GITNUXREPORT 2025

Toy Industry Statistics

Global toy market hit $113 billion with growth in eco-friendly, STEM, and AR toys.

Jannik Linder

Co-Founder of Gitnux, specialized in content and tech since 2016.

First published: April 29, 2025

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Statistic 1

The average age of a traditional toy buyer is 35 years old.

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65% of parents reported that they would buy more eco-friendly toys if available at comparable prices.

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Sales of remote-controlled toys increased by 10% in 2023, driven by adult consumers.

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The average lifespan of a typical toy is approximately 2-3 years before disposal or replacement.

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Female consumers made up about 45% of the total toy buyers in 2023.

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The most popular months for toy purchases globally are November and December, coinciding with holiday seasons.

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The average lead time for toy production from design to shelf is approximately 6 months.

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The global toy market was valued at approximately $113 billion in 2022.

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The United States accounted for about 22% of the global toy market in 2022.

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The online toy sales in the US increased by 5% in 2022 compared to the previous year.

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Approximately 70% of toys purchased in 2022 were purchased by children under age 12.

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The global educational toy market is projected to reach $36 billion by 2025.

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Globally, the number of new toy patents filed increased by 8% in 2022.

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The leading toy company worldwide in 2023 was Lego, with a market share of approximately 12%.

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The eco-friendly toy market grew by 25% in 2022, reflecting increasing consumer demand for sustainable products.

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Augmented reality (AR) toys gained 12% market share in 2023, as technology adoption rose among consumers.

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The average annual spend on toys per child in the US was approximately $220 in 2022.

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The Chinese toy market grew by 12% in 2022, making China the second-largest toy market globally.

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The global market for collectible toys was valued at $7 billion in 2022.

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The percentage of children under age 15 owning at least one digital or electronic toy increased to 55% in 2022.

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The global plush toy market is projected to reach $7.5 billion by 2028.

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Toy rental services gained popularity in 2023, with a 20% increase in subscribers.

Statistic 23

The top holiday shopping period in the toy industry in 2023 was November, accounting for 65% of yearly toy sales.

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The market for licensed character toys grew by 10% in 2023.

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The global digital toy market reached $12 billion in 2023, driven by interactive and educational features.

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The toy industry employment in the US was approximately 60,000 jobs in 2022.

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The average annual revenue for small to mid-sized toy companies was around $5 million in 2023.

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The global market for vintage and collectible toys is expected to grow at a CAGR of 4.5% through 2027.

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The number of new toy stores opened worldwide in 2023 was approximately 1,200.

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The percentage of toys manufactured in China in 2022 was about 80%, reflecting global manufacturing trends.

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The adoption of biodegradable materials in toy manufacturing grew by 18% in 2023.

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The global market for plush toys is expected to reach $9 billion by 2030.

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Licensing agreements for toys increased by 12% in 2023, driven by popular media franchises.

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The fastest-growing online toy marketplaces in 2023 included Amazon, Walmart, and Target.

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The number of children worldwide playing with tablets and digital devices grew by 20% in 2022.

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Environmental concerns led to a 15% increase in demand for non-toxic, eco-friendly toys in 2023.

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The toy industry invested approximately $200 million in marketing campaigns globally in 2023.

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The percentage of toys sold as part of subscription boxes increased by 10% in 2023.

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The pet toy segment saw a 12% growth in 2022, reflecting increased pet ownership.

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The use of augmented reality in toys is expected to grow by a CAGR of 22% through 2028.

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The global vintage toy market is projected to grow at a CAGR of 4.5%, reaching $2.5 billion by 2027.

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The top-selling toy categories in 2023 included action figures, dolls, and building sets.

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In 2022, plush toys accounted for approximately 20% of the overall toy market share.

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The fastest-growing segment in the toy industry in 2023 was STEM-based toys, increasing by 15% year-over-year.

Statistic 45

The average price of a popular action figure toy in 2023 was around $15.

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The most popular licensed toy brands in 2023 included Marvel, Disney, and LEGO.

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Interactive toys with voice recognition features accounted for 18% of the toy sales in 2023.

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The most downloaded toy-themed mobile apps exceeded 10 million downloads in 2023.

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E-commerce toy sales accounted for 40% of all toy sales in 2022.

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The most common age group purchasing plush toys in 2023 was children aged 3-8 years old.

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Pre-school toys accounted for 35% of total toy sales in 2023.

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The average price of a licensed toy in 2023 was approximately $25.

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The top performing toy brand in the UK in 2023 was Peppa Pig, with sales increasing by 19% year-over-year.

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Toy Safety regulations became stricter globally in 2023, impacting manufacturing procedures and costs.

Statistic 55

The use of recycled plastics in toy manufacturing increased by 30% in 2023.

Statistic 56

Toy packaging sustainability initiatives increased by 20% in 2023 as companies aimed to reduce environmental impact.

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Key Highlights

The global toy market was valued at approximately $113 billion in 2022.
The United States accounted for about 22% of the global toy market in 2022.
The top-selling toy categories in 2023 included action figures, dolls, and building sets.
The online toy sales in the US increased by 5% in 2022 compared to the previous year.
Approximately 70% of toys purchased in 2022 were purchased by children under age 12.
The average age of a traditional toy buyer is 35 years old.
The global educational toy market is projected to reach $36 billion by 2025.
In 2022, plush toys accounted for approximately 20% of the overall toy market share.
The fastest-growing segment in the toy industry in 2023 was STEM-based toys, increasing by 15% year-over-year.
Globally, the number of new toy patents filed increased by 8% in 2022.
The leading toy company worldwide in 2023 was Lego, with a market share of approximately 12%.
The eco-friendly toy market grew by 25% in 2022, reflecting increasing consumer demand for sustainable products.
The average price of a popular action figure toy in 2023 was around $15.

The toy industry is undergoing a dynamic transformation in 2023, driven by innovations in technology, a surge in eco-friendly products, and a global market now valued at over $113 billion, reflecting evolving consumer preferences and expanding digital and sustainable toy markets.

Market Dynamics and Consumer Behavior

The average age of a traditional toy buyer is 35 years old.
65% of parents reported that they would buy more eco-friendly toys if available at comparable prices.
Sales of remote-controlled toys increased by 10% in 2023, driven by adult consumers.
The average lifespan of a typical toy is approximately 2-3 years before disposal or replacement.
Female consumers made up about 45% of the total toy buyers in 2023.
The most popular months for toy purchases globally are November and December, coinciding with holiday seasons.
The average lead time for toy production from design to shelf is approximately 6 months.

Market Dynamics and Consumer Behavior Interpretation

With the toy industry’s median buyer at 35, the rise of eco-friendly options and adult-driven RC sales, along with a fleeting two-to-three-year toy lifespan, suggests that today’s playful economy is both a reflection of a more conscious, tech-savvy generation and one that demands sustainability and innovation in a holiday-shopping whirlwind of six-month lead times.

Market Size and Growth Trends

The global toy market was valued at approximately $113 billion in 2022.
The United States accounted for about 22% of the global toy market in 2022.
The online toy sales in the US increased by 5% in 2022 compared to the previous year.
Approximately 70% of toys purchased in 2022 were purchased by children under age 12.
The global educational toy market is projected to reach $36 billion by 2025.
Globally, the number of new toy patents filed increased by 8% in 2022.
The leading toy company worldwide in 2023 was Lego, with a market share of approximately 12%.
The eco-friendly toy market grew by 25% in 2022, reflecting increasing consumer demand for sustainable products.
Augmented reality (AR) toys gained 12% market share in 2023, as technology adoption rose among consumers.
The average annual spend on toys per child in the US was approximately $220 in 2022.
The Chinese toy market grew by 12% in 2022, making China the second-largest toy market globally.
The global market for collectible toys was valued at $7 billion in 2022.
The percentage of children under age 15 owning at least one digital or electronic toy increased to 55% in 2022.
The global plush toy market is projected to reach $7.5 billion by 2028.
Toy rental services gained popularity in 2023, with a 20% increase in subscribers.
The top holiday shopping period in the toy industry in 2023 was November, accounting for 65% of yearly toy sales.
The market for licensed character toys grew by 10% in 2023.
The global digital toy market reached $12 billion in 2023, driven by interactive and educational features.
The toy industry employment in the US was approximately 60,000 jobs in 2022.
The average annual revenue for small to mid-sized toy companies was around $5 million in 2023.
The global market for vintage and collectible toys is expected to grow at a CAGR of 4.5% through 2027.
The number of new toy stores opened worldwide in 2023 was approximately 1,200.
The percentage of toys manufactured in China in 2022 was about 80%, reflecting global manufacturing trends.
The adoption of biodegradable materials in toy manufacturing grew by 18% in 2023.
The global market for plush toys is expected to reach $9 billion by 2030.
Licensing agreements for toys increased by 12% in 2023, driven by popular media franchises.
The fastest-growing online toy marketplaces in 2023 included Amazon, Walmart, and Target.
The number of children worldwide playing with tablets and digital devices grew by 20% in 2022.
Environmental concerns led to a 15% increase in demand for non-toxic, eco-friendly toys in 2023.
The toy industry invested approximately $200 million in marketing campaigns globally in 2023.
The percentage of toys sold as part of subscription boxes increased by 10% in 2023.
The pet toy segment saw a 12% growth in 2022, reflecting increased pet ownership.
The use of augmented reality in toys is expected to grow by a CAGR of 22% through 2028.
The global vintage toy market is projected to grow at a CAGR of 4.5%, reaching $2.5 billion by 2027.

Market Size and Growth Trends Interpretation

With the global toy market soaring to $113 billion in 2022—powered by a 20% surge in digital and eco-friendly innovations—it's clear that children under 12 now wield both the world's playpower and a growing share of market influence, all while traditional favorites like LEGO maintain a 12% slice of the fun billion-dollar pie amid a rising tide of licensing, AR, and sustainable toys.

Product Categories and Popularity

The top-selling toy categories in 2023 included action figures, dolls, and building sets.
In 2022, plush toys accounted for approximately 20% of the overall toy market share.
The fastest-growing segment in the toy industry in 2023 was STEM-based toys, increasing by 15% year-over-year.
The average price of a popular action figure toy in 2023 was around $15.
The most popular licensed toy brands in 2023 included Marvel, Disney, and LEGO.
Interactive toys with voice recognition features accounted for 18% of the toy sales in 2023.
The most downloaded toy-themed mobile apps exceeded 10 million downloads in 2023.
E-commerce toy sales accounted for 40% of all toy sales in 2022.
The most common age group purchasing plush toys in 2023 was children aged 3-8 years old.
Pre-school toys accounted for 35% of total toy sales in 2023.
The average price of a licensed toy in 2023 was approximately $25.
The top performing toy brand in the UK in 2023 was Peppa Pig, with sales increasing by 19% year-over-year.

Product Categories and Popularity Interpretation

In 2023, the toy industry expertly balanced nostalgia with innovation, as classics like Marvel, Disney, and LEGO captivated kids and collectors alike, while a 15% surge in STEM toys and the rise of 18% voice-activated interactive gadgets suggest playtime is evolving from simple fun to smart, tech-enabled learning—though, with plush toys still charming children aged 3-8, the soft side remains undeniably major in the game.

Regulations, Sustainability, and Industry Developments

Toy Safety regulations became stricter globally in 2023, impacting manufacturing procedures and costs.
The use of recycled plastics in toy manufacturing increased by 30% in 2023.
Toy packaging sustainability initiatives increased by 20% in 2023 as companies aimed to reduce environmental impact.

Regulations, Sustainability, and Industry Developments Interpretation

As toy makers tighten safety rules and embrace greener materials—rising recycled plastics by 30% and adopting eco-friendly packaging by 20%—it’s clear the industry is balancing child safety with planetary safeguarding, proving that playing responsibly now extends beyond the toy box.