Top Toys Exporters for Traditional Toys Versus Video Games

Toy cash register
Toy phone

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. Our focus is on identifying the meaningful 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$75.7 billion in 2020. That dollar amount reflects a 44.5% increase for toy exporters over the five-year period starting in 2016.

From 2019 to 2020, overall international sales of exported toys slowed to an annual 6.7% increase.

Major Trends for Globally Exported Toys

During 2020, the value of exported traditional toys excluding video games amounted to $54 billion or 71.3% of the global total. Video games accounted for the other 28.7% of the global total, representing a subtotal worth $21.7 billion.

By value, the world’s 5 biggest exporters for all types of toys are mainland China, Germany, Czech Republic, Japan and Hong Kong. Collectively, that cohort of international toy suppliers generated about three-quarters (74.3%) of global exports sales for toys during 2020.

Among continents, Asian countries sold the highest dollar worth of exported toys during 2020 with shipments totaling $53.3 billion or 70.5% of the overall total. In second place were European toy exporters at 25.1% while another 4.1% of worldwide shipments of toys originated from North America.

Tinier percentages came from Latin America (0.15%) excluding Mexico but including the Caribbean, Oceania (0.11%) led by Australia, and Africa (0.09%).

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 method of payment, and consequently 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 2020.

  1. China: US$43.5 billion (57.4% of overall exported toys)
  2. Germany: $3.8 billion (5%)
  3. Czech Republic: $3.1 billion (4%)
  4. Japan: $3 billion (4%)
  5. Hong Kong: $2.9 billion (3.8%)
  6. Poland: $2.4 billion (3.2%)
  7. United States: $2.1 billion (2.8%)
  8. Vietnam: $2 billion (2.7%)
  9. Netherlands: $1.51 billion (2%)
  10. Spain: $1.47 billion (1.9%)
  11. United Kingdom: $1.2 billion (1.7%)
  12. France: $835 million (1.1%)
  13. Belgium: $825.5 million (1.1%)
  14. Mexico: $721.6 million (1%)
  15. Denmark: $547.5 million (0.7%)

 
Among the above countries, the fastest-growing exporters of all toys since 2016 were: Japan (up 286.9%), Vietnam (up 234.6%), Poland (up 155.2%) and Spain (up 112.3%).

Those countries that posted declines in their international sales of toys were Mexico (down -21.9%), Denmark (down -20.4%), Hong Kong (down -19.3%) and Belgium (down -12.2%).

By value, the listed 15 countries shipped 92.4% of all toys exported in 2020.

Top Exporters of Traditional Toys by Country

Below are the 15 countries that exported in 2020 the highest dollar value worth of traditional toys excluding video games.

The dollar total spent on exported traditional toys grew by 43.2% since 2016 and by 4% from 2019 to 2020.

  1. China: US$33.5 billion (62% of exported traditional toys)
  2. Czech Republic: $2.9 billion (5.4%)
  3. Germany: $2.4 billion (4.5%)
  4. Hong Kong: $1.9 billion (3.4%)
  5. Netherlands: $1.3 billion (2.5%)
  6. United States: $1.12 billion (2.1%)
  7. Vietnam: $1.05 billion (2%)
  8. United Kingdom: $918.5 million (1.7%)
  9. Poland: $911.4 million (1.7%)
  10. Belgium: $737.8 million (1.4%)
  11. France: $689.8 million (1.3%)
  12. Mexico: $618.3 million (1.1%)
  13. Spain: $613.8 million (1.1%)
  14. Denmark: $477.5 million (0.9%)
  15. Italy: $466.7 million (0.9%)

 
Among the above countries, the fastest-growing exporters of traditional toys excluding video games since 2016 were: Poland (up 90.6%), mainland China (up 81.1%), Vietnam (up 75.6%) and Spain (up 38.6%).

Those countries that posted declines in their international sales of traditional toys were led by: Hong Kong (down -43%), Belgium (down -13.8%), Mexico (down -13.6%) and Denmark (down -8.2%).

By value, the listed 15 countries shipped 91.9% of all traditional toys exported in 2020.

Top Exporters of Video Games by Country

Below are the 15 countries that exported in 2020 the highest dollar value worth of video games. This product category encompasses video consoles and machines, excluding any items operated by any method of payment.

The dollar total spent on exported video games considered more as consumer toys accelerated by 47.7% since 2016.

From 2019 to 2020, worldwide exports of non-monetary video games increased by 14.2%.

  1. China: US$10 billion (46% of exported video games)
  2. Japan: $2.7 billion (12.5%)
  3. Poland: $1.5 billion (7%)
  4. Germany: $1.4 billion (6.4%)
  5. Hong Kong: $1.1 billion (4.8%)
  6. United States: $1 billion (4.6%)
  7. Vietnam: $954.7 million (4.4%)
  8. Spain: $852.5 million (3.9%)
  9. United Kingdom: $331.5 million (1.5%)
  10. Sweden: $209.2 million (1%)
  11. Singapore: $165.9 million (0.8%)
  12. Netherlands: $165.8 million (0.8%)
  13. Czech Republic: $153.7 million (0.7%)
  14. France: $145.2 million (0.7%)
  15. Malaysia: $128.2 million (0.6%)

 
Among the above countries, the fastest-growing exporters of video games since 2016 were: Vietnam (up 802,209%), Malaysia (up 3,065%), Japan (up 360%) and Spain (up 244.3%).

Only one top supplier posted a decline in its international sales of video games, namely the Netherlands via a -33.7% reduction.

By value, the listed 15 countries shipped 95.6% of all video games exported in 2020.

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 Exported Paintings and Drawings by Country, Grapes Exports by Country and Top Soft Drinks Exporters by Country

Research supplies:
Central Intelligence Agency, The World Factbook Field Listing: Exports – Commodities. Accessed on October 31, 2021

Forbes Global 2000 rankings, The World’s Biggest Public Companies. Accessed on October 31, 2021

International Trade Centre, Trade Map. Accessed on October 31, 2021

Value-Today, World’s Top Toys Companies List, Central Intelligence Agency. Accessed on October 31, 2021

Wikipedia, Toy. Accessed on October 31, 2021

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