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$95.9 billion in 2023. That dollar amount results from a 35.5% increase for toy exporters over a five-year period starting from $70.8 billion in 2019.

Year over year, overall international revenues from exported toys dropped by -5.4% compared to $101.3 billion in 2022.

Major Trends for Globally Exported Toys

During 2023, the value of exported traditional toys excluding video games amounted to $64.6 billion or 67.4% of the global total. Video games accounted for the other 32.6% of the global total (up from 29% in 2022), and representing a subtotal worth $31.3 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, Czech Republic, Germany and the United States of America. Collectively, that cohort of leading toy suppliers generated over three-quarters (76.5%) of global export sales for toys on global markets during 2023.

Applying a continental lens, Asian countries sold the highest dollar worth of exported toys during 2023 with shipments totaling $70.4 billion or 73.5% of the overall total. In second place were toy exporters located in Europe at 21.3% while another 4.8% of worldwide shipments of toys originated from North America.

Tinier percentages came from sellers in Latin America (0.15%) excluding Mexico but including the Caribbean, Oceania (0.13%) led by Australia, then Africa (0.11%).

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 2023, the 15 countries below exported the highest dollar value worth for all types of toys including video games related goods.

1. mainland China: US$59.1 billion (61.6% of overall exported toys)
2. Vietnam: $4.3 billion (4.4%)
3. Czech Republic: $3.5 billion (3.7%)
4. Germany: $3.4 billion (3.5%)
5. United States: $3.1 billion (3.2%)
6. Japan: $2.4 billion (2.5%)
7. Poland: $2.2 billion (2.3%)
8. Netherlands: $1.9 billion (2%)
9. Hong Kong: $1.7 billion (1.8%)
10. Belgium: $1.28 billion (1.3%)
11. Spain: $1.25 billion (1.3%)
12. Mexico: $1.23 billion (1.3%)
13. United Kingdom: $1.18 billion (1.2%)
14. France: $1.1 billion (1.1%)
15. Hungary: $874.2 million (0.9%)

 
By value, the listed 15 countries shipped 92.3% of all toys exported in 2023.

Among the above countries, the fastest-growing exporters of all toys since 2022 were: Vietnam (up 219%), Hungary (up 94.3%), United States of America (up 54.4%) and Mexico (up 51.6%).

Three major suppliers posted declines in their international sales of toys namely Hong Kong (down -53.6% from 2022), Spain (down -7.5%) and Germany (down -4.1%).

Top Exporters of Traditional Toys by Country

Below are the 15 countries that exported in 2023 the highest dollar value worth of traditional toys excluding video games.

The dollar total spent on exported traditional toys grew by 24.8% since 2019 but fell by -9.3% from 2022 to 2023.

1. mainland China: US$40.9 billion (63.3% of exported traditional toys)
2. Czech Republic: $3.3 billion (5.2%)
3. Vietnam: $2.8 billion (4.4%)
4. Germany: $2.1 billion (3.2%)
5. Netherlands: $1.5 billion (2.3%)
6. United States: $1.33 billion (2.1%)
7. Belgium: $1.22 billion (1.9%)
8. Poland: $1.1 billion (1.7%)
9. Mexico: $1 billion (1.6%)
10. France: $920 million (1.4%)
11. Hong Kong: $858.1 million (1.3%)
12. Hungary: $856 million (1.3%)
13. United Kingdom: $680.1 million (1.1%)
14. Denmark: $570.2 million (0.9%)
15. Spain: $539.2 million (0.8%)

 
By value, the listed 15 countries shipped 92.4% of all traditional toys exported in 2023.

Among the above countries, the fastest-growing exporters of traditional toys since 2019 were: Vietnam (up 178.8%), Hungary (up 94.3%), Belgium (up 55%) and Mexico (up 49.6%).

Four major exporters posted declines in their international sales of traditional toys namely Hong Kong (down -64% from 2022), United Kingdom (down -22.2%), Germany (down -9.3%) and Spain (down -4.5%).

Top Exporters of Video Games by Country

Below are the 15 countries that exported in 2023 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 accelerated by 64.5% since 2019.

From 2022 to 2023, worldwide exports of non-monetary video games slowed to a 3.9% gain.

1. mainland China: US$18.2 billion (58.1% of exported video games)
2. Japan: $2.1 billion (6.7%)
3. United States: $1.8 billion (5.6%)
4. Vietnam: $1.4 billion (4.5%)
5. Germany: $1.3 billion (4.3%)
6. Poland: $1.1 billion (3.6%)
7. Hong Kong: $822.1 million (2.6%)
8. Spain: $709.7 million (2.3%)
9. Malaysia: $654.7 million (2.1%)
10. United Kingdom: $498.7 million (1.6%)
11. Netherlands: $465.5 million (1.5%)
12. Singapore: $316.6 million (1%)
13. Sweden: $314.7 million (1%)
14. Mexico: $205.2 million (0.7%)
15. France: $180.4 million (0.6%)

 
By value, the listed 15 countries shipped 96.1% of all video games exported in 2023.

Among the above countries, the fastest-growing exporters of video games since 2019 were: Malaysia (up 5,101%), Vietnam (up 348.1%), Netherlands (up 242.8%) and Sweden (up 166.1%).

Those countries that posted declines in their international sales of video games were: Hong Kong (down -33.3%), Spain (down -9.6%), Poland (down -8.6%) and Japan (down -1.7%).

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 18, 2024

Forbes Global 2000 rankings, The World’s Biggest Public Companies. Accessed on October 18, 2024

International Trade Centre, Trade Map. Accessed on October 18, 2024

Value-Today, World’s Top Toys Companies List, Central Intelligence Agency. Accessed on October 18, 2024

Wikipedia, Toy. Accessed on October 18, 2024