In 2025, the global toy market, despite facing challenges such as fluctuations in the international trade environment and inflationary pressures, still demonstrated remarkable resilience and growth potential. According to the latest report by Euromonitor International, global toy and game sales are projected to reach $287 billion in 2025, driven primarily by nostalgic demand, licensed collaborations, and high-value products. The Asia-Pacific region leads as the largest market with a 37% share, followed by North America at 30%. Global sales are expected to grow by 14% to $317 billion by 2029.
In summary, the global toy market in 2025 is in a stage of "continued growth amid paradoxes". On the one hand, the world economy is still grappling with trade tensions, inflationary pressure, and changes in tariff policies. On the other hand, global toy sales have returned to a growth trajectory in 2025. This sends a clear signal to all industry observers: despite the headwinds, significant growth opportunities remain for companies with the right products and effective strategies.
Toys are no longer just for kids. One of the most notable trends driving growth this year is the surge in demand from consumers aged 12 and above. Traditionally, the toy market has been mainly targeted at children under 12, but teenagers and adults are now emerging as a powerful customer group. Their demand for collectibles, trendy toys, building blocks, and other categories is growing faster than the traditional children's market, and this group is expected to continue to expand further. For older buyers, toys are no longer seen merely as children's products—they are tools for creativity, nostalgia, and social connection.
The key factors driving this trend include:
According to Circana's "Super Category" classification, the top three fastest-growing global categories in 2025 are:
The category with the largest growth is Games & Puzzles, which has seen an impressive 36% increase globally. This resurgence is fueled by the renewed popularity of family board games, strategic card games, and jigsaw puzzles.
Outdoor and exploration-themed toys, including science kits and nature play sets, grew approximately 13% in 2025. This is mainly due to parents' emphasis on educational and practical play, hoping to keep children away from screens and engage them in more active and educational activities.
From simple interactive building blocks to advanced construction systems, building sets continue to inspire creativity across all age groups. Their appeal ranges from preschool learning sets to highly complex collectible editions. In the Chinese market, sales of high-end building sets priced over 1,000 RMB grew by nearly 60%.
Across the globe, the craze for collectibles continues to soar, with sales growing 35%. This is attributed to the popularity of streaming services and the innovation of toy manufacturers in this field. They use social media platforms to promote their brands, enhancing users' sense of participation and belonging.
At the same time, licensed toys and products related to entertainment brands have achieved record growth. Global sales of licensed toys increased by 17%, currently accounting for 35% of the total global toy sales.
The top-performing IPs in 2025 include:
From trading cards to action figures, the enthusiasm for licensed collectibles has shown no sign of waning. At the same time, licensing partnerships have expanded to broader fields such as animation and sports, showing a trend toward diversification.
Labubu is currently one of the most sought-after collectible toys
The current toy market is undergoing profound changes, with both opportunities and challenges coexisting. For all enterprises and professionals involved in the toy industry - whether you are engaged in procurement, distribution, retail, or working in related fields - gaining an in-depth understanding of these dynamics is crucial for making informed business decisions. Here are some actionable insights to guide your strategy for 2026 and beyond:
Although children under 12 years old remain the core customer group, as the "kidult" market continues to expand, we expect that there will be more sophisticated and complex toys specifically designed for older children. To seize this growing market opportunity, new approaches are needed:
Licensing toys related to popular IP remain the main driver of market growth:
Consumers increasingly expect toys that combine physical games with digital or interactive elements:
Under the trend of rapid changes in the global toy market and diversified consumer demands, choosing the right manufacturing partner is really important. At Cheertone, we closely monitor these market changes and adjust our product strategies accordingly. As a leading toy manufacturer and supplier, we provide products that meet the constantly changing needs of consumers for global customers. The following are the reasons why enterprises choose Cheertone:
By partnering with Cheertone, you not only get best-selling toy products but also gain market insights, helping you develop your business in the rapidly changing global environment.
The "contradictions" of the market precisely lie in its vitality. Despite economic challenges, the enthusiasm of consumers to pay for emotions, creativity, and a sense of belonging has never waned. This requires all industry participants to shift their mindset: our rivals are not our peers, but change itself; our goal is not to sell products, but to provide users with something worthy of love and sharing as a value carrier.
In this rapidly evolving market, it is crucial to have a partner who can deeply understand trends and possess agile response capabilities. Cheertone is such a partner. With us, you can not only obtain high-quality products, but also gain market recognition, and survive and develop in the highly competitive toy market.
