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Learn moreAug 2020
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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.
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 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 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.
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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Overview
Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in Germany with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Toys and Games industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Toys and Games market research database.
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.