Western Europe

The success of the Super Mario and Barbie movies will further accelerate the digitalisation of young adults’ childhood favourite toy characters. More toys and games companies are making film adaptations of classic toys to generate additional revenues…

The growing popularity of subscription boxes has led to a rise in M&A activity and funding for subscription box start-ups. Available across industries, they target specific consumer needs through different subscription models: pure convenience,…

Technological advances in 2024 will continue to reshape consumer behaviour. This annual report explores the top five digital shopper trends that will redefine commerce the most in the year ahead. Some of the trends included in this report’s edition…

The toys and games industry sees positive growth, although with setbacks due to Coronavirus. In traditional toys, long-term opportunities lie in licensing and categories combining play, education and skill-building experience. Broader exposure to…

Sales of toys and games in France managed to achieve small positive value growth in 2023, supported by a strong performance in video games offsetting the ongoing slump in traditional toys and games. Traditional toys and games continues to struggle in…

In Germany, while traditional toys and games continued to decline in 2022, video games enjoyed positive growth as more technology is integrated in toys to keep up with digital trends. Furthermore, Germany took longer to remove pandemic restrictions…

Toys and games in Italy proved to be a robust industry in 2023, despite the declining value sales of some traditional toy and game products. With the rate of inflation falling slightly, consumer spending showed some improvement for affordable…

Toys and games in Spain faced significant challenges in 2023 due to demographic shifts, economic downturn and changing consumer behaviours. Economic uncertainty continued to impact retail performance in the country in light of rising interest rates…

STEM (science, technology, engineering and maths) toys remained highly popular within traditional toys and games in Sweden in 2023. This surge in popularity has been driven by parents seeking educational alternatives to screen time. Integration of…

In 2022, retail value growth of the overall toys and games industry slowed considerably in Switzerland, chiefly due to a decline in sales of traditional toys and games. However, this decline was the consequence of significant growth noted during 2020…