Market Size - Canadian Toy Market: Breakdown by Province
The provinces of Ontario (36.09%), Quebec (21.03%), British Columbia (16.15%), and Alberta (14.73%) have the largest shares of the Canadian toys market. The toy markets in Manitoba, New Brunswick, Newfoundland and Labrador, Nova Scotia, Prince Edward Island, and Saskatchewan are worth less than $90 million. Owing to lack of publicly available estimates, the geographical breakdown was triangulated.
- Marketline estimates the market size of the toys market in Canada to be $2.625 billion.
- The size of the toy market in the ten provinces of Canada:
- Alberta: $386.77 million (14.73%)
- British Columbia: $423.91 million (16.15%)
- Manitoba: $86.52 million (3.3%)
- New Brunswick: $47.11 million (1.79%)
- Newfoundland and Labrador: $24.1 million (0.92%)
- Nova Scotia: $59.85 million (2.28%)
- Ontario: $947.27 million (36.09%)
- Prince Edward Island: $10.47 million (0.4%)
- Quebec: $551.93 million (21.03%)
- Saskatchewan: $79.30 million (3.02%)
- The United States toy market is worth $28 billion, and the global toy market is valued at $90.4 billion.
- According to the NPD Group, the Canadian toys market grew by 3% in 2017.
- IBIS World estimates the toy, doll, & game manufacturing--not retail sales--industry in Canada to be worth $235 million.
- The traditional toys market has been slowing in recent years. The consumer confidence took a hit after Toys "R" Us terminated operations, and other toy stores reduced their inventory leading to reduced sales.
In order to fulfill this request, we began by searching the Statistic Canada portal. Statistics Canada provides province-specific sales data for multiple categories; however, it does not provide any data specific to the toy category. Next, we looked through research reports published by Euromonitor, NPD Group, Techanvio, IBIS World, and Marketline, but failed to find province-specific information. All the reports were pay walled and provided very little information. Even the ones that contained market size related information, provided the same for the whole of Canada (not provinces). Lastly, we searched the Canadian Toy Association for information, but this too did not result in any success. Given the above limitations, we triangulated the province wise geographical breakdown of the market.
Statistics Canada provides sales data for the sporting goods, hobby, book, and music stores by province and territory. We assumed that geographical breakdown of the toy category to be the same as the sporting goods, hobby, book, and music category. We used the percentage provincial share of sales of sporting goods, hobby, book, and music products to determine the geographical breakdown of toy sales in Canada. However, Statistics Canada has not provided the sporting goods, hobby, book, and music products sales data for Prince Edward Island; it has only provided the retail sales data for Prince Edward Island. As the percentage share of each province in the total retail sales does not differ much from that in the sporting goods, hobby, book, and music products category, we used Prince Edward Island's share of retail sales to calculate the value of its toy market.
Calculations for the size of the toy market of all ten provinces have been shown in the attached spreadsheet.