While the form and function of toys may have changed over time, they continue to entertain, educate, and inspire play. There are toys, such as puzzles and building blocks that help children learn new skills. Other toys, including balls and frisbees, develop coordination and encourage physical activity while others encourage imagination and storytelling.
In this article, we look at the toy industry in Canada through statistics, including manufacturing and sales, popular toy categories, and number of toy stores in Canada. We have also included information about Canadian toy makers and the toy market trends for 2025.
Toy Industry Statistics for Canadians
- Canadian toy and games sales generated almost C$6.9 billion in retail store sales in 2025.
- The value of sales increased modestly compared to earlier years.
- In 2024, toys and games imported to Canada were worth about C$6.6 billion, according to Statista trade data.
- Most of Canada’s toy and game exports go to the United States.
- There were around 1,450 hobby & toy store businesses in Canada in 2024.
- About 100 toy and game manufacturers now operate in Canada, with Ontario and Quebec accounting for the largest shares.
- Three out of four Canadians still prefer to shop for toys and games in brick‑and‑mortar stores.
- The fastest‑growing toy categories in the 2020s have included collectibles, licensed products, and “kidult” segments.
Toy industry definition
The toy and games industry includes both manufacturers and sellers of toys. There are other facets to the industry too, which include the design and marketing of toys.
The market includes all types of toys, including activity toys, action figures, baby and infant toys, miniature models, puzzles, games and electronics, ride-on model toys, and toy vehicles.
Canadian toy industry sales figures
Data from Statista reveals that the toy and game sales revenue in Canada amounted to C$6.9 billion in 2025. This reflects modest growth compared to previous years of strong expansion. The expected annual market growth from 2025 to 2029 is projected at around 1–2 % per year. Globally, the most revenue is generated in China, where total toy industry sales reached about C$149 billion in 2024.
Value of toys and games imported to Canada
In 2024, the value of toys and games imported to Canada was approximately C$6.6 billion, slightly lower than the peak import years. In the decade since 2011, imports have fluctuated but remained in the multi‑billion‑dollar range.
Value of toys and games exported from Canada
The majority of Canadian toy and game exports go to the United States. In 2024, the value of toys and games exported to the United States was approximately C$1.2 billion. Smaller individual markets include countries such as the United Kingdom and China, which remain below the U.S. export total.
How many toy, hobby, and game retailers are there in Canada?
According to Ibis World, there are about 1,448 hobby & toy store businesses in Canada in 2024, which represents a slight decline from 1,597 in 2023. Ontario has the most toy and games stores with around 560 stores in December 2024. In contrast, Yukon only had two toy and games stores in December 2022 according to Statista.
How many toy and game manufacturers are there in Canada?
In December 2024 there were about 100 toy and game manufacturers in Canada. Most of these are in Ontario and Quebec, where there are approximately 41 manufacturers in Ontario and 30 in Quebec. In British Columbia there are about 11 toy and game manufacturers, and in Alberta there are about 13. Nova Scotia has a smaller number, and the remaining provinces and territories have few or no dedicated toy manufacturers.
How do Canadians prefer to shop for toys?
During the 2024 and 2025 holiday seasons, a majority of Canadian consumers continued to research toys online before purchasing, with online planning remaining above pandemic levels.
However, brick‑and‑mortar stores remain the preferred channel for final toy purchases, especially for gifts, with around three‑quarters of consumers still choosing to buy toys in‑store.
While online toy sales surged during the pandemic, post‑pandemic data shows that growth has stabilised rather than reversed, with omnichannel shopping (research online, buy in‑store) now the dominant behaviour.
Which toy and game categories are Canadians spending the most money on?
In recent years, outdoor and sports toys have been one of the largest categories in Canada, but sales have declined from their earlier peak levels. According to Circana’s Retail Tracking Service data for Canada, outdoor and sports toy sales were C$521 million in 2022, C$483 million in 2023, and C$349 million in 2024. In contrast, other categories such as building sets and plush toys have shown stronger performance in 2024. Circana’s data covers approximately 67 % of the Canadian toy and games retail market.
The other main categories after outdoor and sports toys include building sets, which generated C$411 million in 2024, and games and puzzles, which generated C$296 million. Dolls had C$188 million in annual sales, and youth electronics accounted for C$37 million in 2024. Plush toys also remained a strong segment with C$214 million in sales.
Which toy and game categories have seen the biggest growth in sales?
Circana’s more recent data confirms that growth since 2023 has been concentrated in building sets, plush toys, vehicles, and other emergent categories, while some traditional segments like outdoor and sports toys have experienced declines. For example:
- Building sets grew by 24 % in 2024 compared to the previous year.
- Plush toys increased by 8 % in 2024.
- Vehicles rose by 11 %.
- Games and puzzles showed more modest movement but remain a significant category.
Summary of Category Trends
| Category | Sales (C$ million) | 2024 vs 2023 |
|---|---|---|
| Outdoor & Sports Toys | 349 | ‑11 % |
| Building Sets | 411 | +24 % |
| Dolls | 188 | ‑12 % |
| Games & Puzzles | 296 | ‑2 % |
| Plush Toys | 214 | +8 % |
| Vehicles | 187 | +11 % |
| Infant/Toddler/Preschool Toys | 253 | ‑7 % |
| Explorative & Other Toys | 168 | +11 % |
| Youth Electronics | 37 | ‑3 % |
Canadian toy companies selling Canadian-made toys
Despite the international toy company Toys R Us being one of the largest toy retailers in Canada with 81 stores, many Canadian toy companies are selling Canadian-made toys that continue to do well following the pandemic. Some of these companies include:
- Bloco Toys is based in Outremont, Quebec, and designs and manufactures construction toys.
- Bojeux is a family business founded in 1976 in Anjou, Quebec. Their products include Trendly Art, Ketto, Rustik, and Matchitecture.
- Diabolo Puppets is a small company founded in 1992 and based in Laval, Quebec. The designer and owner of the company has been making puppets since childhood.
- Family Pastimes has been producing games since 1972 from toddlers to adults. Based in Perth, Ontario.
- Monsters Family, is a company based in Edmonton, Alberta, and specialises in plush toys including monster, animal, motorised, and custom plush toys.
- Thorpe Toys was founded in 1975 and has since been making hand-crafted wooden toys in Waterloo, Ontario.
- The Toy Factory has been refocused on making its own wooden toys and games since the beginning of 2020. The company is based in New Glasgow, Prince Edward Island and their selection of toys includes dolls, doll houses, and pretend play toys.
- Toymaker of Lunenburg is a company based in Hatchet Lake, Nova Scotia that focuses on toys and games that support children’s educational development such as brain teasers and games.
Top online stores for toys and games in Canada by revenue
Amazon Canada is the biggest online retailer of toys in Canada. While 2025 figures vary by data source, e‑commerce platforms show that Amazon.ca, Walmart.ca, and Costco.ca have among the highest toy sales volumes online, with significant year‑over‑year growth in recent years.
Behind Amazon Canada are other top online retailers such as Walmart Canada and Costco Canada, which continue to grow toy and game sales online, often with double‑digit e‑commerce revenue increases as the online toy segment expands.
Holiday season shopping 2025
Just over half of toy and game sales in Canada continue to occur between September and December. For the 2025 holiday season, demand was expected to be driven by a mix of nostalgia, interactive technology, and screen-linked brands.
The most popular toys and games during the 2025 holiday season were expected to include:
- Barbie Dreamhouse (latest 2025 edition)
- Lego Icons and Lego Technic sets for older children and adults
- Bitzee and next-generation interactive digital pets
- Pokemon trading cards and collectibles
- Interactive plush toys with AI or app connectivity
Retailers were also expecting continued strength in online toy sales, alongside strong in-store demand for high-value and experiential toys.
Toy trends for 2026
The toy industry continues to evolve in response to cultural, technological, and social changes. Key toy trends for 2026 include a strong focus on longevity, collectability, and cross-generational appeal.
One of the biggest trends remains toys for “kidults” (older teens and adults). This includes collectibles, construction sets, retro re-releases, board games, and licensed merchandise tied to movies, TV series, and gaming franchises.
Educational and developmental toys are expected to remain popular in 2026. Parents continue to favour toys that support learning through play, including STEM kits, creativity-based toys, and products that promote emotional intelligence, inclusivity, and problem-solving.
Studies continue to suggest that over 80% of parents want at least one educational toy for their child, while around 65% consider skill-building and over 50% consider mental well-being when purchasing toys.
Another growing trend for 2026 is the demand for micro-collectibles, blind-box toys, and compact craft projects, alongside environmentally conscious toys made from sustainable or recycled materials. Toys linked to major film and streaming releases are also expected to see increased demand following new blockbuster launches.
Conclusion
The toy and games industry in Canada shows to have fully recovered from the losses it suffered during the pandemic. Amazon and Walmart dominate online sales of toys and games in Canada. However, Costco has seen the biggest growth among the top five online toy retailers in Canada.
Even though the online portion of toy and game sales has increased, especially during the pandemic, most Canadians still prefer to buy toys from brick-and-mortar stores. During and following the pandemic, outdoor and sports toys and games and puzzles experienced the biggest sales growth.
Frequently Asked Questions
Who are the biggest online toy retailers in Canada?
Amazon Canada and Walmart Canada are the biggest online toy retailers in Canada.
How many toy stores and manufactures are there in Canada?
There are 1,587 hobby & toy store businesses and 85 toy and game manufacturers in Canada.
Do Canadians buy toys online or in stores?
Although the number of Canadians buying toys online increased during the pandemic, three quarters of Canadians still prefer to buy toys from brick-and-mortar stores.
How much are toy and games sales worth in Canada?
The toy and games sales generated almost $3.63 billion in retail store sales in 2020 in Canada.