Industry Statistics and Trends
Market size and recent performance (2015-2030)
Industry revenue has grown at a CAGR of 1.6 % over the past five years, to reach an estimated $1.4bn in 2025.
Trends and Insights
Changes in macroeconomic conditions impact demand
- Elevated inflation impacting Canadian buyers has contributed to tighter household budgets across the country. This environment has led to more cautious discretionary spending, with non-essential categories like toys and craft supplies experiencing softer demand, especially among lower- and middle-income households.
- Additional trends and insights available with purchase
Source: IBISWorld
Industry outlook (2025-2030)
Market size is projected to grow over the next five years.
Trends and Insights
A flourishing economy will be a boon to toy and craft wholesalers
- Disposable income growth in Canada is expected to slowly pick up, limiting discretionary spending on toys, games and crafts. Families are likely to focus on essential goods and look for value in non-essential purchases, influencing wholesalers to emphasize competitively priced and versatile product lines.
Biggest companies in the Toy & Craft Supplies Wholesaling in Canada
| Company | Market Share (%)
2025 | Revenue ($m)
2025 | Profit ($m)
2025 | Profit Margin (%)
2025 |
|---|
There are no companies that hold a market share exceeding 5% in the Toy & Craft Supplies Wholesaling in Canada industry.
Products & Services Segmentation
Source: IBISWorld
Industry revenue is measured across several distinct product and services lines, including Children's toys, Hobby and craft supplies and Video games. Children's toys is the largest segment of the Toy & Craft Supplies Wholesaling in Canada.
Trends and Insights
Children's toys evolve to keep up with video games
- Children's toys include action figures, sporting goods, dolls, building sets, puzzles, board games and plush toys for children. Younger consumers are being introduced to advanced technology like smartphones, computers and video games at a younger age. This has created a shift favouring these technologies, limiting traditional toy sales.
- More insights available in the full report
Table of Contents
About this industry
Industry definition
The Toy and Craft Supplies Wholesaling industry in Canada wholesales various toys and craft supplies, including dolls, games, fireworks, playing cards, model planes and arts supplies, excluding video games. Merchandise is largely sourced from domestic and international manufacturers and sold to retailers such as small toy and hobby stores, big-box merchandisers and discount department stores.
What's included in this industry?
Products and services covered in the Toy & Craft Supplies Wholesaling industry in Canada include Wholesale of vehicle toys (not including bicycles), Wholesale of colouring books, Wholesale of craft and model kits, Wholesale of dolls, Wholesale of fireworks, Wholesale of electronic games, Wholesale of playing cards and Wholesale of board games and puzzles.Companies
Companies covered in the Toy & Craft Supplies Wholesaling industry in Canada include .Purchase this report to view all major companies in this industry.
Related Terms
Related terms covered in the Toy & Craft Supplies Wholesaling industry in Canada include tweens, age compression, wholesale bypass and youth electronics.Industry Code
NAICS 414460 - Toy & Craft Supplies Wholesaling in Canada
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Direct-to-consumer sales are limiting wholesalers' growth. This trend is forcing wholesalers to diversify their portfolios and pushing smaller manufacturers to seek alternati...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2015-2024) and forecast (2025-2030)
- Employees, including historical (2015-2024) and forecast (2025-2030)
- Businesses, including historical (2015-2024) and forecast (2025-2030)
- Profit, including historical (2015-2025)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
Video games are thriving thanks to higher incomes and online play. Multiplayer gaming and digital downloads dominate the market, and video game sales have eclipsed traditiona...
In this chapter
- Products & Services
- Major Markets
Key metrics
- Largest market segment and value in 2025
- Product innovation level
Charts
- Products & services segmentation in 2025
- Major market segmentation in 2025
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
Ontario’s population fuels wholesale demand. With nearly 40% of Canada’s residents, the province gives wholesalers access to a dense consumer base, large reseller networks an...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each province
- Share of population compared to establishments in each region in 2025
Tables
- Number and share of establishments in each province in 2025
- Number and share of revenue each province accounts for in 2025
- Number and share of wages each province accounts for in 2025
- Number and share of employees in each province in 2025
Detailed analysis
- Geographic spread of the industry across North America, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Low barriers to entry keep the market competitive. Starting a toy and craft wholesale business is relatively easy and cost-effective. This results in a large number of distri...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2020-2025
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
There are no companies that hold a market share exceeding 5% in the Toy & Craft Supplies Wholesaling in Canada industry.
Analyst insights
No company commands more than 5.0% of Canada's toys and craft supplies wholesale space. The diverse range of products, buyer preferences and multiple distribution channels ma...
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
Health Canada’s regulations ensure that toys and craft supplies are safe for conumers. The organization restricts harmful materials like lead paint and phthalates from being ...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
- Regulation & Policy historical data and forecast (2015-2030)
- Assistance historical data and forecast (2015-2030)
Detailed analysis
- Demographic and macroeconomic factors influencing the industry, including Regulation & Policy and Assistance
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Financial Benchmarks
View average costs for industry operators and compare financial data against an industry's financial benchmarks over time.
Analyst insights
Profit remains weak. Rising fuel, logistics and input costs are difficult to pass on to buyers due to steep competition, leaving wholesalers stuck with small gains and little...
In this chapter
- Cost Structure
- Financial Ratios
- Key Ratios
Key metrics
- Profit margin, and how it compares to the sector-wide margin
- Average wages, and how it compares to the sector-wide average wage
- Largest cost component as a percentage of revenue
- Industry average ratios for days' receivables, industry coverage and debt-to-net-worth ratio
Charts
- Average industry operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2025
- Average sector operating costs as a share of revenue, including purchases, wages, depreciation, utilities, rent, other costs and profit in 2025
- Investment vs. share of economy
Data tables
- Liquidity Ratios (2018-2023)
- Coverage Ratios (2018-2023)
- Leverage Ratios (2018-2023)
- Operating Ratios (2018-2023)
- Assets (2018-2023)
- Liabilities (2018-2023)
- Cash Flow & Debt Service Ratios (2015-2030)
- Revenue per Employee (2015-2030)
- Revenue per Enterprise (2015-2030)
- Employees per Establishment (2015-2030)
- Employees per Enterprise (2015-2030)
- Average Wage (2015-2030)
- Wages/Revenue (2015-2030)
- Establishments per Enterprise (2015-2030)
- IVA/Revenue (2015-2030)
- Imports/Demand (2015-2030)
- Exports/Revenue (2015-2030)
Detailed analysis
- Trends in the cost component for industry operators and their impact on industry costs and profitability
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2015-2030)
- IVA (2015-2030)
- Establishments (2015-2030)
- Enterprises (2015-2030)
- Employment (2015-2030)
- Exports (2015-2030)
- Imports (2015-2030)
- Wages (2015-2030)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the market size of the Toy & Craft Supplies Wholesaling industry in Canada in 2025?
The market size of the Toy & Craft Supplies Wholesaling industry in Canada is $1.4bn in 2025.
How many businesses are there in the Toy & Craft Supplies Wholesaling industry in Canada in 2025?
There are 597 businesses in the Toy & Craft Supplies Wholesaling industry in Canada, which has grown at a CAGR of 0.3 % between 2020 and 2025.
How may import tariffs affect the Toy & Craft Supplies Wholesaling industry in Canada?
The Toy & Craft Supplies Wholesaling industry in Canada is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Toy & Craft Supplies Wholesaling industry in Canada?
The Toy & Craft Supplies Wholesaling industry in Canada is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Toy & Craft Supplies Wholesaling industry in Canada grown or declined over the past 5 years?
The market size of the Toy & Craft Supplies Wholesaling industry in Canada has been growing at a CAGR of 1.6 % between 2020 and 2025.
What is the forecast growth of the Toy & Craft Supplies Wholesaling industry in Canada over the next 5 years?
Over the next five years, the Toy & Craft Supplies Wholesaling industry in Canada is expected to grow.
What does the Toy & Craft Supplies Wholesaling industry in Canada include?
Wholesale of vehicle toys (not including bicycles) and Wholesale of colouring books are part of the Toy & Craft Supplies Wholesaling industry in Canada.
How competitive is the Toy & Craft Supplies Wholesaling industry in Canada?
The level of competition is high and increasing in the Toy & Craft Supplies Wholesaling industry in Canada.
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Canada include:
- Statistics Canada
- Industry Canada
- Canadian Business Patterns
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
