How To Grow International Toy & Games Sales

How To Grow International Toy & Games Sales

The toy and games industry continues to offer strong opportunities for businesses aiming to expand beyond their home markets. With ongoing interest in licensed products, collectibles, educational items, and digital-hybrid toys, companies have multiple paths to capture new customers worldwide. International expansion allows brands to diversify revenue, reach new consumer groups, and build resilience against local economic shifts.

Growing toy and games sales globally requires careful planning, cultural awareness, and smart execution. Whether you run a small independent studio, a family-owned manufacturer, or a growing brand, the process involves understanding different markets, adapting products and messaging, building reliable distribution, and creating effective marketing that resonates locally. This article provides a practical, step-by-step guide to help you scale internationally. We cover market selection, localization, distribution and logistics, marketing and branding, legal compliance, digital channels, partnerships, real-world examples, and ways to measure and scale success.

Understanding the Global Toy Market

The international toy and games landscape is diverse and dynamic. Building sets, puzzles, action figures, dolls, and board games—continue to perform well, particularly when tied to popular entertainment properties or trending themes. The rise of “kidults”—adults who purchase toys and collectibles for nostalgia, hobbies, or relaxation—has created a significant new consumer segment that many brands are now targeting successfully.

Different regions show distinct preferences. North America tends to favor licensed merchandise and high-production-value items. Europe often prioritizes educational, eco-friendly, and high-quality toys. Asia-Pacific markets are growing quickly, with strong demand for tech-integrated play, compact designs, and character-based collectibles. Latin America and parts of the Middle East and Africa present emerging opportunities as middle-class populations expand and retail infrastructure improves.

Key trends shaping the market include sustainability (consumers increasingly seek toys made from recycled or responsibly sourced materials), the blending of physical and digital play (app-connected toys, augmented reality experiences), and the influence of social media on discovery and virality. Seasonal peaks around holidays remain important, but year-round demand is growing thanks to collectibles, adult-oriented products, and gifting occasions beyond Christmas.

Challenges include varying safety regulations, counterfeit products in some regions, supply chain complexities, and the need to stand out in crowded categories. However, brands that address these thoughtfully can turn them into points of differentiation.

Market Research and Selection

Effective international growth begins with solid research. Identify promising markets by examining consumer demographics, purchasing power, retail landscape, and cultural attitudes toward play. Look at which categories perform best in each region—educational toys in parts of Asia, collectibles in North America and Europe, affordable family games in emerging markets.

Start with markets that offer lower entry barriers and cultural or language similarities to your home base. English-speaking countries like the United Kingdom, Australia, Canada, or Ireland can serve as natural first steps. From there, move into nearby or similar markets before tackling regions with greater differences in language, regulations, or consumer behavior.

Use available industry reports, trade show insights, online forums, and conversations with local retailers or distributors to build a clear picture. Analyze competition in each target market: Where are the gaps? Are there underserved niches such as STEM-focused toys, inclusive play items, or adult collectibles? Consider logistics costs, import duties, and existing trade agreements when ranking potential markets.

Conduct a simple SWOT analysis for each country or region under consideration. Identify your brand’s strengths (unique designs, strong IP, quality reputation), weaknesses (limited brand awareness, higher pricing), opportunities (growing adult collector base, demand for sustainable options), and threats (local competitors, economic instability). Begin with two or three pilot markets to test strategies without spreading resources too thin.

Localization Strategies

Localization goes far beyond translation. Successful brands adapt products, packaging, marketing, and even product names to feel native to each market. Cultural sensitivity is critical—certain colors, symbols, character designs, or themes can carry very different meanings across borders.

For example, packaging and instructions should be available in the local language, and any text or imagery should align with cultural norms. In some markets, compact or travel-friendly items perform better due to living space constraints. In others, larger, more elaborate sets are preferred. Character designs may need adjustment to reflect local beauty standards, modesty preferences, or popular aesthetics.

Pricing should reflect local purchasing power. Premium positioning works well in affluent markets, while value-oriented bundles or entry-level versions can open doors in more price-sensitive regions. Test localized versions through small-scale launches or focus groups to gather feedback before full rollout.

Packaging design should also meet local expectations around sustainability labeling, safety icons, and visual appeal. The goal is for the product to feel like it was made with that specific market in mind, not simply exported from elsewhere.

Distribution and Logistics

Choosing the right distribution model is one of the most important decisions in international expansion. A multi-channel approach often works best: combine direct-to-consumer e-commerce with partnerships in local retail and wholesale channels.

Online marketplaces such as Amazon’s international sites, Alibaba/Tmall for China, Mercado Libre in Latin America, and Shopee or Lazada in Southeast Asia make cross-border selling more accessible. These platforms often handle much of the customs, payment processing, and last-mile delivery.

For brick-and-mortar retail, work with established local distributors who already have relationships with toy stores, department stores, and hypermarkets. In some cases, opening a small local subsidiary or sales office can provide better control and faster response times once volume justifies it.

Partner with reliable third-party logistics providers to manage shipping, warehousing, and customs clearance. Consolidated shipping, regional fulfillment centers, and just-in-time inventory practices help control costs and reduce the risk of overstock during slower periods. Track shipments in real time and maintain clear communication with partners to avoid delays.

Marketing and Branding

A strong, consistent brand identity is essential, but marketing execution must be localized. Digital channels are the most cost-effective way to build awareness quickly. Platforms like TikTok, Instagram and YouTube allow you to reach consumers directly through short-form video, unboxings, play demonstrations, and user-generated content.

Influencer and creator partnerships can be highly effective. Work with family-oriented creators, toy reviewers, adult collectors, or niche hobbyists who already have engaged followings in your target markets. Authentic endorsements often outperform traditional advertising.

Licensing remains one of the most powerful tools in the toy industry. Securing rights to popular movies, TV shows, video games, or sports properties can dramatically boost visibility and sales when the license aligns with local tastes.

Create region-specific campaigns tied to local holidays, school breaks, or cultural events. Use paid social advertising, search engine marketing, and content marketing to drive traffic to localized landing pages or e-commerce stores. Track performance closely and reallocate budget toward what delivers the best return.

Legal and Regulatory Compliance

Compliance is non-negotiable. Toy safety standards differ significantly by region—ensure your products meet the relevant requirements in each market you enter. Work with accredited testing labs to verify compliance with chemical, mechanical, and flammability standards.

Protect your intellectual property by registering trademarks and designs in key markets. Counterfeit goods remain a persistent issue in some regions, so proactive monitoring and enforcement are necessary to safeguard brand value and consumer safety.

Understand import duties, value-added taxes, and any product-specific regulations (such as battery requirements or packaging waste rules). Engage local legal counsel or experienced customs brokers to navigate paperwork and avoid unexpected costs or delays.

E-commerce and Digital Expansion

Online sales continue to grow as a share of the toy market. A well-optimized, multilingual e-commerce site with localized currency, payment methods (including popular regional options), and shipping estimates builds trust and reduces cart abandonment.

Augmented reality features, virtual try-on experiences, and interactive product pages can differentiate your brand and help consumers visualize items in their own environment. Subscription models—monthly curated toy boxes, collector drops, or loyalty programs—encourage repeat purchases and deepen customer relationships.

Invest in local search engine optimization so your products appear when consumers search in their native language. Use data from website analytics, advertising platforms, and customer feedback to continuously refine your digital presence.

Partnerships and Collaborations

Strategic alliances can accelerate entry and reduce risk. Joint ventures or distribution agreements with established local players provide instant market knowledge, retail access, and credibility.

Co-branding opportunities with non-toy companies—fashion brands, food chains, sports teams, or environmental organizations—can create unique products that stand out. Pop-up shops, experiential events, and collaborations with local retailers allow you to test concepts with lower upfront investment.

Participate in major international toy fairs to meet potential partners, gather trend intelligence, and build relationships that support long-term growth.

Case Studies

Several brands illustrate successful international expansion. Pop Mart grew rapidly by focusing on collectible “blind box” formats and leveraging social media virality, celebrity endorsements, and pop-up retail experiences to enter markets across Asia, Europe, and North America.

Hasbro increased its international presence significantly by acquiring or partnering with local distributors, adapting product lines to regional preferences, and investing heavily in global marketing for core brands.

Lego recovered from near-collapse by refocusing on its core building-block system, crowdsourcing ideas from fans worldwide, creating region-specific sets, and expanding digital integrations that appealed to both children and adults.

These examples highlight the importance of staying true to brand strengths while adapting thoughtfully to local tastes and channels.

Measuring Success and Scaling

Define clear key performance indicators: revenue growth by market, customer acquisition cost, repeat purchase rate, online conversion, and retail sell-through. Use analytics tools to monitor performance in real time.

Conduct regular reviews to assess what is working and where adjustments are needed. Be prepared to pivot—exit underperforming markets if necessary and double down on high-potential ones.

As you grow, reinvest in infrastructure: regional warehouses, local teams, automated systems, and expanded product development capacity. Build an agile culture that learns quickly from each market and applies those lessons globally.

Conclusion

Expanding toy and games sales internationally is a rewarding but demanding journey. Success comes from thorough preparation, genuine adaptation to local consumers, strong distribution and marketing execution, and disciplined measurement. The global appetite for creative, fun, and meaningful play remains strong. Brands that approach expansion with curiosity, flexibility, and a commitment to quality can build lasting international presence.

Start with research and small, focused steps. Learn from each market you enter. Play the long game, and your brand can find new homes—and new fans—around the world.

If you already have some international distribution, maybe it's time you went direct to retail in some overseas markets. We can help you with key new hires overseas. Check out www.ToyRecruitment.com, we help companies like yours hire top performers across Global markets.

Toy Licensing: Kidults Are Now the Engine of Licensing Growth

Toy Licensing: Kidults Are Now the Engine of Licensing Growth

Kidults—adult consumers buying toys for themselves—have shifted from a quirky sub‑segment to a core commercial driver. Their influence is visible across categories: construction sets, collectibles, tabletop games, nostalgia reissues, premium figures, and display‑oriented products.

Industry forecasts highlight kidults as a defining force in 2025, with their spending helping to “hold the toy market” even as traditional children’s categories fluctuate . This demographic values authenticity, craftsmanship, and deep‑cut IP references, which pushes licensors to expand beyond evergreen children’s brands into cult franchises, retro properties, and cross‑media universes.

Three dynamics make kidults commercially irresistible:

- Higher discretionary spend than families with young children  

- Longer brand loyalty cycles, often tied to childhood nostalgia  

- Content‑driven discovery, especially through streaming and social media  

For licensors, this means more opportunities to revive dormant IP, expand collector‑grade SKUs, and build multi‑tiered product lines that serve both kids and adults without diluting brand identity.

Streaming and Social Media Are Rewriting the Licensing Playbook

Theatrical releases still matter—2025’s slate includes major blockbusters like Captain America: Brave New World and The Fantastic Four: First Steps—but they’re now only one part of a much broader content ecosystem . Streaming platforms, short‑form video, and algorithm‑driven discovery are increasingly responsible for turning niche characters into global licensing opportunities.

This shift has three major implications:

1. Evergreen IP Is Being Re‑evaluated

Brands with consistent streaming visibility enjoy constant rediscovery. A child encountering Peppa Pig or Paw Patrol on demand is just as valuable as a theatrical moment—sometimes more so, because the engagement is repeatable and personalised.

2. Viral Moments Create Micro‑Licensing Windows

A single meme, TikTok trend, or influencer spotlight can spike demand for a character or aesthetic. Licensors are responding with faster approvals, modular style guides, and shorter production cycles.

3. Content‑First Brands Are Outperforming Traditional Toy‑First Launches

The days of launching a toy line and hoping content follows are fading. Instead, brands are built as transmedia ecosystems from day one, with licensing baked into the strategy.

Nostalgia and Retro Revivals Continue to Surge

Nostalgia isn’t just a trend—it’s a structural pillar of modern licensing. Adults who grew up in the 80s, 90s, and early 2000s now have spending power, and they’re eager to reconnect with the brands that shaped their childhoods.

This is visible in:

- Reissues of classic action figures  

- Retro gaming hardware  

- Vintage‑inspired plush and collectibles  

- Reimagined board games and tabletop experiences  

The industry’s “Joy Factor”—identified as a key driver of the 2025 sales surge—reflects this emotional pull toward comfort, familiarity, and playful escapism .

For licensors, nostalgia offers a low‑risk, high‑reward strategy: the IP is proven, the audience is primed, and the storytelling foundations already exist.

Sustainability Is Becoming a Licensing Differentiator

Sustainability has moved from a corporate talking point to a commercial requirement. Consumers—especially parents—expect licensed products to reflect environmental responsibility, and licensors increasingly use sustainability credentials as part of brand positioning.

Key shifts include:

- Recycled or bio‑based plastics in figures and playsets  

- FSC‑certified packaging  

- Reduced single‑use components  

- Licensing agreements that mandate sustainability reporting  

Major toy companies are integrating sustainability into their innovation pipelines, aligning with broader industry trends around eco‑friendly materials and responsible manufacturing highlighted in 2025 forecasts .

For licensors, this creates competitive advantage: brands that demonstrate environmental leadership gain retailer preference and consumer trust.

STEAM, Skill‑Building, and Purpose‑Driven Play Are Reshaping Licensed Categories

Parents increasingly favour toys that build skills, confidence, and creativity. In the U.S., 58% of parents prefer toys that help kids build a skillset, and 60% seek products that develop STEAM abilities like coding and art .

This shift is influencing licensing in several ways:

- Educational brands are expanding into mainstream toy aisles  

- Entertainment IP is integrating STEAM‑aligned narratives  

- Hybrid products (physical + digital learning) are gaining traction  

- Licensing deals now emphasise developmental benefits alongside entertainment value  

The result is a more sophisticated licensing landscape where purpose and play coexist, and where licensors must articulate not just what a brand is, but what it helps children become.

Technology‑Driven Play Is Expanding Licensing Possibilities

Technology is no longer a separate category—it’s embedded across the toy industry. Insights from the Nuremberg Toy Fair 2025 highlight “technology‑driven new play technologies” as one of the major growth areas for manufacturers and licensors alike .

This includes:

- Augmented reality layers on physical toys  

- App‑connected play experiences  

- Smart collectibles with NFC or QR integration  

- AI‑enhanced interactive characters  

- Digital twins for virtual play  

Licensing opportunities are emerging around hybrid ecosystems where physical products unlock digital content, and digital engagement drives physical purchases. This creates recurring revenue models and deeper brand immersion.

Globalisation and Cross‑Cultural Licensing Are Accelerating

The global toy market is more interconnected than ever. IP now travels across borders at the speed of streaming, and licensors are adapting with region‑specific strategies that respect cultural nuance while maintaining brand consistency.

Key developments include:

- Asian IP gaining Western traction (anime, K‑content, gaming franchises)  

- Western brands localising for emerging markets  

- Multi‑territory licensing deals replacing fragmented regional agreements  

- Global retail partnerships that synchronise product launches  

The 7% rise in global toy sales across 12 key markets in 2025 underscores the importance of international licensing strategies that balance global reach with local relevance .

Retail Is Rebalancing: From Big‑Box Dominance to Omnichannel Ecosystems

Retail dynamics are shifting, and licensing strategies are shifting with them. The old model—anchor a line with a big‑box retailer and build outward—is giving way to a more diversified approach.

Three forces are driving this:

1. E‑commerce Personalisation

Algorithms surface niche licensed products to micro‑audiences, enabling long‑tail IP to thrive.

2. Direct‑to‑Consumer Expansion

Licensors and toy companies are building their own storefronts, subscription models, and exclusive drops.

3. Experiential Retail

Pop‑ups, themed events, and immersive brand activations are becoming licensing extensions in their own right.

This omnichannel landscape rewards licensors who can coordinate storytelling, product releases, and fan engagement across multiple touchpoints.

The Rise of Modular Licensing: Flexible, Fast, and Future‑Proof

Licensing agreements are becoming more modular to accommodate faster trends, shorter content cycles, and multi‑platform brand expression.

Modern licensing frameworks increasingly include:

- Short‑term capsule collections  

- Limited‑run collaborations  

- Digital‑only licensing (skins, avatars, virtual items)  

- Multi‑tiered rights that separate physical, digital, and experiential categories  

This modularity allows licensors to test concepts, respond to viral moments, and scale successful partnerships without long‑term risk.

Theatrical Rebounds Still Matter—But in a New Way

While streaming dominates day‑to‑day engagement, theatrical releases still create cultural peaks that drive licensing spikes. The 2025 slate is significantly stronger than 2024, with major action blockbusters and family sequels expected to boost toy demand .

However, the role of theatrical content has changed:

- It acts as a launch catalyst, not the sole driver  

- It fuels cross‑platform storytelling  

- It boosts collector interest as much as children’s demand  

- It creates global marketing moments that amplify licensing campaigns  

Licensors now treat theatrical releases as part of a broader content rhythm rather than the centrepiece.

 What These Trends Mean for the Future of Toy Licensing

The convergence of kidult spending, streaming‑driven discovery, sustainability, STEAM alignment, and globalised fandom is reshaping the licensing landscape into something more dynamic, more digital, and more emotionally resonant.

The next phase of growth will likely be defined by:

- Hybrid physical‑digital ecosystems  

- Faster, more flexible licensing models  

- Data‑driven product development  

- Cross‑generational brand strategies  

- Sustainability as a baseline expectation  

Licensing is no longer just about putting a character on a product. It’s about building worlds, nurturing communities, and creating multi‑platform experiences that feel meaningful to both children and adults.

SNOW JOKING - THAT WAS THE 75TH EDITION OF THE SPIELWARENMESSE-NUREMBERG TOYFAIR 2026 REVIEW

SNOW JOKING - THAT WAS THE 75^TH EDITION OF THE SPIELWARENMESSE-NUREMBERG TOYFAIR 2026 REVIEW

I’m writing this on the plane home with what remains of my brain cells after a very hectic week in Nuremberg for the 75^th Spielwarenmesse-Nuremberg Toy Fair.

Everyone has an opinion, and everyone has a different experience of these major shows, so let’s start with some hard stats: According to show organisers Spielwarenmesse eG “At this major landmark show 2,313 exhibitors from 68 countries presented a vast array of products – including the growing “Kidults” segment. Around 58,900 trade visitors (+2.5%) from 121 nations explored new trends, fresh formats, and networking opportunities with enthusiasm. 93% of exhibitors – 3% more than last year – rated their participation as successful.”

Let’s avoid the usual ‘it was quiet this year’ – ‘No, our booth was mobbed’ debate by sticking with the stats...read into them what you will. I spoke with c. 250 people during the show, so frankly whether there were 50,000 or 60,000 visitors is of no relevance – the human brain can only manage so many inputs in a short space of time, and 250 people from across the world of Toys & Games made this a very successful show experience for our company. If you didn’t get enough good meetings to make the show worthwhile then that needs to looked at for sure, because the Buyers were there!

MORE HARD STATS – THE GLOBAL TOY INDUSTRY GREW ACROSS THE WORLD IN 2025

The following market stats from Circana released during the Spielwarenmesse show (Circana is the leading sales tracking organisation covering the Toy & Game industry):

“After three consecutive years of decline, the global toy industry staged a strong comeback in 2025, delivering renewed growth driven by pop culture relevance, licensed products, and increased engagement from teens and adults. Across 12 global markets (G12), including Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and the United States, year over year sales increased by +7% in value and units sold grew +3%, as average selling price rose +3%, according to Circana, LLC. 

For the first time in Circana’s tracking history, all G12 countries posted growth in 2025. According to Circana’s Retail Tracking Service, the Netherlands posted the fastest growth, up +15%, while the slowest gains came from Brazil at +2%. Six of the 11 toy super categories experienced year over year dollar sales gains within the G12. Games & Puzzles grew the fastest, up +30%, while Building Sets grew for the sixth consecutive year, up +18%.”

You can read that entire press release here: https://www.circana.com/post/global-toy-industry-rebounds-in-2025-as-sales-rise-7-fueled-by-pop-culture-collectibles-and-kidu

After some tough years, it’s great to see so many Toy markets return to growth last year. And while there was a lot of turbulence last year, and some companies did better than others, nevertheless momentum is with our industry once again.

WORTH THE TROUBLE TO GET THERE!

This year’s Spielwarenmesse was remarkable for more reasons than the celebration of the show’s 75^th birthday. Heavy snowfall the day before the show, combined with severe winter weather in the USA lead to some remarkable stories of persistence and hardship in people getting to the show. I can’t remember a time when Nuremberg was snowy since my first visit in the year 2000. It was somewhat tricky to get around the Alstadt on foot with compacted snow turning icy, but the snow certainly made things atmospheric.

KEY TRENDS – AI, CREATIVE MINDFULNESS & KIDULTS

The official trends of the show were hard to disagree with. Clearly AI is affecting the entirety of human existence, and the Toy business is clearly being changed above by this transformational tech. This is a topic I know well as I have been helping my client Fluffbotics.ai meet with partners from across the industry to showcase what they can do. Needless to say Kidults is now more than a trend, it is a critical pillar of out industry today, and this was evident on Booths across the show.

MAKE SPIELWARENMESSE LONGER AGAIN

I appreciate that for some people this show is already too long, but it would be very beneficial for our business if it was twice as long! I ran round the show from start to finish, my last meeting finished at about 4.40pm on the last day,  leaving just enough time to go and queue up for the official show bus to Munich airport (can highly recommend this bus service to any one coming in via Munich). Leaving the show it literally felt like I’d only just arrived, the 5 days of the show going by in a blur. Normally by Day 2 it feels like the show is your entire existence because it is so intense, this year was particularly hectic. Just in case anybody cares I walked 77km/48 miles during the show in my ever more comfortable, albeit ever less attractive footwear.

We can now look forward to a week of heavy follow up and back and forth, alongside the usual ‘ghosting’ and hurry up and wait. I’m hoping to be there for the 100^th  anniversary celebrations in 25 years – yes, I know for some of you this may sound like an over statement, but it’s my truth whether it’s yours or not is up to you - can’t wait until next year, hope to see you there…but in the meantime New York beckons…

TOY RECRUITMENT

www.ToyRecruitment.com

We're currently recruiting for:

• Sales Director, HK

• Toy Sales Manager: North of England

• NPD Manager, Plush Toys, UK.

• Toy Buying Manager, Essex,

• Toy Buying Manager, (Part time, 3 days pw), UK

• Sourcing Manager, Ningbo, China

If you, or someone you know, are interested in one of these roles AND have relevant experience in the stated country, please feel free to get in touch and we can discuss.

Check out www.ToyRecruitment.com for more information/details on these roles.

FACTORIES

We consult with and/or represent the following factories:

·       Games factories in China, India, Vietnam

·       Sensory compounds and STEM/Science experiment kit factories in China, Cambodia & Europe

·       Leading Scooter & Ride On vendor in India

·       Electronics Toy factory in India

INTRODUCING PLAYMETRIX

We just launched www.PlayMetrix.biz with some Tech gurus to help Toy & Games companies profitably grow their Amazon, D2C & other e-comm business. Get in touch if you need help on these areas - we're offering a Free audit of your Amazon account & listings to the first 5 companies who get in touch.

We had some great meetings at the show, and many conversations to come.

ACQUISITIONS

We're currently advising a European Construction Toy brand & also a Tech company with bespoke Toyetic AI platform looking to be acquired. Interested parties can DM for an NDA leading to more info.

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This article is copyright 2025 RG Marketing Ltd, all rights reserved. All contributors to this article contributed under a work for hire basis on behalf of RG Marketing Ltd. Please also note, this article was written and published in the United Kingdom.