Market Insights

The international toy market is changing: demographic developments, shifts in purchasing power and new trends are shaping the industry worldwide. From India's huge child population to the USA's status as the largest toy market and the Asia-Pacific region's innovative approach, each region offers its own opportunities and challenges. Thoroughly examining current market data, growth prospects and consumer trends reveals why entering the international market is a promising prospect right now. The following market profiles provide a concise overview of the most important developments, potential, and distinctive features of the global toy industry.

USA – Innovation driver and trendsetter

The USA has been setting the pace for the international toy industry for decades. With high purchasing power, strong brand awareness and a great openness to new trends, the American market remains the centre for innovation and growth.

Key facts:

• Population: 342 million people (2024), 17.6% under the age of 14
• Market volume: approx. USD 42 billion (2023), growth since 2019: +26%
• Purchasing power: GDP per capita: USD 81,300 (2023)
• Trends: Sustainability (45% of parents under 40 pay attention to environmental aspects), outdoor and sports toys, anime, durable and innovative products, high brand loyalty

The US toy market offers excellent opportunities for innovative products and strong brands. Those who recognise trends early and deliver quality can position themselves for long-term success.

India – A young market full of opportunities

India is on the threshold of a new era for the toy industry. The combination of an exceptionally young population, a growing middle class and strong demand for innovation makes the Indian market one of the most exciting growth drivers worldwide.

Key facts:

• Population: 1.43 billion people (2024), including over 360 million children and young people – the largest potential child market worldwide
• Market volume: approx. USD 1.7 billion (2024), projected annual growth: 13% until 2028
• Demographics: By 2030, the youngest population among the major economies (median age: 31 years)
• Purchasing power: Growing middle class, currently around 350 million people
• Trends: Educational toys, sustainable materials, digital and interactive products, growing desire for international brands

India offers the best conditions for sustainable growth and new business opportunities. Those who enter this dynamic market early on will benefit from enormous potential and a young, consumption-oriented target group.

Japan – High tech, passion for collecting and kidults

Japan combines technological innovation with a distinctive culture of collecting. Despite an ageing society, the toy market remains stable and is growing – not least thanks to the target group of ‘kidults’ and the strong demand for high-quality, licensed products.

Key facts:

• Population: approx. 125 million people, over 90% of whom live in urban areas
• Market volume: approx. 953 billion yen (2022, approx. 6.2 billion USD), growth in 2022: +6.7%
• Demographics: 29% of the population is over 65, yet purchasing power remains high
• Trends: Kidults and collector's items (e.g. Pokémon, Gundam), high-tech toys, trading cards (+32% growth), soft toys, innovation and nostalgia

Japan is a pioneer in innovation and licensing. Those who focus on high-quality, collectible and technically sophisticated products will find a target group with high purchasing power and brand affinity here.

China – Gateway to Asia and hub for trends

China, especially Hong Kong, is not only an important trading centre, but also a hub for innovation in toys and trends. The city connects international manufacturers with Asian markets and is a hub for high-quality, technology-oriented products.

Key facts:

• Population: approx. 7.5 million people, fully urbanised
• Market volume: Toys & Games sales in 2023: approx. USD 41 billion
• Purchasing power: Very high purchasing power, strong focus on quality and innovation
• Trends: STEAM and educational toys, kidults and collectible figures, electronic and digital toys, omnichannel purchasing behaviour, premiumisation

Hong Kong offers ideal conditions for international brands and innovative products. The high affinity for technology and quality makes the market particularly attractive for suppliers of STEAM and collectible products.