Competitive Landscape
Lego Overtakes Mattel as Star Wars Collaboration Accelerates Construction Growth
The competitive environment for traditional toys and games in Spain in 2025 saw a change in leadership as LEGO?SA surpassed Mattel España SA to become the top company in value share for the first time, with its share increasing from 11% in 2024 to 13% in 2025. This leadership change is directly attributed to LEGO's strategic partnership with Disney, particularly through the Star Wars licence.
Smaller Players See Growth Opportunity as Consumer Preferences Diversify
Alongside the changes among the leading companies, the competitive landscape is also seeing the rapid expansion of smaller, specialised players such as Ludilo SL and Devir Iberia SL, both of which have achieved fast growth rates by capitalising on the surging demand for tabletop games and puzzles. This signals a dual movement: while overall concentration increases at the top, opportunities arise for agile entrants in niche categories.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Spain?
- Which are the leading brands in Traditional Toys and Games in Spain?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Spain - Category analysis
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
Toys and Games in Spain - Industry Overview
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
Country Reports Disclaimer
The following categories and subcategories are included:
Traditional Toys and Games
- 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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