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Traditional Toys and Games Market

Traditional Toys and Games Market By Product Types (Games/Puzzles, Infants/Toddlers/Preschool Toys, Plush, Outdoor & Sports, Toys Model Vehicles, Dolls, Art and Crafts), Material (Plastic, Textile, Metal Wood), Age Group (0-18 months, 19-36 months, 3-4 years, 5-8 years, 8-10 years, 11-14 years), Sales Channel (Hyper/Super market, Online)  & Region - Forecast 2021 - 2031

Traditional Toys and Games Market By Product Types (Games/Puzzles, Infants/Toddlers/Preschool Toys, Plush, Outdoor & Sports, Toys Model Vehicles, Dolls, Art and Crafts), Material (Plastic, Textile, Metal Wood), Age Group (0-18 months, 19-36 months, 3-4 years, 5-8 years, 8-10 years, 11-14 years), Sales Channel (Hyper/Super market, Online) & Region - Forecast 2021 - 2031

Traditional Toys and Games Market - Analysis, Outlook, Growth, Trends, Forecasts

Traditional Toys and Games Market Snapshot

[442 Pages Report] The global traditional toys and games market size is projected to grow at 4% CAGR between 2021 and 2031. As per Future Market Insights (FMI), the sales of traditional toys and games will top US$ 90 Bn in 2021.

Demand for conventional toys and games is picking up as parents become increasingly aware about the cognitive benefits of building toys. While mobile-based gaming is expected to enjoy the limelight, increasing availability of traditional toys via online channels will continue supporting the traditional toys and games market growth.

According to the study, the sales of traditional toys and games represented 25% to 35% of the global toys and games market in 2020. Sales of outdoor and sports toys, besides electronic games will rise over the assessment period, driving the overall market through 2031.

Attribute

Details

Estimated Traditional Toys and Games Market Size 2021

US$ 90 Bn

Volume CAGR (2021-2031)

~3%

Value CAGR (2021-2031)

~4%

2020-2021 Year-Over-Year Growth

~2%

Traditional Toys and Games Market Top Players Share in 2021

10%-15%

2016-2020 Traditional Toys and Games Market Outlook in Comparison to 2021-2031 Growth Forecast

Sales of traditional games and toys increased at a 4% CAGR between 2016 and 2020, finds FMI. Due to the lockdown restrictions imposed to curb the COVID-19 outbreak, demand for traditional games and toys for at-home entertainment increased at a significant pace.

As physical stores were temporarily shut down, manufacturers actively shifted towards online sales channels to keep sales of traditional toys and games afloat. As per the report, the global traditional toys and games market registered year-over-year growth by 2% between 2020 and 2021.

Conventional toys are games are often crucial to support early childhood education in classrooms. Teachers use traditional toys such as puzzles, construction sets, and other educational toys to stimulate play and cognitive development. These toys also help keeping children engaged and boost their curiosity and ability to explore and grasp knowledge about new shapes and elements.

Educational institutes across the globe are focusing on mental and physical learning. Apart from books, educational toys are gaining traction, especially in preschools, kindergarten and middle school. This is expected to propel demand for traditional toys and games.

Further, a huge chunk of the millennial population is getting keen on obtaining traditional toys, figurines and puzzles as collectibles. This factor is encouraging manufacturers to re-launch traditional games, featuring legendary characters inspired by pop culture.

As per the traditional toys and games industry analysis, sales in the market is expected to grow by 4% CAGR through 2031 on the back of the aforementioned trends.

Cognitive Benefits of Traditional Toys and Games Driving Sales

Cognitive development in children involves thinking skills, the ability to process information and a basic understanding of how the world works. Toys and games naturally offer opportunities for children to practice different thinking skills, such as cause and effect, imitation, symbolic thinking and problem solving.

For instance, when a teacher guides children how to use simple objects like pots and pans as drumming instruments, they imitate the teacher and make a sound of their own. Offering opportunities like this allows children to practice imitation, understand cause and effect and to discover new elements.

Sensory play helps stimulate a child’s senses, develops hand-eye coordination and encourages interaction. Problem solving toys such as light-up mats, stackers and blocks and others help children figure out cause and effect, and boost their confidence through trial and error while promoting movement.

Besides this, themed playsets, construction sets and dolls help children develop their recognition skills. These toys also assist with language development by reinforcing the names of colors and shapes.

Consumers, especially millennial parents, are widely recognizing the need for traditional toys and games for the development of their children’s cognitive abilities. These toys are being used not only in schools but also at homes, preschools, playpens, and babysitting facilities. Owing to these factors, sales of traditional toys and games are expected to propel at a remarkably over the forecast period.

How is Pop Culture Influence Spurring Demand for Traditional Toys and Games?

Millennials are largely getting inclined towards purchasing figurines, puzzles and action figures of their favorite cartoon characters and superheroes. Depiction of these characters in movies, television shows, books, and comics are influencing purchasing decisions of millennials, as they want to have these unique collectibles in their collection.

Leading toy brands are capitalizing on this trend by honing in on the target audience’s memories and interests to develop stronger and emotional connections. Toy makers are realizing the significance of a visual language that connects to the experience of their past. They are offering toys and games that take the audience down the memory lane, by creating a theme around popular themes and characters from the 80s and 90s.

As parents who grew up in the 80s, millennials seek toys and games that feature pop culture references, which include Legos, Transformers, Star Wars and Strawberry Shortcake for their kids.

Watching these shows and buying these toys connects millennials to their past and gives them a hint of nostalgia. These consumers also want their kids to have a similar experience as a mean to establish a shared memory.

For brands and marketers, it can lead to brand loyalty and increased sales. Apart from this, popular movies such as harry Potter, Shrek, Toy Story and Cars have rocked the box office as well as retail shelves with interesting tie-in figurines and games.

For instance, in 2020, Leading pop culture consumer products and toys company Funko launched ‘Marvel Battleworld: Mystery of the Thanostones’, a micro table gaming system. The company collaborated with animation production and comics house Marvel to engage their younger fans and adults with a new range of products and animation collaboration.

Collecting such toys, puzzles and figurines is a trending hobby among millennials, young adults, and children under the age group 11-14. As this trend continues gaining traction, sales of traditional toys and games are expected to soar in the forthcoming years, opines FMI.

Country-wise Insights

What is driving the U.S. Traditional Toys and Games Market?

In 2020, sales of traditional games and toys increased due to lockdown restrictions. Consumers were increasingly purchasing dolls, puzzles and model vehicles to keep their children engaged and entertained. Apart from this, sales of traditional toys and games among adults also grew at a significant pace, as home-bound individuals wanted to pass time.

Considering this, FMI has projected the U.S. to continue exhibiting high demand for traditional toys and games over the forecast period. As per the study, sales of traditional toys and games in North America are slated to grow at a 2% CAGR through 2031.

Licensing and branding of traditional toys and games with popular franchise is also a key factor driving sales in the U.S. market. For instance, one of the most popular toy makers in the world, Hasbro, has licensed its toys and games with Transformers and Back to the Future that transform the DeLorean car featured in the movie just like a transformer.

By combining both of these elements from these famous movies, Hasbro launched a unique product that grabbed the attention of kids as well as millennials. These developments are indicative of lucrative growth prospects for players operating in the traditional toys market in the U.S.

How Will Sales Fare in the U.K. Traditional Toys and Games Market?

Demand for traditional toys and games in the U.K. is expected to grow at a steady pace, on the back of growing trend of ‘home-entertainment’. As per FMI, the traditional toys and games market in Europe is forecast to expand at a 3% CAGR over the assessment period.

Digitalization of traditional toys and games is also expected to fuel growth of the market in the U.K. Rapid adoption of smartphones, tablets, gaming consoles and other smart devices is broadening the scope for sales of toys and games through online channels. Brands are also using technologies such as virtual reality (VR) and artificial intelligence (AI) to attract consumers’ attention.

For instance, LEGO VIDIYO is music video making toy that enables children to star in their own music videos alongside Lego sets and mini figurines. These product developments are combining digital and physical worlds through connective technology, which is likely to gain traction in the forthcoming years. Owing to these factors, demand for traditional toys and games is expected to remain high in the U.K. through 2031.

Why is China Traditional Toys and Games Market Considered Attractive?

Growing preference for eCommerce for purchasing traditional toys and games in China is expected to place it as an attractive market over the assessment period. Even after the resumption of trade activities in China, consumers are buying essentials and non-essential commodities through online channels.

Besides this, rising trend of collectibles is also fueling sales of traditional toys and games in China. Consumers are seeking limited edition games, action figures, toys and puzzles to expand their collection, which in turn is spurring demand for the same. This trend is expected to continue over the forecast period, opines FMI.

Category-wise Insights

Why is Demand for Construction Games Gaining Momentum?

Based on product type, sales of construction games are expected to gain traction over the assessment period, as per FMI. Construction games are popular among kids and young adults as they require creativity and decision making regarding the placement of objects and components.

Leading toy makers such as Lego and Hasbro have launched a myriad of construction games in the past that are still popular among individuals. Hasbro’s Jenga is a crowd favourite, and many similar toys and games are gaining attention of consumers as they can be played in a group or alone.

Which Material is Most Preferred in the Traditional Toys and Games Market?

In terms of material type, plastic is expected to emerge as the most preferred material for manufacturing toys and games. Plastic has been used in the toy manufacturing industry for many years due to factors such as low costs, ease of moulding, and the possibility of producing complex shapes and forms.

Manufacturers operating in the traditional toys and games market are also focusing on research development to launch toys made form biodegradable plastic. Apart from toys, manufacturer are also using biodegradable plastics for packaging of games and toys to reduce carbon footprint.

Which Age Group Will Account for Maximum Sales of Traditional Toys and Games?

Sales of traditional toys and games for the age group 3-4 years are expected to gain taction over the assessment period, finds FMI. Demand for traditional toys and games for education purposed is increasing for children in this age group, which will continue providing tailwinds to sales of the same over the assessment period.  

3-4 year olds are in their early stages of mental and physical development. Educational toys and games facilitate the development of cognitive abilities and decision making in children, which in turn will continue propelling sales of traditional toys and games through 2031.

Which Sales Channel Will Remain Highly Sought-After?

In terms of sales channels, the online segment is expected to expand at a steady pace over the assessment period. Growth in this segment is attributable to availability of a wide range of toys and games, along with easy delivery and payment options.

After the onset of the COVID-19 pandemic, sales of essential and non-essential commodities through online channels skyrocketed. To keep themselves entertained at home, consumers were actively buying games and toys through online channels. This trend is predicted to continue in the forthcoming years, augmenting growth of the traditional toys and games market over the forecast period.

Competition Landscape

The top traditional toys and games producers are focusing on expanding their product portfolio by launching new products through online sales channels. Apart from this, leading companies in the traditional toys and games market are aiming at strengthening their global footprint through mergers, strategic collaborations, and acquisitions. For instance:

  • In November 2021, Mattel Inc., a global leader in kids’ toys and games, who also comprises many sub-brands of children’s toys, and one of the most popular ones being Barbie dolls, celebrated Hispanic Heritage month by releasing a Celia Cruz Doll. Known as the ‘Queen of Salsa’, Celia Cruz was one of the most popular Latin artist in the 20th century.
  • In November 2021, Lego A/S launched the Ultimate Collector Series Star Wars AT-AT, comprising 6785 pieces in total. The new collectible is meant for children as well as millennials who are keen on investing in unique toys and games.

Scope of Report

Attribute

Details

Forecast Period

2021-2031

Historical Data Available for

2016-2020

Market Analysis

Units for Volume and US$ Bn for Value

Key Regions Covered

North America, Latin America, Europe, East Asia, South Asia, Oceania, and MEA

Key Countries Covered

United States, Canada, Brazil, Mexico, Germany, UK, France, Italy, Spain, Nordic, Russia, Poland, China, India, Thailand, Indonesia, Australia and New Zealand, Japan, GCC countries, North Africa, South Africa, others.

Key Market Segments Covered

Product Type, Material, Age Group, Sales Channel, and Region

Key Companies Profiled

  • Dream International Limited
  • Hasbro, Inc.
  • Jakks Pacific Inc.
  • Mattel, Inc.
  • Lego A/S
  • BANDAI NAMCO Holdings Inc.
  • LeapFrog Enterprises, Inc.
  • Spin Master Corp
  • Tomy Co., Ltd.
  • Playmates Toys Limited
  • Games Workshop Group PLC
  •  Kids Ii Inc.
  • Madame Alexander Doll Company LLC
  • Mega Brands Inc.
  • Melissa & Doug Inc.
  • Funskool (India) Limited
  • Funko LLC
  • K'NEX Brands, L.P.
  • Ravensburger AG
  • MGA Entertainment, Inc.

Pricing

Available upon Request

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Traditional Toys and Games Market by Category

By Product Type:

  • Games/Puzzles
  • Infants/Toddlers/Preschool Toys
  • Plush
  • Outdoor & Sports Toys
  • Model Vehicles
  • Dolls
  • Construction sets
  • Art and Crafts
  • Remote control toys
  • Educational toys
  • Dress up and role play
  • Ride on vehicles

By Material:

  • Plastic
  • Textile
  • Metal
  • Wood

By Age Group:

  • 0-18 months
  • 19-36 months
  • 3-4 years
  • 5-8 years
  • 8-10 years
  • 11-14 years

By Sales Channe:

  • Hyper/Super market
  • Online
  • Franchised Outlets
  • Departmental Stores
  • Others (Discounters, variety stores)

Region:

  • North America
  • Latin America
  • Europe
  • East Asia
  • South Asia
  • Oceania
  • Middle East & Africa

Key Questions Answered in the Report

What is the global traditional toys and games market value?

The global traditional toys and games market is expected to reach a valuation of approximately US$ 90 Bn in 2021.
The global traditional toys and games market grew at a 4% CAGR between 2016 and 2020.
Increasing sales of traditional games and toys through online channels, along with growing awareness regarding cognitive and intellectual benefits offered by construction games are key trends boosting sales of traditional toys and games.
Top 5 players in the global traditional toys and games market are expected to hold around 10-15% of the total market share.
Dream International Ltd., Hasbro, Inc.,Mattel, Inc., Lego A/S, Bandai Namco Holdings, Inc.,LeapFrog Enterprises Inc., Tomy Co. Ltd., Games Workshop Group Plc., Mega Brands, Inc. Melissa & Dough Inc., MGA Entertainment Inc., Funko LLC are some of the leading players operating in the global traditional toys and games market.
North America traditional toys and games market is projected to grow at a 2% CAGR during the forecast period.
The traditional toys and games market in Europe is anticipated to expand at a 3% CAGR between 2021 and 2031.
Japan and South Korea are anticipated to hold 35% and 21% of the global traditional toys and games market share collectively.

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