Toys and Games in Germany

June 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Toys and Games industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Traditional Toys and Games
  • Video Games

If you're in the Toys and Games industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Toys and Games in Germany report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Toys and Games in Germany?
  • Which are the leading brands in Toys and Games in Germany?
  • How are products distributed in Toys and Games in Germany?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in Germany?
  • How has retail disruption following COVID-19 and national lockdown impacted sales?
  • Where is future growth expected to be most dynamic?
  • Is it more important to appeal to children or adults?

Toys and Games in Germany

Despite weak performance, positives include collectibles and digital integration
Chart 1 Key Trends 2024
Toys and games in Germany records downturn due to decline of video games
Collectibles boost sales of toys and games
Chart 2 Miniverse Miniature Collectibles
Parents increasingly favour toys that both excite and educate their children
Chart 3 My Robot MC 5 App Controlled Construction Toy
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
Fragmented industry sees increasing concentration due to brand monopolisation
Brands collaborate to broaden market reach in toys and games
Chart 4 Disney and Epic Games Partnership
Retail e-commerce strengthens position as dominant distribution channel for toys and games
Online growth challenges offline stores and necessitates omnichannel strategy
Chart 5 Analyst Insight
Chart 6 Real GDP Growth and Inflation 2019-2029
Chart 7 PEST Analysis in Germany 2024
Chart 8 Key Insights on Consumers in Germany 2024
Chart 9 Consumer Landscape in Germany 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in Germany

KEY DATA FINDINGS

Rising focus on kidults due to shrinking target audience
Chart 10 Key Trends 2024
Construction drives demand amid category’s overall flat performance
Chart 11 Expansion of Lego Botanicals Collection
Pokémon's nostalgia boosts purchases of licensed toys and games among adults
Chart 12 Pokémon Cards
Collectibles help drive sales of plush toys among both children and adults
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 13 Analyst Insight
Increasing digitalisation and future impact of DPP on production
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 14 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
Retail e-commerce growth fuels further shift in distribution
Physical stores must adapt to online pressure

Video Games in Germany

KEY DATA FINDINGS

Video games software drives sales due to rising demand for digital content
Chart 15 Key Trends 2024
Video games software drives sales despite overall category decline
Mobile games remains most popular software platform in Germany
Supercell's Squad Busters leverages in-game purchases, following Brawl Stars model
Chart 16 Newly Released Squad Busters
Video games software to further drive overall sales
Digital drives growth as casual gamers embrace cloud gaming
Nintendo Switch 2 launch to potentially stimulate growth; VR adoption to wane
Competitive landscape becomes increasingly fragmented
Familiarity and loyalty drive the most popular video game titles
Heidi Klum and Lego leverage games for market position
Chart 17 Roblox Partnership with Supermodel Heidi Klum
Nintendo Switch 2 and MSI Claw poised for release in 2025
Retail e-commerce strengthens dominance as distribution channel for video games
Digital downloads lead to GameStop closures; but physical games retain younger consumers
Chart 18 GameStop Stores Closure
Chart 19 Analyst Insight

COUNTRY REPORTS DISCLAIMER

Download table of contents
The following categories and subcategories are included:

Toys and Games

    • Action Figures and Accessories
    • Arts and Crafts
    • Baby and Infant
    • Construction
    • Dolls and Accessories
    • Dress-Up and Role Play
    • Games and Puzzles
    • Model Vehicles
    • Outdoor and Sports
    • Plush
    • Pre-School
    • Remote Control Toys
    • Ride-On Vehicles
    • Scientific/Educational
    • Other Traditional Toys and Games
      • Hand-Held Consoles
      • Static Consoles
      • Gaming Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

See all of our definitions
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This report originates from Passport, our Toys and Games research and analysis database.

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