Combined exports of different types of toys from all countries were worth a total US$102.2 billion in 2022. That dollar amount reflects a 48.7% increase for toy exporters over a five-year period starting from $68.7 billion in 2018.
Year over year, overall international revenues from exported toys accelerated by 4.1% compared to $98.3 billion in 2021.
Major Trends for Globally Exported Toys
During 2022, the value of exported traditional toys excluding video games amounted to $72.6 billion or 71% of the global total. Video games accounted for the other 29% of the global total (down from 28.7% in 2021), and representing a subtotal worth $29.7 billion in the most recent year.
By value, the world’s top 5 most lucrative exporters for all types of toys are mainland China, Vietnam, Germany, Czech Republic and Japan. Collectively, that cohort of leading toy suppliers generated almost four-fifth (79.2%) of global export sales for toys on global markets during 2022.
Applying a continental lens, Asian countries sold the highest dollar worth of exported toys during 2022 with shipments totaling $78.6 billion or 76.8% of the overall total. In second place were European toy exporters at 19.1% while another 3.7% of worldwide shipments of toys originated from North America.
Tinier percentages came from Latin America (0.16%) excluding Mexico but including the Caribbean, Africa (0.11%), and Oceania (also 0.11%) led by Australia.
For research purposes, the 4-digit Harmonized Tariff System code prefix is 9503 for traditional toys assessed a dollar value in this article. Examples include wheeled toys such as tricycles, scooters and pedal cars; doll carriages; dolls; and other children’s playthings.
The 6-digit HTS code for video games includes consoles and other game machines. Specifically excluded are any items operated by any means of payment, and therefore likely to be found in casinos or other entertainment establishments.
Overall Top Exporters of Toys by Country
During 2022, the 15 countries below exported the highest dollar value worth for all types of toys including video games related goods.
- China: US$66.5 billion (65% of overall exported toys)
- Vietnam: $4.8 billion (4.7%)
- Germany: $3.7 billion (3.6%)
- Czech Republic: $3.4 billion (3.3%)
- Japan: $2.7 billion (2.6%)
- United States: $2.5 billion (2.5%)
- Poland: $2.2 billion (2.2%)
- Hong Kong: $2 billion (2%)
- Netherlands: $23 billion (2%)
- Spain: $1.15 billion (1.1%)
- Mexico: $1 billion (1%)
- France: $1 billion (1%)
- United Kingdom: $1 billion (1%)
- Belgium: $944.2 million (0.9%)
- Denmark: $599.5 million (0.6%)
By value, the listed 15 countries shipped 92.9% of all toys exported in 2022.
Among the above countries, the fastest-growing exporters of all toys since 2018 were: Vietnam (up 284.1%), mainland China (up 89.9%), Poland (up 54.6%), Indonesia (up 49.5%) and the Netherlands (up 37.9%).
A pair of top suppliers posted declines in their international sales of toys namely Hong Kong (down -58.9% from 2018) and the United Kingdom (down -24.6%).
Top Exporters of Traditional Toys by Country
Below are the 15 countries that exported in 2022 the highest dollar value worth of traditional toys excluding video games.
The dollar total spent on exported traditional toys grew by 56.7% since 2018 and slowed to a 2.2% gain from 2021 to 2022.
- China: US$48.4 billion (66.6% of exported traditional toys)
- Vietnam: $3.4 billion (4.6%)
- Czech Republic: $3.2 billion (4.4%)
- Germany: $2.4 billion (3.3%)
- Netherlands: $1.6 billion (2.2%)
- United States: $1.35 billion (1.9%)
- Poland: $1.13 billion (1.6%)
- Hong Kong: $1.1 billion (1.5%)
- Mexico: $864.1 million (1.2%)
- Belgium: $862.7 million (1.2%)
- France: $847.4 million (1.2%)
- United Kingdom: $697 million (1%)
- Indonesia: $560.2 million (0.8%)
- Denmark: $558.5 million (0.8%)
- Hungary: $526.4 million (0.7%)
By value, the listed 15 countries shipped 92.9% of all traditional toys exported in 2022.
Among the above countries, the fastest-growing exporters of traditional toys since 2018 were: Viet Nam (up 284.1%), China (up 89.9%), Poland (up 54.6%) and Indonesia (up 49.5%).
Two leading suppliers posted declines in their international sales of traditional toys, namely Hong Kong (down -58.9% from 2021) and the United Kingdom (down -24.6%).
Top Exporters of Video Games by Country
Below are the 15 countries that exported in 2022 the highest dollar value worth of video games. This product category encompasses video consoles and machines, excluding any items operated by any means of payment.
The dollar total spent on exported video games considered more as consumer toys increased by 32.2% since 2018.
From 2021 to 2022, worldwide exports of non-monetary video games rose 8.8%.
- China: US$18.1 billion (60.9% of exported video games)
- Japan: $2.3 billion (7.8%)
- Vietnam: $1.43 billion (4.8%)
- Germany: $1.32 billion (4.4%)
- United States: $1.17 billion (4%)
- Poland: $1.1 billion (3.7%)
- Hong Kong: $936 million (3.2%)
- Spain: $628.5 million (2.1%)
- Netherlands: $409.9 million (1.4%)
- United Kingdom: $313.1 million (1.1%)
- Malaysia: $219.8 million (0.7%)
- Sweden: $202.3 million (0.7%)
- Singapore: $193.2 million (0.7%)
- Czech Republic: $180.4 million (0.6%)
- France: $171.8 million (0.6%)
By value, the listed 15 countries shipped 96.6% of all video games exported in 2022.
Among the above countries, the fastest-growing exporters of video games since 2018 were: Vietnam (up 851,536%), Malaysia (up 1,807%), Netherlands (up 236.9%), Czech Republic (up 84.6%), and Singapore (up 69.5%).
A trio of major suppliers posted double-digit declines in their international sales of video games namely Hong Kong (down -54.4% from 2018), Poland (down -25.3%) and Spain (down -18.3%).
Top Toys Manufacturers
Based on Value.Today’s World’s Top Toys Companies List, showcased below are the global leaders in manufacturing toys including video games. Shown within parentheses is the city and country location for the headquarters of each business.
The global toy suppliers are listed in descending order based on the value of each company’ market capitalization.
- Hasbro (Pawtucket, United States)
- Pop Mart (Beijing, China)
- Mattel (El Segundo, United States)
- Spin Master (Toronto, Canada)
- Kokuyo (Osaka, Japan)
- Tomy Company (Tokyo, Japan)
- FIYTA Holdings (Shenzhen, China)
- Rastar Group (Guangzhou, China)
- Banbao (Shantou, China)
- Guangdong Qunxing Toys (Shenzhen, China)
Mainland China serves as home to half of the above world leaders in manufacturing toys.
The one Canadian competitor, Spin Master, is notable for its production of video games.
See also Top Video Games Exports by Country, Exported Paintings and Drawings by Country, Grapes Exports by Country and Top Soft Drinks Exporters by Country
Research Sources:
Central Intelligence Agency, The World Factbook Field Listing: Exports – Commodities. Accessed on September 22, 2023
Forbes Global 2000 rankings, The World’s Biggest Public Companies. Accessed on September 22, 2023
International Trade Centre, Trade Map. Accessed on September 22, 2023
Value-Today, World’s Top Toys Companies List, Central Intelligence Agency. Accessed on September 22, 2023
Wikipedia, Toy. Accessed on September 22, 2023
