Competitive Landscape
Lego, Mattel and Hasbro Leverage Scale and Nostalgia to Consolidate Share
Traditional toys and games in Canada is moderately concentrated, with global giants steadily consolidating their positions over the past five years. In 2025, the top three companies, LEGO Canada Inc, Mattel Canada Inc, and Hasbro Canada Inc, held value shares of 18%, 13%, and 12% respectively, demonstrating a clear concentration at the top.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Canada?
- Which are the leading brands in Traditional Toys and Games in Canada?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Canada - Category analysis
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
Toys and Games in Canada - Industry Overview
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
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
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 Traditional Toys and Games research and analysis database.
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