Toys and hobbies market seen topping $176B by 2030

The global toys and hobbies products market is projected to exceed $176 billion by 2030, according to The Business Research Company, with North America and building sets among the biggest growth areas. The report points to rising demand for educational, licensed and digitally enhanced play as the main force behind the expansion.

Why it matters: - The toys and hobbies products market is on track to become a much larger slice of the recreation economy by 2030. - The market’s growth reflects stronger demand for educational, interactive and licensed products. - The shift also shows how digital features and e-commerce are changing toy buying habits.

What happened: - The Business Research Company’s Toys and Hobbies Products Global Market Report 2026 says the market is projected to surpass $176 billion by 2030. - The report puts the wider recreation industry at $2,245 billion by 2030, which would make toys and hobbies about 8% of the total. - The report says the market is growing at a 5% CAGR through 2030. - Bandai Namco Holdings Inc. led global sales in 2025 with a 14% share. - Spin Master held 6% of the market in 2025. - The LEGO Group, Mattel Inc. and Hasbro Inc. each held about 1%. - MGA Entertainment Inc., Takara Tomy Company Ltd., VTech Holdings Limited, Playmobil and Ravensburger AG each held about 0.2%.

The details: - North America is expected to be the largest regional market in 2030 at $60 billion, up from $49 billion in 2025. - North America’s market is forecast to grow at a 4% CAGR. - The United States is expected to be the largest single country market at $51 billion in 2030, up from $43 billion in 2025. - The report says U.S. growth is driven by major domestic toy makers and entertainment companies, premium and customized hobby products, digital media influence, adult collectors and frequent product launches. - Building sets are forecast to be the largest product segment in 2030 at 19% of the market, or $34 billion. - Action figures, building sets, dolls and plush toys, ride-on vehicles, remote control toys, board games, and outdoor and sports toys are all cited as major segments. - The market is also segmented by price, age group, distribution channel and end user. - Price bands include under $10, $10 to $50 and over $50. - Age groups range from infants to adults. - Distribution runs through online retailers, supermarkets and hypermarkets, specialty stores, department stores and direct sales. - End users include individual consumers, educational institutions and commercial customers. - The report says the top ten companies accounted for 23% of revenue in 2025, underscoring a moderately fragmented market. - Barriers to entry include safety standards, regulatory compliance, brand recognition, innovative design and consistent quality.

Between the lines: - Educational and interactive toys are becoming a core growth engine as parents and schools look for products that support cognitive and problem-solving skills. - Subscription boxes are adding repeat revenue by tailoring toy selections to age and interest. - Licensed toys tied to movies, TV shows and video games remain a reliable demand driver because they connect products to existing fan bases. - Smart interactive play systems are shaping competition by adding sensors, responses and wireless features without relying on screens. - The report highlights January 2026 as a marker for this trend, when The LEGO Group launched LEGO smart play powered by the LEGO SMART Brick. - The market’s fragmentation suggests room for partnerships, product innovation and regional expansion rather than winner-take-all dominance.

What's next: - The report expects building sets, action figures, vehicles, outdoor toys, dolls, board games and ride-on toys to add more than $41 billion in combined value by 2030. - Building sets are projected to gain $9 billion between 2025 and 2030. - Action figures, vehicles and remote control toys, and outdoor and sports toys are each projected to add $6 billion. - Dolls and plush toys and board games are each expected to add $5 billion. - Ride-on toys are projected to add $4 billion. - The Business Research Company says future competition will likely center on digital engagement, sustainable materials and broader product lines. - The company’s 2026 reports also include market attractiveness scoring, TAM analysis, company scoring matrices, Excel forecasting dashboards, hotspots infographics and trend analysis.

The bottom line: - Toys and hobbies are moving from a niche consumer category to a more technology-driven, education-focused and globally scaled market, with building sets and North America leading the next phase of growth. - More information: the company's announcement