Asia-Pacific’s toys and games industry is entering 2026 on a solid, forward-looking footing, with sustained demand and a deeply developed supply base giving buyers room to plan with confidence. For procurement teams facing tight budgets and timelines, this is an ideal moment to refresh supplier strategies, secure stronger partnerships, and position their assortments ahead of the next buying cycle.
Market Reality: A High-Value, Resilient Toys & Games Sector
Asia-Pacific has cemented its position as the engine of global toy consumption. Recent forecasts estimate the region’s toys market at about $56–57 billion in 2024, with a steady compound annual growth rate of roughly 5% expected through 2034, taking the market toward the low $90 billions by the end of the period. Asia-Pacific already accounts for more than 40% of global toy consumption by value, with Chinese Mainland and India leading volumes on the back of sizable child populations and rising consumer spending power.
This is not a short-lived surge. Structural factors—urbanization, a growing middle class, and year-round gifting occasions—are keeping toys and games embedded in household spending patterns across the region. For buyers, this means the category is entering a phase where demand is both sizeable and forecastable, enabling more deliberate multi-year product planning instead of reactive, season-by-season purchasing.
Demand Signals Buyers Cannot Ignore in 2026
Global data confirms that the toys and games sector has moved past post-pandemic whiplash into a more stable growth path. In key international markets tracked by Circana, toy sales in the first half of 2025 climbed around 7% year-on-year to approximately $27.5 billion, with units sold rising about 4% and average selling prices increasing roughly 3%. Within that total, segments such as games and puzzles posted standout value growth of more than 30%, while building sets and collectibles continued to outperform the overall market.
The key takeaway is that demand is proving resilient even amid macroeconomic uncertainty, especially in categories that offer repeat play value or encourage family interaction. For sourcing teams, 2026 is an opportunity to refine volume planning, strengthen high-performing product families, and build portfolios around concepts with proven, multi-year appeal instead of one-season items.
Supply-Side Reality: Concentration and Procurement Priorities
On the supply side, the industry remains highly concentrated in Asia, which brings both efficiencies and risks. Various industry and trade sources estimate that Chinese Mainland alone still accounts for the vast majority of global toy manufacturing, often cited at 70–80% of worldwide output when including OEM and ODM production for international brands.
At the same time, buyers face rising expectations on safety, compliance, and documentation. Regulatory regimes in North America, Europe, and Asia increasingly demand traceability on materials, testing, and labelling, while logistics cost fluctuations have put a premium on supplier reliability and lead-time transparency. In practice, this means procurement strategies for 2026 are shifting from simply finding the lowest unit price to building stronger supplier portfolios within Asia—balancing Chinese Mainland with selected manufacturers in other production hubs to manage risk while preserving scale.
From Insight to Action: Source Toys & Games on hktdc.com Sourcing
With Asia-Pacific’s gigantic market, the region presents boundless business opportunities for global buyers. Take the first step: source smarter by connecting with quality suppliers and sending enquiries directly at hktdc.com Sourcing, Asia’s trusted B2B platform for innovative, on-trend products.
Global & Asia-Pacific Toys Market Data
Expert Market Research, SNS Insider, Mordor Intelligence, Grand View Research, Market Research Future
Consumer Demand & Sales Performance
Circana (formerly NPD Group), Statista Market Forecast, License Global Toy Report, Yahoo Finance Toy Market Factbook
Production, Exports & Regional Structure
HKTDC Research (Toy Industry in Hong Kong), Hong Kong Census and Statistics Department, Toy Association Industry Overview, Trading Economics
Sourcing, Compliance & Procurement Practices
SourcingGuides.com, Maskura Logistics (Import Toys from Asia), TopTradeSourcing, Chengji Toy Wholesale Insights
