In 2024, value sales of traditional toys and games in Malaysia notably increased, driven by the popularity of dolls and collectibles among children and adults alike. This was further boosted by celebrity and influencer endorsements. There is also growing demand for educational toys and games to enhance children's skill sets. While the competitive landscape remains fragmented, concentration is increasing, while traditional toys and games stores continues to dominate distribution.

In France, value sales of traditional toys and games stagnated in 2024, following a decline the previous year. Games and puzzles, particularly those related to collectibles and board games, experienced growth. The kidult trend also had a significant impact, with an increasing number of adults purchasing construction toys, which saw a dynamic increase. However, the declining birth rate hampered growth, intensifying brand competition and driving retailers to broaden their offerings.

Traditional toys and games in Brazil saw decelerated growth in 2024 compared to the previous year, and lower than the regional average. Construction was most dynamic, driven by brand awareness and wide penetration. The kidult trend significantly impacted games and puzzles, while licensed products and e-commerce strategies played crucial roles. The category remains fragmented, with key players adapting to evolving consumer preferences and retail dynamics.

In 2024, traditional toys and games in Ukraine saw slow value growth. Games and puzzles and construction accounted for the highest sales and maintained dynamic growth. Notable trends were the rise of locally-inspired products, such as patriotic-themed toys, and products aimed at adults who enjoy children’s toys – kidults. E-commerce became the leading distribution channel, as consumers sought safety and convenience, driving a decrease in sales for offline stores.

Traditional toys and games in South Korea experienced a modest dip in 2024, influenced by digital entertainment and evolving consumer habits. Notably, dolls and accessories recorded an upturn, attributed to the popularity of certain characters and the emergence of the kidult trend. The industry is anticipated to witness an increase in strategic partnerships and leveraging intellectual property, along with the integration of artificial intelligence.

Traditional toys and games in Thailand recorded strong growth in 2024, driven by the growing kidult demographic and the rising collectibles trend. This shift in the consumer base had a significant impact on products targeting children, as adults increasingly purchased high-quality items with mature themes. E-commerce and social media engagement became vital for connecting with consumers. While e-commerce encouraged new entrants, the competitive landscape became increasingly consolidated.

Traditional toys and games in South Africa experienced value growth in 2024, driven by the popularity of scientific/educational toys and construction sets. The trends towards sustainability and inclusivity influenced product launches, while the rise of e-commerce and the emergence of kidults were also important, pushing companies to enhance their online presence and target older consumers. Rising concentration was seen, with the top five companies holding a significant and increasing share.

Traditional toys and games in Singapore recorded double-digit growth in 2024, driven by the popularity of dolls and accessories, particularly collectibles. The kidult trend has been a significant influence, with companies actively fostering collector communities. Sustainability and inclusivity also emerged as key trends, with brands adopting more recyclable packaging. The landscape remains concentrated, with leading companies holding significant share.

In 2024, traditional toys and games in Mexico saw a modest value rise, with the kidult trend – whereby adults enjoy toys intended for children – driving growth. The integration of technology, and a focus on established brands also played a role. The rise of retail e-commerce increased the competition and impacted offline retail. Concentration remained relatively high in the competitive landscape, although some companies faced difficulties with underperforming licensed products.

In 2024, traditional toys and games in the Netherlands saw value growth, driven by action figures and accessories and construction. The kidult trend significantly impacted sales, with adults seeking nostalgic, screen-free leisure activities. Partnerships and licensing agreements also boosted sales in specific categories, such as plush, and action figures and accessories. There was a small shift back towards offline sales, although retail e-commerce remained the dominant channel.

In 2024, traditional toys and games in the Philippines saw an increase in value sales, driven by rising incomes and interest in creative play. Key trends included licensed merchandise, collectibles, and a growing kidult consumer group, boosting sales through traditional toys and games stores. Companies capitalised on nostalgia, limited-edition items, and partnerships. Leading players benefited from the enduring success of popular brands, although some newer brands saw rising shares.

In 2024, traditional toys and games in Argentina saw value sales growth, despite the negative impact of high inflation on consumers’ incomes. The increasing popularity of digital entertainment and the rise of the kidult phenomenon influenced consumer preferences. The competitive landscape is fragmented, with local innovation becoming essential to compete with digital games and low-cost imports.

In 2024, sales growth of traditional toys and games in Sweden was modest, falling below the regional average. Notable trends included an emphasis on sustainability, inclusivity, and the kidult phenomenon, which all influenced product innovation. Collectibles and construction continued to be in demand, fuelled by nostalgia, educational benefits, and consumer preference for ethically produced items.

Traditional toys and games in Canada saw a marginal decline in value sales in 2024, aligned with the regional average. However, construction and plush experienced strong growth, driven by the kidult demographic seeking nostalgia and self-expression. The "buy Canadian" trend created opportunities for local brands, although the category remained concentrated amongst major companies such as LEGO and Mattel. Sustainability and affordability are growing concerns, shaping product development.

In 2024, traditional toys and games in Germany experienced a minor decline. Nevertheless, the popularity of plush toys increased due to their playful and comforting nature, which was further boosted by the global “Kawaii” trend. Construction remained the largest category, with its versatility appealing to both children and adults. The rise of e-commerce and collectibles are significant trends, while physical retailers in the country are facing challenges from online marketplaces.

Traditional toys and games saw strong value growth in India in 2024, fuelled by the increasing demand for scientific/educational toys, and activities that do not involve a screen. A key trend was the integration of STEM in products, while consumers were also increasingly interested in sustainable and culturally relevant products, which influenced sales. The competitive landscape remained fragmented, while in terms of distribution e-commerce gained significance.

Traditional toys and games in the UK experienced a boost in value sales, largely attributed to construction and the growing kidult trend, which has seen manufacturers adapting products for adult consumers. Additionally, collectibles, nostalgia, and sustainability have played key roles in influencing sales, with consumers showing a preference for eco-friendly options.

In 2024, traditional toys and games in China saw stronger growth than in 2023. Trading cards drove growth for games and puzzles, highlighting the popularity of collectibles, and driving Kayou to see exceptional growth. Social media and the need for emotional comfort were key drivers behind the increased demand for plush toys, with brands like Jellycat gaining significant traction even among adults. Additionally, affordable and trendy construction toys saw a surge in interest from kidults.

In 2024, traditional toys and games experienced growth primarily from model vehicles and construction toys, driven by adult collectors and innovative products such as Lego. The demand for collectibles was also fuelled by kidults desiring nostalgia and a break from digital connectivity. Strategies are being influenced by the increasing prevalence of e-commerce and technological integration, necessitating manufacturers to adjust to digital platforms and emerging trends.

Traditional toys and games in Spain saw a modest downturn in value sales in 2024, yet construction and games and puzzles exhibited growth, propelled by the trend of adult enthusiasts (kidults) and licensed products. The category is being influenced by a focus on sustainability and inclusivity, with the introduction of eco-friendly products by various companies. The competitive landscape is marked by a trend towards increased concentration and more frequent strategic partnerships.

In 2024, traditional toys and games in Switzerland experienced a rise in value sales, primarily due to construction, with notable demand for building blocks designed for adults. Key trends included a heightened focus on sustainability and inclusivity in product design, as well as the increasing popularity of kidults purchasing products for nostalgic reasons. The market was significantly impacted by e-commerce, leading to the adoption of omnichannel strategies.

Traditional toys and games in Japan saw steady growth in 2024, driven by inflation and the subsequent increase in prices and spending. Action figures and accessories, and games and puzzles were dynamic, due to the popularity of franchises like Beyblade and Pokémon. The kidult trend, which sees brands targeting adults as well as children, was a significant growth driver. The category is highly concentrated, with leading players capitalising on e-commerce and strong intellectual property.

In 2024, traditional toys and games experienced growth in value sales in Indonesia, with dolls and accessories and construction being significant in this performance. Notable trends included the influence of kidults on demand for collectibles and nostalgia-driven products, as well as the impact of brand partnerships and educational toys. Although physical stores remained dominant, e-commerce was on the rise. Meanwhile, the competitive landscape was fragmented, yet starting to see consolidation.

In 2024, traditional toys and games in Italy witnessed a marginal decline in value sales. Nevertheless, the growth of construction and games and puzzles was driven by factors such as strategy, nostalgia, and community building. The kidult trend, which sees adults seeking nostalgic experiences, had a significant impact on demand. E-commerce was the leading distribution channel, while the competitive landscape remained fairly concentrated among the leading players.