Toy Companies have continued to gain growth momentum over the years because of emerging economies and the desire of parents to educate, entertain and reward their children with help of toys. With the emergence of online stores, it has become possible for parents to purchase desired toys from an e-commerce site in comparison with a retail store quite easily.
Toddlers, children and kids everyone irrespective of age love to play with toys and parents are often fully involved in this pastime of joy, fun and entertainment.
Classic toys like a ball or a doll are still popular but children also love puzzles, handcrafted toys and sturdy and durable sets that encourage imaginative play and boost learning and development skills.
Popular toy brands like The Lego Group, Barbie, MGA Entertainment, Land of Dough, Uncle Goose, Little Builders, Mattel, Green Toys, Sand Toys and Little One are favourites of the customers because of their product portfolio.
Top toy brands have realized that customers are paying attention to all the manufacturing details and want toys that are free of toxins. The manufacturers are now putting more focus on manufacturing toys with sustainable materials like sustainable wood obtained from responsibly managed forests that do not have an adverse environmental impact as these are fundamental drivers of growth in the toy industry.
Table of Contents
An Overview of 10 Largest Toy Companies in the world in 2024 Based on Brand Value
1. The Lego Group
- Origin Country: Denmark
- Founder: Ole Kirk Christiansen
- Owner: Kirkbi A/S (75%) and The Lego Foundation (25%)
- Founded: 1932
- Headquarters: Billund, Denmark
- Employees in 2022: 24,484
- Annual Revenue in 2022: 7.44 billion EUR
- Net Profit in 2022: 1.786 billion EUR
- Brand Value in 2022: 6.026 billion USD
The Danish company The Lego Group is the largest toy company in the world in 2024 based on brand value. In 2015 Lego surpassed Mattel to become the “Largest Toy Company by Revenues”.
The family-owned company The Lego Group is the manufacturer of the Lego-brand construction toys consisting of interlocking plastic bricks accompanied by figures and gears. Children can easily assemble and connect the pieces to construct Lego toys like working robots, buildings and vehicles.
The Lego Group has 8 amusement parks called Legoland and 388 franchisee retail stores to its name. It has also managed to develop movies and games under the Lego brand name. The Lego official site features Lego Life, a social media app for Lego-related content.
The Danish company LEGO has made a commitment to support Black Lives Matter and has pledged $4 million to organizations that support Black children. The Lego manufacturing factory recycles all but 1% of plastic waste. The family-owned company has decided to integrate sustainable wood materials into its products to make the toys environment-friendly.
Popular toys from LEGO
- LEGO Ideas Tree House
- LEGO Smart Building and Construction Toy Sets
- LEGO Toy Figures and Playsets
- LEGO Baby and Toddler Toys
2. Bandai Namco Holdings
- Origin Country: Japan
- Founder: Naoharu Yamashina, Masaya Nakamura
- Founded: 2005
- Headquarters: Minato, Tokyo, Japan
- Employees in 2022: 9,886
- Revenue in 2022 (TTM): 7.68 billion USD
- Net Income in 2022: 571.71 million USD
- Market Cap in 2022: 14.74 billion USD
- Brand Value in 2022: 1.743 billion USD
Bandai Namco Holdings Inc. is the largest toy company in the world based on revenues and one of the largest toy companies in the world today. Its subsidiary Bandai Namco Entertainment is also the third-largest video game company in Japan based on market capitalization and revenues.
The toy company is a Japanese conglomerate that specializes in amusement parks, anime, arcades, video games, figures and toys.
The Toy and Hobby Unit of Bandai Namco designs electronic devices and toys based on licenses. Companies under the unit design, develop, create and manufacture figures and toys for kids as well as mature audiences. It also offers a lineup of home video games and plastic models to its customers.
Popular Products from Bandai Namco
- Demon Slayer: Kimetsu No Yaiba Ensky Puzzle
- Big Totoro 3D Puzzle Ensky Puzzle
3. Fisher-Price
- Origin Country: United States of America
- Parent Company: Mattel
- Founded: 1930
- Headquarters: East Aurora, New York, U.S.
- Annual Revenue in 2022: 1.128 billion USD
- Brand Value in 2022: 746 million USD
Fisher-Price is one of the largest toy brands in the world based on brand value. The American company acts as a wholly-owned subsidiary of its parent company Mattel (co-owned by Elliot Handler and Harold Matson). Besides toys, the brand also offers footwear, eyeglasses, infant carriers, car travel accessories, software, books and videos.
The toy company Fisher-Price manufactures educational toys for toddlers, infants and preschoolers. In the beginning, the toy brand manufactured durable wooden toys which gained huge success. Dr Doodle, Buzy Bee, Power Wheels, Disney, Dora The Explorer and Little People have become synonymous with the Fisher-Price toy brand name.
Fisher-Price has the distinction of manufacturing nearly 5,000 toys since its inception. Animal and human figures made of wood and plastic and play sets like vehicles, garages, schools, farms and houses are some of the popular toys for all ages of children along with electronic toys for preschoolers.
Fisher-Price under Mattel is one of the prominent toy brands that have decided to opt for sustainable toys by 2030 and hence has decided to buy raw materials like wood from sustainable forests.
Popular Products from Fisher-Price
- Fisher-Price 2-in-1 Infant Starter Giftpack
- Fisher-Price Brilliant Basics Baby’s First Blocks Set
- Fisher-Price Animal Puzzle
4. Barbie
- Origin Country: United States of America
- Parent Company: Mattel
- Launched: 1959
- Annual Revenue in 2022: 1.68 billion USD
- Net Income in 2022: 316 million USD
- Brand Value in 2022: 588 million USD
Barbie is one of the largest toy brands from the American toy company Mattel. The company has a sales figure of 1 billion + Barbie dolls making it the most profitable, largest and most popular product line from Mattel.
The brand name Barbie is for a fashion doll that was created by Ruth Handler. It is the central figure of Mattel dolls, its family, friends, doll houses and various accessories. The company has also sold vintage dolls and porcelain versions of Barbie over the years.
The brand Barbie has spread its product offerings to include video games and CGI films. It is sold in more than 150 countries with Mattel, the toy manufacturer claiming that three dolls are sold in the world every second.
Mattel entered into a joint venture with Chinese company NetEase to create apps based on Barbie. The toy company was named “Top Global Toy Property” for consecutive years 2020 and 2021.
Popular Products from Barbie
- Barbie Dreamtopia Mermaid Doll, 12-inch Teal and Purple Hair
- Barbie and Chelsea The Lost Birthday Doll, Pet and Accessories
- Barbie Vacation House Playset With 30+ Pieces, Toy For 3 Years Olds and UP
5. Nerf
- Origin Country: United States of America
- Founder: Parker Brothers
- Owner: Hasbro
- Founded:1969
- Annual Revenue in 2022: 400 million USD
- Brand Value in 2022: 463 million USD
Nerf is one of the most popular toy brands from the American toy company Hasbro. It is ranked fifth in the list of the largest toy companies in the world based on brand value.
Nerf is associated with the toy industry and manufactures foam-based weaponry and other products like balls baseball, basketball and football along with dart guns. With time the toy company has given a new look to existing products and also included new offerings in its portfolio like accessories, water guns, laser tag and video games.
Some of the popular product lines from Nerf are the Rebelle line, the Rival line of blasters (Rival Apollo and Rival Zeus) and the Hyper line (Hyper Rush and Hyper Mach).
Toys from Nerf include
- NERF Stinger Sd-1 Alpha Strike Toy Blaster, 8 Darts, for Kids, Teens, Adults
- NERF MicroShots N-Strike Elite Strongarm, Includes Blaster and 2 Darts, For Kids Ages 8 Years
- NERF N-Strike Elite Plastic Fire Strike Blaster Ages 8 and up
6. Dragon Ball
- Origin Country: Japan
- Owner: Bird Studio/ Shueisha
- Created By: Akira Toriyama
- Launched: 1984
- Brand Value in 2022: 409 million USD
The Japanese-origin Dragon Ball is ranked sixth in the list of the largest toy companies in the world. The brand is a media franchise where the initial manga was written by Toriyama. It has become one of the highest-grossing media franchises in the world of all time.
The manga was divided and adapted into two anime series called Dragon Bal Z and Dragon Ball which were broadcast between the years 1986 – 1996 in Japan. The manga is broadcast in 80 countries and sold in 40 countries.
The studio has also developed 3 television specials, 21 animated feature films and two sequel series. Product offerings of the largest toy companies include action figures, trading card games and video games.
Products from Dragon Ball
- Super Dragon Ball Heroes: Ultra God Mission #5 Goes Live
- Majin Buu (kid) Statue Figure
- Dragon Ball Super Card Game’s New Zenkai Series Begins! Dawn of the Z-Legends
7. Hasbro
- Origin Country: United States of America
- Founded: 1923
- Headquarters: Rhode Island, U.S.
- Employees in 2022: 6,640
- Annual Revenue in 2022: 6.192 billion USD
- Net Income in 2022: 415 million USD
- Market Cap in 2022: 13.536 billion USD
- Brand Value in 2022: 361 million USD
Hasbro is ranked seventh in the list of the largest toy companies in the world in 2024 based on brand value. It is the largest producer in the world of board games because of component brands like Milton Bradley, Avon Hill etc.
The multinational conglomerate is a holding company that has several brands like Nerf, Monopoly etc. along with products and trademarks of Wizards of the Coast, Kenner etc. under its umbrella.
The product offerings of Hasbro include toys, electronic games, sports equipment, RPG, wargames, puzzles and board games.
Toys from Hasbro
- Hasbro Gaming Twister Party Game for Family and Kids Ages 4 and Up, Indoor and Outdoor Classic Game
- Hasbro Gaming Foosketball Game, The Foosball Plus Basketball Shoot & Score, Tabletop Game, Ages 8 & Up
- Hasbro Gaming Guess Who? Game Original Guessing Game Mystery for Kids Ages 6 and Up For 2 Players
8. Hot Wheels
- Origin Country: United States of America
- Parent Company: Mattel
- Introduced: 1968
- Annual Revenue in 2022: 1.068 billion USD
- Brand Value in 2022: 348 million USD
Hot Wheels is one of the largest toy brands from the American toy company Mattel. It is ranked eighth in the list of the largest toy companies in the world based on brand value. Hot Wheels was named “Top-Selling Global Toy of the Year” for consecutive years 2020 and 2021.
Hot Wheels offers scale model cars for kids, young adults and even adult collectors who love the limited-edition models manufactured by the toy company. Product offerings include control toys, toy trains, educational toys, outdoor toys etc.
Some of the largest automobile manufacturers in the world have licensed the toy company to make scale models of their products even allowing the original design to be used in the toy manufacturing process.
The original line of Hot Wheels was made by Elliot Handler the co-founder of Mattel as fantasy cars. Some popular product lines and toys are The Original Sweet 16, racing track set, Twin Mill and Python. Hot Wheel Classics and Special Model Lines have been equally popular amongst kids of all ages.
Toys from Hot Wheels
- Hot Wheels Track Set And 1:64 Scale Toy Car, City Shark Escape, Multi-Level Playset
- Hot Wheels Legends Team Transport Truck & Race Car, Gift For racing Collectors
- Hot Wheels HW Legends Multipacks Of 6 Toy Cars, Gift for Kids & Collectors
9. Pop Mart
- Origin Country: China
- Founder: Wang Ning
- Founded: 2010
- Headquarters: Beijing, China
- Annual Revenue in 2022: 705 million USD
- Market Cap in 2022: 10.525 billion USD
- Brand Value in 2022: 337 million USD
Pop Mart is ranked ninth in the list of the largest toy companies in the world based on brand value. The Chinese company has seen huge growth in such a short time and has become a force to reckon with in the toy industry.
The product offering of Pop Mart includes mystery toy boxes and collectable figures which are in great demand amongst buyers. The company has spread its product presence to 21 countries besides China.
Toys from Pop Mart
- Pop Mart Skullpanda The Warmth Series
- Pop Mart Pucky Strange Planets Series Scene Set
- Pop Mart Sweet Bean Animal’s Play Series
10. My Little Pony
- Origin Country: United States of America
- Owner: Hasbro
- Founded: 1981
- Brand Value in 2022: 274 million USD
My Little Pony is one of the largest toy brands from the American toy company Hasbro. It is ranked tenth in the list of the largest toy companies in the world based on brand value.
The media franchise and toy line have been revamped numerous times with modern looks to remain in limelight. The franchise has put its focus on girls and adult fans.
Some of the popular product lines include My Pretty Pony toy and My Little Pony: Friendship is Magic etc. The fifth generation of toys was launched on 24th September 2021.
Products from My Little Pony
- My Little Pony: A New Generation Castle Playset
- My Little Pony: A New Generation Sparkle Reveal Lantern Sunny
- My Little Pony: A New Generation Best Movie Friends 3”
Conclusion
Toy Companies have realized that customers have become environmentally conscious with time and hence the manufacturers are putting more focus on details like sustainable materials that do not have an adverse environmental impact. The toy brands have also realized the importance of aligning fun with learning and have started to develop and create toys that boost the imagination of children and also bring them joy and happiness.
Some of the Other Top Toy Companies in the World that have popular toys in their product portfolio are
- MGA Entertainment
- Land of Dough (Dough Land)
- Uncle Goose
- Mattel (Founder Elliot Handler)
- Little Builders
- Green Toys
- Sand Toys
- Little one
- Tender Leaf Toys
- Plan Toys
Did you know how recent trends and statistics shape the toy industry?
Amidst the dynamic landscape of global markets, the toy industry has showcased notable resilience and adaptation, particularly during the COVID-19 pandemic. According to a report by The NPD Group, global toy sales surged by 16% in 2020, driven by increased consumer demand for at-home entertainment. This growth trajectory continued with a 6% increase in sales in 2021, as revealed in their 2021 Global Toy Market Report. This sustained growth is attributed to innovations in toy design and the strategic expansion of online retail channels, further bolstered by digital marketing efforts that engage tech-savvy parents and children alike.
To enhance your understanding of current industry practices, consider exploring tools like Jungle Scout, which offers insightful analytics on product demand and competition within the e-commerce domain. With its comprehensive data, toy companies can better navigate inventory management and strategic marketing decisions, ensuring they meet consumer demands efficiently. Additionally, marketing tools such as SEMrush provide valuable insights into digital marketing trends, enabling brands to optimize visibility and customer engagement across various online platforms.
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Every year at this time I help local organizations with gifts for the needy. When I get these children’s names and their wish list it never ceases to amaze me that most of these kids will never know the joy of owning the majority of these pricey gifts. Even those purchasing these gifts for the most part cannot afford them. We live in an area where people are not all that wealthy. Why can’t a company make a toy geared to children who cannot afford luxury toys. I hope you will consider this in the future.
Sir i am intrested open the big toys shop
My shop addres is ALOPIBAGH ALLAHABAD U.P.
NEAR .alopi devi mandir
My old work is KANHA FIRE SERVICES
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I am a volunteer at a church looking for help to start a toys for kids for lchildren ages newborn to 15 can u please help us getting info or donations we need to help the families in need we r trying to get food also
The children of south Los Angeles would really appreciate toys donations for this holiday and subsequent others . I was speaking to a detective of the south Los Angeles police department and I asked what the police department would like He asked for toys for the children of south Los Angeles. I too am asking for toys donations to be deposited at the police stations so the children can receive and have a merry Christmas. We are reaching out to you toys manufacturer please grant our wishes for the children of south Los Angeles the police station is on 108 Street in between broadway and main
Thank you very much .
Anthony Ekiko
Sir i am intrested open the big toys shop can you suggest how to start and purchase toys.
Thanks for sharing this information with us.
Can y’all help me boost my YouTube channel by sending me some toys to unbox on my channel
Question: how are these 15 companies if most of these are owned by Hasbro or Mattel?