Toyuncak Ekim 2022

Sektör
The global toy industry
The global toys and games market
was valued at USD 261.65 billion,
and it is projected to register a
CAGR of 9.91% during the forecast
period (2021- 2026)
Ekim 2022
Value of the leading global toy brands 2022
In 2022, Lego was unequivocally the most valuable toy
brand in the world with a brand value of over six billion
U.S. dollars. For years now, the Danish toy company has
remained the industry leader, towering above its competitors
in terms of brand value. The Japanese brand known
as Bandai Namco ranked second that year and was worth
about 1.7 billion U.S. dollars.
The world’s largest toy companies
Of the major players in the toy industry, LEGO accounted
for the highest annual revenue, followed by Bandai Namco,
Hasbro, and Mattel. Although these four companies
each made billions of dollars in 2020, there was a significant
gap from fourth placed Mattel to fifth placed JAKKS
Pacific. Mattel had generated over four and a half billion
U.S. dollars that year, while JAKKS Pacific made roughly
500 million U.S. dollars in total.
The global toy industry
The global toy market is significant, having reached 94.7
billion U.S. dollars in annual revenue in 2020. As such, the
opportunities for toy manufacturers are large if and when
they can overcome stiff competition. That competition not
only comes from other toy makers but from other forms
of children’s entertainment as well, one example being video
games. As toys can be quite expensive, they are considered
a luxury good for many families around the world,
which helps explain the dominance of North America and
Europe in regard to companies’ regional revenues.
The toys and games market witnessed significant
growth
The toys and games market was valued at USD 261.65
billion, and it is projected to register a CAGR of 9.91%
during the forecast period (2021- 2026).
As an impact of COVID-19, the market witnessed a strong
growth among the high-income groups as well as middle-income
consumers, leading to the launch of numerous
stay-at-home product ranges by the leading players.
During the pandemic, the sales of toys and games were
primarily driven by the online retail of products. However,
due to delay in much-anticipated movie releases like
“Trolls World Tour” and “Top Gun: Maverick”, the toys, collectibles,
and other merchandise based on the character
of these movies that already reached the retailer stores
observed no or minimal sales. Thus, it negatively impacted
the market growth over the medium term.
The toys and games market witnessed significant growth,
owing to the presence of high-income group consumers
in the country. However, middle-range toys and games
accounted for the highest sales in the country. Outdoor
and sports toys contributed the major share to the market
studied, followed by dolls. Consumer inclination towards
movies and cartoons drives the sales of action figures and
accessories. The launch of new movies or cartoons further
boosts the sales of action figures and accessories, making
it the fastest-growing segment.
Therefore, the companies have initiated to add more
space to carry more toys, especially in the holiday season,
including Christmas, when the sales of toys and games
fiercely increase.
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