Toys and Games in Germany

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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