Traditional toys and games in Canada saw a rise in concentration between 2019 and 2024. In 2024, the top five companies held 52% of value sales, up from 49% in 2019, but still below the North American average of 54%.
The plush category saw a notable increase in sales in 2024, and growth is set to continue. US-based Jazwares is therefore capitalising on the current demand for plush toys through its popular Squishmallows line, with plans to further expand its presence in Canada by 2025.
Toronto-based Spin Master Corp’s purchase of Melissa & Doug, a well-known children’s brand, was completed in early 2024. This acquisition enhances Spin Master’s product offerings, particularly in baby and infant and arts and crafts.
In 2024, leading companies in traditional toys and games invested in established franchises and intellectual property, using brand recognition and loyalty to appeal to price-sensitive consumers in a competitive market. For instance, Spin Master launched toys tied to the PAW Patrol: Rescue Wheels sub-series, which premiered on Nickelodeon and Nick Jr.
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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.
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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 definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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