The market is dominated by foreign suppliers, as imports account for 67.8% of total market size in 2025. Households drive market demand, with household spending representing 95.9% of total demand in 2025. Germany has the second largest market size for toys and games regionally, with demand reaching USD12.7 billion in 2025. NSM-LöweN Entertainment GmbH is the largest company in Germany, generating 20.8% of the industry’s total production value in 2025. The industry is concentrated, with the top five companies generating 64.4% of total production value in 2025. The total number of companies decreases in 2025, to 1,305 units. The costs of the industry increase by 5% in 2025, largely driven by rising B2B costs. The industry’s profitability decreases and stands at 12.7% of production value in 2025, the 13th highest regionally. The industry’s exports share increases in 2025 to 45.2% of total production output. The production value of toys and games in Germany is USD3.1 billion in 2025.
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Overview:
This Euromonitor industrial report provides unique information on Toys and Games in Germany: ISIC 3694. With this industrial report, you’ll be able to explore the industry from its sources of supply to its buyers. The Toys and Games in Germany: ISIC 3694 report includes: Industry datagraphics including production data, exports, imports, cost structure, and profitability
The Household Goods in Germany report includes:
- Five year forecasts on industry’s historic trends and growth
- Insights on key factors shaping industry’s historic and future performance
- Historic data on industry’s turnover, market size, imports and exports
- Detailed overview of industry’s supply and demand structure
- Analysis of competitive landscape changes within the industry
This report answers:
- What is the turnover of the Household Goods?
- How the Household Goods will perform in the future?
- Which categories are driving industry's growth?
- Which factors will shape industry’s performance?
- What is the industry’s costs and demand structure?
- How profitable is the industry?
- Is industry’s competitive landscape concentrated or fragmented?
Toys and Games in Germany: ISIC 3694
Headlines
Market Overview
Household Goods
Household Goods is an aggregation of Furniture, Jewellery and Related Articles, Musical Instruments; Imitation Jewellery, Brushes and Other Personal Items, Sports Goods, Toys and Games, Watches and Clocks.
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