Video games drives growth, driven by video games software
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.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Canada, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Canada report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Canada?
- Which are the leading brands in Toys and Games in Canada?
- How are products distributed in Toys and Games in Canada?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Canada?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Canada
Video games drives growth, driven by video games software
Video games drives growth in toys and games
Cloud gaming continues to reshape the video games landscape
Targeting kidults with collectibles, nostalgia, and adult-themed events
Video games set to lead gains within toys and games
New releases set to drive growth in video games
Incorporation of AI set to drive growth for categories within traditional toys and games
Low birth rate will drive a focus on kidults and licensing
Economic tariffs will provide opportunities for Canadian brands
Top companies maintain or expand their shares in toys and games
Spin Master's PAW Patrol expansion drives sales among children
Recent acquisitions affect the competitive landscape, with more changes to come
Nintendo Switch 2 launch to boost sales of static consoles in 2025
Retail e-commerce sees a rising trend across categories, although offline retail remains important
Mastermind Toys repositions with a focus on retail e-commerce and kidults
Bee You Kids uses its online platform to ensure its toys reach a wide audience
COUNTRY REPORTS DISCLAIMER
Traditional Toys and Games in Canada
KEY DATA FINDINGS
The kidult trend drives growth for construction and plush, despite overall marginal decline
Construction and plush drive growth as they have appeal amongst all ages
Mastermind Toys targets kidults with adult-themed events
Lego targets interest in collectibles with Jabba’s Sail Barge set
Construction set to remain the largest category and experience the fastest growth
AI toys and sustainability expected to shape consumer behaviour
Licensing and partnerships anticipated to contribute to growth
Opportunities for Canadian brands and retailers due to tariffs
Despite the rising share of retail e-commerce, offline retail will remain important
Lego and Mattel lead with strong brands and distribution networks
Jazwares expands Squishmallows further in Canada
Spin Master acquires Melissa & Doug, expanding its product offering
Spin Master further leverages the PAW Patrol IP to drive growth
Many consumers still value the experience of shopping offline for traditional toys and games
E-commerce provides greater access and drives omnichannel retail growth
Mastermind Toys focuses on babies and kidults after acquisition
Bee You Kids offers a diverse range of toys and games online
Video Games in Canada
KEY DATA FINDINGS
Video games software drives growth, driven by established brands
Growth in video games software offsets the hardware decline, due to continuous innovation
Electronic Arts leverages sports partnerships for NHL game success
Super Mario leverages existing brand recognition with new release
Adoption of cloud gaming services impacts video games
Video games set to experience growth, driven by both software and hardware
Gaming headsets will see dynamism as technology improves and adoption increases
The continued rise of cloud gaming as infrastructure improves
E-sports set to boost demand for video games
Microsoft maintains its leading position amidst increasing concentration
Big Viking Games focuses on mobile games due to high development costs for major games
Scopely set to acquire Niantic games division and expand the gamer community
Nintendo Switch 2 launch to boost sales of static consoles in 2025
Retail e-commerce dominates video games, and maintains its rising trend
The immediacy of offline purchases remains popular among many consumers
Best Buy partners with Bell for express store expansion
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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