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Toys and Games in Poland

Publisher Euromonitor International
Published Aug 22, 2025
Length 31 Pages
SKU # EP20344638

Description

Toys and games in Poland recorded further growth in 2024, largely due to the increasing demand for video games and technology-integrated toys that offer educational benefits. The kidult trend was another strong growth driver, particularly boosting sales of construction and collectibles. Additionally, there was a greater rise in AI personalisation, with interactive toys adapting to children's preferences and needs.

Euromonitor International's Toys and Games in Poland 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

31 Pages
Toys and Games in Poland
Euromonitor International
August 2025
List Of Contents And Tables
TOYS AND GAMES IN POLAND
EXECUTIVE SUMMARY
Tech-based toys, video games and kidults support solid growth in 2024
KEY DATA FINDINGS
CHART 1 Key Trends 2024
CHART 2 Analyst Insight
INDUSTRY PERFORMANCE
Video games leads growth of toys and games in Poland
OZB combines traditional play with augmented reality features
CHART 3 Ozobot Encourages Children to Develop Programming And Coding Skills
Cobi targets kidults with retro car construction sets
CHART 4 Fiat 126P Holds Special Place in Polish Automotive History
AI personalisation drives interactive, adaptive toy development to enhance learning
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
Retail e-commerce benefits from aggressive marketing and fast delivery options
Rising popularity of online sales challenge physical outlets
ECONOMIC CONTEXT
CHART 5 Real GDP Growth and Inflation 2019-2029
CHART 6 PEST Analysis in Poland 2024
CONSUMER CONTEXT
CHART 7 Key Insights on Consumers in Poland 2024
CHART 8 Consumer Landscape in Poland 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN POLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Kidults, tech integration and sustainability influence category sales
CHART 9 Key Trends 2024
INDUSTRY PERFORMANCE
Construction continues to lead sales, appealing to both children and kidults
CHART 10 Lego Expands Its Highly Successful Botanicals Range
Chicco's eco-friendly line influences sustainability strategies
CHART 11 Analyst Insight
Lego capitalises on kidult trend with Architecture series
Clementoni's robot and Lego drive development of tech-integrated toys
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
Retail e-commerce strengthens position as leading distribution channel
Armagan Toys enters Poland, challenging established chains such as Smyk
CHART 12 New Armagan Store Challenges Leading Retailer Smyk in Children’s Toy Retailers
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN POLAND
KEY DATA FINDINGS
2024 DEVELOPMENTS
Further shift towards digital content drives sales of video games software
CHART 13 Key Trends 2024
INDUSTRY PERFORMANCE
Digital downloads and subscriptions drive software growth due to convenience
CHART 14 Analyst Insight
Media Expert and x-com boost cloud gaming visibility and subscriptions
CHART 15 GeForce Now Gains In Subscriptions Helps Solidify X-Kom Position in Innovation Market
Lego leverages kidult trend with video game-themed collectibles and social media
CD Projekt Red uses AI personalisation to boost Cyberpunk engagement
CHART 16 Polish Game Developer CD Projekt Red Utilizes AI-Driven Design in Latest Updates
WHAT’S NEXT?
Video games software to lead expansion, driven by disposable income growth
Cloud gaming and AI personalise experiences, changing consumer spending models
CD Projekt Red looks to expand offer, including AI gameplay
COMPETITIVE LANDSCAPE
Global players retain double-digit share with wide product reach
Varsav Game Studios leverages niche focus for success in gaming
Scopely acquisition of Niantic raises competition and engagement
Local players look to drive immersive, high-tech gaming experiences
CHANNELS
Steam and Epic Games Store help drive sales of digital video games
Media Expert and Xbox expand in-store presence; Allegro strengthens publisher ties
COUNTRY REPORTS DISCLAIMER

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