Competitive Landscape
Lego Extends Its Lead through Premium Positioning and Cross-Generational Appeal
Traditional toys and games in Poland became increasingly concentrated between 2020 and 2025, with leading companies continuing to strengthen their positions. LEGO Polska Sp zoo held a commanding lead, increasing its share from 12% in 2020 to 20% in 2025, reflecting sustained expansion driven by its dominance in construction and broad appeal across age groups.
Collectible Brands and Digital Communities Create New Growth Opportunities
Emerging collectible brands and new product launches increasingly influenced competitive dynamics in 2025. Labubu became one of the most visible examples of a rapidly growing collectible brand, supported by scarcity-driven marketing, blind-box mechanics and strong social-commerce engagement among Gen Z and young adult consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Poland 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 Poland, 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 Poland 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 Poland?
- Which are the leading brands in Traditional Toys and Games in Poland?
- How are products distributed in Traditional Toys and Games in Poland?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Poland?
- 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 Poland - Category analysis
Key Data Insights
Traditional Toys and Games Summary
Social-Commerce Platforms Accelerate Product Discovery and Impulse Purchasing
Collectibles Evolve into Engagement Ecosystems through Creator Culture
Kidults Sustain Premium Demand through Nostalgia and Display-Led Purchases
Traditional Toys and Games in Poland Are Expected to Sustain Value Growth Despite Demographic Pressures
The Eu Toy Safety Regulation Is Expected to Strengthen the Position of Compliant Manufacturers
Kidults Are Expected to Become the Most Significant Growth Opportunity in the Market
Lego Extends Its Lead through Premium Positioning and Cross-Generational Appeal
Collectible Brands and Digital Communities Create New Growth Opportunities
Discounters and Hypermarkets Drive Value with Seasonal Promotions
E-Commerce Capitalises on Viral Trends and Rapid Fulfilment
Social-Commerce Accelerates Product Development and Trend Responsiveness
Lego's Formula 1 Partnership and Labubu Demonstrate New Approaches to Engagement
Community-Led Engagement Extends Product Lifecycles and Consumer Value
Toys and Games in Poland - Industry Overview
2025 Developments
Key Data Insights
Digital Ecosystems and Subscriptions Sustain Toys and Games Growth
Adult Collectors Support Premiumisation in Traditional Toys and Games
Social Commerce and Digital Discovery Reshape Purchasing Behaviour
Steam, Subscriptions and Digital Ecosystems Are Projected to Drive Growth
Kidult Demand Is Set to Reinforce Premiumisation across Traditional Toys and Games
Social Commerce and Omnichannel Discovery Are Expected to Reshape Purchasing Behaviour
Sony, Electronic Arts and Lego Strengthen Their Positions in an Evolving Market
Digital Ecosystems, Premiumisation and Licensing Reshape Competition
E-Commerce Outpaces Offline Channels as Digital Buying Accelerates
Social Commerce and Omnichannel Retail Reshape Purchasing Behaviour
Platform Ecosystems and Licensed Properties Reshape Product Development
Playstation Plus, Lego F1 and Labubu Illustrate Evolving Engagement Models
Recurring Engagement Becomes the Primary Source of Value Creation
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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