In 2024, toys and games in Hong Kong experienced an increase in value sales, largely due to the growing popularity of video games and the kidult phenomenon. Cloud gaming emerged as a solution to space constraints, and well-known brands enjoyed a resurgence. The transition to online retail has necessitated more robust e-commerce strategies. The competitive landscape become less concentrated, with the top five companies holding lower value share overall.

Toys and games in Malaysia recorded further value growth in 2024, largely due to the rising popularity of products targeting kidults, licensed intellectual property, and educational toys. Development is also being influenced by strategic partnerships and the accessibility of cloud gaming. However, challenges such as inflation and a decrease in fertility rates persist, and the industry is further complicated by the coexistence of e-commerce and traditional retail.

Toys and games in France saw a decrease in value sales in 2024, due to the falling birth rate and decreased consumer purchasing power. The kidult trend and collectibles provided some stability in traditional toys and games, but the poor performance of video games as it stabilised from an exceptional year in 2023 drove overall decline. The competitive landscape is consolidating, with major companies concentrating on innovation in response to changing demographics.

In 2024, toys and games in Brazil saw growth, driven by video games and the kidult trend. The return of traditional toys and games, supported by the ban on mobile phones in schools, especially contributed to increased sales of games and puzzles. Established brands continued to dominate, shaping consumer preferences for trusted quality. The landscape remains fragmented, with a concentration of value sales among the top companies.

In 2024, video games in Turkey experienced a slowdown in growth due to high inflation and its impact on consumer spending. However, video game software continued to expand, driven by popular new releases, the growth of subscription services, and the shift towards digital and mobile gaming. The growth of e-commerce led to greater access to video games, but also intensified price competition. Subscription services faced challenges due to currency volatility and price increases.

In 2024, toys and games in Ukraine saw dynamic value growth, albeit at a slower rate than the previous year. Video games was the main growth driver, although traditional toys and games saw a minor increase. A key driver of growth was kidults, while local innovation and cultural relevance also played a significant role in shaping consumer preferences. E-commerce remained the primary sales channel and maintained its strong rising trend, while concentration increased in the competitive landscape.

Toys and games in South Korea grew in 2024, driven by the increasing popularity of collectibles, the purchasing power of kidults, the gachapon craze, and a further shift towards digital content. Key trends included AI personalisation, shaping engaging play experiences, and partnerships blurring lines between industries. The landscape became increasingly consolidated over the review period. E-commerce dominates distribution, with gacha marketing boosting consumer sentiment.

Toys and games in Thailand experienced growth in 2024, propelled by the kidult trend and the increasing popularity of online gaming. The interest of adults in collectibles and nostalgic items has contributed to the rise in sales, while the shift in consumer spending habits towards mobile gaming has been notable. Traditional toys and games managed to remain relevant through innovative products, but digital platforms have become essential for companies.

In South Africa, toys and games saw dynamism in 2024. This was driven mainly by video games, due to improved internet access, and the popularity of mobile games and cloud gaming. The kidult trend and licensing influenced sales in traditional toys and games. E-commerce was the primary sales channel, and the entry of Amazon prompted offline retailers to adopt omnichannel strategies. High concentration was seen in the competitive landscape.

Toys and games in Singapore experienced low growth in 2024. Traditional toys and games saw rapid expansion, driven by collectibles such as blind box toys, which were influenced by social media trends and kidults. Meanwhile, video games faced declining sales due to economic uncertainty but are expected to improve with advancements in console technology. The industry is highly fragmented, while retail e-commerce is the leading distribution channel.

In 2024, toys and games saw dynamic value growth in Mexico. Although video games was the main growth driver, traditional toys and games also saw a solid increase. A notable trend was the rise of the kidult demographic, especially in traditional toys and games. Meanwhile, video games continued to be reshaped by subscription models and cloud gaming. E-commerce became a more significant sales channel, and there was a slight decrease in concentration in the competitive landscape.

In 2024, toys and games in the Netherlands saw value growth, with video games and traditional toys and games seeing similar increases. The kidult trend was significant, leading to heightened interest in nostalgic products. Established brands and licensed products played a significant role in boosting sales, with companies leveraging popular franchises to capture consumer interest. Retail e-commerce continued to dominate distribution, despite a modest revival in the share of offline sales.

Toys and games in Argentina saw dynamic growth in 2024, at a faster rate compared to 2023, a trend attributed to the country’s high inflation which affected consumers’ purchasing power and drove up value sales. Video games continued to expand, fuelled by the increasing preference for digital entertainment and subscription services. In addition, the emerging kidult trend has led to adult engagement with both traditional toys and games, video games.

Toys and games in the Philippines experienced an upturn in value growth in 2024, with strong increases for both traditional toys and games and video games. In addition to rising disposable incomes, increasing sales were attributed to the rise of the kidult consumer group, a focus on collectibles, and the rise of subscription services and cloud gaming. Retail e-commerce continued to lead distribution, while the competitive environment remained fragmented.

In 2024, toys and games in Sweden saw growth, driven by video games. Sustainability and inclusivity emerged as key trends, influencing product development. The rise of kidults and e-commerce significantly shaped purchasing habits, with digital distribution gaining traction. Companies are focusing on strong online platforms and eco-friendly materials to cater to consumer preferences.

Toys and games in Canada saw a modest increase in value sales in 2024, with video games being the key growth driver. Sales of traditional toys and games were supported by kidults, who sought nostalgic connections and emotional wellbeing through plush toys and construction sets. Video games maintained slow and stable growth, offering engaging interactive entertainment. Concentration continued to increase in the competitive landscape, while retail e-commerce extended its dominance of distribution.

Toys and games in Germany experienced a marginal sales decline in 2024, underperforming from the previous year. Key trends driving the industry included the rise of collectibles, digital integration, and e-commerce. Strategic shifts towards licensing, partnerships, and influencer collaborations were evident as companies sought to engage with consumers. The competitive landscape is fragmented, with the top five players accounting for less than one third of sales.

In 2024, toys and games in India saw robust value expansion, albeit at a more moderate pace due to inflationary pressures. Video games was the top performer in terms of sales and growth, although traditional toys and games also saw a double-digit rise. Notable trends across both categories included a focus on localised innovation and the enduring appeal of established brands. High fragmentation continued, while retail e-commerce gained significance in distribution despite its already high base.

Toys and games in the UK saw a marginal dip in value sales in 2024, despite an upturn in traditional toys and games. The kidult phenomenon, characterised by adult toy purchases, contributed to construction's growth, while video games was influenced by strategic alliances. Heightened concerns about sustainability and inclusivity are shaping product innovation and ethical standards. The market remains fairly consolidated, with retail e-commerce playing a pivotal role in sales.

In 2024, toys and games saw growth in China, propelled by dynamic growth for traditional toys and games, and the increasing appeal of video games. AI personalisation played a significant role, improving both digital and physical play experiences. The incorporation of Chinese cultural elements into toys and games proved popular with domestic consumers. The competitive landscape witnessed changes in share and intensified competition, while e-commerce remained the dominant sales channel.

In 2024, toys and games in Australia experienced solid growth, driven by video games and the kidult phenomenon. The desire for nostalgia and leisure among adults boosted sales of collectibles and construction. Legislative measures and social media restrictions could further influence sales, with businesses adjusting their marketing strategies. While physical stores remain key, e-commerce is growing, especially for video games.

Amid global uncertainty and financial strain, consumers are turning to toys and games for nostalgia, comfort, escapism and social connection. Five key trends from the rise of kidults to cross-industry collaborations are reshaping the industry, offering companies new ways to engage new demographics and unlock new revenues.

Consumers are turning to toys and video games as affordable avenues for nostalgia, comfort, escapism and social connection amidst global challenges and financial strain. Sales are set to soar by 14% in real terms between 2024 and 2029, reaching USD317 billion. Growth is being driven primarily by video games, while traditional toys and games are seeing only modest increases.

In Spain, toys and games saw growth deceleration in 2024. Video games expanded, particularly online, supported by the convenience of cloud gaming. Although traditional toys and games declined, the kidult trend had a positive impact on games and puzzles, and collectibles. Strategic partnerships and established franchises were key growth drivers, while e-commerce continued to expand, and offline retail saw a resurgence. The competitive landscape witnessed a slight decrease in concentration.