Toys and Games in Turkey

July 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Toys and Games industry in Turkey 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 Turkey, 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 Turkey 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 Turkey?
  • Which are the leading brands in Toys and Games in Turkey?
  • How are products distributed in Toys and Games in Turkey?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in Turkey?
  • 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?

Video Games in Turkey - Category analysis

KEY DATA FINDINGS

Despite slowing growth, there is a further shift towards digital content
Chart 1 Key Trends 2024
Growth of video games software driven by releases and mobile engagement
Local games studios scale globally via e-commerce amid price competition
Chart 2 Royal Match Mobile Game Surpasses USD3 billion in Global User Spending
Increase in subscription prices impacts affordability and category growth
Video games hardware expansion set to continue outpacing software
Despite negative outlook, mobile games could benefit local players
Chart 3 Analyst Insight
Cloud gaming expands accessibility, reducing reliance on consoles
Chart 4 NIVIDIA And Turkcell’s Game + Collaboration Reduced Reliance on Static Consoles
Sony price hikes challenge growth; Microsoft targets younger players
Spyke Games sees strong growth with investment boost
EQT buys Keywords Studios; DoubleU Games acquires Paxie Games
Nintendo and Rockstar Games plan major game releases for 2025
Chart 5 The Nintendo Switch 2 The Most Highly Anticipated Release of 2025
Retail e-commerce driven by smartphone use and digital payment expansion
Turkcell and NVIDIA partnership promotes cloud gaming through GAME+ Zones

Toys and Games in Turkey - Industry Overview

Local inflation drives up unit prices, and influences purchasing patterns
Chart 6 Key Trends 2024
Traditional toys and games leads growth despite inflation in Turkey
Chart 7 Analyst Insight
Rising environmental awareness leads to more sustainable toy designs
Chart 8 Dolu Yesil Oyna Releases Recycled Plastic Toys Range
Kidult trend is gaining momentum in Turkey
Chart 9 Kidults Targeted Through Istanbul Comic Con
Toys and games set to experience solid growth over forecast period
Video games set to gain further ground, driven by new consoles and digital software
Greater interactivity with toys can provide more immersive experiences but local language apps will help expand reach
Industry concentration rises as leading companies outperform regional average
Nezha Toys emerges with Turkish-language animated characters
Local and niche brands aim to stand apart from leading names
Retail e-commerce remains leading channel, but traditional toys and games stores gain ground
Digital platforms leverage online deals and exclusive collaborations
Rise of hybrid retail models to help expand reach and manage resources
Chart 10 Real GDP Growth and Inflation 2019-2029
Chart 11 PEST Analysis in Turkey 2024
Chart 12 Key Insights on Consumers in Turkey 2024
Chart 13 Consumer Landscape in Turkey 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources
Download table of contents
The following categories and subcategories are included:

Toys and Games

    • 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
      • Hand-Held Consoles
      • Static Consoles
      • Gaming Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

See all of our definitions
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This report originates from Passport, our Toys and Games research and analysis database.

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