COMPETITIVE LANDSCAPE
LEGO Group expands adult offerings, strengthening category leadership
In Poland, the competitive landscape of traditional toys and games exhibited a level of stability in 2024, with share concentration remaining unchanged over the review period. The top five global companies accounted for 39% share of value sales in 2024, which was higher than the Eastern European average of 34%.
Little Dutch, Janod, and Djeco expand presence with design-focused products
In 2024, a number of emerging international brands made a more significant appearance within traditional toys and games in Poland. Little Dutch gained traction with its pastel-coloured wooden toys and nursery accessories, appealing to parents seeking stylish, high-quality, and sustainable products.
Tiger Tribe expands into Poland with Rocking Rollers Cat
In 2024, Tiger Tribe, an Australian brand, broadened its reach in Poland with the introduction of the Rocking Rollers Cat, a sturdy ride-on toy with a streamlined design. The product is available through various retailers, including DobreLiski.
Buglo Play acquires LeikkiSet Oy to expand play equipment offering
Buglo Play Sp. z o.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Poland?
- Which are the leading brands in Traditional Toys and Games in Poland?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Poland - Category analysis
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
Toys and Games in Poland - Industry Overview
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
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.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!