PUBLISHER: Euromonitor International | PRODUCT CODE: 1767088
PUBLISHER: Euromonitor International | PRODUCT CODE: 1767088
Toys and Games in Germany
Toys and games in Germany experienced a marginal sales decline in 2024, underperforming from the previous year. Key trends driving the industry included the rise of collectibles, digital integration, and e-commerce. Strategic shifts towards licensing, partnerships, and influencer collaborations were evident as companies sought to engage with consumers. The competitive landscape is fragmented, with the top five players accounting for less than one third of sales.
Euromonitor International's Toys and Games in Germany report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Traditional Toys and Games, Video Games.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report?
- Get a detailed picture of the Toys and Games market;
- Pinpoint growth sectors and identify factors driving change;
- Understand the competitive environment, the market's major players and leading brands;
- Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.
TABLE OF CONTENTS
List Of Contents And Tables
EXECUTIVE SUMMARY
- Despite weak performance, positives include collectibles and digital integration
KEY DATA FINDINGS
- CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
- Toys and games in Germany records downturn due to decline of video games
- Collectibles boost sales of toys and games
- CHART 2 Miniverse Miniature Collectibles
- Parents increasingly favour toys that both excite and educate their children
- CHART 3 My Robot MC 5 App Controlled Construction Toy
WHAT'S NEXT?
- Video games to drive future growth of toys and games
- Licensing and influencer collaborations to help shape industry
- Digital integration and further retail e-commerce growth
COMPETITIVE LANDSCAPE
- Fragmented industry sees increasing concentration due to brand monopolisation
- Brands collaborate to broaden market reach in toys and games
- CHART 4 Disney and Epic Games Partnership
CHANNELS
- Retail e-commerce strengthens position as dominant distribution channel for toys and games
- Online growth challenges offline stores and necessitates omnichannel strategy
- CHART 5 Analyst Insight
ECONOMIC CONTEXT
- CHART 6 Real GDP Growth and Inflation 2019-2029
- CHART 7 PEST Analysis in Germany 2024
CONSUMER CONTEXT
- CHART 8 Key Insights on Consumers in Germany 2024
- CHART 9 Consumer Landscape in Germany 2024
COUNTRY REPORTS DISCLAIMER
SOURCES
- Summary 1 Research Sources
TRADITIONAL TOYS AND GAMES IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
- Rising focus on kidults due to shrinking target audience
- CHART 10 Key Trends 2024
INDUSTRY PERFORMANCE
- Construction drives demand amid category's overall flat performance
- CHART 11 Expansion of Lego Botanicals Collection
- Pokemon's nostalgia boosts purchases of licensed toys and games among adults
- CHART 12 Pokemon Cards
- Collectibles help drive sales of plush toys among both children and adults
WHAT'S NEXT?
- Construction to continue to drive sales, while games and puzzles will be most dynamic
- Kidult trend to further influence sales of traditional toys and games
- CHART 13 Analyst Insight
- Increasing digitalisation and future impact of DPP on production
COMPETITIVE LANDSCAPE
- Leading toy companies strengthen share through brand reputation
- MGA and Zapf merger further consolidates landscape of traditional toys and games
- Miniverse supported by TikTok trend and kidult appeal
- CHART 14 Miniature Collectibles from MGA Zapf's Miniverse
- Bitzee also enjoys success due to collectibles trend
- Playmobil to launch Sky Trails following successful showing at International Toy Fair
CHANNELS
- Retail e-commerce growth fuels further shift in distribution
- Physical stores must adapt to online pressure
COUNTRY REPORTS DISCLAIMER
VIDEO GAMES IN GERMANY
KEY DATA FINDINGS
2024 DEVELOPMENTS
- Video games software drives sales due to rising demand for digital content
- CHART 15 Key Trends 2024
INDUSTRY PERFORMANCE
- Video games software drives sales despite overall category decline
- Mobile games remains most popular software platform in Germany
- Supercell's Squad Busters leverages in-game purchases, following Brawl Stars model
- CHART 16 Newly Released Squad Busters
WHAT'S NEXT?
- Video games software to further drive overall sales
- Digital drives growth as casual gamers embrace cloud gaming
- Nintendo Switch 2 launch to potentially stimulate growth; VR adoption to wane
COMPETITIVE LANDSCAPE
- Competitive landscape becomes increasingly fragmented
- Familiarity and loyalty drive the most popular video game titles
- Heidi Klum and Lego leverage games for market position
- CHART 17 Roblox Partnership with Supermodel Heidi Klum
- Nintendo Switch 2 and MSI Claw poised for release in 2025
CHANNELS
- Retail e-commerce strengthens dominance as distribution channel for video games
- Digital downloads lead to GameStop closures; but physical games retain younger consumers
- CHART 18 GameStop Stores Closure
- CHART 19 Analyst Insight
COUNTRY REPORTS DISCLAIMER
