Value sales of overall toys and games in Germany recorded marginally faster growth in 2023 compared to the previous year, driven by video games hardware. This was in contrast to traditional toys and games, which, for the second consecutive year, experienced declining sales in a post-pandemic scenario.
Aside from licences, digitalisation and “kidults” were other trends featuring strongly in Germany during the year. With a shrinking population of younger children in Germany, the increasing proportion of products – especially in traditional games and toys – were purchased by “kidults” due to the nostalgia factor.
The success of Sony Interactive Entertainment Europe Ltd’s PlayStation 5 in 2023 was significant enough for the player to topple LEGO GmbH from the top spot in the competitive landscape. Combined with the second consecutive year of traditional toys and games recording sales decline, LEGO GmbH’s value share also weakened in 2023 in contrast to Sony’s surge.
The distribution of toys and games in Germany is mainly driven by two main channels; traditional toys and games stores and e-commerce. The latter dominates value sales overall, not only because of video game purchases being made largely online but also in traditional toys and games.
Overall toys and games in Germany recorded a positive performance in 2023 due to video games, despite a decline for traditional toys and games. Over the forecast period, growth patterns are expected to be more positive, although an improvement overall is not predicted until 2025 at the earliest, with resumed replacement purchases of toys and the likely launch of new major console upgrades.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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