Europe Toy Market Outlook 2027

Europe is one of the major pillars in the global toy market landscape and has played a significant role in shaping the toy market globally. One of the key factors driving growth in the toy 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. The general consumer perception of luxury toys is that they are more durable and have multiple features. Branding is the key to attracting and retaining customers in the toy 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.

In the research titled Europe Toy Market Outlook, 2027, the publisher attempts to elaborately explain the current and emerging scenarios in the European toy market with sufficient data backing. The European market was calculated to have USD 27 Billion in 2021, which is further anticipated to grow at more than 4.5% CAGR for 2022-2027. The research has been done for major European markets such as Germany, France, the UK, Italy, Spain, and Russia. The research has been segmented on the basis of toys for the age groups 0-8 years, 9-15 years, and above the age group of 15 years. Toy products have been broadly categorized into action figures, arts and crafts, building sets, dolls, games/puzzles, infant/toddler toys, youth electronics, outdoor toys and sports, plush toys, vehicle toys, and explorative toys.

The increasing number of strategic alliances is a toy 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. Crowd funding platforms, such as Kickstarter, enable vendors to actively seek funding for developing their toys. These platforms partner with manufacturers and distributors to assist in 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 to gain a competitive edge and sustain their positions.

There are almost 5000 toy companies in Europe’s toy sectors, which combine both small and medium-sized enterprises and large companies. Of all the companies in the European toy market, about 99% of them are small and medium enterprises. This high fragmentation in the market is playing a key role in driving the entire industry in Europe. These small and medium-sized enterprises are particularly located in rural Europe. Even though Europe is home to some of the best-known and most successful toy companies in the world, a large and substantial proportion of manufacturing currently takes place in China. However, even though the core manufacturing is outsourced to China, research and development, design, testing, and marketing are primarily carried out in Europe.

The toy market in Europe is also highly seasonal. Consumers make the majority of the purchases (50% to 60%) during Christmas. Seasonality is more marked in southern European countries. Toys are catch of the eye products where the consumer behavior marks those parents and kids almost buy toys instantaneously in physical stores and touching, holding and feeling the toys forms an important part of the toy buying experience in physical stores. In addition to that, eco-friendly toys are becoming more popular. The manufacturing of traditional toys, the development of sustainable products from natural materials, and the avoidance of harmful substances like glue, screws, or tapes due to associated health and safety risks all form part of this trend. Furthermore, locally produced toys, recyclable plastic toys, and rented and reused toys are on the rise.

The COVID-19 pandemic caused vast economic destruction all over the world, and Europe was one of the major hit economies. Europe has a strong community culture where a lot of people go out and meet at pubs and cafes to play games, and therefore, toys also have a strong demand from adults, especially for board games and party games. Due to isolation measures and containment measures imposed by the respective governments of the region, people spend a lot of time at home. The loss of going out and social time has forced people to spend more time with their families and friends, and the demand for toys has been adjusted accordingly. One crucial pattern that poses challenges for the toy market in the region is the falling birth rate. For some countries, like Italy, where the current birth rates are well below the required level, the toy industry would find it difficult to achieve volume targets in the regional markets. Also, due to the economic crisis posed by the economic crisis, uncertainty is shadowing the toy market. The consumer’s sentiment for the short-term period is expected to be low, and its effects on the toy market will test the sustainability measures of the toy companies. Some major companies operating in the region are: The LEGO Group, Hasbro, Mattel Inc., Clementoni, Goliath Games, Ravenburger, etc.

Major companies present in the market

Bandai Namco Entertainment Inc., Hasbro Inc., Jakks Pacific, Inc., The LEGO Group, Mattel, Brandstatter Group (Playmobil), Ravensburger, VTech, Kids II, Inc., Clementoni, Goliath Games

Considered in this report

• Geography: Europe
• Historic year: 2016
• Base year: 2021
• Estimated year: 2022
• Forecast year: 2027

Aspects covered in this report

• Europe toy market with its value and forecast along with its segments
• Country-wise toy market analysis
• Various divers and challenges
• Ongoing trends and developments
• Five force models
• Top profiled companies
• Strategic recommendation

Countries covered in the report

• UK
• France
• Italy
• Germany
• Spain
• Russia

Segment covered in the report

By Product

• Action Figures & ACC
• Arts & Crafts
• Building Sets
• Dolls
• Games/Puzzles
• Infant/Toddler/Preschool
• Youth Electronics
• Outdoor & Sports Toys
• Plush
• Vehicles
• Explorative & Other Toys

By Age Group

• 0-8 years
• 9-15 years
• 15 years and above

By Distribution Channel

• Online
• Offline