COMPETITIVE LANDSCAPE
Mattel's lead challenged by LEGO, and Giochi Preziosi gains
Concentration increased in traditional toys and games in Spain between 2019 and 2024, with the top five companies accounting for 46% of value sales in the year, up from 43% in 2019, exceeding the Western European average of 41%. Shifts occurred in company shares in 2024.
Tranjis Games’s Virus game drives share gains
With a continued rise in its value sales in 2024, Tranjis Games SL has achieved a significant share within games and puzzles, largely due to the success of its best-selling game Virus, which was first launched in 2014. The game’s popularity increased during the pandemic, with the company releasing new versions, including licensed collaborations such as the Avengers.
Goliath and Bizak strategic alliance aims to expand Iberian market presence
In 2024, traditional toys and games did not see any major mergers or acquisitions, but there were some significant partnerships that were formed. For instance, Goliath and Bizak announced a strategic alliance to grow Goliath’s presence in the Iberian market through Bizak’s distribution network.
Lego targets various demographics via partnerships and licensing deals
Lego has a notable influence on traditional toys and games in Spain, and this is set to continue in 2025 thanks to strategic partnerships and licensing deals for ranges of new products aimed at different age groups. These include Bluey sets for preschoolers, and The Lord of the Rings sets for adult fans of the franchise, combining creative play with a sense of nostalgia.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Spain 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 Spain, 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 Spain 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 Spain?
- Which are the leading brands in Traditional Toys and Games in Spain?
- How are products distributed in Traditional Toys and Games in Spain?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Spain?
- 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 Spain - Category analysis
KEY DATA FINDINGS
Growth for construction and games and puzzles despite overall downturn
Games and puzzles and construction grow despite decline for overall traditional toys and games
VTech and Famosa leverage technology and eco-awareness in toys
Pictionary Adults Only and other kidult products contribute to growth
Feber Recycle Eco House promotes sustainability in toys and games
Games and puzzles to see the fastest growth over the forecast period
Companies will collaborate in terms of promotion, production, and entertainment to broaden their reach
A trend towards eco-friendly, safer toys expected
The rise of interactive toys
Mattel's lead challenged by LEGO, and Giochi Preziosi gains
Tranjis Games’s Virus game drives share gains
Goliath and Bizak strategic alliance aims to expand Iberian market presence
Lego targets various demographics via partnerships and licensing deals
Resurgence for traditional toys and games stores
Growth for retail e-commerce continues, driven by wide product range and social media
Concept stores focus on brand experiences and curated luxury goods
Toys and Games in Spain - Industry Overview
Growth for video games offsets decline of traditional toys and games
Video games drives expansion for toys and games despite overall slowdown in growth
Xbox Cloud Gaming and Cloudsky drive expansion of cloud gaming
Pictionary Adults Only targets a more mature audience for social entertainment experiences
Established franchises drive video games revenue and limit innovation
Video games to lead growth within toys and games
Kidult trend and strategic partnerships set to drive growth for more complex toys and licensed toys
Cloud gaming, new launches, and interactive products set to reshape toys and games
Mattel sees a slight decline, while LEGO Group gains ground
Steam Deck invigorates hand-held consoles; Tranjis Games expands in games and puzzles through its Virus game
Goliath and IMC Toys seek partnership opportunities to expand their reach
Lego and Nintendo drive expansion through partnerships and key launches
Retail e-commerce drives growth, driven by video games software
Offline retail recovers as it is important for providing brand experiences; Sony uses hybrid distribution for PlayStation 5 Pro
Retail e-commerce impacts distribution of traditional toys and games via broader product ranges and home delivery
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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