Executive Summary

Jun 2019
Growth for both traditional toys and games and video games in 2018

Toys and games recorded a good performance in Germany in 2018. Traditional toys and games saw stronger current value growth compared with 2017, as 2017 was considered an exception, with growth slowing down considerably.

Traditional and high-tech both appeal

On the one hand, consumers in Germany were increasingly attracted by VR/AR devices and high-end robots towards 2018, whilst on the other hand there was also a trend towards buying back-to-basics toys. This pattern of behaviour is expected to continue in the coming years, as consumers like both sorts of toys, as they are reminded of their childhood, whilst also getting in touch with innovation and high-tech applications.

Nintendo extends its lead, while LEGO fares better

Video games companies occupy the top two spots within overall toys and games in Germany, with Nintendo taking the lead in value terms in 2018, following the huge success of Switch. Meanwhile, the closure of Toys ‘R’ Us stores negatively affected the sales of the top players in traditional toys and games in 2018, including third-ranked LEGO.

An omnichannel push and the end of Toys ‘R’ Us

In terms of distribution in toys and games, traditional toys and games stores remained a major retail channel, but internet retailing already held the lead. Correspondingly, leading players continued to introduce or expand their online stores.

Positive outlook, with blockbusters and more innovations

Toys and games is expected to have growth potential in Germany in the forecast period. Scientific/educational toys will continue to boost sales of traditional toys and games, mainly because parents are looking for toys that not only entertain their children, but at the same time enhance their skills.

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Toys and Games in Germany

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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.

The Toys and Games in Germany market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Toys and Games in Germany?
  • What are the major companies Germany?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • 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

This industry report originates from Passport, our Toys and Games market research database.

Toys and Games in Germany

EXECUTIVE SUMMARY

Growth for both traditional toys and games and video games in 2018
Traditional and high-tech both appeal
Nintendo extends its lead, while LEGO fares better
An omnichannel push and the end of Toys ‘R’ Us
Positive outlook, with blockbusters and more innovations

MARKET DATA

Table 1 Sales of Toys and Games by Category: Value 2013-2018
Table 2 Sales of Toys and Games by Category: % Value Growth 2013-2018
Table 3 NBO Company Shares of Toys and Games: % Value 2014-2018
Table 4 LBN Brand Shares of Toys and Games: % Value 2015-2018
Table 5 Distribution of Toys and Games by Format: % Value 2013-2018
Table 6 Forecast Sales of Toys and Games by Category: Value 2018-2023
Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources

Traditional Toys and Games in Germany

HEADLINES

PROSPECTS

Value growth improves despite uncertainty
Toys ‘R’ Us files for bankruptcy and sells its outlets to Smyths Toys
Licences further boosted by blockbusters

COMPETITIVE LANDSCAPE

LEGO bounces back and Schleich also shines
Manufacturers and retailers bring traditional toys to life
Innovative “hybrid toys” a recipe for success

CATEGORY DATA

Table 8 Sales of Traditional Toys and Games by Category: Value 2013-2018
Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018
Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2013-2018
Table 11 Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2013-2018
Table 12 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2013-2018
Table 13 NBO Company Shares of Traditional Toys and Games: % Value 2014-2018
Table 14 LBN Brand Shares of Traditional Toys and Games: % Value 2015-2018
Table 15 Distribution of Traditional Toys and Games by Format: % Value 2013-2018
Table 16 Forecast Sales of Traditional Toys and Games by Category: Value 2018-2023
Table 17 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2018-2023
Table 18 Forecast Sales of Traditional Toys and Games by Demographic: % Value 2018-2023
Table 19 Forecast Sales of Traditional Toys and Games by Licensed vs Non-Licensed: % Value 2018-2023

Video Games in Germany

HEADLINES

PROSPECTS

Smartphones turn into consoles
Static consoles sees strong growth, linked to the development of VR/AR
Dynamism in online and mobile games

COMPETITIVE LANDSCAPE

Nintendo and Sony on top
Samsung remains the standard in AR/VR headsets
Google Stadia

CATEGORY DATA

Table 20 Sales of Video Games by Category: Value 2013-2018
Table 21 Sales of Video Games by Category: % Value Growth 2013-2018
Table 22 NBO Company Shares of Video Games: % Value 2014-2018
Table 23 LBN Brand Shares of Video Games: % Value 2015-2018
Table 24 NBO Company Shares of Video Games Hardware: % Value 2014-2018
Table 25 LBN Brand Shares of Video Games Hardware: % Value 2015-2018
Table 26 NBO Company Shares of Video Games Software: % Value 2014-2018
Table 27 LBN Brand Shares of Video Games Software: % Value 2015-2018
Table 28 Distribution of Video Games by Format: % Value 2013-2018
Table 29 Distribution of Video Games Hardware by Format: % Value 2013-2018
Table 30 Distribution of Video Games Software by Format: % Value 2013-2018
Table 31 Distribution of Video Games Software (Physical) by Format: % Value 2013-2018
Table 32 Distribution of Video Games Software (Digital) by Format: % Value 2013-2018
Table 33 Forecast Sales of Video Games by Category: Value 2018-2023
Table 34 Forecast Sales of Video Games by Category: % Value Growth 2018-2023