It is expected that value sales of traditional toys and games (at constant 2023 prices) will continue to decline over the first half of the forecast period, as local consumers remain cautious with their spending behaviour. In addition, despite projected population growth, Germany is still expected to experience declining birth rates and a shrinking population of children aged below six years.
With a shrinking population of children aged below six years in Germany in the coming years, expanding the consumer base of traditional toys and games becomes paramount. Children are no longer the only target consumers of traditional toys and games as “kidults” are becoming increasingly significant as a target audience for players.
As technology continues to advance, there will be a stronger increase in demand for toys that incorporate a digital component, such as AI, Virtual Reality and Augmented Reality. There are already toys and board games that make use of an app to enable a more dynamic, interactive and personalised experience in Germany, and as such, a plethora of products is expected to emerge in the coming years.
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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.
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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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