2025 Developments
Toys and games in Poland recorded solid value growth in 2025, supported by the continued expansion of digital gaming, rising consumer expenditure and resilient demand across discretionary categories. Video games remained both the largest and best performing category, benefiting from the increasing importance of digital platforms, subscriptions and recurring spending models. Poland continued to stand out as one of the most digitally advanced toys and games markets in Eastern Europe, with online engagement and service-led consumption supporting overall market growth. Kidult demand remained a key source of value within traditional toys and games, particularly in construction, collectibles and licensed products. Adult consumers increasingly prioritised premium, display-oriented and nostalgia-led purchases, supporting higher average selling prices and reinforcing the importance of premiumisation. Lego, Cobi and Trefl benefited from demand for collector-focused products, while licensed ranges and event-led launches continued to strengthen engagement and brand loyalty. E-commerce retained its leadership position, while social commerce and digital discovery increasingly influenced purchasing decisions. Video games were overwhelmingly distributed through digital platforms, while traditional toys and games continued to migrate online through e-commerce and social-led discovery. TikTok, creator content and viral product trends increasingly shaped awareness and purchasing behaviour, reinforcing the growing importance of omnichannel retail strategies. Looking ahead, growth is expected to be driven by digital gaming ecosystems, premium kidult-oriented products and the continued convergence of social, digital and physical retail channels.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Poland 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 Poland, 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 Poland 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 Poland?
- Which are the leading brands in Toys and Games in Poland?
- How are products distributed in Toys and Games in Poland?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Poland?
- 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 Poland
2025 Developments
Key Data Insights
Digital Ecosystems and Subscriptions Sustain Toys and Games Growth
Adult Collectors Support Premiumisation in Traditional Toys and Games
Social Commerce and Digital Discovery Reshape Purchasing Behaviour
Steam, Subscriptions and Digital Ecosystems Are Projected to Drive Growth
Kidult Demand Is Set to Reinforce Premiumisation across Traditional Toys and Games
Social Commerce and Omnichannel Discovery Are Expected to Reshape Purchasing Behaviour
Sony, Electronic Arts and Lego Strengthen Their Positions in an Evolving Market
Digital Ecosystems, Premiumisation and Licensing Reshape Competition
E-Commerce Outpaces Offline Channels as Digital Buying Accelerates
Social Commerce and Omnichannel Retail Reshape Purchasing Behaviour
Platform Ecosystems and Licensed Properties Reshape Product Development
Playstation Plus, Lego F1 and Labubu Illustrate Evolving Engagement Models
Recurring Engagement Becomes the Primary Source of Value Creation
Traditional Toys and Games in Poland
Key Data Insights
Traditional Toys and Games Summary
Social-Commerce Platforms Accelerate Product Discovery and Impulse Purchasing
Collectibles Evolve into Engagement Ecosystems through Creator Culture
Kidults Sustain Premium Demand through Nostalgia and Display-Led Purchases
Traditional Toys and Games in Poland Are Expected to Sustain Value Growth Despite Demographic Pressures
The Eu Toy Safety Regulation Is Expected to Strengthen the Position of Compliant Manufacturers
Kidults Are Expected to Become the Most Significant Growth Opportunity in the Market
Lego Extends Its Lead through Premium Positioning and Cross-Generational Appeal
Collectible Brands and Digital Communities Create New Growth Opportunities
Discounters and Hypermarkets Drive Value with Seasonal Promotions
E-Commerce Capitalises on Viral Trends and Rapid Fulfilment
Social-Commerce Accelerates Product Development and Trend Responsiveness
Lego's Formula 1 Partnership and Labubu Demonstrate New Approaches to Engagement
Community-Led Engagement Extends Product Lifecycles and Consumer Value
Video Games in Poland
Key Data Insights
Video Games Summary
Playstation Plus and Subscriptions Reinforce Recurring Revenue Growth
Steam Consolidates Its Role as the Primary Route to Market for Pc Gaming
Mobile Gaming Expands Participation through Accessibility and Scale
Subscriptions and Digital Ecosystems Are Projected to Sustain Market Growth
Mobile Gaming Is Anticipated to Broaden Participation and Extend Audience Reach
Platform-Native Strategies and Community Engagement Are Expected to Shape Competition
Sony Capitalises on Playstation Leadership as Global Platforms Gain Share
Nintendo Switch 2 and Subscription Ecosystems Reinforce Platform-Led Competition
Steam, Subscriptions and Digital Storefronts Reinforce E-Commerce Leadership
Physical Retail Narrows Its Focus to Hardware and Gifting Occasions
Access-Based Ecosystems Reshape Product Development Priorities
Playstation Plus, Builders of Greece and Coin Master Illustrate Evolving Engagement Models
Recurring Engagement Becomes the Primary Source of Value Creation
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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