Enjoy complimentary customisation on priority with our Enterprise License!
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.
To learn more about this report, Download Sample PDF
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.
Get a glance at the market contribution of various segments Download Sample PDF
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.
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. |
We can help! Our analysts can customize this market research report to meet your requirements.
1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Product
7 Market Segmentation by Distribution Channel
8 Customer Landscape
9 Geographic Landscape
10 Drivers, Challenges, and Trends
11 Vendor Landscape
12 Vendor Analysis
13 Appendix
Get lifetime access to our
Technavio Insights
Cookie Policy
The Site uses cookies to record users' preferences in relation to the functionality of accessibility. We, our Affiliates, and our Vendors may store and access cookies on a device, and process personal data including unique identifiers sent by a device, to personalise content, tailor, and report on advertising and to analyse our traffic. By clicking “I’m fine with this”, you are allowing the use of these cookies. Please refer to the help guide of your browser for further information on cookies, including how to disable them. Review our Privacy & Cookie Notice.