Toy Model

Toy Model Market Outlook

The global toy model market is projected to reach approximately $150 billion by 2035, with a compound annual growth rate (CAGR) of 5.2% during the forecast period of 2025 to 2035. This growth is driven by several factors, including an increasing population of children, the rise of e-commerce, and an expanding interest among adults in collectible and nostalgic toys. Moreover, the growing awareness of the importance of play in child development has further propelled the demand for innovative and educational toys. Emerging trends such as the integration of technology in toys and the creation of eco-friendly products are also contributing to market growth. As awareness regarding child safety and educational benefits of toys increases, manufacturers are anticipated to invest more in developing high-quality and sustainable toy models.

Growth Factor of the Market

Several growth factors are driving the expansion of the toy model market. Firstly, the rising disposable income and purchasing power of consumers, particularly in developing regions, has led to an increased expenditure on toys for children, thus fueling the demand. Secondly, the proliferation of online shopping platforms and the convenience they offer have greatly influenced the purchasing behavior of consumers, making toys more accessible to a wider audience. Additionally, the growing trend of themed toys associated with popular culture and media, including movies and television series, has attracted both children and adult collectors alike. Furthermore, the focus on enhancing child development through play has spurred parents to seek educational and skill-building toys, leading to a shift in demand toward educational and STEM-based toys. Finally, sustainability trends, with more consumers opting for eco-friendly materials, have encouraged manufacturers to innovate and diversify their product offerings.

Key Highlights of the Market

• The global toy model market is estimated to reach $150 billion by 2035.
• CAGR of 5.2% is projected during the forecast period from 2025 to 2035.
• Increasing disposable income is driving higher expenditure on toys.
• The rise of e-commerce has made toys more accessible to consumers.
• Growing demand for educational and eco-friendly toys is shaping product development.

By Product Type

Plush Toys:

Plush toys form a significant segment of the toy model market, characterized by their soft, cuddly materials that appeal predominantly to younger children. This segment includes a variety of stuffed animals, dolls, and character toys that resonate well with the emotional and sensory needs of children. The demand for plush toys has been consistently high, as they are often associated with comfort and companionship. Additionally, the introduction of licensed plush toys based on popular characters from movies, TV shows, and video games has further enhanced the appeal of this segment, making them highly sought after by collectors as well. Furthermore, manufacturers are increasingly focusing on the safety and hypoallergenic features of plush toys, leading to innovations in fabric and stuffing materials, thus enhancing their marketability.

Action Figures:

Action figures are a dynamic segment within the toy model market, primarily targeting older children and collectors. These toys are often designed based on popular characters from comic books, movies, or television series, creating a strong emotional connection with the demographic. The increasing trend of animated series and superhero franchises has significantly boosted the demand for action figures, as they not only serve as play items but also as collectibles. Additionally, advancements in technology have led to the introduction of action figures equipped with interactive features, further enhancing their appeal. Collectors often seek limited edition releases or figures with unique designs, which drives competition among manufacturers to create innovative and high-quality products. As a result, the action figure segment is expected to witness robust growth in the coming years.

Dolls:

Dolls hold a classic position in the toy model market, appealing to varied age groups and demographics. This segment encompasses a wide range of products, including fashion dolls, baby dolls, and collector dolls. The evolution of dolls over the years, especially with the inclusion of diverse representations in terms of ethnicity and body types, has significantly broadened their appeal. Recent trends indicate a shift toward more interactive dolls that can speak, sing, or respond to children's actions, enhancing the play experience. Furthermore, the rise of social media has created platforms for collectors to showcase their collections, driving interest in premium and limited-edition dolls. With continuous innovation and increasing consumer demand for variety and representation, the dolls segment is expected to maintain a strong market presence.

Educational Toys:

Educational toys are increasingly gaining traction within the toy model market, as parents seek products that not only entertain but also promote learning and development. This segment includes toys designed to enhance cognitive skills, motor skills, and social abilities. From building blocks and puzzles to STEM (Science, Technology, Engineering, and Mathematics) kits, educational toys cater to various developmental stages and learning styles. Recent years have seen a significant push towards integrating technology with education, leading to the rise of interactive learning toys that engage children through digital platforms. As educational standards evolve and parents become more conscious of the importance of early childhood development, the demand for high-quality educational toys is expected to grow, positioning this segment as a key driver of market expansion.

Construction Sets:

Construction sets represent a unique and engaging segment of the toy model market, providing children with the opportunity to build and create through hands-on play. These sets typically include a variety of components such as bricks, connectors, and tools that encourage problem-solving and imaginative skills. The popularity of construction toys can be attributed to their ability to promote critical thinking, collaboration, and fine motor skills among children. Brands have been capitalizing on this trend by offering themed sets that tie in with popular franchises, thereby attracting both children and adult enthusiasts. The rise of competitive play and collaborative projects among peers has further increased the appeal of construction sets, making them a staple in educational environments and homes alike.

By Application

Children's Toys:

The application of toys for children represents the largest segment within the toy model market, focusing on products designed specifically for play and entertainment. Children's toys are crucial for their emotional, cognitive, and physical development, contributing significantly to their growth and learning experiences. This segment includes a diverse range of toys, from traditional toys such as stuffed animals and dolls to modern electronic gadgets. The continuous introduction of innovative products, coupled with the growing awareness of the importance of play, has bolstered demand in this segment. Additionally, the influence of technology and digital play has led to the creation of hybrid toys that combine physical and virtual play experiences, further expanding the children's toy market.

Collectibles:

The collectibles segment within the toy model market is characterized by products that appeal to adult hobbyists and collectors. This application covers a broad range of toys, including vintage models, limited-edition figures, and unique design pieces that often hold nostalgic value. Collectibles are not just play items but serve as investment pieces and status symbols among enthusiasts. The rise of social media platforms has facilitated the growth of collector communities, where individuals can share their collections, trade items, and discuss trends, further promoting the demand for collectible toys. As the market for collectibles continues to evolve, manufacturers are increasingly producing exclusive items to cater to this niche audience, enhancing the overall market dynamics.

Decorative:

Decorative toys have emerged as an interesting segment within the toy model market, particularly favored by adults for home decoration purposes. These toys typically showcase craftsmanship and artistic design, elevating them from traditional toys to aesthetic pieces. Decorative items can include intricate model kits, figurines, and artistic representations of popular characters, which are often displayed as part of home decor. The growing trend of personalization and unique home decor options has significantly bolstered the demand for decorative toys. As consumers seek to create visually appealing spaces, the decorative toy segment presents opportunities for manufacturers to innovate and appeal to the tastes of design-conscious buyers, thereby expanding their market reach.

Promotional:

The promotional application of toys focuses on products utilized for marketing and advertising purposes. Companies often use toys as promotional items to engage customers and enhance brand visibility. This segment includes branded merchandise, giveaways, and items associated with corporate events, promoting fun and interaction. The use of toys as promotional products is particularly effective for companies targeting younger demographics, as children often influence family purchasing decisions. As companies increasingly recognize the value of experiential marketing, the demand for promotional toys is expected to grow, positioning this segment as an important avenue for driving brand loyalty and customer engagement.

Stress Relief:

Stress relief toys have gained traction among adults and teens seeking ways to manage stress and anxiety through tactile and sensory experiences. This application segment includes fidget spinners, stress balls, and other sensory toys designed to promote relaxation and concentration. The rise of mental health awareness has driven demand for products that provide therapeutic benefits, leading to the growing popularity of stress relief toys in both personal and professional settings. With more people seeking effective coping mechanisms, the market for stress relief toys is likely to expand, creating opportunities for manufacturers to innovate and tailor products to meet various stress-relief needs.

By Distribution Channel

Online Retailers:

Online retailers have revolutionized the toy model market, becoming the leading distribution channel for consumers seeking convenience and variety. E-commerce platforms have made it easier for consumers to access a wide selection of toys from the comfort of their homes, often at competitive prices. The ability to compare products, read reviews, and access exclusive online discounts has significantly influenced purchasing behavior. Additionally, the rise of mobile shopping apps has further accelerated this trend, allowing consumers to browse and purchase toys on-the-go. The COVID-19 pandemic has also played a role in boosting online sales, as many consumers turned to e-commerce due to lockdowns and health concerns. As online shopping continues to grow, retailers are expected to enhance their digital platforms and logistics to meet consumer demands more effectively.

Specialty Toy Stores:

Specialty toy stores represent a unique distribution channel that focuses on offering a curated selection of toys, often emphasizing quality, educational value, and unique offerings. These stores cater to niche markets and often provide personalized customer service, creating a shopping experience that resonates with consumers seeking specific or high-end products. Specialty stores are known for stocking exclusive brands and unique toy models that may not be available in mass-market retailers. Additionally, they often host events and workshops, engaging customers and fostering a sense of community among toy enthusiasts. Despite facing competition from online retailers, specialty toy stores continue to thrive by emphasizing customer experience and product expertise.

Department Stores:

Department stores have long been a traditional avenue for toy sales, offering a wide range of products under one roof. These stores cater to families looking for convenience, as parents can purchase various items, including toys, clothing, and household goods, in a single shopping trip. The toy sections in department stores often feature promotional displays, seasonal offerings, and special discounts, attracting consumers during peak shopping times. While the rise of online shopping has impacted foot traffic in department stores, many are adapting by enhancing their toy offerings and creating engaging in-store experiences. The combination of online and in-person shopping options allows department stores to remain competitive in the evolving retail landscape.

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets represent a prominent distribution channel for toys, particularly in the context of everyday shopping. These retailers typically allocate shelf space to a variety of toys that appeal to children and families, allowing for impulse purchases during grocery shopping. The convenience of finding toys alongside regular household items has made supermarkets an attractive option for parents seeking quick purchases. Additionally, supermarkets often run promotional campaigns during holiday seasons, creating bundled offers that attract shoppers. As they continue to focus on enhancing the in-store experience and expanding their product assortment, supermarkets and hypermarkets remain a crucial distribution channel within the toy model market.

By Material Type

Plastic:

Plastic is the most widely used material in the toy model market, known for its versatility, durability, and cost-effectiveness. A vast array of toys, including action figures, dolls, and building sets, are manufactured using various types of plastics. The ability to mold plastic into intricate shapes and designs has made it a favored material for toy manufacturers. However, the increasing awareness regarding environmental concerns has prompted a shift towards sustainable plastic alternatives, leading to the development of biodegradable and recyclable plastic toys. As consumer preferences evolve and demand for eco-friendly options grows, the plastic segment is expected to undergo significant transformation in product offerings.

Wood:

Wooden toys have made a resurgence in recent years, driven by a growing preference for natural materials and sustainable products. Wooden toys are often perceived as safer and more durable compared to plastic counterparts, making them popular among parents seeking high-quality options. This material is commonly used in educational toys, puzzles, and building blocks, promoting creativity and imagination in children. The craftsmanship associated with wooden toys also appeals to collectors and adults, further boosting demand. As sustainability and eco-friendliness become central themes in consumer purchasing decisions, the wooden toy segment is poised for continued growth in the market.

Metal:

Metal toys, though less common than plastic and wood, have carved out a niche market, particularly through collectibles and vintage models. Metal is often used in die-cast vehicles, action figures, and other specialty items, providing a sense of durability and nostalgia. The tactile quality of metal toys can enhance play experiences, appealing to both children and adult collectors. However, safety regulations and concerns regarding sharp edges have prompted manufacturers to innovate and create safer designs for metal toys. As interest in collectibles grows, the metal toy segment is expected to maintain a steady presence in the market.

Fabric:

Fabric toys, including plush toys and soft dolls, represent a significant segment of the toy model market, prized for their comfort and tactile appeal. These toys are typically designed for younger children, promoting sensory exploration and imaginative play. The fabric used in these toys often adheres to stringent safety regulations, ensuring that they are suitable for young children. The customization of fabric toys with various colors, patterns, and textures adds to their allure. As trends shift towards personalization and unique designs, the fabric toy segment is expected to innovate and expand, catering to both children and adult consumers.

Rubber:

Rubber toys are valued for their durability and versatility, making them popular choices for various applications, including bath toys and outdoor play items. Rubber is often used in toys designed for teething infants or as stress relief products for older children and adults. The natural resilience of rubber allows for creative designs and functional play experiences, contributing to its appeal. However, the market for rubber toys can be influenced by price fluctuations related to raw material availability and environmental regulations. As consumers increasingly prioritize eco-friendly products, the rubber toy segment may witness innovations in sourcing and manufacturing processes to align with sustainable practices.

By Region

North America is currently one of the largest markets for toy models, with a market share estimated at around 35% of the global total. The region's strong economic standing, high disposable income, and significant cultural emphasis on childhood play have driven robust sales in various toy categories. Furthermore, the surge in e-commerce has facilitated easy access to a wide range of toys, leading to increased consumer spending. The North American toy market is expected to exhibit a CAGR of 4.5% from 2025 to 2035, as innovations in product offerings and a growing focus on educational toys continue to stimulate demand.

Europe follows closely as a significant player in the toy model market, accounting for approximately 30% of the global share. The region is characterized by a strong presence of established brands and a high demand for premium and eco-friendly toys. Additionally, the rise of specialty toy stores and innovative online platforms has further enhanced market accessibility. The European market is anticipated to grow at a CAGR of 4.7% during the forecast period, driven by an increasing emphasis on sustainability and educational products. The diverse cultural landscape and growing interest in collectibles also contribute to the dynamic nature of the European toy sector.

Opportunities

The toy model market presents numerous opportunities driven by changing consumer preferences and technological advancements. One of the most significant opportunities lies in the growing demand for educational and STEM-based toys. As parents become increasingly aware of the importance of early childhood education, the market for toys that promote skill development is likely to expand. Manufacturers have the chance to innovate and create engaging products that not only entertain but also enhance critical thinking and problem-solving skills in children. Furthermore, the burgeoning trend of eco-friendly and sustainable toys opens new avenues for companies willing to invest in sustainable materials and practices. As consumers prioritize environmentally conscious products, companies that adopt robust sustainability initiatives stand to gain a competitive edge in the markets.

Additionally, the rise of digital technology and e-commerce platforms has revolutionized how toys are marketed and sold. Companies have the opportunity to leverage digital marketing strategies to reach a broader audience, utilizing social media and influencer partnerships to promote their products. The interactive nature of digital platforms allows for engaging storytelling that resonates with consumers, creating a deeper emotional connection with toys. Moreover, the growing trend of customization and personalizing toys offers opportunities for manufacturers to cater to individual preferences, fostering brand loyalty among consumers. By tapping into these trends, companies can position themselves favorably in the competitive landscape of the toy model market.

Threats

The toy model market faces several threats that could impact growth and profitability. One of the primary threats is the increasing competition from low-cost manufacturers, particularly in emerging economies. These manufacturers often produce toys at lower prices, which can erode market share for established brands focused on quality and innovation. Additionally, the prevalence of counterfeit toys poses a significant challenge, as counterfeit products often do not adhere to safety standards, raising concerns among consumers. The potential for product recalls due to safety issues can also damage brand reputation and consumer trust in the long run. As safety regulations become more stringent, companies must remain vigilant to ensure compliance and maintain consumer confidence.

Another critical threat is the shifting landscape of consumer preferences, where trends can change rapidly based on cultural influences and technological advancements. Companies must remain agile and responsive to evolving market demands to stay relevant. Additionally, economic fluctuations and the potential for recession can impact consumer spending patterns, affecting the toy industry. As discretionary spending is often the first area to be cut during economic downturns, the market must anticipate and adapt to potential challenges. To mitigate these threats, companies must focus on innovation, quality assurance, and building strong brand loyalty to withstand external pressures.

Competitor Outlook

• LEGO Group
• Hasbro, Inc.
• Mattel, Inc.
• Playmobil
• Fisher-Price
• Bandai Namco Holdings
• Nerf (Hasbro subsidiary)
• Spin Master Corp.
• Melissa & Doug
• Ravensburger AG
• Radica Games
• Tomy Company, Ltd.
• Schleich GmbH
• VTech Holdings Limited
• Jakks Pacific, Inc.

In the competitive landscape of the toy model market, several key players stand out due to their established market presence, innovative product offerings, and strong brand recognition. LEGO Group, a leader in the construction toy segment, is known for its commitment to quality and creativity, continuously expanding its product lines to include themed sets that resonate with children and collectors alike. Hasbro, Inc. and Mattel, Inc. dominate the action figures and dolls categories, leveraging popular media franchises to enhance consumer engagement. These companies are investing significantly in digital marketing and e-commerce strategies to reach a broader audience, tapping into the trend of online shopping.

Playmobil and Fisher-Price have also carved niches in the market with their emphasis on imaginative play and educational value. Playmobil has developed a loyal following through its themed playsets, while Fisher-Price has focused on creating high-quality developmental toys for infants and toddlers. The rise of educational and STEM-based toys has led to increased competition from companies like Spin Master Corp. and Melissa & Doug, which cater to parents looking for products that promote learning through play. Additionally, emerging players are entering the market with innovative concepts, further intensifying the competition.

As the toy model market evolves, manufacturers need to adapt to changing consumer preferences and incorporate sustainability practices into their operations. Companies like Tomy Company and Ravensburger AG are focusing on eco-friendly materials and practices to appeal to environmentally conscious consumers. The future of the toy model market will likely be shaped by a combination of innovation, sustainability, and evolving consumer demands, with key players continuously adapting to maintain a competitive edge.

• 1 Appendix

  • 1.1 List of Tables
  • 1.2 List of Figures

• 2 Introduction

  • 2.1 Market Definition
  • 2.2 Scope of the Report
  • 2.3 Study Assumptions
  • 2.4 Base Currency & Forecast Periods

• 3 Market Dynamics

  • 3.1 Market Growth Factors
  • 3.2 Economic & Global Events
  • 3.3 Innovation Trends
  • 3.4 Supply Chain Analysis

• 4 Consumer Behavior

  • 4.1 Market Trends
  • 4.2 Pricing Analysis
  • 4.3 Buyer Insights

• 5 Key Player Profiles

  • 5.1 Playmobil
    • 5.1.1 Business Overview
    • 5.1.2 Products & Services
    • 5.1.3 Financials
    • 5.1.4 Recent Developments
    • 5.1.5 SWOT Analysis
  • 5.2 LEGO Group
    • 5.2.1 Business Overview
    • 5.2.2 Products & Services
    • 5.2.3 Financials
    • 5.2.4 Recent Developments
    • 5.2.5 SWOT Analysis
  • 5.3 Fisher-Price
    • 5.3.1 Business Overview
    • 5.3.2 Products & Services
    • 5.3.3 Financials
    • 5.3.4 Recent Developments
    • 5.3.5 SWOT Analysis
  • 5.4 Hasbro, Inc.
    • 5.4.1 Business Overview
    • 5.4.2 Products & Services
    • 5.4.3 Financials
    • 5.4.4 Recent Developments
    • 5.4.5 SWOT Analysis
  • 5.5 Mattel, Inc.
    • 5.5.1 Business Overview
    • 5.5.2 Products & Services
    • 5.5.3 Financials
    • 5.5.4 Recent Developments
    • 5.5.5 SWOT Analysis
  • 5.6 Radica Games
    • 5.6.1 Business Overview
    • 5.6.2 Products & Services
    • 5.6.3 Financials
    • 5.6.4 Recent Developments
    • 5.6.5 SWOT Analysis
  • 5.7 Schleich GmbH
    • 5.7.1 Business Overview
    • 5.7.2 Products & Services
    • 5.7.3 Financials
    • 5.7.4 Recent Developments
    • 5.7.5 SWOT Analysis
  • 5.8 Melissa & Doug
    • 5.8.1 Business Overview
    • 5.8.2 Products & Services
    • 5.8.3 Financials
    • 5.8.4 Recent Developments
    • 5.8.5 SWOT Analysis
  • 5.9 Ravensburger AG
    • 5.9.1 Business Overview
    • 5.9.2 Products & Services
    • 5.9.3 Financials
    • 5.9.4 Recent Developments
    • 5.9.5 SWOT Analysis
  • 5.10 Spin Master Corp.
    • 5.10.1 Business Overview
    • 5.10.2 Products & Services
    • 5.10.3 Financials
    • 5.10.4 Recent Developments
    • 5.10.5 SWOT Analysis
  • 5.11 Tomy Company, Ltd.
    • 5.11.1 Business Overview
    • 5.11.2 Products & Services
    • 5.11.3 Financials
    • 5.11.4 Recent Developments
    • 5.11.5 SWOT Analysis
  • 5.12 Jakks Pacific, Inc.
    • 5.12.1 Business Overview
    • 5.12.2 Products & Services
    • 5.12.3 Financials
    • 5.12.4 Recent Developments
    • 5.12.5 SWOT Analysis
  • 5.13 Bandai Namco Holdings
    • 5.13.1 Business Overview
    • 5.13.2 Products & Services
    • 5.13.3 Financials
    • 5.13.4 Recent Developments
    • 5.13.5 SWOT Analysis
  • 5.14 VTech Holdings Limited
    • 5.14.1 Business Overview
    • 5.14.2 Products & Services
    • 5.14.3 Financials
    • 5.14.4 Recent Developments
    • 5.14.5 SWOT Analysis
  • 5.15 Nerf (Hasbro subsidiary)
    • 5.15.1 Business Overview
    • 5.15.2 Products & Services
    • 5.15.3 Financials
    • 5.15.4 Recent Developments
    • 5.15.5 SWOT Analysis

• 6 Market Segmentation

  • 6.1 Toy Model Market, By Application
    • 6.1.1 Children's Toys
    • 6.1.2 Collectibles
    • 6.1.3 Decorative
    • 6.1.4 Promotional
    • 6.1.5 Stress Relief
  • 6.2 Toy Model Market, By Product Type
    • 6.2.1 Plush Toys
    • 6.2.2 Action Figures
    • 6.2.3 Dolls
    • 6.2.4 Educational Toys
    • 6.2.5 Construction Sets
  • 6.3 Toy Model Market, By Material Type
    • 6.3.1 Plastic
    • 6.3.2 Wood
    • 6.3.3 Metal
    • 6.3.4 Fabric
    • 6.3.5 Rubber
  • 6.4 Toy Model Market, By Distribution Channel
    • 6.4.1 Online Retailers
    • 6.4.2 Specialty Toy Stores
    • 6.4.3 Department Stores
    • 6.4.4 Supermarkets/Hypermarkets

• 7 Competitive Analysis

  • 7.1 Key Player Comparison
  • 7.2 Market Share Analysis
  • 7.3 Investment Trends
  • 7.4 SWOT Analysis

• 8 Research Methodology

  • 8.1 Analysis Design
  • 8.2 Research Phases
  • 8.3 Study Timeline

• 9 Future Market Outlook

  • 9.1 Growth Forecast
  • 9.2 Market Evolution

• 10 Geographical Overview

  • 10.1 Europe - Market Analysis
    • 10.1.1 By Country
      • 10.1.1.1 UK
      • 10.1.1.2 France
      • 10.1.1.3 Germany
      • 10.1.1.4 Spain
      • 10.1.1.5 Italy
  • 10.2 Toy Model Market by Region
  • 10.3 Asia Pacific - Market Analysis
    • 10.3.1 By Country
      • 10.3.1.1 India
      • 10.3.1.2 China
      • 10.3.1.3 Japan
      • 10.3.1.4 South Korea
  • 10.4 Latin America - Market Analysis
    • 10.4.1 By Country
      • 10.4.1.1 Brazil
      • 10.4.1.2 Argentina
      • 10.4.1.3 Mexico
  • 10.5 North America - Market Analysis
    • 10.5.1 By Country
      • 10.5.1.1 USA
      • 10.5.1.2 Canada
  • 10.6 Middle East & Africa - Market Analysis
    • 10.6.1 By Country
      • 10.6.1.1 Middle East
      • 10.6.1.2 Africa

• 11 Global Economic Factors

  • 11.1 Inflation Impact
  • 11.2 Trade Policies

• 12 Technology & Innovation

  • 12.1 Emerging Technologies
  • 12.2 AI & Digital Trends
  • 12.3 Patent Research

• 13 Investment & Market Growth

  • 13.1 Funding Trends
  • 13.2 Future Market Projections

• 14 Market Overview & Key Insights

  • 14.1 Executive Summary
  • 14.2 Key Trends
  • 14.3 Market Challenges
  • 14.4 Regulatory Landscape

Segments Analyzed in the Report

The global Toy Model market is categorized based on

By Product Type

• Plush Toys
• Action Figures
• Dolls
• Educational Toys
• Construction Sets

By Application

• Children's Toys
• Collectibles
• Decorative
• Promotional
• Stress Relief

By Distribution Channel

• Online Retailers
• Specialty Toy Stores
• Department Stores
• Supermarkets/Hypermarkets

By Material Type

• Plastic
• Wood
• Metal
• Fabric
• Rubber

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Key Players

• LEGO Group
• Hasbro, Inc.
• Mattel, Inc.
• Playmobil
• Fisher-Price
• Bandai Namco Holdings
• Nerf (Hasbro subsidiary)
• Spin Master Corp.
• Melissa & Doug
• Ravensburger AG
• Radica Games
• Tomy Company, Ltd.
• Schleich GmbH
• VTech Holdings Limited
• Jakks Pacific, Inc.