According to a new report by Expert Market Research titled, “Asia Pacific Toys Market Share, Size, Report and Forecast 2024-2032″, the Asia Pacific toys market size reached a value of USD 56.60 billion in 2023. Aided by rising disposable incomes, expanding urbanisation, and evolving consumer preferences, the market is projected to further grow at a CAGR of 5% between 2024 and 2032 to reach a value of USD 87.80 billion by 2032.

The toys market encompasses a diverse array of products catering to the entertainment, education, and developmental needs of children across various age groups. From traditional toys like dolls, action figures, and board games to technologically advanced gadgets, robotics, and interactive learning tools, the market offers a wide spectrum of options to engage and stimulate young minds.

The region’s economic prosperity and rising disposable incomes have significantly bolstered consumer spending on leisure and entertainment products, including toys. As households enjoy greater purchasing power, parents are increasingly inclined to invest in high-quality, value-added toys that promote learning, creativity, and skill development among children, leading to Asia Pacific toys market growth.

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Rapid urbanisation and lifestyle changes have led to shifts in consumer preferences and purchasing behaviours, with urban families prioritising educational and STEM (Science, Technology, Engineering, and Mathematics) toys that foster cognitive development, problem-solving skills, and innovation. Moreover, the proliferation of digital devices and screens has fuelled demand for tech-driven toys and electronic gadgets, catering to the digital-native generation, consequently driving up the Asia Pacific toys market share.

Heightened awareness of child safety, product quality, and regulatory compliance has led to greater scrutiny and demand for toys that meet stringent safety standards and ethical manufacturing practices. Manufacturers and retailers are increasingly investing in product testing, certification, and transparency initiatives to reassure consumers and build trust in the market.

The convergence of digital technology and traditional toys is expected to drive innovation and growth in the market, with the emergence of smart toys, augmented reality (AR) toys, and connected play experiences offering immersive, interactive, and educational experiences for children, leading to Asia Pacific toys market expansion.

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Growing concerns about environmental sustainability and plastic pollution are prompting toy manufacturers to adopt eco-friendly materials, recyclable packaging, and sustainable production practices. The shift towards sustainable toys reflects changing consumer preferences and ethical considerations, driving demand for environmentally responsible products.

As per the Asia Pacific toys market analysis, the proliferation of e-commerce platforms and digital marketplaces is revolutionising the retail sector, offering consumers greater convenience, choice, and accessibility when purchasing toys. Online channels provide toy manufacturers and retailers with opportunities to reach broader audiences, personalise shopping experiences, and capitalise on digital marketing strategies to drive sales and brand engagement.

China holds a significant portion of the market due to its growing population and strong manufacturing capabilities, resulting in a wide range of toys being available. Chinese market participants are concentrating on enhancing their products through innovation and technological advancements, thereby driving the growth of the toys market in China. Meanwhile, in India, the increasing consumer demand for educational toys and STEM-focused toys is also contributing to the expansion of the toys market in India and the broader Asia Pacific region.

Market Segmentation

The market can be divided based on the product, age group, distribution channel, and region

Market Breakup by Product

• Action Figures
• Building Sets
• Games and Puzzles
• Dolls
• Sports and Outdoor Toys
• Plush
• Others

Market Breakup by Age Group

• Up to 5 Years
• Between 5 to 10 Years
• Above 10 Years

Market Breakup by Distribution Channel

• Hypermarkets and Supermarkets
• Departmental Stores
• Online Channel
• Others

Market Breakup by Region

• China
• Japan
• India
• ASEAN
• South Korea
• Australia
• Others

Competitive Landscape

The EMR report looks into the market shares, plant turnarounds, capacities, investments, and mergers and acquisitions, among other major developments, of the leading companies operating in Asia Pacific Toys market. Some of the major players explored in the report by Expert Market Research are as follows:

• LEGO System A/S
• Bandai Namco Holdings Inc.
• Hasbro, Inc.
• TOMY Company, Ltd.
• Mattel, Inc.
• Guangdong Gaole Co., Ltd
• Rastar Group
• Dream International Limited
• Playmates Toys Limited
• S M Funcorp Toys Private Limited
• Others

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