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Toys and Games in Germany

Publisher Euromonitor International
Published Jun 30, 2025
Length 32 Pages
SKU # EP20175124

Description

Toys and games in Germany experienced a marginal sales decline in 2024, underperforming from the previous year. Key trends driving the industry included the rise of collectibles, digital integration, and e-commerce. Strategic shifts towards licensing, partnerships, and influencer collaborations were evident as companies sought to engage with consumers. The competitive landscape is fragmented, with the top five players accounting for less than one third of sales.

Euromonitor International's Toys and Games in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Traditional Toys and Games, Video Games.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

32 Pages
Toys and Games in Germany
Euromonitor International
June 2025
List Of Contents And Tables
TOYS AND GAMES IN GERMANY
EXECUTIVE SUMMARY
Despite weak performance, positives include collectibles and digital integration
KEY DATA FINDINGS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Toys and games in Germany records downturn due to decline of video games
Collectibles boost sales of toys and games
CHART 2 Miniverse Miniature Collectibles
Parents increasingly favour toys that both excite and educate their children
CHART 3 My Robot MC 5 App Controlled Construction Toy
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
Fragmented industry sees increasing concentration due to brand monopolisation
Brands collaborate to broaden market reach in toys and games
CHART 4 Disney and Epic Games Partnership
CHANNELS
Retail e-commerce strengthens position as dominant distribution channel for toys and games
Online growth challenges offline stores and necessitates omnichannel strategy
CHART 5 Analyst Insight
ECONOMIC CONTEXT
CHART 6 Real GDP Growth and Inflation 2019-2029
CHART 7 PEST Analysis in Germany 2024
CONSUMER CONTEXT
CHART 8 Key Insights on Consumers in Germany 2024
CHART 9 Consumer Landscape in Germany 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising focus on kidults due to shrinking target audience
CHART 10 Key Trends 2024
INDUSTRY PERFORMANCE
Construction drives demand amid category’s overall flat performance
CHART 11 Expansion of Lego Botanicals Collection
Pokémon's nostalgia boosts purchases of licensed toys and games among adults
CHART 12 Pokémon Cards
Collectibles help drive sales of plush toys among both children and adults
WHAT’S NEXT?
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
CHART 13 Analyst Insight
Increasing digitalisation and future impact of DPP on production
COMPETITIVE LANDSCAPE
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
CHART 14 Miniature Collectibles from MGA Zapf’s Miniverse
Bitzee also enjoys success due to collectibles trend
Playmobil to launch Sky Trails following successful showing at International Toy Fair
CHANNELS
Retail e-commerce growth fuels further shift in distribution
Physical stores must adapt to online pressure
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Video games software drives sales due to rising demand for digital content
CHART 15 Key Trends 2024
INDUSTRY PERFORMANCE
Video games software drives sales despite overall category decline
Mobile games remains most popular software platform in Germany
Supercell's Squad Busters leverages in-game purchases, following Brawl Stars model
CHART 16 Newly Released Squad Busters
WHAT’S NEXT?
Video games software to further drive overall sales
Digital drives growth as casual gamers embrace cloud gaming
Nintendo Switch 2 launch to potentially stimulate growth; VR adoption to wane
COMPETITIVE LANDSCAPE
Competitive landscape becomes increasingly fragmented
Familiarity and loyalty drive the most popular video game titles
Heidi Klum and Lego leverage games for market position
CHART 17 Roblox Partnership with Supermodel Heidi Klum
Nintendo Switch 2 and MSI Claw poised for release in 2025
CHANNELS
Retail e-commerce strengthens dominance as distribution channel for video games
Digital downloads lead to GameStop closures; but physical games retain younger consumers
CHART 18 GameStop Stores Closure
CHART 19 Analyst Insight
COUNTRY REPORTS DISCLAIMER

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