Traditional toys and games in the UK experienced a boost in value sales, largely attributed to construction and the growing kidult trend, which has seen manufacturers adapting products for adult consumers. Additionally, collectibles, nostalgia, and sustainability have played key roles in influencing sales, with consumers showing a preference for eco-friendly options.

In 2024, traditional toys and games in China saw stronger growth than in 2023. Trading cards drove growth for games and puzzles, highlighting the popularity of collectibles, and driving Kayou to see exceptional growth. Social media and the need for emotional comfort were key drivers behind the increased demand for plush toys, with brands like Jellycat gaining significant traction even among adults. Additionally, affordable and trendy construction toys saw a surge in interest from kidults.

In 2024, traditional toys and games experienced growth primarily from model vehicles and construction toys, driven by adult collectors and innovative products such as Lego. The demand for collectibles was also fuelled by kidults desiring nostalgia and a break from digital connectivity. Strategies are being influenced by the increasing prevalence of e-commerce and technological integration, necessitating manufacturers to adjust to digital platforms and emerging trends.

Traditional toys and games in Spain saw a modest downturn in value sales in 2024, yet construction and games and puzzles exhibited growth, propelled by the trend of adult enthusiasts (kidults) and licensed products. The category is being influenced by a focus on sustainability and inclusivity, with the introduction of eco-friendly products by various companies. The competitive landscape is marked by a trend towards increased concentration and more frequent strategic partnerships.

In 2024, traditional toys and games in Switzerland experienced a rise in value sales, primarily due to construction, with notable demand for building blocks designed for adults. Key trends included a heightened focus on sustainability and inclusivity in product design, as well as the increasing popularity of kidults purchasing products for nostalgic reasons. The market was significantly impacted by e-commerce, leading to the adoption of omnichannel strategies.

Traditional toys and games in Japan saw steady growth in 2024, driven by inflation and the subsequent increase in prices and spending. Action figures and accessories, and games and puzzles were dynamic, due to the popularity of franchises like Beyblade and Pokémon. The kidult trend, which sees brands targeting adults as well as children, was a significant growth driver. The category is highly concentrated, with leading players capitalising on e-commerce and strong intellectual property.

In 2024, traditional toys and games experienced growth in value sales in Indonesia, with dolls and accessories and construction being significant in this performance. Notable trends included the influence of kidults on demand for collectibles and nostalgia-driven products, as well as the impact of brand partnerships and educational toys. Although physical stores remained dominant, e-commerce was on the rise. Meanwhile, the competitive landscape was fragmented, yet starting to see consolidation.

In 2024, traditional toys and games in Italy witnessed a marginal decline in value sales. Nevertheless, the growth of construction and games and puzzles was driven by factors such as strategy, nostalgia, and community building. The kidult trend, which sees adults seeking nostalgic experiences, had a significant impact on demand. E-commerce was the leading distribution channel, while the competitive landscape remained fairly concentrated among the leading players.

In 2024, traditional toys and games in the United Arab Emirates experienced growth, driven by action figures and accessories, and construction. Key trends included a shift towards licensed characters, detailed figures, and collectibles, appealing to both children and adults. Cultural relevance and inclusivity also played a significant role, with sustainable and educational products gaining traction. Competition remained concentrated, with the top companies holding significant value share.

In 2024, traditional toys and games in the US saw a slight current value decline, although this was an improvement from the growth rate the previous year. Media releases and cross-generational appeal influenced brand performance, particularly in action figures and accessories, and construction. Retail e-commerce grew, although omnichannel strategies became more important, as physical stores remained relevant. Concentration increased, with the top companies accounting for over half of value sales

Growth in traditional toys and games in 2024 was driven by rising demand for scientific/educational and construction toys, with LEGO Romania and D Toys performing strongly. Consumer preferences are increasingly shaped by sustainability, brand licensing, and digital features, boosting demand for high-quality, eco-friendly and tech-enhanced products. E-commerce and private label are reshaping the retail landscape, as companies like eMag.ro and Kidland expand their offerings and digital reach.

Hasbro remains a leading player in traditional toys and games globally, enjoying market leadership in a number of categories, including games and puzzles. Its 2023 performance was negatively impacted by the loss of the Disney Princess licence as well as the sale of the eOne film and TV business in this year. However, the company’s ongoing “Fewer, Bigger, Better” strategy is expected to put Hasbro in a stronger financial position in the medium to long term.

The year 2023, particularly around the movie’s summer release, saw the hype levels for the Barbie film move into overdrive. However, while Barbie contributed to a strong performance by Mattel in 2023, Hot Wheels was recording stronger percentage growth and the return of Disney Princess and Frozen provided a major boost to actual sales growth. Mattel is expected to continue expanding into the entertainment world with more movies, films and console/PC games featuring its IPs in the coming years.

After the pandemic-induced demand spike, sales of toys and games recorded a marked decline in Western Europe in 2022, with stagnation being seen in 2023. Most countries have been impacted by high inflation, putting pressure on local consumers’ purchasing power. In addition, there were some supply chain problems in 2022, although these had largely been solved moving into 2023. Another year of stagnation is expected for 2024, before a return to positive growth is seen for toys and games from 2025.

Although sales were stagnating in Japan and declining in South Korea in 2023, a strong rebound in China helped drive positive growth in the overall regional toys and games market in this year. This followed the resurgence of COVID-19 cases in China a year earlier, which led to declining toy and games sales amid renewed lockdowns. Kidults continue to be a key target for traditional toys and games, with players also increasingly focussing on gender-neutral products to widen the target market.

Traditional toys and games in India returned to growth in 2023. In the previous year, the category was plagued by import restrictions and strict BIS certification standards, which made it difficult for many leading toy manufacturers to import products into the country. As a result, in 2022 the category saw a negative performance in current value terms. This changed in 2023, as many manufacturers got their production facilities abroad BIS certified, and were therefore able to import products into

Traditional toys and games in South Africa saw continued strong growth in retail current value terms in 2023. Although South Africa was plagued with economic pressures such as high inflation and the continued burden of nationwide power outages, parents continued to buy toys and games for their children for special events such as birthdays and Christmas. The “kidult” trend (the enjoyment of toys and games by adults) also resulted in strong growth within the construction category, as many Millenni

In 2023, value sales of traditional toys and games in Germany continued to decline, as the post-pandemic effect lingered. German consumers’ general reluctance to purchase non-essentials, not considered urgent or necessary for the purpose of saving money, was driven by the cost-of-living crisis and hindered a stronger performance by the category. At the height of the pandemic, demand for traditional toys and games grew considerably in Germany, but in an attempt to reduce discretionary spending, c

Traditional toys and games continued to see steady growth in current value terms in 2023 with consumers remaining willing to invest in gifts and treats for their children despite the challenging economic situation. When it came to the purchasing decision many parents continued to prioritise toys made from sustainable, non-toxic, and recyclable materials. This shift is being driven by a growing awareness of environmental issues and a desire to reduce plastic waste. Many toy manufacturers are resp

Traditional toys and games in Taiwan registered modest retail current value growth in 2023, the market’s first full year without COVID-19 restrictions as the national border reopened near the end of 2022. Many consumers resumed travel and out-of-home socialisation, which limited the time and money spent on traditional toys and games. Moreover, still relatively high inflation amid stagnant payment levels hit spending power. Rising unit prices caused by higher labour and shipping costs reduced the

The popularity of scientific/educational toys in Hong Kong continued to grow in 2023. These types of toys are designed to be both educational and entertaining, and encompass a broad range of academic topics. They have proven popular with families looking to bolster their children’s academic abilities while allowing them to have fun, especially in Hong Kong where academic standards are extremely high. The recent Toys & Games Fair, hosted by the Hong Kong Trade Development Council, also highlighte

Sales of toys and games are forecast to rebound from a sharp decline in 2022, with a return to growth over the forecast period, despite ongoing inflationary pressures and economic uncertainty. Video games account for two thirds of total toys and games sales, with growth being fuelled by the surging popularity of e-sports and streaming platforms like Twitch. While video games will continue to dominate, traditional toys are expected to see modest growth over the forecast period.

In spite of continuing high inflation in Turkey, traditional toys and games registered healthy current value growth. The best performing segment was dolls and accessories and this was in part boosted by the launch of the Barbie movie in summer 2023. Though the benefits were not all for Barbie merchandise, as there was a significant offering of budget-friendly options from local manufacturers. Construction also performed strongly, led by the Lego brand, with adults also being a significant consum

Traditional toys and games in Poland maintained healthy growth in 2023, despite the landscape being shaped by inflation and geopolitical uncertainties which have influenced consumer spending habits overall. Despite these challenges, the category continues to perform well, driven by key trends around the incorporation of technology and sustainable practices. Indeed, within this context, consumer spending on traditional toys has proven resilient, with a focus on arts and crafts, educational toys,