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Toys and Games in Spain

Publisher Euromonitor International
Published Jun 10, 2025
Length 31 Pages
SKU # EP20118854

Description

In Spain, toys and games saw growth deceleration in 2024. Video games expanded, particularly online, supported by the convenience of cloud gaming. Although traditional toys and games declined, the kidult trend had a positive impact on games and puzzles, and collectibles. Strategic partnerships and established franchises were key growth drivers, while e-commerce continued to expand, and offline retail saw a resurgence. The competitive landscape witnessed a slight decrease in concentration.

Euromonitor International's Toys and Games in Spain 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 Spain
Euromonitor International
June 2025
List Of Contents And Tables
TOYS AND GAMES IN SPAIN
EXECUTIVE SUMMARY
Growth for video games offsets decline of traditional toys and games
KEY DATA FINDINGS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Video games drives expansion for toys and games despite overall slowdown in growth
Xbox Cloud Gaming and Cloudsky drive expansion of cloud gaming
CHART 2 Cloudsky Introduces Energy-Saving Android Cloud Gaming Solution in 2024
Pictionary Adults Only targets a more mature audience for social entertainment experiences
CHART 3 Pictionary Adults Only Gains Traction as Kidults Seek Adult-Themed Games
Established franchises drive video games revenue and limit innovation
CHART 4 Analyst Insight
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
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
ECONOMIC CONTEXT
CHART 5 Real GDP Growth and Inflation 2019-2029
CHART 6 PEST Analysis in Spain 2024
CONSUMER CONTEXT
CHART 7 Key Insights on Consumers in Spain 2024
CHART 8 Consumer Landscape in Spain 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN SPAIN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth for construction and games and puzzles despite overall downturn
CHART 9 Key Trends 2024
INDUSTRY PERFORMANCE
Games and puzzles and construction grow despite decline for overall traditional toys and games
VTech and Famosa leverage technology and eco-awareness in toys
CHART 10 Famosa’s FungiPot Launches in 2025, Blending Tech with Nature
Pictionary Adults Only and other kidult products contribute to growth
CHART 11 Analyst Insight
Feber Recycle Eco House promotes sustainability in toys and games
CHART 12 Eco-Friendly Toys Like Feber Recycle House Reflect Growing Focus on Sustainability
WHAT’S NEXT?
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
COMPETITIVE LANDSCAPE
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
CHANNELS
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
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN SPAIN
KEY DATA FINDINGS
2024 DEVELOPMENTS
Changing technology and consumer behaviour drive a move to subscription services
CHART 13 Key Trends 2024
INDUSTRY PERFORMANCE
Growth in video games driven by software, especially subscriptions, while cloud gaming emerges
Xbox Cloud Gaming expands its library, shifting the focus to software
CHART 14 Analyst Insight
Grand Theft Auto VI anticipated to boost subscriptions and hardware
CHART 15 GTA VI’s Anticipated Launch Fuels Hardware and Subscription Expectations
WHAT’S NEXT?
Video games software expected to lead growth
Adoption of cloud gaming set to shape video games
New product launches set to contribute to growth for video games hardware
More frequent strategic partnerships, and a focus on core brands
COMPETITIVE LANDSCAPE
PlayStation stays ahead of Nintendo in video games hardware
Steam Deck revitalises hand-held gaming
Tequila Works files for insolvency after Tencent withdraws funding
CHART 16 Tequila Works Declares Insolvency in Late 2024
Switch 2 and Grand Theft Auto VI are brands poised to impact video games
CHANNELS
Spanish gamers embrace retail e-commerce as the primary sales channel
Sony uses hybrid distribution model for PlayStation 5 Pro launch
With online growth, gift cards and LIVE access codes will be the main driver of offline sales
COUNTRY REPORTS DISCLAIMER

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