2025 Developments
Toys and games in Spain delivered a robust performance in 2025, posting value sales of EUR3,703 million and a 7% increase over the previous year, driven by an expanding population, stable economic backdrop, and significant growth in consumer expenditure. The landscape is shaped by the rapid expansion of digital video games, which contributed EUR2,372 million and exhibits strong momentum through recurring subscription-based spend, while traditional toys and games benefit from premiumisation and adult self-purchase, enabling brands to capture higher value from nostalgia-driven, licensed products. With e-commerce commanding the majority of sales and specialist toy stores adapting through experiential formats, the Spanish market stands out for its combination of digital innovation, premium offerings, and heightened focus on sustainability, supported by both regulatory compliance and evolving consumer values. To succeed, companies must blend digital-first strategies in video games with experiential and omnichannel retail for toys, invest in sustainable product innovation, and leverage adult fandom and gifting occasions, ensuring continued relevance and trust with both retailers and end consumers.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Spain 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 Spain, 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 Spain 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 Spain?
- Which are the leading brands in Toys and Games in Spain?
- How are products distributed in Toys and Games in Spain?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Spain?
- 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 Spain
2025 Developments
Key Data Insights
Sony Expands Digital Access, Reshaping Spending Patterns
Companies Capture Adult Nostalgia, Offering Premium, Licensed Products
Grapat Leverages Eco-Design to Turn Compliance into Consumer Advantage
Xbox and Playstation Accelerate Digital Migration, Boosting Recurring Spend
Companies Drive Adult Fandom and Premiumisation through Collaboration
Sustained Digital and Eco-Led Innovation Reshape Distribution and Consumer Trust
Lego Sa Overtakes Mattel España Sa as Licensed Construction Accelerates
Tranjis Games Sl Drives Local Growth as Launches Reshape Value
E-Commerce Accelerates as Digital Games Shift Value Online
Subscription Tier Engineering and Compliance-Driven Material Design Redefine the Product Development Brief
Scopely and Grapat Illustrate How Local Development Capacity and Compliance Design Are Being Reimagined as Product Innovations
Platform Consolidation and Compliance-Driven Shelf Access Are Concentrating Commercial Returns among Integrated Operators
Traditional Toys and Games in Spain
Key Data Insights
Traditional Toys and Games Summary
Lego Star Wars and Phygital Launches Transform Spending Patterns
Lego Dominates as Construction Toys Outpace All Other Categories
Famosa’S Fungipot Redefines Play with Digital Engagement and Care
Games and Puzzles to Attract Families and Kidults with Innovative Launches
Retail E-Commerce and Mindful Play to Reshape Consumer Expectations and Business Models
Lego Overtakes Mattel as Star Wars Collaboration Accelerates Construction Growth
Smaller Players See Growth Opportunity as Consumer Preferences Diversify
Traditional Toys and Games Stores Maintain Lead as E-Commerce Narrows the Gap
Famosa Elevates Play Value with Digital-Physical Collectibles
Lego Leverages Nostalgia and Licensing to Dominate Construction
Grapat Champions Mindful, Sustainable Play Amid Digital Fatigue
Video Games in Spain
Key Data Insights
Video Games Summary
Sony Converts Console Buyers into Subscribers and Shifts Value to Services
Nintendo’S New Console Revives Retail Hardware and Anchors Gifting Season?
Ea Sports Fc and Monopoly Go! Span All Ages and Player Types
Subscription Models Transform Access and Reshape Spending Patterns
Hybrid Distribution Keeps Physical Retail Relevant Amid Digital Acceleration
Top Player Strengthens Subscription Ties as Rivals Pivot to Live Services
Retail E-Commerce Captures Software Sales as Digital Access Expands
Cultural Localisation and Cross-Generational Portfolio Architecture Redefine the Innovation Brief
Scopely's Barcelona Studio and Gaming Headset Illustrate How Local Development Capacity and Hardware Engineering Are Being Reimagined
Subscription Architecture and Multi-Segment Portfolio Breadth Concentrate Commercial Returns among Integrated Platform Operators
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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