Global toy industry sees growth in adult segments and manufacturing concentration in China

The global toy industry is experiencing significant shifts in market dynamics and manufacturing concentration. In France, LEGO has reported a 34% increase in turnover as of September 2026, capturing a 19.8% market share. This growth is driven by an intergenerational strategy that targets not only children but also adolescents and adults, helping the company reduce its seasonal reliance on the Christmas period.

On a global scale, the toy market exceeded $105 billion in 2025, with China producing approximately 75% of the world's supply. The Chenghai district in Shantou, Guangdong province, has emerged as the central hub of this industry. Hosting over 5,000 toy-related companies and 1,500 registered factories, the region serves as a critical manufacturing base for major global brands including Mattel and Hasbro, as well as listed groups like Alpha Group and Rastar Group.