Sales of toys and games in Germany performed very well in 2020, posting the strongest value growth across the entire review period. Even before 2020, there was already an underlying desire amongst parents in Germany, and to some extent grandparents, to purchase products that could serve both to allow children to enjoy playing and aid their development at the same time.
Restrictions on large gatherings started on 13 March 2020 in Germany. Schools were closed, travel was restricted, and many of the country’s borders were closed, with travellers returning to Germany having to self-isolate for 14 days.
In 2020, LEGO GmbH continued to lead toys and games, benefiting from its strong brand recognition, vast selection of construction toys and popularity in Germany. Beyond its core realm of construction, the company’s continued success relies on merging physical bricks with online games, to maintain relevance in the increasingly digital environment.
Even before the pandemic, e-commerce already had much stronger penetration within toys and games in Germany compared to in many other industries, as it was not seen as strange to buy products such as video games software online, and traditional toys were also seen as products which can easily be bought online. 2020 was the tipping point however, when sales through traditional toys and games stores and media products stores decreased due to store closures, such that e-commerce not only capitalised on this in terms of value share but also managed to become the dominant channel in the industry.
Toys and games is expected to post value growth over 2020-2025 due to increasing demand for higher-quality products, underpinned by an increasing amount of purchasing power being spent on each child. This trend is encouraging investment in the market from major multinational players and stimulating new product development, particularly in areas such as toys and games with a STEAM (science, technology, engineering, arts and mathematics) positioning.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
This report originates from Passport, our Toys and Games research and analysis database.
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