Toys and Games in Germany

COVID-19 impact on toys and games

Toys and games was recording another solid performance in 2019 in Germany prior to the onset of COVID-19, although its growth rate was slightly slower compared to 2018. Nintendo Switch continued to record strong sales in 2019, but most consumers with interest in that product had already purchased the device, and inevitably growth was slower than it had been in 2018.

COVID-19 country impact

Restrictions on large gatherings in Germany started from 13 March. Schools were closed, travel was restricted and many of the country’s borders were closed on 16 March, with travellers returning to Germany having to self-isolate for 14 days.

Digitalisation remains the main theme within Germany’s toys and games industry in 2019

Digitalisation was the main theme of the industry in Germany over the review period and through 2019. While already an integral part of video games, traditional toys and games also featured further digitalisation.

LEGO and Nintendo maintain their leading positions in traditional toys and games and video games, while e-commerce sales soar in 2019

LEGO maintained its lead in traditional toys and games in Germany on the strength of Lego brand’s dominance of construction toys. It extended its lead in 2019 thanks to its most recent product launch, Hidden Side, a building tech toy and AR game rolled into one, where children can interact with their Lego set through an AR app.

Following temporary COVID-19-related growth spike in 2020, toys and games is set to see slower but steady growth over the forecast period

Toys and games is set to see steady, if moderate, value growth over the forecast period, slowing down somewhat after the pandemic-related spike enjoyed by many categories in 2020. From 2021 onwards, the impact of COVID-19 on sales of toys and games is likely to be minimal, with the biggest impact expected to be an accelerated shift to the e-commerce channel.

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