The Top 20 Toy Companies in the World

Toys are an important part of childhood, providing children with opportunities for learning, development, and fun. With so many toy companies on the market, it can be difficult to know which ones are the best. This article will explore the top toy companies in the world, based on factors such as quality, innovation, and customer satisfaction.

Overview

Toy companies have continued to grow in recent years due to emerging economies and parents’ desire to educate, entertain, and reward their children through toys. With the advent of online stores, it has become much easier for parents to purchase desired toys from an e-commerce site rather than a retail store.

Toddlers, children, and kids of all ages enjoy playing with toys, and parents are frequently fully engaged in this joyous, fun, and entertaining pastime.

Classic toys, such as a ball or a doll, remain popular. Still, children also enjoy puzzles, handcrafted toys, and sturdy and durable sets that encourage imaginative play and help children learn and develop.

Customers favour popular toy brands such as The Lego Group, Barbie, MGA Entertainment, Land of Dough, Uncle Goose, Little Builders, Mattel, Green Toys, Sand Toys, and Little One due to their product portfolio.

Top toy companies have recognized that customers are paying close attention to manufacturing details and prefer non-toxic toys. Manufacturers are now focusing more on producing toys with sustainable materials, such as sustainable wood obtained from responsibly managed forests with no negative environmental impact, as these are critical drivers of growth in the toy industry.

What Impact Have Demographics Had on the Global Toy Industry?

The success/growth of an industry is influenced by its target market stratum, as significant changes in it can increase/decrease the demand for a specific product. For example, Lego World’s target customer stratum is children aged 1 to 15, and the stability or upward trajectory of this demographic will affect The Lego World’s sales revenue. Since the number of children in the United States has remained stable at 73-74 million over the last decade, the country is rightfully the leading importer of children’s toys. Germany, Japan, France, and the United Kingdom were also top toy importers in recent fiscal years, owing to their stable economies and child populations.

The Toy Industry’s Competitiveness

The competitive nature of this industry has also kept its market share stable during the pandemic and the ongoing recession terror. Because credibility is an undeniable factor in doing business in any sector, the names that have earned impressive credibility in the ‘play’ world are outperforming in terms of financial performance.

The toy industry, dominated by The Lego World, Hasbro Inc., and Mattel Inc., has shifted moderately in recent decades. Despite the fact that digital evolution has taken over the traditional world of toys, the leading toy manufacturers have quickly embraced it. Bandai Namco, the world’s second-largest toy company, produces multi-million dollar games such as Tekken, Dark Souls, and Ace Combat.

Toys Are Being Driven by Kidults

The ‘kids-at-heart adults’ also contribute to the annual sales revenue of the toy industry. According to a Toy Association survey, 58% of adult respondents purchased toys and games for themselves, such as building kits, board games, and collectables. While the survey sample was small, it does show that toy sales are not restricted to a specific age group. Children who grew up in the 1980s and 1990s can now find their favourite childhood characters/games across multiple toy brands, another reason children buy toys.

Top Toy Companies in 2023

#1. The Lego Group

Based on brand value, The Lego Group of Denmark will be the world’s largest toy company in 2023. Lego surpassed Mattel to become the “Largest Toy Company by Revenue” in 2015.

The Lego Group is a family-owned company that manufactures Lego-brand construction toys, which consist of interlocking plastic bricks accompanied by figures and gears. Children can quickly assemble and connect Lego toys such as working robots, buildings, and vehicles.

The Lego Group operates eight Legoland theme parks and 388 franchised retail stores. It has also produced films and video games under the Lego brand. Lego Life, a social media app for Lego-related content, is available on the Lego official website.

The Danish company LEGO has pledged $4 million to organizations that support Black children in support of Black Lives Matter. The Lego factory recycles all but 1% of its plastic waste. To make the toys more environmentally friendly, the family-owned company has incorporated sustainable wood materials into its products.

#2. Bandai Namco Holdings, Inc.

The company is the world’s largest toy company by revenue and will be one of the world’s largest toy companies by brand value in 2023. Bandai Namco Entertainment, a subsidiary of the company, is also Japan’s third-largest video game company in terms of market capitalization and revenue.

A Japanese conglomerate, the toy company specializes in amusement parks, anime, arcades, video games, figures, and toys.

Bandai Namco’s Toy and Hobby Unit creates electronic devices and toys based on licenses. Companies in the unit design, develop, create, and manufacture figures and toys for children and adults. It also provides its customers with a selection of home video games and plastic models.

#3. Fisher-Price

Based on brand value, Fisher-Price will be one of the world’s largest toy brands in 2023. The American corporation is a wholly owned subsidiary of Mattel (co-owned by Elliot Handler and Harold Matson). In addition to toys, the company sells footwear, eyeglasses, infant carriers, car travel accessories, software, books, and videos.

Fisher-Price is a toy company that makes educational toys for toddlers, infants, and preschoolers. Initially, the toy company produced long-lasting wooden toys that were a huge success. Fisher-Price toys have become synonymous with Dr Doodle, Buzy Bee, Power Wheels, Disney, Dora The Explorer, and Little People.

Fisher-Price claims to have produced nearly 5,000 toys since its inception. Toys for all ages include animal and human figures made of wood and plastic; play sets such as vehicles, garages, schools, farms, and houses; and electronic toys for preschoolers.

Fisher-Price, a Mattel brand, is one of the prominent toy companies that has decided to opt for sustainable toys by 2030 and has thus decided to purchase raw materials such as wood from sustainable forests.

#4. Barbie

Barbie is one of the most well-known toy brands produced by the American toy company Mattel. The company sells over one billion Barbie dolls annually, making it Mattel’s most profitable, largest, and most popular product line.

Ruth Handler created a fashion doll under the brand name Barbie. It is the main character in Mattel dolls, along with its family, friends, doll houses, and various accessories. Over the years, the company has also sold vintage dolls and porcelain versions of Barbie.

Barbie’s product line has expanded to include video games and CGI films. It is sold in over 150 countries, with Mattel, the toy manufacturer, claiming that three dolls are sold every second around the world.

Mattel formed a partnership with the Chinese company NetEase to develop Barbie-themed apps. The toy company was named “Top Global Toy Property” for the years 2020 and 2021 in a row.

#5. Nerf

Nerf is a famous toy brand owned by the American toy company Hasbro. Based on brand value, it was ranked fifth among the world’s largest toy companies in 2023.

Nerf is associated with the toy industry and produces foam-based weaponry and other products such as baseball, basketball, football balls, and dart guns. With time, the toy company has given new life to existing products while adding new offerings such as accessories, water guns, laser tag, and video games to its portfolio.

Nerf’s most popular product lines include the Rebelle line, the Rival Blaster line (Rival Apollo and Rival Zeus), and the Hyper line (Hyper Rush and Hyper Mach).

#6. Dragon Ball

Based on brand value, the Japanese-origin Dragon Ball is ranked sixth among the world’s largest toy companies in 2023. Toriyama created the original manga for the brand, a media franchise. It has become one of the world’s highest-grossing media franchises of all time.

The manga was divided and adapted into two anime series, Dragon Ball Z and Dragon Ball, aired in Japan between 1986 and 1996. The manga has been broadcast in 80 countries and sold in 40.

In addition, the studio has created three television specials, 21 animated feature films, and two sequel series. Action figures, trading card games, and video games are among the products the largest toy companies offer.

#7. Hasbro

Based on brand value, Hasbro is ranked seventh among the world’s largest toy companies in 2023. Because of component brands such as Milton Bradley and Avon Hill, it is the world’s largest producer of board games.

The multinational conglomerate is a holding company that includes brands such as Nerf, Monopoly, and others. It also includes products and trademarks from Wizards of the Coast, Kenner, and others.

Hasbro’s product line includes toys, electronic games, sports equipment, RPGs, wargames, puzzles, and board games.

#8. Hot Wheels

Hot Wheels is one of the most well-known toy brands produced by the American toy company Mattel. Based on brand value, it ranks eighth among the world’s largest toy companies. Hot Wheels was named the “Top-Selling Global Toy of the Year” for the years 2020 and 2021 in a row.

Hot Wheels makes scale model cars for kids, young adults, and even adult collectors who enjoy the toy company’s limited-edition models. Control toys, toy trains, educational toys, outdoor toys, and other items are available.

Some of the world’s largest automobile manufacturers have granted the toy company permission to produce scale models of their products, even allowing the original design to be used in the toy manufacturing process.

The original Hot Wheels line was created as a fantasy car by Mattel co-founder Elliot Handler. The Original Sweet 16, racing track set, Twin Mill, and Python are some famous product lines and toys. Hot Wheel Classics and Special Model Lines have proven to be equally popular with children of all ages.

#9. Pop Mart

Based on brand value, Pop Mart is ranked ninth among the world’s largest toy companies in 2023. The Chinese company has experienced rapid growth and has emerged as a significant player in the toy industry.

Pop Mart’s product line includes mystery toy boxes and collectable figures in high demand among buyers. Aside from China, the company has expanded its product presence to 21 other countries.

#10. My Little Pony

My Little Pony is one of the most popular toy brands produced by the American toy company Hasbro. Based on brand value, it is ranked tenth among the world’s largest toy companies.

To stay in the spotlight, the media franchise and toy line have been revamped numerous times with modern looks. The franchise has prioritized female and adult fans.

Popular product lines include My Pretty Pony toys and My Little Pony: Friendship is Magic, among others. On September 24, 2021, the fifth generation of toys was released.

#11. PlanToys

PlanToys, founded in 1981, has carved a niche in the global toy market through its commitment to sustainability and high-quality craftsmanship. This eco-friendly toy brand made $2.5 million in sales in 2022 and is still growing. This company’s products are thoughtfully designed to promote cognitive, physical, and emotional well-being. It focuses on fostering a child’s development through creative play.

#12. Epoch

Epoch had a strong balance sheet, $3-4 million in sales, and a stable target stratum as of the end of 2022. This company has the most consistent revenue growth from its Sylvanian Families line and has successfully penetrated markets in over 70 countries, including North America, Europe, and Asia. Its strategic partnerships with international distributors and local retailers ensure its toys are available to consumers, allowing it to maintain a strong presence in the global toy industry.

#13. Green Toys

The toy industry is one of the leading contributors to environmental pollution, producing 40 tons of plastic waste for every $1 million in revenue. Green Toys, for example, aims to mitigate this risk by providing creative, imaginative playthings made from recycled materials that influence learning minds. Green Toys believes repurposing plastic waste into safe, long-lasting educational toys can significantly reduce its environmental impact. This company has recently expanded its distribution to Target to become a household name among people of all ages. The company’s revenue is expected to be $6 million in 2022.

#14. McFarlane Toys

McFarlane Toys is a company admired for its artistic creativity, led by Grammy and Emmy winner producer/director Todd McFarlane. They achieved a collective sales revenue of $20 million by the fiscal year 2022, following recent launches such as the DC Multiverse collector figure line in 2020. The best-sellers for this toy company are its DC Multiverse lines, The Walking Dead, and the NBA, which bring action figures, DC comic books, and video games to life.

#15. Playmobil

Playmobil is a German behemoth with a global market capitalization of approximately $27 million in 2022. Geobra Brandstätter Stiftung & Co. KGaA is a subsidiary of the German conglomerate Geobra Brandstätter Stiftung & Co. KG; Playmobil has expanded its manufacturing facilities in Europe and Asia, as well as its distribution centres in North America, Europe, and Asia-Pacific. Furthermore, according to Statista, Playmobil has 91% brand recognition in Germany in the category of toys and baby products, bolstering its market position.

#16. Mellisa and Doug

Since 1988, Mellisa & Doug, a leading American toy manufacturer, has been creating innovative, high-quality educational toys for children of all ages. In 2022, the company reported a substantial revenue of approximately $348 million, solidifying its position among the top toy companies. Mellisa & Doug has consistently demonstrated its ability to adapt and expand to meet the needs of its growing customer base as demand for its products continues to rise. The company made a significant strategic move in 2022 when it opened a world-class distribution centre in New Jersey to optimize its operations and streamline its supply chain.

#17. Ravensburger

Ravensburger is a German toy manufacturing behemoth best known for its puzzle games. This company recently received Europe’s prestigious toy industry performance award in the Arts & Crafts category for its groundbreaking ‘CreArt – Paint By Numbers’ set. Ravensburger made $650 million in revenue in fiscal year 2022. This outstanding performance can be attributed to the company’s strategic expansion into the rapidly growing puzzle markets of the United States and Canada.

#18. Mega Brand

According to another Mattel Inc. subsidiary, Mega Brands (formerly Mega Bloks) completed the fiscal year 2022 with massive sales reserves. 2022 this company’s peak sales revenue was approximately $678 million. Mega Brands’ growth is supported by an efficient supply chain, which includes a cutting-edge manufacturing facility in Montreal, Canada, and distribution centres strategically located worldwide.

#19. JAKKS Pacific Inc.

JAKKS Pacific is a toy industry titan based in the United States that has been in business for over two decades. Since its inception in 1995, this manufacturer has created several lines, including the World of Nintendo action figures, based on the most popular characters from the legendary video game company, such as Mario, Zelda, and Donkey Kong. In 2022, the company’s revenue was approximately $700 million.

#20. Simba-Dickie

Simba-Dickie is Germany’s fourth largest toy manufacturer, earning $700-800 million annually since 2021. Through its well-established distribution network, this toy company, founded in 1971, now exports to over 100 countries. To keep up with market demands, this prestigious manufacturer offers everything from advanced RC toys to sound cars. The company’s revenue in 2022 is expected to be $800 million.

Conclusion

Toy companies have realized that their customers have become more environmentally conscious over time, so they are focusing more on details such as sustainable materials that have no negative environmental impact. Toy companies have recognized the importance of combining fun and learning and have begun to develop and produce toys that stimulate children’s imaginations while also bringing them joy and happiness.

The Top 20 Toy Companies in the World

Table of Contents Hide

Overview

What Impact Have Demographics Had on the Global Toy Industry?

The Toy Industry’s Competitiveness

Toys Are Being Driven by Kidults