • 15 years of historic market size data and 5 year forecasts

  • Value sales and retail selling price (RSP)

  • Company and brand shares, sales value and ranking

  • Company data by global brand owner and national brand owner 

  • Brand data by global brand name and local brand name

  • Distribution and pricing breakdowns

  • Traditional toys and games by electronic vs. non-electronic, target demographic and price point.​

  • Video games software by format

  • Video gaming demographics

  • Traditional toys and games by licensing


  • Dashboards deliver a visual representation of category, company and channel performance to reveal future opportunities and threats 

  • Global reports on the latest market trends, new product activity and emerging growth  sectors examine the market from a global and regional perspective

  • Country reports analyse key trends and developments in 32 national markets for all product categories, competitors and channels 

  • Company profiles evaluate the market position and financial performance of the leading national and international players

See our full toys and games category and country coverage