Global Toy Market 2022

Toy Market Size

In 2021, the global toy market decreased by -2.4% to $X for the first time since 2014, thus ending a six-year rising trend. The market value increased at an average annual rate of +3.4% from 2012 to 2021; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. Global consumption peaked at $X in 2020, and then reduced modestly in the following year.

Toy Production

In value terms, toy production contracted to $X in 2021 estimated in export price. In general, the total production indicated prominent growth from 2012 to 2021: its value increased at an average annual rate of +5.2% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production increased by +59.9% against 2013 indices. The most prominent rate of growth was recorded in 2017 with an increase of 15% against the previous year. Over the period under review, global production hit record highs at $X in 2020, and then contracted in the following year.

Toy Exports

Exports

Global toy exports skyrocketed to X tons in 2021, jumping by 22% compared with the previous year. Overall, total exports indicated resilient growth from 2012 to 2021: its volume increased at an average annual rate of +7.1% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, exports increased by +86.0% against 2012 indices. As a result, the exports reached the peak and are likely to continue growth in the immediate term.

In value terms, toy exports soared to $X in 2021. In general, exports continue to indicate a strong expansion. As a result, the exports attained the peak and are likely to continue growth in the immediate term.

Exports by Country

China prevails in exports structure, reaching X tons, which was approx. 71% of total exports in 2021. The following exporters - the Czech Republic (X tons), Germany (X tons), the Netherlands (X tons), Hong Kong SAR (X tons), Vietnam (X tons) and Poland (X tons) - together made up 14% of total exports.

From 2012 to 2021, average annual rates of growth with regard to toy exports from China stood at +8.0%. At the same time, Vietnam (+17.9%), Poland (+16.7%), the Netherlands (+11.3%), Hong Kong SAR (+10.4%), the Czech Republic (+6.9%) and Germany (+4.0%) displayed positive paces of growth. Moreover, Vietnam emerged as the fastest-growing exporter exported in the world, with a CAGR of +17.9% from 2012-2021. From 2012 to 2021, the share of China increased by +4.9 percentage points, while the shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, China ($X) remains the largest toy supplier worldwide, comprising 65% of global exports. The second position in the ranking was held by the Czech Republic ($X), with a 4.8% share of global exports. It was followed by Germany, with a 3.9% share.

From 2012 to 2021, the average annual rate of growth in terms of value in China amounted to +16.5%. The remaining exporting countries recorded the following average annual rates of exports growth: the Czech Republic (+6.0% per year) and Germany (+5.0% per year).

Export Prices by Country

The average toy export price stood at $X per ton in 2021, growing by 7.3% against the previous year. Over the last nine-year period, it increased at an average annual rate of +4.9%. The most prominent rate of growth was recorded in 2014 when the average export price increased by 14%. The global export price peaked in 2021 and is expected to retain growth in years to come.

Prices varied noticeably country of origin: the country with the highest price was the Czech Republic ($X per ton), while China ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by China (+7.9%), while the other global leaders experienced more modest paces of growth.

Toy Imports

Imports

For the third consecutive year, the global market recorded growth in purchases abroad of dolls and toys, which increased by 19% to X tons in 2021. The total import volume increased at an average annual rate of +5.1% over the period from 2012 to 2021; however, the trend pattern indicated some noticeable fluctuations being recorded throughout the analyzed period. As a result, imports attained the peak and are likely to continue growth in the immediate term.

In value terms, toy imports surged to $X in 2021. The total import value increased at an average annual rate of +5.1% from 2012 to 2021; however, the trend pattern indicated some noticeable fluctuations being recorded in certain years. As a result, imports reached the peak and are likely to continue growth in the immediate term.

Imports by Country

The United States represented the main importing country with an import of about X tons, which reached 40% of total imports. Germany (X tons), the UK (X tons), France (X tons), the Netherlands (X tons), Hong Kong SAR (X tons), Russia (X tons), Japan (X tons), the Czech Republic (X tons), Poland (X tons), Canada (X tons), Belgium (X tons) and Spain (X tons) held a minor share of total imports.

From 2012 to 2021, average annual rates of growth with regard to toy imports into the United States stood at +11.1%. At the same time, Poland (+12.2%), the Netherlands (+9.5%), the Czech Republic (+7.0%), Spain (+4.9%), Germany (+4.4%), Belgium (+3.7%), France (+2.7%) and Canada (+2.5%) displayed positive paces of growth. Moreover, Poland emerged as the fastest-growing importer imported in the world, with a CAGR of +12.2% from 2012-2021. Russia, the UK, Japan and Hong Kong SAR experienced a relatively flat trend pattern. The United States (+16 p.p.) significantly strengthened its position in terms of the global imports, while Hong Kong SAR and the UK saw its share reduced by -1.8% and -2.1% from 2012 to 2021, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, the United States ($X) constitutes the largest market for imported dolls and toys worldwide, comprising 31% of global imports. The second position in the ranking was held by Germany ($X), with a 7.1% share of global imports. It was followed by the UK, with a 5% share.

From 2012 to 2021, the average annual growth rate of value in the United States amounted to +5.1%. The remaining importing countries recorded the following average annual rates of imports growth: Germany (+5.6% per year) and the UK (+2.3% per year).

Import Prices by Country

In 2021, the average toy import price amounted to $X per ton, rising by 2.9% against the previous year. Overall, the import price, however, continues to indicate a relatively flat trend pattern. The most prominent rate of growth was recorded in 2014 an increase of 5.9%. Over the period under review, average import prices attained the peak figure at $X per ton in 2018; however, from 2019 to 2021, import prices remained at a lower figure.

There were significant differences in the average prices amongst the major importing countries. In 2021, the country with the highest price was Japan ($X per ton), while the United States ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Hong Kong SAR (+6.7%), while the other global leaders experienced more modest paces of growth.

Source: IndexBox Market Intelligence Platform

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