Toys Market in Europe by Product, Distribution Channel, and Geography - Forecast and Analysis 2022-2026

The toys market share in Europe is expected to increase by USD 8.75 billion from 2021 to 2026, and the market’s growth momentum will accelerate at a CAGR of 4.77%.

This toys market in Europe research report provides valuable insights on the post COVID-19 impact on the market, which will help companies evaluate their business approaches. Furthermore, this report extensively covers toys market segmentation in Europe by product (activity toys and accessories, soft toys and accessories, outdoor and vehicle toys, games and puzzles, and others), distribution channel (specialty stores, e-retailers, hypermarkets, and department stores), and geography (UK, France, Germany, Italy, and Rest of Europe). The toys market in Europe report also offers information on several market vendors, including Atlas Games, Clementoni Spa, Franckh Kosmos Verlags GmbH and Co. KG, Hasbro Inc., LEGO System AS, Mattel Inc., Ravensburger AG, The Goliath Games LLC, TOMY Co. Ltd., and VTech Holdings Ltd. among others.

What will the Toys Market Size in Europe be During the Forecast Period?

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Toys Market in Europe: Key Drivers, Trends, and Challenges

The expanding product portfolio influencing product premiumization is notably driving the toys market growth in Europe, although factors such as availability of counterfeit products may impede the market growth. Our research analysts have studied the historical data and deduced the key market drivers and the COVID-19 pandemic impact on the toys industry in Europe. The holistic analysis of the drivers will help in deducing end goals and refining marketing strategies to gain a competitive edge.

Key Toys Market Driver in Europe

One of the key factors driving growth in the toys market in Europe is the expanding product portfolio influencing product premiumization. The vendors are incorporating new technologies that are interactive and educational. New technologies such as NFC connections, holograms, augmented reality, and others are being incorporated with traditional toys and games to produce interactive toys and games. Another technology is 3D printing, which will improve the creativity of children and help in the customization of toys. Brand-conscious customers are attracted to brands that deliver high-quality products. General consumer perception about luxury toys is that they are more durable and have multiple features. Branding is the key to attracting and retaining customers in the toys market in Europe. Product premiumization is critical as most vendors offer similar products that have relatively similar features. The global recognition of brand logos implies the global acceptance of a brand. Such acceptance helps the brand strengthen its market position. Therefore, the sales of the key vendors are expected to increase due to factors such as premiumization and effective brand positioning.

Key Toys Market Trend in Europe

The increasing number of strategic alliances is toys market trend in Europe that is expected to have a positive impact in the coming years. Market competition is intense, as numerous vendors in Europe offer differentiated products. Crowdfunding platforms, such as Kickstarter, enable vendors to seek funding actively for developing their toys. These platforms partner with manufacturers and distributors to assist the seamless movement of toys and games across their entire product lifecycle and secure funding for potential creators from the general public. The vendors are forging several partnerships that are aimed at business expansions through product offerings via new distribution channels for gaining a competitive edge and sustaining their positions.

Key Toys Market Challenge in Europe

The availability of counterfeit products will be a major challenge for the toys market in Europe during the forecast period. Counterfeit products are made of low-quality raw materials, which can be harmful to children. The advent and penetration of e-commerce have propelled the sales of counterfeit products by widening their geographic reach. The availability of counterfeit products leads to market fragmentation and lack of price standardization, decreases the margins of branded products, reduces the brand equity of the major vendors, and results in an uneven competitive scenario and market share erosion. The low cost of counterfeit products increases the demand for such products, which adversely affects the sales and pricing strategies of the vendors. Therefore, global vendors are compelled to price their products at lower rates, which reduces their profit margins and value sales proportion.

This toys market in Europe analysis report also provides detailed information on other upcoming trends and challenges that will have a far-reaching effect on the market growth. The actionable insights on the trends and challenges will help companies evaluate and develop growth strategies for 2022-2026.

Parent Market Analysis

Technavio categorizes the toys market in Europe as a part of the global leisure products market. Our research report has extensively covered external factors influencing the parent market growth potential in the coming years, which will determine the levels of growth of the toys market in Europe during the forecast period.

Who are the Major Toys Market Vendors in Europe?

The report analyzes the market’s competitive landscape and offers information on several market vendors, including:

• Atlas Games
• Clementoni Spa
• Franckh Kosmos Verlags GmbH and Co. KG
• Hasbro Inc.
• LEGO System AS
• Mattel Inc.
• Ravensburger AG
• The Goliath Games LLC
• TOMY Co. Ltd.
• VTech Holdings Ltd.

This statistical study of the toys market in Europe encompasses successful business strategies deployed by the key vendors. The toys market in Europe is fragmented and the vendors are deploying growth strategies such as commencing and initiating mergers and acquisitions (M&A) to compete in the market.

Product Insights and News

• 4M Industrial Development Ltd. - The company offers toys such as ballerian doll making kit, fairy doll kit and mermaid doll making kit.

To make the most of the opportunities and recover from post COVID-19 impact, market vendors should focus more on the growth prospects in the fast-growing segments, while maintaining their positions in the slow-growing segments.

The toys market in Europe forecast report offers in-depth insights into key vendor profiles. The profiles include information on the production, sustainability, and prospects of the leading companies.

Toys Market in Europe Value Chain Analysis

Our report provides extensive information on the value chain analysis for the toys market in Europe, which vendors can leverage to gain a competitive advantage during the forecast period. The end-to-end understanding of the value chain is essential in profit margin optimization and evaluation of business strategies. The data available in our value chain analysis segment can help vendors drive costs and enhance customer services during the forecast period.

The value chain of the leisure products market includes the following core components:

• Inputs
• Inbound logistics
• Operations
• Outbound logistics
• Marketing and sales
• Service
• Support activities
• Innovation

The report has further elucidated on other innovative approaches being followed by manufacturers to ensure a sustainable market presence.

Which are the Key Regions for Toys Market in Europe?

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41% of the market’s growth will originate from Rest of Europe during the forecast period. Market growth in this region will be faster than the growth of the market in the UK and France.

The growing e-commerce market will facilitate the toys market growth in Rest of Europe over the forecast period. This market research report entails detailed information on the competitive intelligence, marketing gaps, and regional opportunities in store for vendors, which will assist in creating efficient business plans.

What are the Revenue-generating Product Segments in the Toys Market in Europe?

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The toys market share growth in Europe by the activity toys and accessories segment will be significant during the forecast period. Activity toys include products such as frisbees and hula hoops, which are used for recreation, sports, fitness, and juggling. These are mostly outdoor toys. Mostly, children aged above two are more involved in playing these outdoor games. Outdoor and sports toys are expected to witness a rise in demand due to factors such as the growing concerns of childhood obesity and other health problems.

This report provides an accurate prediction of the contribution of all the segments to the growth of the toys market size in Europe and actionable market insights on post COVID-19 impact on each segment.

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What are the Key Data Covered in this Toys Market in Europe Report?

• CAGR of the market during the forecast period 2022-2026
• Detailed information on factors that will drive toys market growth in Europe during the next five years
• Precise estimation of the toys market size in Europe and its contribution to the parent market
• Accurate predictions on upcoming trends and changes in consumer behavior
• The growth of the toys industry in Europe across UK, France, Germany, Italy, and Rest of Europe
• A thorough analysis of the market’s competitive landscape and detailed information on vendors
• Comprehensive details of factors that will challenge the growth of toys market vendors in Europe

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