Europe - Toys Market by Product and Distribution Channel - Forecast and Analysis 2024-2028

Published: Nov 2023

Pages: 160

SKU: IRTNTR40573

Snapshot

Toys Market in Europe Report 2024-2028

The toys market in Europe size is estimated to grow by USD 9.27 billion, accelerating at a CAGR of 4.39% between 2024 and 2028. The growth of the market depends on several factors, including the expanding product portfolio influencing product premiumization, the emergence of eco-friendly toys, and the presence of a toy gifting culture.

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This toys market in Europe report extensively covers market segmentation by Product (activity toys and accessories, soft toys and accessories, outdoor and vehicle toys, games and puzzles, and infant and preschool toys and others), Distribution Channel (specialty stores, e-retailers, hypermarkets, and department stores). Furthermore, the report includes historic market data from 2018 - 2022.

The primary driver of growth in the European toys market is the expanding product portfolio leading to product premiumization. Continuous innovation and the incorporation of interactive and educational technologies by key vendors like Hasbro Inc., Mattel Inc., and LEGO System AS fuel market growth. For instance, LEGO System AS introduces detailed interpretations of real-life machines, such as the Harley-Davidson Fat Boy, with additional features. Brand-conscious consumers prefer high-quality and durable toys, and effective branding is crucial for customer attraction and retention. Premiumization and strategic brand positioning are expected to boost sales for key vendors in the forecast period.

The market share growth of the activity toys and accessories segment will be significant during the forecast period. The activity toys and accessories segment includes construction toys, activity toys, action figures, and accessories. Construction toys include various toys and sets used for constructing different models. They are usually made of plastic, metal, or wood. Construction toys include building blocks, construction vehicles, construction sets, and models of construction workers. These products have a low replacement cycle, which depends on their use.

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The activity toys and accessories segment was valued at USD 6.52 billion in 2018 and continued to grow by 2021. 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 growing concerns about childhood obesity and other health problems. Furthermore, our report provides a brief analysis of historical and forecast market share and their segment along with their reasons for growth from 2017 to 2027.

The growth of this segment is primarily attributed to the increasing adoption of the market by residential consumers, which is driven by an increase in the demand for the Toys Market in Europe.

The Europe toys market is poised for growth due to an increasing number of strategic alliances. Intense market competition prompts vendors to seek funding actively through crowdfunding platforms like Kickstarter. These platforms collaborate with manufacturers and distributors to facilitate the smooth movement of toys throughout their lifecycle and secure funding from the public. Vendors are forming partnerships to expand their businesses by offering products through new distribution channels, gaining a competitive edge, and maintaining their positions. The growing prevalence of strategic partnerships, acquisitions, and collaborations is anticipated to positively impact market growth in the forecast period.

The availability of counterfeit products is a major challenge to Europe toys market growth. 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. Customers face challenges in differentiating genuine and counterfeit products. 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, vendors are compelled to price their products at lower rates, which reduces their profit margins and value sales proportion. Counterfeit products also impact volume sales, which can increase the inventory backlogs of international vendors. Some of the most counterfeited brands in the market are toys from Disney and Mattel Inc.

Key Companies and Market Share Toys Market in Europe Analysis

Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.

Takaratomy - The company offers toys products such as scientific toys, educational toys, plush toys, sports toys, and vehicle toys.

The research report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:

Qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.

Toys Market In Europe Scope
Report Coverage	Details
Page number	160
Base year	2023
Historic period	2018 - 2022
Forecast period	2024-2028
Growth momentum & CAGR	Accelerate at a CAGR of 4.39%
Market growth 2024-2028	USD 9.27 billion
Market structure	Fragmented
YoY growth 2023-2024(%)	4.07
Regional analysis	Europe
Key countries	UK, France, Germany, Italy, and Rest of Europe
Competitive landscape	Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks
Key companies profiled	4M Industrial Development Ltd., Clementoni Spa, Evertoys, First Celtic Toys and Learning Ltd., Goliath Games, HABA Group B.V. and Co.KG, Hamleys of London Ltd., Hasbro Inc., JWS Europe Ltd., Kids2 Inc., Learning Resources Ltd., LEGO System AS, Mattel Inc., MGA Entertainment Inc., Ravensburger AG, Simba Dickie Group GmbH, Takara Tomy Co. Ltd., The Toy Co., Theo Klein GmbH, and VTech Holdings Ltd.
Market dynamics	Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID 19 impact and recovery analysis and future consumer dynamics, Market condition analysis for forecast period
Customization purview	If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized.

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

CAGR of the market during the forecast period
Detailed information on factors that will drive the growth of the market between 2024 and 2028
Precise estimation of the size of the market size and its contribution of the market in focus to the parent market
Accurate predictions about upcoming trends and changes in consumer behaviour
Growth of the market industry across Europe
Thorough analysis of the market’s competitive landscape and detailed information about companies
Comprehensive analysis of factors that will challenge the growth of market companies

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Table of Contents

1 Executive Summary

1.1 Market overview
- Exhibit 01: Executive Summary – Chart on Market Overview
- Exhibit 02: Executive Summary – Data Table on Market Overview
- Exhibit 03: Executive Summary – Chart on Country Market Characteristics
- Exhibit 04: Executive Summary – Chart on Market by Geography
- Exhibit 05: Executive Summary – Chart on Market Segmentation by Product
- Exhibit 06: Executive Summary – Chart on Market Segmentation by Distribution Channel
- Exhibit 07: Executive Summary – Chart on Incremental Growth
- Exhibit 08: Executive Summary – Data Table on Incremental Growth
- Exhibit 09: Executive Summary – Chart on Vendor Market Positioning

2 Market Landscape

2.1 Market ecosystem
- Exhibit 10: Parent market
- Exhibit 11: Market Characteristics

3 Market Sizing

3.1 Market definition
- Exhibit 12: Offerings of vendors included in the market definition

3.2 Market segment analysis
- Exhibit 13: Market segments

3.3 Market size 2023

3.4 Market outlook: Forecast for 2023-2028
- Exhibit 14: Chart on Europe - Market size and forecast 2023-2028 ($ billion)
- Exhibit 15: Data Table on Regional - Market size and forecast 2023-2028 ($ billion)
- Exhibit 16: Chart on Europe: Year-over-year growth 2023-2028 (%)
- Exhibit 17: Data Table on Regional - Market size and forecast 2023-2028 ($ billion)

4 Historic Market Size

4.1 Toys market in Europe 2018 - 2022
- Exhibit 18: Historic Market Size – Data Table on toys market in Europe 2018 - 2022 ($ billion)

4.2 Product Segment Analysis 2018 - 2022
- Exhibit 19: Historic Market Size – Product Segment 2018 - 2022 ($ billion)

4.3 Distribution channel Segment Analysis 2018 - 2022
- Exhibit 20: Historic Market Size – Distribution channel Segment 2018 - 2022 ($ billion)

4.4 Geography Segment Analysis 2018 - 2022
- Exhibit 21: Historic Market Size – Geography Segment 2018 - 2022 ($ billion)

5 Five Forces Analysis

5.1 Five forces summary
- Exhibit 22: Five forces analysis - Comparison between 2023 and 2028

5.2 Bargaining power of buyers
- Exhibit 23: Chart on Bargaining power of buyers – Impact of key factors 2023 and 2028

5.3 Bargaining power of suppliers
- Exhibit 24: Bargaining power of suppliers – Impact of key factors in 2023 and 2028

5.4 Threat of new entrants
- Exhibit 25: Threat of new entrants – Impact of key factors in 2023 and 2028

5.5 Threat of substitutes
- Exhibit 26: Threat of substitutes – Impact of key factors in 2023 and 2028

5.6 Threat of rivalry
- Exhibit 27: Threat of rivalry – Impact of key factors in 2023 and 2028

5.7 Market condition
- Exhibit 28: Chart on Market condition - Five forces 2023 and 2028

6 Market Segmentation by Product

6.1 Market segments
- Exhibit 29: Chart on Product - Market share 2023-2028 (%)
- Exhibit 30: Data Table on Product - Market share 2023-2028 (%)

6.2 Comparison by Product
- Exhibit 31: Chart on Comparison by Product
- Exhibit 32: Data Table on Comparison by Product

6.3 Activity toys and accessories - Market size and forecast 2023-2028
- Exhibit 33: Chart on Activity toys and accessories - Market size and forecast 2023-2028 ($ billion)
- Exhibit 34: Data Table on Activity toys and accessories - Market size and forecast 2023-2028 ($ billion)
- Exhibit 35: Chart on Activity toys and accessories - Year-over-year growth 2023-2028 (%)
- Exhibit 36: Data Table on Activity toys and accessories - Year-over-year growth 2023-2028 (%)

6.4 Soft toys and accessories - Market size and forecast 2023-2028
- Exhibit 37: Chart on Soft toys and accessories - Market size and forecast 2023-2028 ($ billion)
- Exhibit 38: Data Table on Soft toys and accessories - Market size and forecast 2023-2028 ($ billion)
- Exhibit 39: Chart on Soft toys and accessories - Year-over-year growth 2023-2028 (%)
- Exhibit 40: Data Table on Soft toys and accessories - Year-over-year growth 2023-2028 (%)

6.5 Outdoor and vehicle toys - Market size and forecast 2023-2028
- Exhibit 41: Chart on Outdoor and vehicle toys - Market size and forecast 2023-2028 ($ billion)
- Exhibit 42: Data Table on Outdoor and vehicle toys - Market size and forecast 2023-2028 ($ billion)
- Exhibit 43: Chart on Outdoor and vehicle toys - Year-over-year growth 2023-2028 (%)
- Exhibit 44: Data Table on Outdoor and vehicle toys - Year-over-year growth 2023-2028 (%)

6.6 Games and puzzles - Market size and forecast 2023-2028
- Exhibit 45: Chart on Games and puzzles - Market size and forecast 2023-2028 ($ billion)
- Exhibit 46: Data Table on Games and puzzles - Market size and forecast 2023-2028 ($ billion)
- Exhibit 47: Chart on Games and puzzles - Year-over-year growth 2023-2028 (%)
- Exhibit 48: Data Table on Games and puzzles - Year-over-year growth 2023-2028 (%)

6.7 Infant and preschool toys and Others - Market size and forecast 2023-2028
- Exhibit 49: Chart on Infant and preschool toys and Others - Market size and forecast 2023-2028 ($ billion)
- Exhibit 50: Data Table on Infant and preschool toys and Others - Market size and forecast 2023-2028 ($ billion)
- Exhibit 51: Chart on Infant and preschool toys and Others - Year-over-year growth 2023-2028 (%)
- Exhibit 52: Data Table on Infant and preschool toys and Others - Year-over-year growth 2023-2028 (%)

6.8 Market opportunity by Product
- Exhibit 53: Market opportunity by Product ($ billion)
- Exhibit 54: Data Table on Market opportunity by Product ($ billion)

7 Market Segmentation by Distribution Channel

7.1 Market segments
- Exhibit 55: Chart on Distribution Channel - Market share 2023-2028 (%)
- Exhibit 56: Data Table on Distribution Channel - Market share 2023-2028 (%)

7.2 Comparison by Distribution Channel
- Exhibit 57: Chart on Comparison by Distribution Channel
- Exhibit 58: Data Table on Comparison by Distribution Channel

7.3 Specialty stores - Market size and forecast 2023-2028
- Exhibit 59: Chart on Specialty stores - Market size and forecast 2023-2028 ($ billion)
- Exhibit 60: Data Table on Specialty stores - Market size and forecast 2023-2028 ($ billion)
- Exhibit 61: Chart on Specialty stores - Year-over-year growth 2023-2028 (%)
- Exhibit 62: Data Table on Specialty stores - Year-over-year growth 2023-2028 (%)

7.4 E-retailers - Market size and forecast 2023-2028
- Exhibit 63: Chart on E-retailers - Market size and forecast 2023-2028 ($ billion)
- Exhibit 64: Data Table on E-retailers - Market size and forecast 2023-2028 ($ billion)
- Exhibit 65: Chart on E-retailers - Year-over-year growth 2023-2028 (%)
- Exhibit 66: Data Table on E-retailers - Year-over-year growth 2023-2028 (%)

7.5 Hypermarkets - Market size and forecast 2023-2028
- Exhibit 67: Chart on Hypermarkets - Market size and forecast 2023-2028 ($ billion)
- Exhibit 68: Data Table on Hypermarkets - Market size and forecast 2023-2028 ($ billion)
- Exhibit 69: Chart on Hypermarkets - Year-over-year growth 2023-2028 (%)
- Exhibit 70: Data Table on Hypermarkets - Year-over-year growth 2023-2028 (%)

7.6 Department stores - Market size and forecast 2023-2028
- Exhibit 71: Chart on Department stores - Market size and forecast 2023-2028 ($ billion)
- Exhibit 72: Data Table on Department stores - Market size and forecast 2023-2028 ($ billion)
- Exhibit 73: Chart on Department stores - Year-over-year growth 2023-2028 (%)
- Exhibit 74: Data Table on Department stores - Year-over-year growth 2023-2028 (%)

7.7 Market opportunity by Distribution Channel
- Exhibit 75: Market opportunity by Distribution Channel ($ billion)
- Exhibit 76: Data Table on Market opportunity by Distribution Channel ($ billion)

8 Customer Landscape

8.1 Customer landscape overview
- Exhibit 77: Analysis of price sensitivity, lifecycle, customer purchase basket, adoption rates, and purchase criteria

9 Geographic Landscape

9.1 Geographic segmentation
- Exhibit 78: Chart on Market share by geography - 2023-2028 (%)
- Exhibit 79: Data Table on Market share by geography - 2023-2028 (%)

9.2 Geographic comparison
- Exhibit 80: Chart on Geographic comparison
- Exhibit 81: Data Table on Geographic comparison

9.3 UK - Market size and forecast 2023-2028
- Exhibit 82: Chart on UK - Market size and forecast 2023-2028 ($ billion)
- Exhibit 83: Data Table on UK - Market size and forecast 2023-2028 ($ billion)
- Exhibit 84: Chart on UK - Year-over-year growth 2023-2028 (%)
- Exhibit 85: Data Table on UK - Year-over-year growth 2023-2028 (%)

9.4 France - Market size and forecast 2023-2028
- Exhibit 86: Chart on France - Market size and forecast 2023-2028 ($ billion)
- Exhibit 87: Data Table on France - Market size and forecast 2023-2028 ($ billion)
- Exhibit 88: Chart on France - Year-over-year growth 2023-2028 (%)
- Exhibit 89: Data Table on France - Year-over-year growth 2023-2028 (%)

9.5 Germany - Market size and forecast 2023-2028
- Exhibit 90: Chart on Germany - Market size and forecast 2023-2028 ($ billion)
- Exhibit 91: Data Table on Germany - Market size and forecast 2023-2028 ($ billion)
- Exhibit 92: Chart on Germany - Year-over-year growth 2023-2028 (%)
- Exhibit 93: Data Table on Germany - Year-over-year growth 2023-2028 (%)

9.6 Italy - Market size and forecast 2023-2028
- Exhibit 94: Chart on Italy - Market size and forecast 2023-2028 ($ billion)
- Exhibit 95: Data Table on Italy - Market size and forecast 2023-2028 ($ billion)
- Exhibit 96: Chart on Italy - Year-over-year growth 2023-2028 (%)
- Exhibit 97: Data Table on Italy - Year-over-year growth 2023-2028 (%)

9.7 Rest of Europe - Market size and forecast 2023-2028
- Exhibit 98: Chart on Rest of Europe - Market size and forecast 2023-2028 ($ billion)
- Exhibit 99: Data Table on Rest of Europe - Market size and forecast 2023-2028 ($ billion)
- Exhibit 100: Chart on Rest of Europe - Year-over-year growth 2023-2028 (%)
- Exhibit 101: Data Table on Rest of Europe - Year-over-year growth 2023-2028 (%)

9.8 Market opportunity by geography
- Exhibit 102: Market opportunity by geography ($ billion)
- Exhibit 103: Data Table on Market opportunity by geography ($ billion)

10 Drivers, Challenges, and Trends

10.1 Market drivers

10.2 Market challenges

10.3 Impact of drivers and challenges
- Exhibit 104: Impact of drivers and challenges in 2023 and 2028

10.4 Market trends

11 Vendor Landscape

11.1 Overview

11.2 Vendor landscape
- Exhibit 105: Overview on Criticality of inputs and Factors of differentiation

11.3 Landscape disruption
- Exhibit 106: Overview on factors of disruption

11.4 Industry risks
- Exhibit 107: Impact of key risks on business

12 Vendor Analysis

12.1 Vendors covered
- Exhibit 108: Vendors covered

12.2 Market positioning of vendors
- Exhibit 109: Matrix on vendor position and classification

12.3 Clementoni Spa
- Exhibit 110: Clementoni Spa - Overview
- Exhibit 111: Clementoni Spa - Product / Service
- Exhibit 112: Clementoni Spa - Key offerings

12.4 Evertoys
- Exhibit 113: Evertoys - Overview
- Exhibit 114: Evertoys - Product / Service
- Exhibit 115: Evertoys - Key offerings

12.5 First Celtic Toys and Learning Ltd.
- Exhibit 116: First Celtic Toys and Learning Ltd. - Overview
- Exhibit 117: First Celtic Toys and Learning Ltd. - Product / Service
- Exhibit 118: First Celtic Toys and Learning Ltd. - Key offerings

12.6 Goliath Games
- Exhibit 119: Goliath Games - Overview
- Exhibit 120: Goliath Games - Product / Service
- Exhibit 121: Goliath Games - Key offerings

12.7 HABA Group B.V. and Co.KG
- Exhibit 122: HABA Group B.V. and Co.KG - Overview
- Exhibit 123: HABA Group B.V. and Co.KG - Product / Service
- Exhibit 124: HABA Group B.V. and Co.KG - Key offerings

12.8 Hamleys of London Ltd.
- Exhibit 125: Hamleys of London Ltd. - Overview
- Exhibit 126: Hamleys of London Ltd. - Product / Service
- Exhibit 127: Hamleys of London Ltd. - Key offerings

12.9 Hasbro Inc.
- Exhibit 128: Hasbro Inc. - Overview
- Exhibit 129: Hasbro Inc. - Business segments
- Exhibit 130: Hasbro Inc. - Key news
- Exhibit 131: Hasbro Inc. - Key offerings
- Exhibit 132: Hasbro Inc. - Segment focus

12.10 JWS Europe Ltd.
- Exhibit 133: JWS Europe Ltd. - Overview
- Exhibit 134: JWS Europe Ltd. - Product / Service
- Exhibit 135: JWS Europe Ltd. - Key offerings

12.11 Learning Resources Ltd.
- Exhibit 136: Learning Resources Ltd. - Overview
- Exhibit 137: Learning Resources Ltd. - Product / Service
- Exhibit 138: Learning Resources Ltd. - Key offerings

12.12 LEGO System AS
- Exhibit 139: LEGO System AS - Overview
- Exhibit 140: LEGO System AS - Product / Service
- Exhibit 141: LEGO System AS - Key news
- Exhibit 142: LEGO System AS - Key offerings

12.13 Mattel Inc.
- Exhibit 143: Mattel Inc. - Overview
- Exhibit 144: Mattel Inc. - Business segments
- Exhibit 145: Mattel Inc. - Key news
- Exhibit 146: Mattel Inc. - Key offerings
- Exhibit 147: Mattel Inc. - Segment focus

12.14 MGA Entertainment Inc.
- Exhibit 148: MGA Entertainment Inc. - Overview
- Exhibit 149: MGA Entertainment Inc. - Product / Service
- Exhibit 150: MGA Entertainment Inc. - Key offerings

12.15 Simba Dickie Group GmbH
- Exhibit 151: Simba Dickie Group GmbH - Overview
- Exhibit 152: Simba Dickie Group GmbH - Product / Service
- Exhibit 153: Simba Dickie Group GmbH - Key offerings

12.16 Takara Tomy Co. Ltd.
- Exhibit 154: Takara Tomy Co. Ltd. - Overview
- Exhibit 155: Takara Tomy Co. Ltd. - Product / Service
- Exhibit 156: Takara Tomy Co. Ltd. - Key offerings

12.17 Theo Klein GmbH
- Exhibit 157: Theo Klein GmbH - Overview
- Exhibit 158: Theo Klein GmbH - Product / Service
- Exhibit 159: Theo Klein GmbH - Key offerings

13 Appendix

13.1 Scope of the report

13.2 Inclusions and exclusions checklist
- Exhibit 160: Inclusions checklist
- Exhibit 161: Exclusions checklist

13.3 Currency conversion rates for US$
- Exhibit 162: Currency conversion rates for US$

13.4 Research methodology
- Exhibit 163: Research methodology
- Exhibit 164: Validation techniques employed for market sizing
- Exhibit 165: Information sources

13.5 List of abbreviations
- Exhibit 166: List of abbreviations

Methodology

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.

INFORMATION SOURCES

Primary sources

Manufacturers and suppliers
Channel partners
Industry experts
Strategic decision makers

Secondary sources

Industry journals and periodicals
Government data
Financial reports of key industry players
Historical data
Press releases

DATA ANALYSIS

Data Synthesis

Collation of data
Estimation of key figures
Analysis of derived insights

Data Validation

Triangulation with data models
Reference against proprietary databases
Corroboration with industry experts

REPORT WRITING

Qualitative

Market drivers
Market challenges
Market trends
Five forces analysis

Quantitative

Market size and forecast
Market segmentation
Geographical insights
Competitive landscape

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Key Questions Answered

What are the key global market and the regional market share?
What are the revenue-generating key market segments?
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Who are the key market vendors and their growth strategies?
What are the latest trends influencing the growth of this market?
What are the variables influencing the market growth in the primary regions?
What are the factors influencing the growth of the parent market?

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