Concentration increased in traditional toys and games in Spain between 2019 and 2024, with the top five companies accounting for 46% of value sales in the year, up from 43% in 2019, exceeding the Western European average of 41%. Shifts occurred in company shares in 2024.
With a continued rise in its value sales in 2024, Tranjis Games SL has achieved a significant share within games and puzzles, largely due to the success of its best-selling game Virus, which was first launched in 2014. The game’s popularity increased during the pandemic, with the company releasing new versions, including licensed collaborations such as the Avengers.
In 2024, traditional toys and games did not see any major mergers or acquisitions, but there were some significant partnerships that were formed. For instance, Goliath and Bizak announced a strategic alliance to grow Goliath’s presence in the Iberian market through Bizak’s distribution network.
Lego has a notable influence on traditional toys and games in Spain, and this is set to continue in 2025 thanks to strategic partnerships and licensing deals for ranges of new products aimed at different age groups. These include Bluey sets for preschoolers, and The Lord of the Rings sets for adult fans of the franchise, combining creative play with a sense of nostalgia.
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Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Spain 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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