Global Market Research


The world moves quickly – and our global market research helps Toy Association members stay one step ahead of the competition in the global marketplace.

Our reports provide members with a global snapshot of what’s happening with today’s kids and families, helping them break into new markets and better understand regions where their toys and games are already sold.

Recent Reports

The 2016 NPD/ICTI Global Toy Market Report

2016 NPD/ICTI Global Toy Market ReportThe Toy Association worked with The NPD Group and the International Council of Toy Industries (ICTI) to provide targeted research on global toy sales and growth data.

The June 2017 Global Toy Market Presentation Made to ICTI

The June 2017 Global Toy Market Presentation Made to ICTIThe NPD Group’s 2017 Global Toy Market Overview includes information from the 2016 NPD/ICTI Global Toy Market Report and 2017 data on toy sales growth by country, global toy performance by super-category, top properties by country, toy trend observations, and full-year global sales growth expectations for 11 countries covered by NPD.

The reports are available upon request to eligible members. To learn more about The Toy Association’s global market research initiatives, contact Anne McConnell, senior director of market research & data strategy.

Country-Specific Market Research

We commissioned international consultancies, Kidz Global and Altios International, to gather data that would assist our members looking to expand to specific markets.

Click below to access the Kidz Global and Altios International reports (members only).

Here’s an overview of what’s included in each members-only report.

Consumer Research: Each country-specific report includes an analysis of children’s weekly routines, play patterns, brand and character preferences, digital access, Christmas shopping trends, and paths to purchase drawn from recent consumer surveys.

Consumer Insights: Each country-specific report analyzes the family routine, brand preferences, and paths to purchase drawn from consumer surveys conducted over the past five years.

Market Entry: Each country-specific report include an analysis of economic indicators, ideal target regions, audiences and retail channels, promotional opportunities, as well as additional business intelligence.

White Paper: Each country-specific white paper includes an overview of demographics, the toy market, consumer behavior, and children’s routines (not available for all countries).