Toys Market by Product Type (Action Figures, Arts & Crafts Toys, Building & Construction Toys), Material (Fabric & Foam, Metal, Plastic), Age Group, Sales Channel - Global Forecast 2025-2032
Description
The Toys Market was valued at USD 300.36 billion in 2024 and is projected to grow to USD 315.92 billion in 2025, with a CAGR of 5.38%, reaching USD 456.82 billion by 2032.
Introduction to the modern toys ecosystem highlighting evolving consumer expectations, retail transformation, and technological product innovations shaping strategic priorities
The global toys landscape is undergoing an accelerated phase of evolution driven by changes in consumer behavior, retail dynamics, and technological convergence. This introduction lays out the core factors reshaping product development, distribution, and brand engagement across the industry. It synthesizes macro drivers such as shifting parental expectations, the maturation of collector and hobbyist segments, and the growing importance of sustainability and material transparency in product selection.
In addition, rapid advances in digital interactivity and affordable sensors have expanded the design space for electronic and educational toys, prompting manufacturers to re-evaluate long-standing product roadmaps. Retailers are balancing a return to experiential offline formats with ongoing investments in omnichannel fulfillment, while licensors and IP owners are refining collaboration models to protect and amplify brand value. Taken together, these forces create both risks and opportunities for manufacturers, distributors, retailers, and licensors seeking to differentiate in a crowded marketplace. This introduction frames the issues decision-makers must prioritize in order to maintain relevance and drive profitable growth in the near to medium term.
Examination of transformative shifts reshaping product innovation, materials strategy, retail experiences, and IP-driven convergence across the toys sector
The toys industry is experiencing several transformative shifts that are rewriting competitive rules and go-to-market playbooks. Digital augmentation of physical play experiences is one prominent trend: augmented reality overlays, companion apps, and connectivity features are being embedded in traditional toys to extend engagement beyond the first unboxing. Alongside product-level innovation, sourcing and material choices are being scrutinized more intensely by consumers and regulators, accelerating experimentation with alternative materials and circular design principles.
Concurrently, the lines between entertainment, education, and collectibles are blurring as IP-rich franchises expand into toys, digital content, and experiential offerings. Retail channels are also transforming; experiential retail formats and curated specialty assortments are gaining traction while direct-to-consumer launches allow brands to test concepts and control margins. Finally, data-driven personalization and localized assortments are enabling sharper segmentation and more effective lifecycle strategies. Together, these shifts demand integrated responses from product development, supply chain, and commercial teams to capture value and defend brand equity.
Analysis of how 2025 tariff changes and cumulative trade policy shifts are driving sourcing diversification, inventory strategy revisions, and procurement sophistication in the toys market
Tariff policy changes and cumulative trade measures in 2025 have materially influenced sourcing strategies, landed costs, and supplier negotiations for many companies operating in the toys domain. Import duties and regulatory adjustments have compelled procurement teams to conduct holistic supplier audits and to explore nearshoring or multi-sourcing options to reduce exposure to single-country risk. As a result, lead times, inventory buffers, and contractual terms have been revisited across product categories, particularly for items with complex electronics or mixed-material assemblies.
In parallel, increased attention on regulatory compliance and product safety certifications has raised the operational bar for suppliers outside established markets. These developments have prompted companies to stratify their product assortments, prioritizing higher-margin or strategically important SKUs for protected supply chains while considering alternative manufacturing for lower-margin items. Consequentially, commercial teams are re-evaluating pricing strategy, promotion cadence, and channel support to maintain margin resilience and protect customer loyalty amid cost pressures. Overall, the cumulative policy environment has elevated supply chain agility and procurement sophistication as critical capabilities for competitiveness.
Comprehensive segmentation insights that connect product categories, material choices, age-specific design needs, and offline versus online channel dynamics to commercial strategy
Segment-level insights reveal nuanced demand dynamics and operational imperatives that vary across product type, material, age group, and sales channel. Based on product type, consumer interest shows persistent appetite for building and construction toys that support creativity and STEAM learning, while action figures and licensed dolls continue to benefit from strong IP tie-ins; arts and crafts maintain a steady role in parent-led purchases, and outdoor and sports toys see seasonal swings linked to lifestyle trends. Based on material, sustainability considerations are accelerating substitution toward fabric and foam alternatives for soft toys and recycled plastics for molded products, while metal and wood retain premium and specialty positioning where durability and craftsmanship are valued. Based on age group, product design and safety requirements diverge significantly: infants and toddlers necessitate rigorous safety compliance and tactile simplicity, preschool and school-age segments prioritize learning and imaginative play, teenagers and adult collectors seek provenance, limited editions, and sophisticated aesthetics. Based on sales channel, omnichannel strategies are essential: offline retail remains pivotal for tactile discovery and immediate fulfillment with departmental and specialty stores providing distinct curated experiences, while online retail - including brand websites and large e-commerce platforms - drives convenience, assortment depth, and rapid replenishment. These segmentation lenses intersect to create specific go-to-market implications for SKU rationalization, packaging innovations, pricing tiers, and marketing investments across portfolios.
Actionable regional intelligence highlighting how Americas, Europe Middle East & Africa, and Asia-Pacific markets demand differentiated go-to-market, regulatory, and sourcing strategies
Regional dynamics are shaping competitive tactics and distribution models in different and often contrasting ways. In the Americas, consumer expectations emphasize convenience, branded experiences, and a strong appetite for licensed products, prompting retailers and manufacturers to deepen omnichannel capabilities and invest in experiential activations to drive foot traffic. Conversely, Europe, Middle East & Africa demonstrates diverse regulatory environments and consumer preferences that reward localized assortments, robust safety documentation, and partnerships with specialty retailers that curate regional tastes. In the Asia-Pacific region, innovation and manufacturing connectivity create rapid product cycles and a competitive landscape where price-performance and digital commerce leadership are critical. Across these geographies, cross-border supply chain resilience, regional regulatory alignment, and culturally informed marketing strategies determine which players achieve scale and sustainable margins. As a result, companies must balance global brand consistency with region-specific execution to fully capitalize on demand heterogeneity.
Key company strategies that combine product innovation, licensing partnerships, supply chain excellence, and data-driven lifecycle management to secure competitive advantage
Leading companies in the toys ecosystem are differentiating through a combination of product innovation, IP management, distribution partnerships, and operational rigor. Market leaders emphasize cross-functional collaboration between design, licensing, and supply chain teams to accelerate time-to-shelf for high-demand launches while protecting margin profiles through strategic sourcing and inventory discipline. Mid-market players increasingly adopt digital-first tactics to reach niche communities and to monetize collector and hobbyist segments, while specialty manufacturers are leveraging material innovation and artisanal positioning to command premium placement in curated retail environments.
In addition, successful organizations are investing in post-launch analytics to optimize lifecycle pricing and to identify extension opportunities, such as digital content tie-ins or accessory ecosystems. Where applicable, partnerships with licensors and entertainment platforms are structured to balance exposure and upside, enabling faster product-market fit without undue capital strain. Finally, companies that have institutionalized compliance, traceability, and sustainability reporting are finding it easier to secure shelf space with major retailers and to attract discerning consumer cohorts who prioritize transparency.
Practical and prioritized recommendations for manufacturers, retailers, and licensors to strengthen resilience, accelerate innovation, and optimize channel performance in the toys industry
Industry leaders should prioritize a set of pragmatic actions to navigate near-term disruption and to capture long-term value. First, embed supply chain scenario planning and multi-sourcing strategies into commercial planning to reduce exposure to policy volatility and to shorten recovery times during disruptions. Next, accelerate product roadmaps that layer digital interactivity onto proven physical play patterns, while ensuring that software components and companion services are architected for scalability and data privacy compliance. Concurrently, elevate material and packaging strategies to align with consumer expectations for sustainability, including clear communication of recycled content, recyclability, and end-of-life options.
Moreover, refine channel strategies by tailoring assortments and experiences for departmental versus specialty offline formats and by investing in brand-owned commerce capabilities to capture higher lifetime value customers. Strengthen IP collaboration models with licensors to enable rapid co-development cycles and to protect brand integrity. Finally, institutionalize post-launch performance metrics and consumer feedback loops to inform SKU rationalization, pricing adjustments, and marketing investments. These actions, taken in concert, will enhance resilience, improve margin capture, and position companies to capitalize on emerging consumer trends.
Transparent multi-source research methodology integrating stakeholder interviews, regulatory review, and data triangulation to produce actionable and defensible industry insights
This research synthesis is built on a structured methodology designed to blend qualitative insight with quantitative validation while ensuring reproducibility and credibility. The approach began with in-depth interviews across a cross-section of industry stakeholders, including product designers, procurement leads, retail buyers, licensors, and aftermarket specialists, to surface strategic tensions and operational constraints. Secondary research complemented primary interviews with a review of regulatory updates, technology adoption patterns, and public company disclosures to establish contextual benchmarks and to identify emerging trends.
Data triangulation and thematic analysis were applied to reconcile differing perspectives and to highlight consistent signals across sources. Cross-checks with supplier and retail performance indicators ensured that conclusions reflect operational realities. Throughout the process, attention was paid to regulatory compliance, product safety developments, and material science advancements that materially affect product design and distribution choices. This methodology yields insights that are actionable, defensible, and directly relevant to commercial decision-makers seeking to adapt to a rapidly evolving industry landscape.
Concluding synthesis emphasizing the critical role of strategic clarity, operational excellence, and customer-centric design in driving long-term success within the evolving toys market
In conclusion, the toys sector is at an inflection point where innovation, sustainability, and channel sophistication are the primary vectors of competitive differentiation. Companies that couple agile sourcing and procurement practices with compelling product narratives and robust IP partnerships will be better placed to withstand policy shifts and evolving consumer preferences. Moreover, the integration of digital layers onto physical toys, when thoughtfully executed, can extend engagement and unlock new revenue streams without compromising product safety or brand trust.
Looking forward, success will depend on disciplined portfolio management, tighter alignment between product development and commercial analytics, and proactive engagement with regulators and retail partners to streamline compliance and market access. Decision-makers who adopt a longer-term view on material transitions and who invest in omnichannel execution capabilities will capture disproportionate value as consumer expectations continue to evolve. The conclusion emphasizes that strategic clarity, operational excellence, and customer-centric design remain the cornerstones of sustainable growth in this dynamic sector.
Note: PDF & Excel + Online Access - 1 Year
Introduction to the modern toys ecosystem highlighting evolving consumer expectations, retail transformation, and technological product innovations shaping strategic priorities
The global toys landscape is undergoing an accelerated phase of evolution driven by changes in consumer behavior, retail dynamics, and technological convergence. This introduction lays out the core factors reshaping product development, distribution, and brand engagement across the industry. It synthesizes macro drivers such as shifting parental expectations, the maturation of collector and hobbyist segments, and the growing importance of sustainability and material transparency in product selection.
In addition, rapid advances in digital interactivity and affordable sensors have expanded the design space for electronic and educational toys, prompting manufacturers to re-evaluate long-standing product roadmaps. Retailers are balancing a return to experiential offline formats with ongoing investments in omnichannel fulfillment, while licensors and IP owners are refining collaboration models to protect and amplify brand value. Taken together, these forces create both risks and opportunities for manufacturers, distributors, retailers, and licensors seeking to differentiate in a crowded marketplace. This introduction frames the issues decision-makers must prioritize in order to maintain relevance and drive profitable growth in the near to medium term.
Examination of transformative shifts reshaping product innovation, materials strategy, retail experiences, and IP-driven convergence across the toys sector
The toys industry is experiencing several transformative shifts that are rewriting competitive rules and go-to-market playbooks. Digital augmentation of physical play experiences is one prominent trend: augmented reality overlays, companion apps, and connectivity features are being embedded in traditional toys to extend engagement beyond the first unboxing. Alongside product-level innovation, sourcing and material choices are being scrutinized more intensely by consumers and regulators, accelerating experimentation with alternative materials and circular design principles.
Concurrently, the lines between entertainment, education, and collectibles are blurring as IP-rich franchises expand into toys, digital content, and experiential offerings. Retail channels are also transforming; experiential retail formats and curated specialty assortments are gaining traction while direct-to-consumer launches allow brands to test concepts and control margins. Finally, data-driven personalization and localized assortments are enabling sharper segmentation and more effective lifecycle strategies. Together, these shifts demand integrated responses from product development, supply chain, and commercial teams to capture value and defend brand equity.
Analysis of how 2025 tariff changes and cumulative trade policy shifts are driving sourcing diversification, inventory strategy revisions, and procurement sophistication in the toys market
Tariff policy changes and cumulative trade measures in 2025 have materially influenced sourcing strategies, landed costs, and supplier negotiations for many companies operating in the toys domain. Import duties and regulatory adjustments have compelled procurement teams to conduct holistic supplier audits and to explore nearshoring or multi-sourcing options to reduce exposure to single-country risk. As a result, lead times, inventory buffers, and contractual terms have been revisited across product categories, particularly for items with complex electronics or mixed-material assemblies.
In parallel, increased attention on regulatory compliance and product safety certifications has raised the operational bar for suppliers outside established markets. These developments have prompted companies to stratify their product assortments, prioritizing higher-margin or strategically important SKUs for protected supply chains while considering alternative manufacturing for lower-margin items. Consequentially, commercial teams are re-evaluating pricing strategy, promotion cadence, and channel support to maintain margin resilience and protect customer loyalty amid cost pressures. Overall, the cumulative policy environment has elevated supply chain agility and procurement sophistication as critical capabilities for competitiveness.
Comprehensive segmentation insights that connect product categories, material choices, age-specific design needs, and offline versus online channel dynamics to commercial strategy
Segment-level insights reveal nuanced demand dynamics and operational imperatives that vary across product type, material, age group, and sales channel. Based on product type, consumer interest shows persistent appetite for building and construction toys that support creativity and STEAM learning, while action figures and licensed dolls continue to benefit from strong IP tie-ins; arts and crafts maintain a steady role in parent-led purchases, and outdoor and sports toys see seasonal swings linked to lifestyle trends. Based on material, sustainability considerations are accelerating substitution toward fabric and foam alternatives for soft toys and recycled plastics for molded products, while metal and wood retain premium and specialty positioning where durability and craftsmanship are valued. Based on age group, product design and safety requirements diverge significantly: infants and toddlers necessitate rigorous safety compliance and tactile simplicity, preschool and school-age segments prioritize learning and imaginative play, teenagers and adult collectors seek provenance, limited editions, and sophisticated aesthetics. Based on sales channel, omnichannel strategies are essential: offline retail remains pivotal for tactile discovery and immediate fulfillment with departmental and specialty stores providing distinct curated experiences, while online retail - including brand websites and large e-commerce platforms - drives convenience, assortment depth, and rapid replenishment. These segmentation lenses intersect to create specific go-to-market implications for SKU rationalization, packaging innovations, pricing tiers, and marketing investments across portfolios.
Actionable regional intelligence highlighting how Americas, Europe Middle East & Africa, and Asia-Pacific markets demand differentiated go-to-market, regulatory, and sourcing strategies
Regional dynamics are shaping competitive tactics and distribution models in different and often contrasting ways. In the Americas, consumer expectations emphasize convenience, branded experiences, and a strong appetite for licensed products, prompting retailers and manufacturers to deepen omnichannel capabilities and invest in experiential activations to drive foot traffic. Conversely, Europe, Middle East & Africa demonstrates diverse regulatory environments and consumer preferences that reward localized assortments, robust safety documentation, and partnerships with specialty retailers that curate regional tastes. In the Asia-Pacific region, innovation and manufacturing connectivity create rapid product cycles and a competitive landscape where price-performance and digital commerce leadership are critical. Across these geographies, cross-border supply chain resilience, regional regulatory alignment, and culturally informed marketing strategies determine which players achieve scale and sustainable margins. As a result, companies must balance global brand consistency with region-specific execution to fully capitalize on demand heterogeneity.
Key company strategies that combine product innovation, licensing partnerships, supply chain excellence, and data-driven lifecycle management to secure competitive advantage
Leading companies in the toys ecosystem are differentiating through a combination of product innovation, IP management, distribution partnerships, and operational rigor. Market leaders emphasize cross-functional collaboration between design, licensing, and supply chain teams to accelerate time-to-shelf for high-demand launches while protecting margin profiles through strategic sourcing and inventory discipline. Mid-market players increasingly adopt digital-first tactics to reach niche communities and to monetize collector and hobbyist segments, while specialty manufacturers are leveraging material innovation and artisanal positioning to command premium placement in curated retail environments.
In addition, successful organizations are investing in post-launch analytics to optimize lifecycle pricing and to identify extension opportunities, such as digital content tie-ins or accessory ecosystems. Where applicable, partnerships with licensors and entertainment platforms are structured to balance exposure and upside, enabling faster product-market fit without undue capital strain. Finally, companies that have institutionalized compliance, traceability, and sustainability reporting are finding it easier to secure shelf space with major retailers and to attract discerning consumer cohorts who prioritize transparency.
Practical and prioritized recommendations for manufacturers, retailers, and licensors to strengthen resilience, accelerate innovation, and optimize channel performance in the toys industry
Industry leaders should prioritize a set of pragmatic actions to navigate near-term disruption and to capture long-term value. First, embed supply chain scenario planning and multi-sourcing strategies into commercial planning to reduce exposure to policy volatility and to shorten recovery times during disruptions. Next, accelerate product roadmaps that layer digital interactivity onto proven physical play patterns, while ensuring that software components and companion services are architected for scalability and data privacy compliance. Concurrently, elevate material and packaging strategies to align with consumer expectations for sustainability, including clear communication of recycled content, recyclability, and end-of-life options.
Moreover, refine channel strategies by tailoring assortments and experiences for departmental versus specialty offline formats and by investing in brand-owned commerce capabilities to capture higher lifetime value customers. Strengthen IP collaboration models with licensors to enable rapid co-development cycles and to protect brand integrity. Finally, institutionalize post-launch performance metrics and consumer feedback loops to inform SKU rationalization, pricing adjustments, and marketing investments. These actions, taken in concert, will enhance resilience, improve margin capture, and position companies to capitalize on emerging consumer trends.
Transparent multi-source research methodology integrating stakeholder interviews, regulatory review, and data triangulation to produce actionable and defensible industry insights
This research synthesis is built on a structured methodology designed to blend qualitative insight with quantitative validation while ensuring reproducibility and credibility. The approach began with in-depth interviews across a cross-section of industry stakeholders, including product designers, procurement leads, retail buyers, licensors, and aftermarket specialists, to surface strategic tensions and operational constraints. Secondary research complemented primary interviews with a review of regulatory updates, technology adoption patterns, and public company disclosures to establish contextual benchmarks and to identify emerging trends.
Data triangulation and thematic analysis were applied to reconcile differing perspectives and to highlight consistent signals across sources. Cross-checks with supplier and retail performance indicators ensured that conclusions reflect operational realities. Throughout the process, attention was paid to regulatory compliance, product safety developments, and material science advancements that materially affect product design and distribution choices. This methodology yields insights that are actionable, defensible, and directly relevant to commercial decision-makers seeking to adapt to a rapidly evolving industry landscape.
Concluding synthesis emphasizing the critical role of strategic clarity, operational excellence, and customer-centric design in driving long-term success within the evolving toys market
In conclusion, the toys sector is at an inflection point where innovation, sustainability, and channel sophistication are the primary vectors of competitive differentiation. Companies that couple agile sourcing and procurement practices with compelling product narratives and robust IP partnerships will be better placed to withstand policy shifts and evolving consumer preferences. Moreover, the integration of digital layers onto physical toys, when thoughtfully executed, can extend engagement and unlock new revenue streams without compromising product safety or brand trust.
Looking forward, success will depend on disciplined portfolio management, tighter alignment between product development and commercial analytics, and proactive engagement with regulators and retail partners to streamline compliance and market access. Decision-makers who adopt a longer-term view on material transitions and who invest in omnichannel execution capabilities will capture disproportionate value as consumer expectations continue to evolve. The conclusion emphasizes that strategic clarity, operational excellence, and customer-centric design remain the cornerstones of sustainable growth in this dynamic sector.
Note: PDF & Excel + Online Access - 1 Year
Table of Contents
190 Pages
- 1. Preface
- 1.1. Objectives of the Study
- 1.2. Market Segmentation & Coverage
- 1.3. Years Considered for the Study
- 1.4. Currency
- 1.5. Language
- 1.6. Stakeholders
- 2. Research Methodology
- 3. Executive Summary
- 4. Market Overview
- 5. Market Insights
- 5.1. Increasing integration of augmented reality features in educational toys for interactive learning experiences
- 5.2. Surge in sustainable and biodegradable toy materials driven by eco-conscious consumer
- 5.3. Proliferation of STEM-focused construction kits tailored for girls to bridge gender gap in engineering
- 5.4. Adoption of subscription-based toy rental services to reduce waste and offer variety for families
- 5.5. Popularity of collectibles tied to viral social media franchises boosting limited edition releases
- 5.6. Rise of AI-enabled smart plush toys offering personalized storytelling and emotional interaction
- 5.7. Expansion of multilingual interactive literacy toys supporting early language development globally
- 5.8. Integration of blockchain-based authenticity verification to combat counterfeit high-end collectables
- 5.9. Collaboration between entertainment brands and toy makers for immersive movie tie-in merchandise
- 5.10. Emergence of sensory play toys designed for children with autism and special needs support
- 6. Cumulative Impact of United States Tariffs 2025
- 7. Cumulative Impact of Artificial Intelligence 2025
- 8. Toys Market, by Product Type
- 8.1. Action Figures
- 8.2. Arts & Crafts Toys
- 8.3. Building & Construction Toys
- 8.4. Dolls & Plush Toys
- 8.5. Educational & STEM Toys
- 8.6. Electronic & Remote-Controlled Toys
- 8.7. Games & Puzzles
- 8.8. Outdoor & Sports Toys
- 9. Toys Market, by Material
- 9.1. Fabric & Foam
- 9.2. Metal
- 9.3. Plastic
- 9.4. Wood
- 10. Toys Market, by Age Group
- 10.1. Adults & Collectors
- 10.2. Infants & Toddlers (0-2 years)
- 10.3. Preschool (3-5 years)
- 10.4. School-age (6-12 years)
- 10.5. Teenagers (13-18 years)
- 11. Toys Market, by Sales Channel
- 11.1. Offline Retail
- 11.1.1. Departmental Stores
- 11.1.2. Specialty Stores
- 11.2. Online Retail
- 11.2.1. Brand Websites
- 11.2.2. E-commerce Platforms
- 12. Toys Market, by Region
- 12.1. Americas
- 12.1.1. North America
- 12.1.2. Latin America
- 12.2. Europe, Middle East & Africa
- 12.2.1. Europe
- 12.2.2. Middle East
- 12.2.3. Africa
- 12.3. Asia-Pacific
- 13. Toys Market, by Group
- 13.1. ASEAN
- 13.2. GCC
- 13.3. European Union
- 13.4. BRICS
- 13.5. G7
- 13.6. NATO
- 14. Toys Market, by Country
- 14.1. United States
- 14.2. Canada
- 14.3. Mexico
- 14.4. Brazil
- 14.5. United Kingdom
- 14.6. Germany
- 14.7. France
- 14.8. Russia
- 14.9. Italy
- 14.10. Spain
- 14.11. China
- 14.12. India
- 14.13. Japan
- 14.14. Australia
- 14.15. South Korea
- 15. Competitive Landscape
- 15.1. Market Share Analysis, 2024
- 15.2. FPNV Positioning Matrix, 2024
- 15.3. Competitive Analysis
- 15.3.1. LEGO Group
- 15.3.2. Bandai Namco Holdings Inc.
- 15.3.3. AOSHIMA BUNKA KYOZAI Co,.Ltd
- 15.3.4. Backyard Products LLC (KidKraft Products, Inc)
- 15.3.5. Buffalo Games, LLC
- 15.3.6. Build-A-Bear Workshop, Inc.
- 15.3.7. Candytoy Corporate Pvt. Ltd.
- 15.3.8. Cartamundi Group
- 15.3.9. Clementoni S.p.A
- 15.3.10. CubicFun Toys Industrial Co., Ltd.
- 15.3.11. Dream International Limited
- 15.3.12. Educa Borras by Team Toys SA
- 15.3.13. FUNKO, INC.
- 15.3.14. Funtastic International, Inc.
- 15.3.15. Gibsons Games Ltd.
- 15.3.16. Goliath Group
- 15.3.17. Hape International AG
- 15.3.18. HASBRO, INC
- 15.3.19. Horst Brandstätter Group
- 15.3.20. JAKKS Pacific, Inc
- 15.3.21. Konami Group Corporation
- 15.3.22. Koninklijke Jumbo B.V.
- 15.3.23. Lansay
- 15.3.24. MasterPieces Puzzle Company
- 15.3.25. Matrix Holdings Limited
- 15.3.26. Mattel Inc.
- 15.3.27. MGA Zapf Creation GmbH
- 15.3.28. Moose Enterprise Pty Ltd
- 15.3.29. Playmates Toys Limited
- 15.3.30. Radio Flyer, Inc.
- 15.3.31. Ravensburger AG
- 15.3.32. SANRIO CO., LTD
- 15.3.33. Schmidt Spiele GmbH
- 15.3.34. Simba Dickie Group
- 15.3.35. Spin Master Corp.
- 15.3.36. TOMY COMPANY, LTD
- 15.3.37. Trefl S.A.
- 15.3.38. VTech Holdings Limited
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