In Germany, while traditional toys and games continued to decline in 2022, video games enjoyed positive growth as more technology is integrated in toys to keep up with digital trends. Furthermore, Germany took longer to remove pandemic restrictions compared to other European countries, which means interest in games indoors at home lingered, benefitting video games in particular.
In traditional toys and games, many trends that are common to other consumer industries have had an impact, including both sustainability and digitalisation. Many companies are quickly revisiting sustainable initiatives in the wake of the pandemic as sustainability sentiment remains strong with German consumers broadly.
Unlike many other industries where companies may dominate many or all industry categories, there is little overlap between traditional toys and games and video games in Germany. In traditional toys and games, LEGO GmbH strengthened its position and maintained its lead in category share, while sustainability was a key focus area for its products in Germany in 2022.
For traditional toys and games, bricks and mortar stores remained a critical shopping channel for German consumers, especially now that pandemic-era restrictions have been fully lifted. Consumers returned to physical bricks and mortar stores, and toys and games are widely available across both major retail companies as well as games speciality stores.
Traditional toys and games is expected to stabilise and grow as more companies merge the digital with the physical and concentrate on omnichannel strategies to bring both worlds together. Sustainability in Germany will see more emphasis as the new due diligence act takes effect in 2023 and more companies adapt to the regulations.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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