In this article, we take a look at the 20 biggest toy companies in the world. For more companies, go to 5 Biggest Toy Companies in the World.
Play has a significant role in a child’s mental development and cognitive abilities, alongside providing them with harmless entertainment. While seemingly small, the toy industry is one of the biggest contributors to the world economy.
In 2021, the toy industry was valued at approximately $140.8 billion and is expected to reach $230.4 billion by 2028 at a compound annual growth rate (CAGR) of 7% from 2021 to 2028. The global toy industry has shown resilience and growth in recent years, despite changing consumer preferences and challenges from the digital world.
The biggest toy company (and the most widely known one), The Lego World, banks the most significant share of this industry’s revenue. This key player made nearly $8.5 billion in 2021 and continues to hold its position in the market. A Japanese toy industry mogul, Bandai Namco, closely followed The Lego Group by making $7.3 billion as the fiscal year 2022 ended.
While trends in the toy industry can shift, key drivers for its growth are increasing disposable incomes, rapid urbanization, and a growing preference for educational toys. Although purely entertainment-focused toys are seeing a surge in popularity, the ‘pure play toys’ still lead this sector.
Even when the pandemic negatively impacted most businesses in the category, The Lego World’ ‘s growth stayed unwavering because of its consumer demand, e-commerce expansion, and strategic investments in product innovation.
How Have Demographics Impacted the Global Toy Industry?
An industry’s success/growth gets impacted by its target market stratum, as significant changes in it can increase/decrease a certain product’s demand. For instance, the target customer stratum of The Lego World is children between 1-15 years, and this demographic’s stability or upward trajectory will affect The Lego World’s sales revenue. Since the children population in the USA has stayed between 73-74 million in the past decade, the country is rightfully the primary importer of kids’ toys. Other leading toy importers in the most recent fiscal years have been Germany, Japan, France, and the UK, owing to their stable economic states and child populations.
The Competitive Nature of The Toy Industry
Another aspect that kept this industry’s market share stable during the pandemic and in the ongoing recession terror is its competitive nature. Since credibility is an undeniable factor in doing business in any sector, the names that have earned impressive credibility in the ‘play’ world are winning on the financial aspect.
Majorly owned by The Lego World, Hasbro Inc., and Mattel Inc., the world’s toy industry hasn’t seen an unworldly shift in recent decades. Although digital evolution has taken over the traditional world of toys, the leading toy manufacturers have promptly adopted it. Bandai Namco, the 2nd biggest toy company in the world, makes multi–million games like Tekken, Dark Soul, Ace Combat, and more.
Kidults Driving the Toy Industry
The ‘kids-at-heart adults’ also contribute to the toy industry’s annual sales revenue. A Toy Association survey says that 58% of adult respondents had purchased toys and games for themselves, like building kits, board games, and collectibles. While the survey sample was limited, it indeed depicts that the sales of toys aren’t limited to a specific age group. Those who grew up in the 80s and 90s can now find their beloved childhood characters/games across multiple toy brands, which is, again, a reason why kidults are purchasing toys.
Pixabay/Public Domain
Methodology
We have ranked the 20 biggest toy companies worldwide based on their annual revenue in the fiscal year 2021-2022. For private companies in our list, we’ve estimated their revenue for 2022 based on aggregators like ZoomInfo and others. We also undertook factors like market expansion, number of employees, and market value for these companies.
Here are the 20 biggest toy companies in the world:
20. PlanToys
Revenue in 2022: $2.5 Million (estimated)
Number of employees: 20+ (estimated)
Headquarters: Trang, Thailand
PlanToys, established in 1981, has carved a niche in the global toy market through sustainability and high-quality craftsmanship. This eco-friendly toy brand made sales of $2.5 Million in 2022 and continues on an upward trajectory. With the primary focus on fostering a child’s development through creative play, this company’s products are thoughtfully designed to promote cognitive, physical, and emotional well-being.
19. Epoch
Revenue in 2022: $3-4 Million (estimated)
Number of employees: 30+ (estimated)
Headquarters: Tokyo, Japan
As of the end of 2022, Epoch boasted a strong balance sheet with $3-4 million in sales and a stable target stratum. This company reports the most consistent growth in revenue from its Sylvanian Families line and has successfully penetrated markets in over 70 countries, including countries in North America, Europe, and Asia. Its strategic partnerships with international distributors and local retailers ascertain the availability of its toys to consumers, thereby maintaining a strong presence in the global toy industry.
18. Green Toys
Revenue in 2022: $6 Million (estimated)
Number of employees: 24 (estimated)
Headquarters: Sausalito, California
With 40 tons of plastic waste for every $1 million in revenue, the toy industry is one of the leading contributors to environmental pollution. Names like Green Toys aim to counter this hazard with creative, imaginative playthings from recycled materials that influence learning minds. Green Toys stands by the fact that repurposing plastic waste into safe, durable, and educational toys can significantly minimize its environmental impact. This company has expanded its distribution to Target in the recent past to become an accessible name in all age groups. The company’s revenue in 2022 was estimated to be $6 million.
17. McFarlane Toys
Revenue in 2022: $20 Million (estimated)
Number of employees: 75+ (estimated)
Headquarters: Arizona, United States
Under the creative force of Grammy and Emmy winner producer/director Todd McFarlane, McFarlane Toys is a company admired for its artistic creativity. After its recent launches like the DC Multiverse collector figure line in 2020, McFarlane Toys reached a collective sales revenue of $20 million by the fiscal year 2022. This toy company’s best-seller is its DC Multiverse lines, The Walking Dead, and the NBA, that bring actionable figures, DC comic books, and video games to life.
16. Playmobil
Revenue in 2022: $27.4 Million (estimated)
Number of employees: 75+ (estimated)
Headquarters: Zirndorf, Germany
Playmobil is a German giant that banked approximately $27 million worldwide in 2022. As a subsidiary of the German conglomerate Geobra Brandstätter Stiftung & Co. KG, Playmobil benefits from expanded manufacturing facilities in Europe and Asia and distribution centers across North America, Europe, and Asia-Pacific. Moreover, according to a Statista report, Playmobil has 91% brand recognition in Germany in the category of toys and baby products, further solidifying its market standing.
15. Mellisa & Doug
Sales Revenue in 2022: $348 Million
Number of employees: 200+ (estimated)
Headquarters: Wilton, Connecticut
Mellisa & Doug, a leading American toy manufacturer, has been making innovative, high-quality educational toys for children across all age groups since 1988. In 2022, the company reported a robust revenue of approximately $348 million, securing its place among the top toy companies. As demand for its products continues to rise, Mellisa & Doug has consistently demonstrated its ability to adapt and expand to meet the needs of its growing customer base. In 2022, the company made a significant strategic move by opening a world-class distribution center in New Jersey, designed to optimize its operations and streamline its supply chain.
14. Ravensburger
Sales Revenue in 2022: $650 Million (estimated)
Number of employees: 400+ (estimated)
Headquarters: Ravensburg, Germany
Ravensburger is a German toy manufacturing giant that has become synonymous with puzzle games. Most recently, this company earned Europe’s prestigious toy industry performance award in the Arts & Crafts category for its revolutionary ‘CreArt – Paint By Numbers’ set. Ravensburger has made a revenue of $650 million in the fiscal year 2022. This impressive performance can be attributed to the company’s strategic expansion into acquiring shares in the burgeoning puzzle markets of the United States and Canada.
13. Pop Mart
Revenue in 2022: $670 Million (estimated)
Number of employees: 500+ (estimated)
Headquarters: Beijing, China
This toy company has earned raves because of its blind boxes that attract young girls and women who admire collectibles. Since one out of 144 blind boxes has a special minifigure (a precious collectible), this toy series’ admirers are enthusiastic shoppers. Reports suggest that Pop Mart’s sales revenue was $670 million in 2022, and it was ranked first amongst the leading pop toy players in China in 2019.
12. Mega Brands
Revenue in 2022: $678 Million (estimated)
Number of employees: 400+ (estimated)
Headquarters: Montreal, Quebec
Another Mattel Inc. subsidiary, Mega Brands (formerly called Mega Bloks), completed the fiscal year 2022 with massive sales reserves. This company’s peak sale revenue in 2022 was approximately $678 million in 2022. Mega Brands’ expansion is backed by an efficient supply chain, which includes a state-of-the-art manufacturing facility in Montreal, Canada, and distribution centers strategically located worldwide.
11. JAKKS Pacific
Sales Revenue in 2022: $700 million
Number of employees: 500+ (estimated)
Headquarters: Santa Monica, California
JAKKS Pacific is a US-Based toy industry mogul in business for over two decades. Ever since its conception in 1995, this manufacturer has developed multiple lines like the World of Nintendo action figures, inspired by the legendary video game company’s most popular characters, such as Mario, Zelda, and Donkey Kong, etc. The company had a revenue of roughly $700 million in 2022.
10. Simba-Dickie Group
Sales Revenue in 2022: $800 Million (estimated)
Number of employees: 700+ (estimated)
Headquarters: Bavaria, Germany
Simba-Dickie is the fourth largest toy manufacturer in Germany that has garnered $700-800 Million per annum since 2021. Today, this 1971 toy company now exports to over 100 countries through its well-established distribution network. This prized manufacturer covers everything between advanced RC toys and sound cars to stay in par with market demands. The company’s 2022 revenue is estimated to be $800 million.
9. Fisher-Price
Revenue in 2022: $1.03 Billion
Number of employees: 700+ (estimated)
Headquarters: East Aurora, New York
Owned by Mattel Inc., Fisher-Price is widely popular for its series of Little People Toys, which was introduced in the 1960s and has remained a staple in playrooms across the globe ever since. In the fiscal year 2022, Fisher-Price generated a revenue of $1.03 billion.
8. Funko
Sales Revenue in 2022: $1.32 Billion
Number of employees: 1000+
Headquarters: Washington, USA
Funko is an American toy company that builds licensed limited pop culture collectibles like vinyl figurines and Funko Pops. This manufacturer earned a whopping sales revenue of $1.32 billion in 2022, despite speculations about its popularity and market credibility. In 2023, Funko is already experiencing a strong start because of its cost-cutting strategies and product innovations.
7. Tomy Company
Revenue in 2022: $1.5 billion (estimated)
Number of employees: 1000+ (estimated)
Headquarters: Tokyo, Japan
Tomy Company’s financial health is evident through its robust annual revenue. This manufacturer’s extensive product lineup features iconic brands like Transformers, Pokémon, and Furby that have achieved tremendous success worldwide. Moreover, Tomy Company and Hassbro have partnered to bring Peppa Pig, Transformers, and My Little Pony to new territories. This company operates through its consolidated subsidiaries that develop merchandise for Pokemon, Beyblade, and more.
6. Spin Master
Revenue in 2022: $2.02 Billion
Number of employees: 1000+
Headquarters: Ontario, Canada
Inclusive culture in play fosters a sense of community in growing brains, which is precisely what Spin Master stands up for. Banking an impressive $2.02 Billion in sales has given this company a place besides industry maestros like Mattel. Besides sufficient sales, Spin Master vows to reduce its plastic packaging by 50% by 2025, and 99% of its manufacturing facilities underwent the Ethical Toy Program in 2022, which shows its adherence to ethical practices
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Disclosure: none. 20 Biggest Toy Companies in the World is originally published on Insider Monkey.