Emerging markets have led developed markets in terms of growth in traditional toy sales, and are expected to continue this trend over the period to 2021. While the difference in growth will remain consistent, the audience for toy sales in both markets is set to change. Emerging markets, as a whole, are seeing growth in the child population aged 0-14 years – the prime toy buying market. At the same time, they are also transitioning from a large number of young children in some markets to more pre-teens, teenagers and adults in others. Developed markets have seen low birth rates for years, and will be led by adult population growth, but translating this to toy growth will be a challenge. These different directions of developed and emerging markets will set the stage for a new traditional toy industry dynamic and will force toy makers to adopt different selling strategies for each type of market.