2025 Developments
Toys and games in Türkiye delivered one of the strongest performances in 2025, driven by premiumisation, adult collectors and strong demand for licensed and hobby-oriented products. Traditional toys and games remained both the largest and best-performing category, benefiting from growing interest in construction sets, collectibles and giftable products that appealed to consumers beyond traditional child-focused audiences. Adult and family-oriented consumption increasingly shaped value creation, while child-centric categories faced mounting demographic pressure. At the same time, video games delivered strong growth through live-service models, recurring spending and mobile-first engagement, reinforcing the importance of digital monetisation. E-commerce strengthened its lead as the primary route to market, supported by instalment payments and affordability-focused purchasing behaviour. Looking ahead, growth is expected to be driven by adult collectors, licensed products and recurring digital spending, with companies increasingly relying on premium positioning, flexible payments and digital engagement to capture value.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Turkey 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 Turkey, 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 Turkey 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 Turkey?
- Which are the leading brands in Toys and Games in Turkey?
- How are products distributed in Toys and Games in Turkey?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Turkey?
- 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 Türkiye
2025 Developments
Key Data Insights
Kidult Demand Drives Exceptional Growth and Reinforces Traditional Toys and Games Leadership
Demographic Shifts Reshape Demand across Children’S and Family-Focused Categories
Live-Service and Monetisation Strategies Strengthen Video Games Performance
Premium Collectibles and Adult Demand Are Forecast to Sustain Strong Market Growth
Value Is Projected to Concentrate in Collector-Led Toys and Recurring Games Spend
Online-Led Distribution and Flexible Payments Are Expected to Define Competitive Success
Mattel and Lego Expand Premium Play as Market Concentration Increases
Premium Launches and Local Innovation Reinforce Competitive Advantages
Trendyol and Hepsiburada Accelerate E-Commerce Dominance through Flexible Payments
Cloud Gaming and Digital Access Reshape How Consumers Engage with Games
Collector Appeal, Licensed Properties and Flexible Access Broaden Consumer Engagement
Collector Editions, Lifestyle Ranges and Digital Ecosystems Gain Momentum
Collectability and Flexible Access Strengthen Long-Term Engagement
Traditional Toys and Games in Türkiye
Key Data Insights
Traditional Toys and Games Summary
Traditional Toys and Games in Türkiye Record Exceptional Growth as Kidult Demand Broadens the Consumer Base
Nature-Inspired Building Sets and Sensory Products Address Screen-Time Concerns
Seasonal Gifting Occasions Expand Demand beyond Traditional Toy-Buying Periods
Kidult Collectors and Licensed Products Are Expected to Sustain Double-Digit Growth
Affordability Is Expected to Remain a Defining Consumer Priority
Channel Strategy Is Projected to Become Increasingly Important for Profitability
Mattel and Lego Strengthen Their Leadership as Market Concentration Increases
Hybrid Play and Collectability Create New Opportunities for Differentiation
Offline Retail Retains Leadership through Branded Experiences and Specialist Retail
E-Commerce and Social Commerce Increasingly Influence Purchasing Behaviour
Collectability, Mindful Play and Hybrid Formats Reshape Product Development Priorities
Lego Botanicals, Collectible Ranges and Hybrid Concepts Illustrate Evolving Consumer Engagement
Affordability and Hybrid Launches Redefine Value and Play Experiences
Video Games in Türkiye
Key Data Insights
Video Games Summary
Live-Service Models and Recurring Spending Drive Exceptional Market Growth
Value-Conscious Consumers Prioritise Digital Access over Costly Upgrades
Mobile Gaming Reinforces Türkiye's Position as a Global Games Powerhouse
Live-Service Models and Recurring Spending Are Projected to Sustain Rapid Growth
Localised Monetisation and Flexible Access Are Expected to Become Increasingly Important
Mobile-First Strategies Are Expected to Reinforce Türkiye's Global Competitive Position
Bluehole and Sony Sustain Leadership as Local Studios Expand Globally
Nintendo Switch 2 Highlights the Enduring Appeal of Premium Gaming Experiences
Hepsiburada, Trendyol and Digital Storefronts Reinforce Online Leadership
Cloud Gaming and Localised Payments Expand Digital Access
Live-Service Design, Affordability and Accessibility Reshape Product Development
Royal Match, Playstation Plus and Switch 2 Illustrate Evolving Engagement Models
Recurring Participation 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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