The Traditional Toys and Games Market comprises toys and games that do not require batteries or electricity to function. Traditional toys include board games, soft toys, arts and crafts, educational toys, outdoor and sporting goods, construction sets, puzzles, and pre-school and infants toys. Traditional games include strategy & skill games, educational games, puzzles, card games, dice games, and outdoor and sporting games. Traditional toys provide developmental benefits to children such as improved cognitive abilities, enhanced motor skills, enhanced social skills, improved problem-solving and strategic thinking capabilities.

The global Traditional Toys and Games Market is estimated to be valued at USD 9.63 Bn in 2025 and is expected to exhibit a CAGR of 3.4% over the forecast period 2025 to 2032.

Key Takeaways

Key players operating in the Traditional Toys and Games Market are Dream International Co. Ltd, Hasbro Inc., Mattel Inc., Ravensburger Group, Spin Master Corp and The LEGO Group.

The key opportunities in the Traditional Toys and Games Market Size include increasing demand from emerging economies due to rising disposable incomes and focus of manufacturers on introducing innovative traditional games and toys. Emerging economies in Asia Pacific region such as China, India are expected to provide significant growth opportunities for traditional toys and games manufacturers.

Key players in the market are focusing on expanding their geographical footprint through strategic acquisitions and collaborations. For instance, in 2021, Hasbro expanded into Europe by acquiring D&D Beyond, an online companion for Dungeons & Dragons games for an undisclosed amount. Mattel also acquired factories in Europe to gain a foothold in the region. Such initiatives are expected to aid major players in increasing their global presence.

Market Drivers

Growing popularity of board games and puzzles among families and kids: The increasing popularity of traditional board games such as Scrabble, Monopoly and puzzles is expected to drive the market growth during the forecast period. Board games help in social skill development and improve family bonding.

Increasing disposable incomes in developing economies: Rising disposable incomes in developing markets of Asia Pacific, Latin America, Middle East and Africa are contributing significantly to the growing demand for traditional toys from kids and youngsters. This is anticipated to drive the Traditional Toys and Games Market during the forecast period.

Market Restraints

Increasing usage of digital devices: The growing usage of tablets, smartphones, gaming consoles among kids is diverting their interest away from traditional toys and games. This is identified as a major challenge for the growth of the Traditional Toys and Games Market.
Segment Analysis
Traditional Toys and Games Market can be segmented based on product type and age group of consumers. In terms of product type, board games is the dominating sub-segment currently accounting for over 35% of market share. Board games are evergreen toys which can be played by people of all age groups. Their enjoyable and engaging nature along with offering a good family time is driving their popularity over other product segments in Traditional Toys and Games Market.

In terms of age group, the adult segment is the fastest growing segment currently. Increased interest of people towards board games and puzzles for entertainment along with their effective stress buster nature is auguring well for this segment. Further, growing trend of social gatherings and entertainment events involving traditional games is also propelling the adult segment growth in Traditional Toys and Games Market.

Global Analysis
North America region currently dominates the global Traditional Toys and Games Market with over 30% market share. High preference of board games and puzzles among families for weekend activities and growing organized retail culture for toys and game products in the US and Canada is driving the region’s leadership. Asia Pacific region is expected to witness fastest growth during the forecast period in Traditional Toys and Games Market. Proliferating games cafes and dedicated board game arenas in countries like India and China are creating vibrant board game culture and thus fueling the market growth in Asia Pacific. Further, reviving interest of Japanese and South Korean population towards traditional paper-based games is also boosting the regional market.

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