Nostalgia, collaborations and affordability are driving the growth of the global toys and games market, bringing the market value to USD287 billion in 2025, according to data analytics company Euromonitor International .

According to Euromonitor International’s World Market for Toys and Games 2025 report, toys and games are emerging as emotional anchors for consumers seeking comfort, nostalgia and connection amid global uncertainty. As a result, consumers are prioritising value and affordability.

The Asia Pacific region leads the toys and games market, accounting for 37% of the global market, followed by North America which makes up 30%. Globally, sales are expected to soar by 14% between 2024 and 2029, reaching USD317 billion.

Escapism and nostalgia fuel toys and games’ growth

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