Tech-based toys, video games and kidults support solid growth in 2024
Toys and games in Poland recorded further growth in 2024, largely due to the increasing demand for video games and technology-integrated toys that offer educational benefits. The kidult trend was another strong growth driver, particularly boosting sales of construction and collectibles. Additionally, there was a greater rise in AI personalisation, with interactive toys adapting to children's preferences and needs.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Poland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Poland, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Poland report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Poland?
- Which are the leading brands in Toys and Games in Poland?
- How are products distributed in Toys and Games in Poland?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Poland?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Poland
Tech-based toys, video games and kidults support solid growth in 2024
Video games leads growth of toys and games in Poland
OZB combines traditional play with augmented reality features
Cobi targets kidults with retro car construction sets
AI personalisation drives interactive, adaptive toy development to enhance learning
Video games to drive future growth due to disposable income increase
Poland’s gaming industry set to develop through AI, VR and cloud gaming
Consumers demand educational and culturally relevant toys and games
Video games players lead overall, but LEGO Group benefits from dominance of construction
EduSense expands its market presence through educational integration of Ozobot
Potential acquisitions could significantly impact competitive landscape
Retail e-commerce benefits from aggressive marketing and fast delivery options
Rising popularity of online sales challenge physical outlets
COUNTRY REPORTS DISCLAIMER
Traditional Toys and Games in Poland
KEY DATA FINDINGS
Kidults, tech integration and sustainability influence category sales
Construction continues to lead sales, appealing to both children and kidults
Chicco's eco-friendly line influences sustainability strategies
Lego capitalises on kidult trend with Architecture series
Clementoni's robot and Lego drive development of tech-integrated toys
Traditional toys and games to see modest gains due to rising disposable incomes
AI integration and partnerships to transform traditional toys and games
Rise of retail e-commerce to strengthen digital presence of brands
LEGO Group expands adult offerings, strengthening category leadership
Little Dutch, Janod, and Djeco expand presence with design-focused products
Tiger Tribe expands into Poland with Rocking Rollers Cat
Buglo Play acquires LeikkiSet Oy to expand play equipment offering
Retail e-commerce strengthens position as leading distribution channel
Armagan Toys enters Poland, challenging established chains such as Smyk
Video Games in Poland
KEY DATA FINDINGS
Further shift towards digital content drives sales of video games software
Digital downloads and subscriptions drive software growth due to convenience
Media Expert and x-com boost cloud gaming visibility and subscriptions
Lego leverages kidult trend with video game-themed collectibles and social media
CD Projekt Red uses AI personalisation to boost Cyberpunk engagement
Video games software to lead expansion, driven by disposable income growth
Cloud gaming and AI personalise experiences, changing consumer spending models
CD Projekt Red looks to expand offer, including AI gameplay
Global players retain double-digit share with wide product reach
Varsav Game Studios leverages niche focus for success in gaming
Scopely acquisition of Niantic raises competition and engagement
Local players look to drive immersive, high-tech gaming experiences
Steam and Epic Games Store help drive sales of digital video games
Media Expert and Xbox expand in-store presence; Allegro strengthens publisher ties
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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