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Toys and Games

Euromonitor International publishes the world's most comprehensive market research on the toys and games industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends and sub-category level information.

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        Country Report

        Toys and Games in Brazil

        Aug 2016

        Despite the negative economic environment in Brazil in 2015, the category of toys and games performed above expectations in value terms, being able to offset the inflation rate in the country. Industry-related measures such as the migration of ...

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        Country Report

        Toys and Games in the Netherlands

        Aug 2016

        Toys and games in the Netherlands recorded strong growth in 2015, an increase compared to the overall review period, albeit slower than 2014. The strong performance in 2014-2015 was primarily attributable to video games, particularly mobile games. ...

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        Country Report

        Toys and Games in Italy

        Aug 2016

        Toys and games performed well in Italy in 2015, with video games outperforming traditional toys and games due to the larger target audience for these products across several different age groups. Action figures and accessories and construction ...

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        Country Report

        Toys and Games in Germany

        Aug 2016

        The toys and games market recorded another year of success and growth in Germany, with 2015 the 14th consecutive year of growth. Retail value growth was almost as strong as the previous year’s performance due to the continuity of low interest rates, ...

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        Country Report

        Toys and Games in Turkey

        Aug 2016

        Toys and games registered another year of strong current value growth in Turkey in 2015. Modernisation of the retailing landscape continued to have a positive impact on value sales of toys and games products, with the expansion of traditional toys ...

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        Strategy Briefing

        Experiential Licensing: Consumer Fundamentals Falling into Place

        Aug 2016

        Today’s consumers are increasingly redefining their values and priorities, leading to the birth of a new consumerism. “Experiencing is everything” is driving growth in sports/music licensing and theme parks/themed travel. Thus, themed ...

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        Strategy Briefing

        Toys and Games: Global Trends, Developments and Prospects

        Aug 2016

        Macroeconomic instability had a profound negative impact on toy sales in some of the biggest emerging markets in 2015. However, strong sales of licensed toys, particularly Star Wars-related merchandise, have supported growth globally. Licensing, ...

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        Country Report

        Toys and Games in the United Arab Emirates

        Aug 2016

        Toys and games recorded steady growth in the United Arab Emirates in 2015, mainly driven by the large population and an increase in disposable incomes. The United Arab Emirates witnessed high birth rates, as well as an increase in the number of ...

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        Country Report

        Toys and Games in South Africa

        Jul 2016

        South Africa’s lacklustre economic performance continued to impede economic growth in 2015. Consumer goods inflation continued to rise and currency depreciation worsened during the second half of the year. In an attempt to curb inflation, the South ...

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        Country Report

        Toys and Games in Argentina

        Jul 2016

        The Argentinean toys and games industry recorded strong positive current value growth as the ongoing economic instability was reflected in the fourth consecutive year of double-digit inflation. In current value terms, toys and games sales grew by ...

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        Country Report

        Toys and Games in the US

        Jul 2016

        Toys and games saw strong growth in 2015, expanding by 5% in current value terms. Traditional toys and games were particularly strong in 2015, as a result of new licensed property releases coinciding with blockbuster films and their associated ...

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        Country Report

        Toys and Games in the United Kingdom

        Jun 2016

        Whereas traditional toys and games saw another year of strong value growth in 2015, value sales of video games stagnated in the UK. While traditional games mainly benefitted from strong sales of licenced toys, partially thanks to new movie releases, ...

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        Country Report

        Toys and Games in Taiwan

        Jun 2016

        Compared to the value CAGR of 13% recorded over the review period, toys and games recorded strong retail value growth of 20% in 2015. Sales were boosted by the growing video gaming population and increasing investment in marketing campaigns, ...

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        Country Report

        Toys and Games in Malaysia

        Jun 2016

        Mobile games and computer games in digital format grew fastest in video games in 2015, while construction and action figures and accessories led growth in traditional toys and games. The anticipation for and success of Star Wars: The Force Awakens ...

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        Country Report

        Toys and Games in South Korea

        Jun 2016

        Toys and games in South Korea continued to perform positively in 2015 except for hand-held consoles which declined in both volume and value terms. Video games recorded stronger growth than traditional toys and games due to the significant success of ...

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        Country Report

        Toys and Games in China

        Jun 2016

        As economic slowdown continued to occur in China in 2015, the toys and games market recorded slower growth. The reason for this was the saturated market environment, poor economic conditions, a lower birth rate and the strong impact of internet ...

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        Country Report

        Toys and Games in Sweden

        Jun 2016

        Toys and games in Sweden recorded strong current value growth in 2015, easily outperforming the CAGR of the review period. Both traditional toys and games and video games performed well, more or less doubling their respective review period CAGRs. ...

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        Country Report

        Toys and Games in Russia

        Jun 2016

        Overall toys and games saw strong current value growth in 2015 over the previous year, with this being the fastest annual growth of the review period. This was however chiefly due to high inflation in the year and a weakened rouble, which resulted in...

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        Country Report

        Toys and Games in Romania

        Jun 2016

        Current value sales of toys and games registered another year of healthy growth in 2015. Far from being mature, the market also benefited from economic recovery, product diversification and improved coverage. Rising disposable incomes are encouraging...

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        Country Report

        Toys and Games in Poland

        Jun 2016

        Cyclical factors such as positive economic growth and rising incomes accelerated growth in sales of video games in 2015. In addition to macroeconomic factors, positive growth drivers in video games include rising sales of video games software and ...

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