Global toys and games sales reach US$287b in 2025 on nostalgia demand: report

Euromonitor expects video games to be the main growth driver, whilst traditional toys are likely to remain resilient.

Global toys and games sales are expected to reach approximately US$287b in 2025, supported by demand for nostalgic products, collaborations, and affordable offerings, according to forecasts by Euromonitor International.

Euromonitor said consumers are placing greater emphasis on value amid broader economic uncertainty, which has helped sustain spending on toys and games that offer emotional appeal or perceived affordability.

By region, the Asia Pacific is expected to account for approximately 37% of the global toys and games market, making it the largest regional contributor, whilst North America represents about 30%.

Over the medium term, Euromonitor projects global sales to rise 14% between 2024 and 2029, reaching around US$317b.

The research firm said adults are increasingly driving demand, particularly for collectibles and nostalgia-led products.

In terms of categories, Euromonitor expects video games to be the main growth driver, whilst traditional toys are likely to remain resilient.

It said demand for traditional toys is being supported by their affordability and emotional value, even as digital entertainment continues to expand.

Euromonitor also highlighted rapid growth in the blind box segment across Southeast Asia, including Singapore. It said the trend is being supported by store expansion, localised offerings, and targeted marketing, with strong demand for dolls and accessories.

The firm cited compound annual growth rates between 2023 and 2025 of 113% in Thailand, 102% in Indonesia, and 57% in Singapore.

Collaborations were identified as a key growth lever across the industry. Euromonitor said pop culture tie-ups and brand partnerships are helping companies reach new audiences by blending entertainment, fashion, and gaming.

It added that licensing intellectual property into areas such as streetwear and limited-edition collections has helped reignite emotional connections with consumers and support sales of physical toys.