2025 Global Toy Industry Development Report

1. Market size and growth
   Global market size: It is expected that the total value of the toy market will exceed 150 billion US dollars by 2025 (with a compound annual growth rate of about 4-5%), with the Asia Pacific region (especially China and India) becoming the growth core, and North America and Europe still dominating the high-end market.

Driving factors:

The expansion of the middle class in emerging markets and the improvement of children’s consumption ability;

The demand for technology toys (STEM/programming robots, AR/VR toys) has surged;

The market for adult collectible toys (trendy toys, IP derivatives) continues to heat up (such as blind boxes, limited edition models).

2. Key Trends
   Technological integration:

AI toy popularization: Intelligent toys with voice interaction and adaptive learning functions (such as AI pets and educational robots) account for over 30% of the market share.

Metaverse and Virtual Toys: Brands launch virtual toy NFTs (such as LEGO digital blocks) that are linked to real-life toys.

Sustainable development:

Environmentally friendly materials (bio based plastics, recycled fibers) have become industry standards, and new EU regulations are promoting the certification of “zero carbon toys”.

Second hand toy platforms (such as ToyCycle) are growing rapidly, and the circular economy model is favored.

IP is king:

Film and television/game IP derivative toys (such as the co branded version of “Night of the Fortress” and “Genshin Impact”) contribute more than 40% of the income; Classic IPs (Pok é mon, Marvel) continue to attract gold.

3. Changes in consumer behavior
   Parental preference: The demand for educational toys (programming kits, science experiment boxes) is increasing, with an annual growth rate of 15% for STEM toys.

Generation Z and Millennial Parents: Emphasize brand values (environmental protection, inclusivity) and promote the trend of “gender neutral toy” design.

The impact of social e-commerce: TikTok、 The “toy unboxing videos” on platforms such as Xiaohongshu directly drive the sales of popular products (such as the 2025 phenomenon level electronic pet “NeoPets 2.0”).

4. Challenges and Risks
   Supply chain pressure: Regional conflicts or natural disasters leading to price fluctuations of raw materials such as chips and plastics.

Regulatory tightening: Countries strengthen child data protection (AI toy privacy issues), EU’s Digital Services Law restricts targeted advertising for children.

Homogenized competition: Small and medium-sized manufacturers face ecological monopoly pressure from giants such as Lego, Bandai, and Hasbro.

5. Regional market highlights
   China: Policy supports the “three child economy”, and local brands (such as Bruker and 52TOYS) are seizing the mid-range market; The scale of the trendy toy industry has exceeded 80 billion yuan.

India: Low priced and cost-effective toys are growing rapidly, and local IP animation derivatives are rising.

Middle East: High end collectible toys (1:1 alloy models) are in high demand, and Dubai has become a global hub for trendy toy exhibitions.

6. Future outlook (2026+)
   AI personalized toys: adjust interactive content in real-time based on children’s emotions.

Holographic projection toys: technology costs have decreased, entering the consumer market.

Policy dividend: The subsidy policy for toy manufacturing industry in developing countries continues.