Western Europe is the third largest regional market in terms of overall toys and games sales, with video games accounting for the majority of sales in the region. The boundary between physical and digital continues to blur as integrated technology within traditional toys and games persists. Kidults also continue to be a key target for traditional toys and games, driven by nostalgia and increased disposable income.
Delivery
This report comes in PPT.
Key findings
The Netherlands saw the strongest growth across Western Europe
The Netherlands saw the largest CAGR over the 2019-2024 period in Western Europe. Established brands and licensed products played a significant role in boosting sales, with companies leveraging popular franchises to capture consumer interest.
Kidults as an important growth segment
Driven by nostalgia, increased disposable income and a desire for leisure activities, the kidult demographic continues to influence product development and marketing strategies making this a key growth driver. Traditional toy players such as Mattel, Hasbro and Spin Master pivot towards the collectibles segment as their child-centric focus limits a wider appeal.
Video games dominate sales in Western Europe
Video games outperformed traditional toys and games in all countries across Western Europe over the 2019-2024 period. Within video games, mobile games account for the largest share of sales, with this being driven by near-universal smartphone access in Western Europe, excellent network infrastructure and engaging, accessible game formats.
Forecast growth
Video games will grow faster than any traditional toys categories across the forecast period through to 2029. Cloud gaming and new consoles such as the Nintendo Switch 2 will help to boost demand in this area. Video games will continue to undergo a transformational period with the rise of subscription services such the Xbox Game Pass.
Sustainability
Sustainability will remain a core focus area for consumers and companies alike, given that plastic is the primary material used in toy production. Companies will increasingly shift towards using recycled, recyclable or bio-based plastic materials in their products and packaging across the forecast period.
Key findings
Western Europe records the lowest CAGR across the review period
Mixed performance for toys and games across Western Europe
Western Europe will see a return to growth across the forecast period
Video games dominate sales in Western Europe
Video games outsell traditional toys and games across Western Europe
Video games software as the largest category within toys and games
Video games largely responsible for new sales over the 2019-2024 period
Kidults continue to emerge as a major consumer group
Launches in the kidult space across Western Europe
E-commerce is the dominant channel for sales of toys and games
Video games sales dominated by online channels
Toys and games in Western Europe is a fragmented market
Tencent as a key winner in Western Europe as mobile gaming continues to grow
Western Europe remains a fragmented market
Lego dominates the brand rankings in Western Europe
Slowing growth expected across Western Europe
Sustainability will remain a core focus area across the forecast period
Recent product launches demonstrate a shift towards sustainability
The boundary between physical and digital play continues to blur
United Kingdom: Market Context
United Kingdom: Competitive and Retail Landscape
Germany: Market Context
Germany: Competitive and Retail Landscape
France: Market Context
France: Competitive and Retail Landscape
Italy: Market Context
Italy: Competitive and Retail Landscape
Spain: Market Context
Spain: Competitive and Retail Landscape
Netherlands: Market Context
Netherlands: Competitive and Retail Landscape
Sweden: Market Context
Sweden: Competitive and Retail Landscape
Switzerland: Market Context
Switzerland: Competitive and Retail Landscape
Turkey: Market Context
Turkey: Competitive and Retail Landscape
Toys and Games
This is the aggregation of traditional toys and games and video games.
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