Technavio predicts that the size of the European toys market will increase by USD 8.75 billion between 2020 and 2025

Key Europe Toy Market Report Highlights:

  1. Market Growth 2020-2025: $8.75 billion
  2. Growth momentum and CAGR: Accelerate to 5% CAGR
  3. Annual growth (%): 4.53%
  4. Contribution to successful market: Rest of Europe at 41%
  5. Main consumer countries: United Kingdom, Germany, France, Italy and rest of Europe

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Regional Market Analysis

With 41% of growth coming from the Rest of Europe, this region will register a rapid growth rate during the period 2021-2025.

The growth of the e-commerce market is expected to drive the growth of the toy market in the Rest of the Europe.

Apart from the growth of the e-commerce market, the two main reasons for the increasing growth of the toys market in Europe are:

  • The UK market is mainly driven by the adoption of toys as a gift item and the increase in the number of occasional purchases during Black Friday and Cyber ​​Monday, as well as traditional festivities such as Christmas and Easter.

Also, increase in shopping through online shopping platforms is driving the market growth in UK.

  • Despite a tough trading year for many industries, the UK toy market remained buoyant and resilient, with overall sales up 5% in value terms, with the biggest spike in sales occurring during the first lockdown of 2020, now UK position. as the largest toy market in Europe and fourth globally.

Additionally, toys such as board games are a key source of entertainment not only for children but also for customers of all age groups, brick-and-mortar retail stores and toy and board game cafes , such as Drafts (UK), provide opportunities for people to come together and play.

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Top Vendors and Vendor Strategies

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. vendors in the toy market Europe.

The major players operating in the market are mainly focusing on introducing new products to meet the interests of consumers. Suppliers such as Hasbro, Mattel and LEGO are committed to continuous product innovation and portfolio expansion.

  • Additionally, the majority of players Europe initiate and initiate mergers and acquisitions as one of their key strategies to achieve consolidation and optimize their offerings.
  • Additionally, the construction toy segment was the largest of all other toy markets in Europe in 2020. Construction toys include various toys and sets used to build different models. They are usually made of plastic, metal or wood.
  • Some major macroeconomic factors that are having a strong impact on the Construction Toys Market in Europe include the expansion of the middle class population and its growing disposable incomes, falling infant mortality rates and rising birth rates. The growing child population (0-14 years old) is increasing the target audience for construction and activity toys, thereby creating growth opportunities for sellers in the market.

Download our free sample report to get a brief understanding of various other vendors and vendor strategies.

Key Market Drivers

Our analysts have detailed insights into the major market drivers and their impact on the Toys market in Europe.

  • Expand product portfolio influencing product premiumization:
    • The growth of the toy market in Europe is driven by continuous product innovations. Vendors incorporate new interactive and educational technologies.

For example, the detailed LEGO interpretation of the motorcycle captures features of the real machine, with elements replicating the full-size Harley-Davidson Fat Boy. The model will be equipped with additional features such as solid disc wheels, teardrop fuel tank, integrated speedometer and dual exhaust pipes.

Moreover, branding is the key to attracting and retaining customers in the toy market as premiumization of products is essential as most of the vendors offer similar products which have relatively similar features. Therefore, product differentiation through effective branding initiatives enables vendors to retain and expand their customer base and helps the brand strengthen its market position.

To know some other market drivers, trends and challenges.

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Related reports:

Toys and Games Market by Product, Distribution Channel and Geography – Forecast and Analysis 2021-2025

Educational Toys Market by Product, Age and Geography – Forecast and Analysis 2021-2025

Scope of the toys market in Europe

Report cover


Page number


Year of reference


Forecast period


Growth momentum and CAGR

Accelerate at a CAGR of 5%

Market Growth 2021-2025

$8.75 billion

Market structure


Annual growth (%)


Regional analysis


Successful market contribution

Rest of Europe at 41%

Main consumer countries


Competitive landscape

Leading Companies, Competitive Strategies, Consumer Engagement Reach

Profiled Key Companies

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.

Market dynamics

Parent Market Analysis, Market Growth Drivers and Barriers, Fast and Slow Growing Segment Analysis, COVID-19 Impact and Recovery Analysis and Future Consumer Dynamics, Market Status Analysis market for the forecast period

Personalization area

If our report does not include the data you are looking for, you can contact our analysts and customize the segments.

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