2025 Developments
Toys and games in Germany delivered robust value growth in 2025, achieving a 6% increase to EUR10,746 million, substantially outperforming the modest 0.2% real GDP growth and reversing the previous year's contraction. The environment remains attractive due to the resilience of discretionary spending, the expansion of digital platforms, and the ability of leading brands to leverage both recurring revenue and premiumisation, particularly as adult collectors drive value and mitigate demographic headwinds in children's ranges. Strategic success hinges on capturing value through platform ecosystems, recurring digital engagement, and a focus on high-margin, IP-driven products, with e-commerce playing a decisive role in distribution and consumer loyalty.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Germany, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Germany report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Germany?
- Which are the leading brands in Toys and Games in Germany?
- How are products distributed in Toys and Games in Germany?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Germany?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Germany
2025 Developments
Key Data Insights
Nintendo’S Console Refresh Increases Video Game Spend and Drives Recovery
Adult Collectors Reshape Premium Offerings and Stabilise Value
Recurring Subscriptions Strengthen Platform Loyalty and Insulate Revenue
Digital Ecosystems and Collectible Demand Sustain Value Growth
Ip Consolidation and Recurring Revenue Models Define the Future of Toys and Games
Top Players Anchor Leadership as Value Pools Concentrate
Global Deals Reshape Video Games Value Flows
E-Commerce Platforms Capture Spending as Digital Goods Surge
Phygital Integration and Domestic Development Capacity Redefine the Product Development Brief
Ubisoft and Asus Target Adult Consumers with Domestically Anchored Software and Premium Portable Hardware
Corporate Consolidation and Physical Retail Repositioning Concentrate Commercial Returns among More Integrated Operators
Traditional Toys and Games in Germany
Key Data Insights
Traditional Toys and Games Summary
Influencers and Viral Collectibles Reshape Demand across All Ages
Labubu and Trading Card Games Drive Viral Store Openings and Collector Frenzies
Nostalgia and Emotional Connection Expand the Collector Base beyond Children
Kidult Collectors Reshape Demand as Population Shrinks
Eu Compliance and Social Media Trends Set the New Terms for Competitive Success
Lego Gmbh Capitalises on Construction Strength as Smaller Players Adapt to Shifting Demand
E-Commerce Attracts Families with Better Deals and Convenience
Thalia Reinvents Toy Shopping with Events and Digital Integration
Regulatory Compliance and Anticipatory Cultural Intelligence Redefine the Innovation Brief
German Manufacturers Convert Global Viral Formats into Locally Anchored Products
Declining Birth Rates and Niche Consumer Segmentation Are Reshaping Commercial Priorities
Video Games in Germany
Key Data Insights
Video Games Summary
Nintendo's Switch 2 Launch Drives Surge in Hardware Sales
Gamers Deepen Loyalty with Digital and Subscription-Based Ecosystems
Retailers and Publishers Pivot as Physical Software Declines and Digital Adoption Accelerates
Brands Drive Growth by Shifting to Recurring Digital Spend
Leading Companies Deepen Loyalty by Prioritising Subscriptions and Digital Ecosystems
Top Company Sustains Leadership as Ecosystem Loyalty Shapes Value
Major Global Deals Reshape Franchise Control and Spark Product-Driven Rebounds
Digital Platforms Capture Everyday Spend as Boxed Sales Erode
Franchise Ownership and Domestic Ip Development Emerge as the Defining Innovation Priorities
Franchise Investment and Structural Consolidation Reshape the Product Landscape
Corporate Consolidation and Ecosystem Lock-In Concentrate Returns among Certain Franchise Holders
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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