Competitive Landscape
Lego Gmbh Capitalises on Construction Strength as Smaller Players Adapt to Shifting Demand
Traditional toys and games in Germany exhibit a moderate degree of concentration, with the competitive environment becoming more concentrated between 2020 and 2025. LEGO GmbH strengthened its lead, increasing its value share from 18% in 2020 to 21% in 2025, underscoring the pivotal role of the construction subcategory.
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Overview:
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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Germany?
- Which are the leading brands in Traditional Toys and Games in Germany?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Germany - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Influencers and Viral Collectibles Reshape Demand across All Ages
Labubu and Trading Card Games Drive Viral Store Openings and Collector Frenzies
Nostalgia and Emotional Connection Expand the Collector Base beyond Children
Kidult Collectors Reshape Demand as Population Shrinks
Eu Compliance and Social Media Trends Set the New Terms for Competitive Success
Lego Gmbh Capitalises on Construction Strength as Smaller Players Adapt to Shifting Demand
E-Commerce Attracts Families with Better Deals and Convenience
Thalia Reinvents Toy Shopping with Events and Digital Integration
Regulatory Compliance and Anticipatory Cultural Intelligence Redefine the Innovation Brief
German Manufacturers Convert Global Viral Formats into Locally Anchored Products
Declining Birth Rates and Niche Consumer Segmentation Are Reshaping Commercial Priorities
Toys and Games in Germany - Industry Overview
2025 Developments
Key Data Insights
Nintendo’S Console Refresh Increases Video Game Spend and Drives Recovery
Adult Collectors Reshape Premium Offerings and Stabilise Value
Recurring Subscriptions Strengthen Platform Loyalty and Insulate Revenue
Digital Ecosystems and Collectible Demand Sustain Value Growth
Ip Consolidation and Recurring Revenue Models Define the Future of Toys and Games
Top Players Anchor Leadership as Value Pools Concentrate
Global Deals Reshape Video Games Value Flows
E-Commerce Platforms Capture Spending as Digital Goods Surge
Phygital Integration and Domestic Development Capacity Redefine the Product Development Brief
Ubisoft and Asus Target Adult Consumers with Domestically Anchored Software and Premium Portable Hardware
Corporate Consolidation and Physical Retail Repositioning Concentrate Commercial Returns among More Integrated Operators
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional 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
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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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