Top Toys Exporters for Traditional Toys Versus Video Games

In this global product study, we’ll compare the value of exported toys by the two major toy categories specifically traditional toys versus consumer video games. This article’s focus is to identify the key countries that supply the different types of toys furnished via the international marketplace.

Combined exports of different types of toys from all countries were worth a total US$98.6 billion in 2021. That dollar amount reflects a 51% increase for toy exporters over the five-year period starting from $65.3 billion in 2017.

Year over year, overall international revenues from exported toys accelerated by 29.6% compared to $76.1 billion in 2020.

Major Trends for Globally Exported Toys

During 2021, the value of exported traditional toys excluding video games amounted to $71.8 billion or 72.8% of the global total. Video games accounted for the other 27.2% of the global total (down from 28.7% in 2020), and representing a subtotal worth $26.8 billion in the most recent year.

By value, the world’s top 5 most lucrative exporters for all types of toys are mainland China, Germany, Czech Republic, Hong Kong, and Vietnam. Collectively, that cohort of leading toy suppliers generated just over three-quarters (75.9%) of global export sales for toys on global markets during 2021.

Applying a continental lens, Asian countries sold the highest dollar worth of exported toys during 2021 with shipments totaling $73.1 billion or 74.1% of the overall total. In second place were European toy exporters at 21.6% while another 3.9% of worldwide shipments of toys originated from North America.

Tinier percentages came from Latin America (0.15%) excluding Mexico but including the Caribbean, Oceania (0.12%) led by Australia, then Africa (0.1%).

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

The 15 countries below exported the highest dollar value worth for all types of toys during 2021.

1. China: US$60.8 billion (61.6% of overall exported toys)
2. Germany: $3.9 billion (3.9%)
3. Czech Republic: $3.6 billion (3.6%)
4. Hong Kong: $3.34 billion (3.4%)
5. Vietnam: $3.31 billion (3.4%)
6. Japan: $3.28 billion (3.3%)
7. Poland: $2.7 billion (2.7%)
8. United States: $2.5 billion (2.6%)
9. Netherlands: $2.1 billion (2.1%)
10. Spain: $1.47 billion (1.5%)
11. Belgium: $1.1 billion (1.1%)
12. France: $1.09 billion (1.1%)
13. Mexico: $1.02 billion (1%)
14. United Kingdom: $979.5 million (1%)
15. Hungary: $646 million (0.7%)

 
By value, the listed 15 countries shipped 93.1% of all toys exported in 2021.

Among the above countries, the fastest-growing exporters of all toys since 2017 were: Vietnam (up 309.9%), Japan (up 94.6%), mainland China (up 67.9%) and Hungary (up 63.9%).

A pair of top suppliers posted declines in their international sales of toys namely Hong Kong (down -24%) and the United Kingdom (down -8.6%).

Top Exporters of Traditional Toys by Country

Below are the 15 countries that exported in 2021 the highest dollar value worth of traditional toys excluding video games.

The dollar total spent on exported traditional toys grew by 63.2% since 2017 and expanded by 32.5% from 2020 to 2021.

1. China: US$46.1 billion (64.2% of exported traditional toys)
2. Czech Republic: $3.4 billion (4.7%)
3. Germany: $2.7 billion (3.7%)
4. Vietnam: $2.5 billion (3.4%)
5. Hong Kong: $2.4 billion (3.4%)
6. Netherlands: $1.65 billion (2.3%)
7. United States: $1.36 billion (1.9%)
8. Poland: $1.2 billion (1.7%)
9. Belgium: $986.5 million (1.4%)
10. France: $905.1 million (1.3%)
11. Mexico: $854.2 million (1.2%)
12. Spain: $633.5 million (0.9%)
13. United Kingdom: $622.6 million (0.9%)
14. Hungary: $621.8 million (0.9%)
15. Denmark: $561.9 million (0.8%)

 
By value, the listed 15 countries shipped 92.7% of all traditional toys exported in 2021.

Among the above countries, the fastest-growing exporters of traditional toys since 2017 were: Vietnam (up 205.6%), Poland (up 123.3%), mainland China (up 90.1%) and Hungary (up 61.6%).

Two top suppliers posted declines in their international sales of traditional toys namely the United Kingdom (down -22.8%) and Hong Kong (down -18%).

Top Exporters of Video Games by Country

Below are the 15 countries that exported in 2021 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 25.8% since 2017.

From 2020 to 2021, worldwide exports of non-monetary video games accelerated by 22.3%.

1. China: US$14.6 billion (54.6% of exported video games)
2. Japan: $2.9 billion (10.7%)
3. Poland: $1.5 billion (5.5%)
4. Germany: $1.18 billion (4.4%)
5. United States: $1.17 billion (4.4%)
6. Hong Kong: $911.1 million (3.4%)
7. Vietnam: $853.2 million (3.2%)
8. Spain: $839.3 million (3.1%)
9. Netherlands: $446.3 million (1.7%)
10. United Kingdom: $356.9 million (1.3%)
11. Sweden: $247.1 million (0.9%)
12. Czech Republic: $202.7 million (0.8%)
13. Malaysia: $197.8 million (0.7%)
14. France: $180.6 million (0.7%)
15. Singapore: $177.2 million (0.7%)

 
By value, the listed 15 countries shipped 95.9% of all video games exported in 2021.

Among the above countries, the fastest-growing exporters of video games since 2017 were: Vietnam (up 23,605%), Malaysia (up 2,258%), Netherlands (up 247%) and Czech Republic (up 204.9%).

A pair of major suppliers posted declines in their international sales of video games namely Hong Kong (down -36.5%) and the United States of America (down -7%).

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 October 9, 2022

Forbes Global 2000 rankings, The World’s Biggest Public Companies. Accessed on October 9, 2022

International Trade Centre, Trade Map. Accessed on October 9, 2022

Value-Today, World’s Top Toys Companies List, Central Intelligence Agency. Accessed on October 9, 2022

Wikipedia, Toy. Accessed on October 9, 2022