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Traditional Toys and Games in Canada

Publisher Euromonitor International
Published Jun 30, 2025
Length 25 Pages
SKU # EP20175022

Description

Traditional toys and games in Canada saw a marginal decline in value sales in 2024, aligned with the regional average. However, construction and plush experienced strong growth, driven by the kidult demographic seeking nostalgia and self-expression. The ""buy Canadian"" trend created opportunities for local brands, although the category remained concentrated amongst major companies such as LEGO and Mattel. Sustainability and affordability are growing concerns, shaping product development.

Euromonitor International's Traditional 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: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

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

Why buy this report?
* Get a detailed picture of the Traditional 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

25 Pages
Traditional Toys and Games in Canada
Euromonitor International
June 2025
List Of Contents And Tables
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 1 Key Trends 2024
INDUSTRY PERFORMANCE
Construction and plush drive growth as they have appeal amongst all ages
CHART 2 Lego Creator Playful Cat 3-in-1 Set Enables Creative Play
Mastermind Toys targets kidults with adult-themed events
CHART 3 Canadian Toy Retailer Mastermind Toys Focuses on Kidults
Lego targets interest in collectibles with Jabba’s Sail Barge set
CHART 4 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 5 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
CHART 6 Key Trends 2024
CHART 7 Xbox Cloud Gaming Sees Rising Popularity
CHART 8 Lego Releases Jabba’s Sail Barge Set
CHART 9 Analyst Insight
CHART 10 Long-Awaited Nintendo Switch 2 Set to Drive Growth
CHART 11 PAW Patrol Range Extended with the Rescue Wheels Sub-Series
CHART 12 Real GDP Growth and Inflation 2019-2029
CHART 13 PEST Analysis in Canada 2024
CHART 14 Key Insights on Consumers in Canada 2024
CHART 15 Consumer Landscape in Canada 2024
TOYS AND GAMES IN CANADA
EXECUTIVE SUMMARY
Video games drives growth, driven by video games software
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
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
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
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
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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