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Traditional Toys and Games in Turkey

Publisher Euromonitor International
Published Jul 11, 2025
Length 27 Pages
SKU # EP20215145

Description

In 2024, traditional toys and games in Turkey experienced a significant increase in value sales, primarily due to inflation and its impact on consumer purchasing power. Notable trends, including the popularity of animanga and the emergence of the kidult segment, influenced product innovation and consumer preferences. Construction, particularly toys targeting adults, remained a strong performer.

Euromonitor International's Traditional 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: 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

27 Pages
Traditional Toys and Games in Turkey
Euromonitor International
July 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN TURKEY
KEY DATA FINDINGS
2024 DEVELOPMENTS
Inflation drives high value growth but animanga and kidults remain notable trends
CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
Lego's wide reach helps drive construction’s popularity and strong performance
CHART 2 Analyst Insight
Animanga trend boosts action toys and Tamagotchi sales
CHART 3 Tamagotchi Original Virtual Doll Popularity Supported by Manga and Animations Shows
Giochi Preziosi expands Cry Babies line to boost brand presence
CHART 4 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 5 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
CHART 6 Key Trends 2024
CHART 7 Analyst Insight
CHART 8 Dolu Yesil Oyna Releases Recycled Plastic Toys Range
CHART 9 Kidults Targeted Through Istanbul Comic Con
CHART 10 Real GDP Growth and Inflation 2019-2029
CHART 11 PEST Analysis in Turkey 2024
CHART 12 Key Insights on Consumers in Turkey 2024
CHART 13 Consumer Landscape in Turkey 2024
TOYS AND GAMES IN TURKEY
EXECUTIVE SUMMARY
Local inflation drives up unit prices, and influences purchasing patterns
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
Traditional toys and games leads growth despite inflation in Turkey
Rising environmental awareness leads to more sustainable toy designs
Kidult trend is gaining momentum in Turkey
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
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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