COMPETITIVE LANDSCAPE
Leading toy companies strengthen share through brand reputation
In 2024, the top five global companies in toys and games in Germany held a combined 46% share of value sales, which was higher than the Western European average of 41%. This was also an increase from 2019, when the top five global companies held 45% value share.
MGA and Zapf merger further consolidates landscape of traditional toys and games
The merger between Zapf Creation AG (Baby Born, Baby Annabell, Chou Chou) and MGA Entertainment Inc (Little Tikes, LOL Surprise!) to create MGA Zapf Creation GmbH is indicative of the continued consolidation within the competitive landscape of traditional toys and games in Germany.
Miniverse supported by TikTok trend and kidult appeal
In Germany, the popularity of MGA Zapf Creation GmbH's Miniverse brand is mainly due to the burgeoning popularity of miniature collectibles, largely propelled by the trend of unpacking and crafting videos on TikTok. One range from the brand was the Miniverse Make It Mini Food Hello Kitty to celebrate the latter’s 50th anniversary, including miniature replica food and drinks to collect and display.
Bitzee also enjoys success due to collectibles trend
Spin Master’s Bitzee, an electronic toy that allows children to collect virtual pets, also highlights the importance of the collecting experience in 2024, with the brand gaining notable share during the year. The collectibles trend sees consumers, particularly enthusiasts, purchasing physical items, often in limited editions, for their value or as a hobby, rather than for their play value.
Playmobil to launch Sky Trails following successful showing at International Toy Fair
In autumn 2025, Playmobil, the leading brand of other traditional toys and games, from Geobra Brandstätter GmbH & Co KG, is poised to introduce its Sky Trails range. Initially launched in January 2025 at the International Toy Fair held in Nuremberg, accompanied by a new motto “The future is now”, Playmobil aims to refresh its brand image.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Germany 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.
If you're in the Traditional Toys and Games industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in Germany 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 Traditional Toys and Games in Germany?
- Which are the leading brands in Traditional Toys and Games in Germany?
- How are products distributed in Traditional Toys and Games in Germany?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Germany?
- 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?
Traditional Toys and Games in Germany - Category analysis
KEY DATA FINDINGS
Rising focus on kidults due to shrinking target audience
Construction drives demand amid category’s overall flat performance
Pokémon's nostalgia boosts purchases of licensed toys and games among adults
Collectibles help drive sales of plush toys among both children and adults
Construction to continue to drive sales, while games and puzzles will be most dynamic
Kidult trend to further influence sales of traditional toys and games
Increasing digitalisation and future impact of DPP on production
Leading toy companies strengthen share through brand reputation
MGA and Zapf merger further consolidates landscape of traditional toys and games
Miniverse supported by TikTok trend and kidult appeal
Bitzee also enjoys success due to collectibles trend
Playmobil to launch Sky Trails following successful showing at International Toy Fair
Retail e-commerce growth fuels further shift in distribution
Physical stores must adapt to online pressure
Toys and Games in Germany - Industry Overview
Despite weak performance, positives include collectibles and digital integration
Toys and games in Germany records downturn due to decline of video games
Collectibles boost sales of toys and games
Parents increasingly favour toys that both excite and educate their children
Video games to drive future growth of toys and games
Licensing and influencer collaborations to help shape industry
Digital integration and further retail e-commerce growth
Fragmented industry sees increasing concentration due to brand monopolisation
Brands collaborate to broaden market reach in toys and games
Retail e-commerce strengthens position as dominant distribution channel for toys and games
Online growth challenges offline stores and necessitates omnichannel strategy
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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