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Traditional Toys and Games in Germany

Publisher Euromonitor International
Published Jun 30, 2025
Length 24 Pages
SKU # EP20175020

Description

In 2024, traditional toys and games in Germany experienced a minor decline. Nevertheless, the popularity of plush toys increased due to their playful and comforting nature, which was further boosted by the global “Kawaii” trend. Construction remained the largest category, with its versatility appealing to both children and adults. The rise of e-commerce and collectibles are significant trends, while physical retailers in the country are facing challenges from online marketplaces.

Euromonitor International's Traditional 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: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

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

Why buy this report?
* Get a detailed picture of the Traditional 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

24 Pages
Traditional Toys and Games in Germany
Euromonitor International
June 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Rising focus on kidults due to shrinking target audience
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Construction drives demand amid category’s overall flat performance
CHART 2 Expansion of Lego Botanicals Collection
Pokémon's nostalgia boosts purchases of licensed toys and games among adults
CHART 3 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 4 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 5 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
CHART 6 Key Trends 2024
CHART 7 Miniverse Miniature Collectibles
CHART 8 My Robot MC 5 App Controlled Construction Toy
CHART 9 Disney and Epic Games Partnership
CHART 10 Analyst Insight
CHART 11 Real GDP Growth and Inflation 2019-2029
CHART 12 PEST Analysis in Germany 2024
CHART 13 Key Insights on Consumers in Germany 2024
CHART 14 Consumer Landscape in Germany 2024
TOYS AND GAMES IN GERMANY
EXECUTIVE SUMMARY
Despite weak performance, positives include collectibles and digital integration
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Toys and games in Germany records downturn due to decline of video games
Collectibles boost sales of toys and games
Parents increasingly favour toys that both excite and educate their children
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
CHANNELS
Retail e-commerce strengthens position as dominant distribution channel for toys and games
Online growth challenges offline stores and necessitates omnichannel strategy
ECONOMIC CONTEXT
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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