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Toys and Games in Turkey

Publisher Euromonitor International
Published Jul 11, 2025
Length 35 Pages
SKU # EP20215173

Description

In 2024, toys and games in Turkey experienced slower growth due to the country's high inflation, which diminished consumer purchasing power. Traditional toys and games saw the most rapid growth but faced competition from video games, driven by children's evolving preferences. The shift away from the Turkish lira on platforms such as Steam negatively impacted mobile games. The landscape became more concentrated, with the top five companies holding significant value share.

Euromonitor International's Toys and Games in Turkey 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

35 Pages
Toys and Games in Turkey
Euromonitor International
July 2025
List Of Contents And Tables
TOYS AND GAMES IN TURKEY
EXECUTIVE SUMMARY
Local inflation drives up unit prices, and influences purchasing patterns
KEY DATA FINDINGS
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Traditional toys and games leads growth despite inflation in Turkey
CHART 2 Analyst Insight
Rising environmental awareness leads to more sustainable toy designs
CHART 3 Dolu Yesil Oyna Releases Recycled Plastic Toys Range
Kidult trend is gaining momentum in Turkey
CHART 4 Kidults Targeted Through Istanbul Comic Con
WHAT’S NEXT?
Toys and games set to experience solid growth over forecast period
Video games set to gain further ground, driven by new consoles and digital software
Greater interactivity with toys can provide more immersive experiences but local language apps will help expand reach
COMPETITIVE LANDSCAPE
Industry concentration rises as leading companies outperform regional average
Nezha Toys emerges with Turkish-language animated characters
Local and niche brands aim to stand apart from leading names
CHANNELS
Retail e-commerce remains leading channel, but traditional toys and games stores gain ground
Digital platforms leverage online deals and exclusive collaborations
Rise of hybrid retail models to help expand reach and manage resources
ECONOMIC CONTEXT
CHART 5 Real GDP Growth and Inflation 2019-2029
CHART 6 PEST Analysis in Turkey 2024
CONSUMER CONTEXT
CHART 7 Key Insights on Consumers in Turkey 2024
CHART 8 Consumer Landscape in Turkey 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Inflation drives high value growth but animanga and kidults remain notable trends
CHART 9 Key Trends 2024
INDUSTRY PERFORMANCE
Lego's wide reach helps drive construction’s popularity and strong performance
CHART 10 Analyst Insight
Animanga trend boosts action toys and Tamagotchi sales
CHART 11 Tamagotchi Original Virtual Doll Popularity Supported by Manga and Animations Shows
Giochi Preziosi expands Cry Babies line to boost brand presence
CHART 12 Cry Babies Expanded Range Boosting Brands Presence
WHAT’S NEXT?
Dolls and accessories to lead expansion of traditional toys and games
Tech integration and rise of sustainability
Focus on core brands and strategic alliances by major players
Anime's rise inspires toy designs, with businesses also targeting kidults as a result
COMPETITIVE LANDSCAPE
Mattel declines as concentration increases among leading players
Brands continue to invest in new lines to maintain consumer interest
Increasing focus on kidults influences product development
CHART 13 Kidult Trend Builds on Lego Botanicals Expanded Range
CHANNELS
Traditional toys and games stores gains share as consumers favour tangible experiences
Toyzz Shop expands reach by importing new toys and launching new format
Popular bookstore expands offer with premium toys and games
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Despite slowing growth, there is a further shift towards digital content
CHART 14 Key Trends 2024
INDUSTRY PERFORMANCE
Growth of video games software driven by releases and mobile engagement
Local games studios scale globally via e-commerce amid price competition
CHART 15 Royal Match Mobile Game Surpasses USD3 billion in Global User Spending
Increase in subscription prices impacts affordability and category growth
WHAT’S NEXT?
Video games hardware expansion set to continue outpacing software
Despite negative outlook, mobile games could benefit local players
CHART 16 Analyst Insight
Cloud gaming expands accessibility, reducing reliance on consoles
CHART 17 NIVIDIA And Turkcell’s Game + Collaboration Reduced Reliance on Static Consoles
COMPETITIVE LANDSCAPE
Sony price hikes challenge growth; Microsoft targets younger players
Spyke Games sees strong growth with investment boost
EQT buys Keywords Studios; DoubleU Games acquires Paxie Games
Nintendo and Rockstar Games plan major game releases for 2025
CHART 18 The Nintendo Switch 2 The Most Highly Anticipated Release of 2025
CHANNELS
Retail e-commerce driven by smartphone use and digital payment expansion
Turkcell and NVIDIA partnership promotes cloud gaming through GAME+ Zones
COUNTRY REPORTS DISCLAIMER

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