Toys and Games in Germany

Various factors contribute to positive development of toys and games

Toys and games in Germany performed well in 2017, growing further in current value terms. Video games benefited from strong new product launches such as the Nintendo Switch, digital content and games as well as innovative technologies including new AR/VR headsets and respective applications.

Digital has advantage over traditional toys and games

Main growth driver of toys and games in Germany in 2017 was without doubt the introduction of the first hybrid video games console – Nintendo Switch. It naturally had a major impact on video games hardware, static and hand-held consoles, albeit in different ways.

Domestic and multinational players battle it out

Toys and games in Germany is highly competitive with new players continuously emerging, especially in video games software. Innovation and new product launches remain key to success and further growth for most players, supporting strong leading positions for large companies such as Sony Interactive Entertainment, LEGO or Geobra Brandstätter.

Online shopping gains further ground

Within video games digitalisation progressed rapidly. Online and mobile games and in-game purchases in particular represented rapidly growing products in Germany and are expected to produce further growth.

Innovation set to maintain positive performance, albeit slower

The desire to connect with other people, to be active and creative in an enjoyable way as well as to experience activities and games removed from the increasingly hectic and digitalised lives many consumers lead, is likely to create further growth potential for traditional toys and games. In addition, innovation, new product launches and enhancements as well as price reductions especially within video games and video games hardware, will support positive development of toys and games overall in the forecast period.

Files are delivered directly into your account within a few minutes of purchase.