Report cover image

Toys and Games in Canada

Publisher Euromonitor International
Published Jun 30, 2025
Length 33 Pages
SKU # EP20175121

Description

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.

Euromonitor International's Toys and Games in Canada report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

33 Pages
Toys and Games in Canada
Euromonitor International
June 2025
List Of Contents And Tables
TOYS AND GAMES IN CANADA
EXECUTIVE SUMMARY
Video games drives growth, driven by video games software
KEY DATA FINDINGS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Video games drives growth in toys and games
Cloud gaming continues to reshape the video games landscape
CHART 2 Xbox Cloud Gaming Sees Rising Popularity
Targeting kidults with collectibles, nostalgia, and adult-themed events
CHART 3 Lego Releases Jabba’s Sail Barge Set
CHART 4 Analyst Insight
WHAT’S NEXT?
Video games set to lead gains within toys and games
New releases set to drive growth in video games
CHART 5 Long-Awaited Nintendo Switch 2 Set to Drive Growth
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
COMPETITIVE LANDSCAPE
Top companies maintain or expand their shares in toys and games
Spin Master's PAW Patrol expansion drives sales among children
CHART 6 PAW Patrol Range Extended with the Rescue Wheels Sub-Series
Recent acquisitions affect the competitive landscape, with more changes to come
Nintendo Switch 2 launch to boost sales of static consoles in 2025
CHANNELS
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
ECONOMIC CONTEXT
CHART 7 Real GDP Growth and Inflation 2019-2029
CHART 8 PEST Analysis in Canada 2024
CONSUMER CONTEXT
CHART 9 Key Insights on Consumers in Canada 2024
CHART 10 Consumer Landscape in Canada 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN CANADA
KEY DATA FINDINGS
2024 DEVELOPMENTS
The kidult trend drives growth for construction and plush, despite overall marginal decline
CHART 11 Key Trends 2024
INDUSTRY PERFORMANCE
Construction and plush drive growth as they have appeal amongst all ages
CHART 12 Lego Creator Playful Cat 3-in-1 Set Enables Creative Play
Mastermind Toys targets kidults with adult-themed events
CHART 13 Canadian Toy Retailer Mastermind Toys Focuses on Kidults
Lego targets interest in collectibles with Jabba’s Sail Barge set
CHART 14 Analyst Insight
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHART 15 Spin Master Successfully Acquires Melissa & Doug
Spin Master further leverages the PAW Patrol IP to drive growth
CHANNELS
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
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN CANADA
KEY DATA FINDINGS
2024 DEVELOPMENTS
Video games software drives growth, driven by established brands
CHART 16 Key Trends 2024
INDUSTRY PERFORMANCE
Growth in video games software offsets the hardware decline, due to continuous innovation
Electronic Arts leverages sports partnerships for NHL game success
CHART 17 Electronic Arts Releases NHL 25
Super Mario leverages existing brand recognition with new release
CHART 18 Super Mario Party Jamboree Released Exclusively for the Nintendo Switch
Adoption of cloud gaming services impacts video games
WHAT’S NEXT?
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
CHART 19 Analyst Insight
E-sports set to boost demand for video games
COMPETITIVE LANDSCAPE
Microsoft maintains its leading position amidst increasing concentration
Big Viking Games focuses on mobile games due to high development costs for major games
CHART 20 YoWorld Mobile Game Developed by Canada-Based Big Viking 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
CHANNELS
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

Search Inside Report

Pricing

Currency Rates
How Do Licenses Work?

How Do Licenses Work?

The primary function of a report license is to define how many people within a company are authorized to use the purchased report. This is separate to how a report might be delivered. Unless specifically identified otherwise, the purchase option is Single User. Below is a helpful description of that license, along with a sampling of others most commonly offered.

  • This license allows only one user to have access to and to use/read the report. It is not one user at a time or one user group; it is an individual who will be reading and utilizing the report.

  • This license allows for the entire purchasing company to read and use the report. This is the license level that would allow for a report to be placed on an internal company shared drive for access by all employees of that direct company. This license does not extend to parent or sister company use.

  • This license is designed to allow an entire department within a company full access to a report. The departmental license is a great option for companies that have more than one location and the department is spread out all over the country/world

  • This license is for companies that have one location where they want the report to be accessible by all employees within that physical location.

  • This is the most flexible of the licensing options. Some publishers will allow you to get a license for a preset number of people (typically 5). These licenses are ideal for small work groups.

License options are at the discretion of each publisher. As such, not all licenses indicated above are available for every product. If you are uncertain of the best license for your needs or would like a license that is not proactively available, please contact us and we will be happy to assist.

Head shot

Questions or Comments?

Our team has the ability to search within reports to verify it suits your needs. We can also help maximize your budget by finding sections of reports you can purchase.
Chat Now
Contact Us