COMPETITIVE LANDSCAPE
Lego and Mattel lead with strong brands and distribution networks
Traditional toys and games in Canada saw a rise in concentration between 2019 and 2024. In 2024, the top five companies held 52% of value sales, up from 49% in 2019, but still below the North American average of 54%.
Jazwares expands Squishmallows further in Canada
The plush category saw a notable increase in sales in 2024, and growth is set to continue. US-based Jazwares is therefore capitalising on the current demand for plush toys through its popular Squishmallows line, with plans to further expand its presence in Canada by 2025.
Spin Master acquires Melissa & Doug, expanding its product offering
Toronto-based Spin Master Corp’s purchase of Melissa & Doug, a well-known children’s brand, was completed in early 2024. This acquisition enhances Spin Master’s product offerings, particularly in baby and infant and arts and crafts.
Spin Master further leverages the PAW Patrol IP to drive growth
In 2024, leading companies in traditional toys and games invested in established franchises and intellectual property, using brand recognition and loyalty to appeal to price-sensitive consumers in a competitive market. For instance, Spin Master launched toys tied to the PAW Patrol: Rescue Wheels sub-series, which premiered on Nickelodeon and Nick Jr.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Canada?
- Which are the leading brands in Traditional Toys and Games in Canada?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Canada - Category analysis
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
Toys and Games in Canada - Industry Overview
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
The following categories and subcategories are included:
Traditional Toys and Games
- 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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