In 2024, the top five global companies in toys and games in Germany held a combined 46% share of value sales, which was higher than the Western European average of 41%. This was also an increase from 2019, when the top five global companies held 45% value share.
The merger between Zapf Creation AG (Baby Born, Baby Annabell, Chou Chou) and MGA Entertainment Inc (Little Tikes, LOL Surprise!) to create MGA Zapf Creation GmbH is indicative of the continued consolidation within the competitive landscape of traditional toys and games in Germany.
In Germany, the popularity of MGA Zapf Creation GmbH's Miniverse brand is mainly due to the burgeoning popularity of miniature collectibles, largely propelled by the trend of unpacking and crafting videos on TikTok. One range from the brand was the Miniverse Make It Mini Food Hello Kitty to celebrate the latter’s 50th anniversary, including miniature replica food and drinks to collect and display.
Spin Master’s Bitzee, an electronic toy that allows children to collect virtual pets, also highlights the importance of the collecting experience in 2024, with the brand gaining notable share during the year. The collectibles trend sees consumers, particularly enthusiasts, purchasing physical items, often in limited editions, for their value or as a hobby, rather than for their play value.
In autumn 2025, Playmobil, the leading brand of other traditional toys and games, from Geobra Brandstätter GmbH & Co KG, is poised to introduce its Sky Trails range. Initially launched in January 2025 at the International Toy Fair held in Nuremberg, accompanied by a new motto “The future is now”, Playmobil aims to refresh its brand image.
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Understand the latest market trends and future growth opportunities for the Traditional 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.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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