PUBLISHER: Euromonitor International | PRODUCT CODE: 2112747
PUBLISHER: Euromonitor International | PRODUCT CODE: 2112747
Toys and Games in Germany
Toys and games in Germany delivered robust value growth in 2025, achieving a 6% increase to EUR10,746 million, substantially outperforming the modest 0.2% real GDP growth and reversing the previous year's contraction. The environment remains attractive due to the resilience of discretionary spending, the expansion of digital platforms, and the ability of leading brands to leverage both recurring revenue and premiumisation, particularly as adult collectors drive value and mitigate demographic hea...
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 2021-2025, 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 2030 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
2025 Developments
Key Data Insights
Key Industry Trends
CHART 1 Key Industry Trends for Toys and Games
Industry Performance
Nintendo'S Console Refresh Increases Video Game Spend and Drives Recovery
CHART 2 Nintendo Switch 2 Launch
Adult Collectors Reshape Premium Offerings and Stabilise Value
CHART 3 League of Legends' Riftbound Cards
Recurring Subscriptions Strengthen Platform Loyalty and Insulate Revenue
CHART 4 Xbox Game Pass Price Rise
CHART 5 Value Sales 2020-2030
CHART 6 Value Sales by Category 2025
What's Next?
Digital Ecosystems and Collectible Demand Sustain Value Growth
Ip Consolidation and Recurring Revenue Models Define the Future of Toys and Games
CHART 7 Forecast Value Sales 2020-2030
CHART 8 Forecast Value Sales by Category 2025-2030
Competitive Landscape
Top Players Anchor Leadership as Value Pools Concentrate
Global Deals Reshape Video Games Value Flows
CHART 9 Company Shares 2025
CHART 10 Brand Shares 2025
Channels
E-Commerce Platforms Capture Spending as Digital Goods Surge
CHART 11 Retail Channels 2020-2025
Products
Phygital Integration and Domestic Development Capacity Redefine the Product Development Brief
Ubisoft and Asus Target Adult Consumers with Domestically Anchored Software and Premium Portable Hardware
Corporate Consolidation and Physical Retail Repositioning Concentrate Commercial Returns among More Integrated Operators
Economic Context
CHART 12 Economic Context for Toys and Games
CHART 13 Real Gdp Growth 2020-2030
CHART 14 Inflation 2020-2030
Consumer Context
CHART 15 Consumer Context for Toys and Games
CHART 16 Population 2020-2030
CHART 17 Consumer Expenditure 2020-2030
CHART 18 Population by Generation 2025
Country Reports Disclaimer
TRADITIONAL TOYS AND GAMES IN GERMANY
- Key Data Insights
- 2025 Developments
- Traditional Toys and Games Summary
- Key Industry Trends
- CHART 19 Key Industry Trends for Traditional Toys and Games
- Industry Performance
- Influencers and Viral Collectibles Reshape Demand across All Ages
- CHART 20 Paula Senfkorn with Labubus
- Labubu and Trading Card Games Drive Viral Store Openings and Collector Frenzies
- CHART 21 Riftbound League of Legends Trading Card Game
- Nostalgia and Emotional Connection Expand the Collector Base beyond Children
- CHART 22 Noris and Kosmos Hitster Adaptations
- CHART 23 Value Sales 2020-2030
- CHART 24 Value Sales by Category 2025
- What's Next?
- Kidult Collectors Reshape Demand as Population Shrinks
- CHART 25 Analyst Insight for Traditional Toys and Games
- Eu Compliance and Social Media Trends Set the New Terms for Competitive Success
- CHART 26 Forecast Value Sales 2020-2030
- CHART 27 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Lego Gmbh Capitalises on Construction Strength as Smaller Players Adapt to Shifting Demand
- CHART 28 Company Shares 2025
- CHART 29 Brand Shares 2025
- Channels
- E-Commerce Attracts Families with Better Deals and Convenience
- Thalia Reinvents Toy Shopping with Events and Digital Integration
- CHART 30 Retail Channels 2020-2025
- Products
- Regulatory Compliance and Anticipatory Cultural Intelligence Redefine the Innovation Brief
- German Manufacturers Convert Global Viral Formats into Locally Anchored Products
- Declining Birth Rates and Niche Consumer Segmentation Are Reshaping Commercial Priorities
- Economic Context
- CHART 31 Economic Context for Traditional Toys and Games
- CHART 32 Real Gdp Growth 2020-2030
- CHART 33 Inflation 2020-2030
- Consumer Context
- CHART 34 Consumer Context for Traditional Toys and Games
- CHART 35 Population 2020-2030
- CHART 36 Consumer Expenditure 2020-2030
- CHART 37 Population by Generation 2025
- Country Reports Disclaimer
VIDEO GAMES IN GERMANY
- Key Data Insights
- 2025 Developments
- Video Games Summary
- Key Industry Trends
- CHART 38 Key Industry Trends for Video Games
- Industry Performance
- Nintendo's Switch 2 Launch Drives Surge in Hardware Sales
- CHART 39 Nintendo Switch 2 Launch
- Gamers Deepen Loyalty with Digital and Subscription-Based Ecosystems
- CHART 40 Xbox Game Pass Price Rise
- Retailers and Publishers Pivot as Physical Software Declines and Digital Adoption Accelerates
- CHART 41 Value Sales 2020-2030
- CHART 42 Value Sales by Category 2025
- What's Next?
- Brands Drive Growth by Shifting to Recurring Digital Spend
- Leading Companies Deepen Loyalty by Prioritising Subscriptions and Digital Ecosystems
- CHART 43 Forecast Value Sales 2020-2030
- CHART 44 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Top Company Sustains Leadership as Ecosystem Loyalty Shapes Value
- Major Global Deals Reshape Franchise Control and Spark Product-Driven Rebounds
- CHART 45 Company Shares 2025
- CHART 46 Brand Shares 2025
- Channels
- Digital Platforms Capture Everyday Spend as Boxed Sales Erode
- CHART 47 Retail Channels 2020-2025
- Products
- Franchise Ownership and Domestic Ip Development Emerge as the Defining Innovation Priorities
- Franchise Investment and Structural Consolidation Reshape the Product Landscape
- Corporate Consolidation and Ecosystem Lock-In Concentrate Returns among Certain Franchise Holders
- Economic Context
- CHART 48 Economic Context for Video Games
- CHART 49 Real Gdp Growth 2020-2030
- CHART 50 Inflation 2020-2030
- Consumer Context
- CHART 51 Consumer Context for Video Games
- CHART 52 Population 2020-2030
- CHART 53 Consumer Expenditure 2020-2030
- CHART 54 Population by Generation 2025
- Country Reports Disclaimer
