Toys and Games in Canada
Video games drives growth, driven by video games software
Video games drives growth in toys and games
Cloud gaming continues to reshape the video games landscape
Chart 2 Xbox Cloud Gaming Sees Rising Popularity
Targeting kidults with collectibles, nostalgia, and adult-themed events
Chart 3 Lego Releases Jabba’s Sail Barge Set
Video games set to lead gains within toys and games
New releases set to drive growth in video games
Chart 5 Long-Awaited Nintendo Switch 2 Set to Drive Growth
Incorporation of AI set to drive growth for categories within traditional toys and games
Low birth rate will drive a focus on kidults and licensing
Economic tariffs will provide opportunities for Canadian brands
Top companies maintain or expand their shares in toys and games
Spin Master's PAW Patrol expansion drives sales among children
Chart 6 PAW Patrol Range Extended with the Rescue Wheels Sub-Series
Recent acquisitions affect the competitive landscape, with more changes to come
Nintendo Switch 2 launch to boost sales of static consoles in 2025
Retail e-commerce sees a rising trend across categories, although offline retail remains important
Mastermind Toys repositions with a focus on retail e-commerce and kidults
Bee You Kids uses its online platform to ensure its toys reach a wide audience
Chart 7 Real GDP Growth and Inflation 2019-2029
Chart 8 PEST Analysis in Canada 2024
Chart 9 Key Insights on Consumers in Canada 2024
Chart 10 Consumer Landscape in Canada 2024
Summary 1 Research Sources
Traditional Toys and Games in Canada
The kidult trend drives growth for construction and plush, despite overall marginal decline
Construction and plush drive growth as they have appeal amongst all ages
Chart 12 Lego Creator Playful Cat 3-in-1 Set Enables Creative Play
Mastermind Toys targets kidults with adult-themed events
Chart 13 Canadian Toy Retailer Mastermind Toys Focuses on Kidults
Lego targets interest in collectibles with Jabba’s Sail Barge set
Construction set to remain the largest category and experience the fastest growth
AI toys and sustainability expected to shape consumer behaviour
Licensing and partnerships anticipated to contribute to growth
Opportunities for Canadian brands and retailers due to tariffs
Despite the rising share of retail e-commerce, offline retail will remain important
Lego and Mattel lead with strong brands and distribution networks
Jazwares expands Squishmallows further in Canada
Spin Master acquires Melissa & Doug, expanding its product offering
Chart 15 Spin Master Successfully Acquires Melissa & Doug
Spin Master further leverages the PAW Patrol IP to drive growth
Many consumers still value the experience of shopping offline for traditional toys and games
E-commerce provides greater access and drives omnichannel retail growth
Mastermind Toys focuses on babies and kidults after acquisition
Bee You Kids offers a diverse range of toys and games online
Video Games in Canada
Video games software drives growth, driven by established brands
Growth in video games software offsets the hardware decline, due to continuous innovation
Electronic Arts leverages sports partnerships for NHL game success
Chart 17 Electronic Arts Releases NHL 25
Super Mario leverages existing brand recognition with new release
Chart 18 Super Mario Party Jamboree Released Exclusively for the Nintendo Switch
Adoption of cloud gaming services impacts video games
Video games set to experience growth, driven by both software and hardware
Gaming headsets will see dynamism as technology improves and adoption increases
The continued rise of cloud gaming as infrastructure improves
E-sports set to boost demand for video games
Microsoft maintains its leading position amidst increasing concentration
Big Viking Games focuses on mobile games due to high development costs for major games
Chart 20 YoWorld Mobile Game Developed by Canada-Based Big Viking Games
Scopely set to acquire Niantic games division and expand the gamer community
Nintendo Switch 2 launch to boost sales of static consoles in 2025
Retail e-commerce dominates video games, and maintains its rising trend
The immediacy of offline purchases remains popular among many consumers
Best Buy partners with Bell for express store expansion