Competitive Landscape
Mattel and Lego Strengthen Their Leadership as Market Concentration Increases
Traditional toys and games in Türkiye became increasingly concentrated between 2020 and 2025, with Mattel Oyuncakcilik Tic Ltd Sti and LEGO System Turkiye together accounting for 45% of value sales in 2025, compared with 27% in 2020. Mattel remained the market leader with a 23% share in 2025, while LEGO increased its share from 9% in 2020 to 22% in 2025, narrowing the gap significantly.
Hybrid Play and Collectability Create New Opportunities for Differentiation
The growing popularity of premium collectibles, licensed products and cross-generational play continued to influence competitive dynamics in 2025. Companies increasingly sought to differentiate through products that extended engagement beyond traditional child-focused play patterns, reflecting broader shifts in consumer behaviour and the growing importance of adult collectors.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Turkey?
- Which are the leading brands in Traditional Toys and Games in Turkey?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Türkiye - Category analysis
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
Toys and Games in Türkiye - Industry Overview
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
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?
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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