PUBLISHER: Euromonitor International | PRODUCT CODE: 2133459
PUBLISHER: Euromonitor International | PRODUCT CODE: 2133459
Toys and Games in Turkiye
Toys and games in Turkiye delivered one of the strongest performances in 2025, driven by premiumisation, adult collectors and strong demand for licensed and hobby-oriented products. Traditional toys and games remained both the largest and best-performing category, benefiting from growing interest in construction sets, collectibles and giftable products that appealed to consumers beyond traditional child-focused audiences. Adult and family-oriented consumption increasingly shaped value creation,...
Euromonitor International's Toys and Games in Turkiye 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
- Kidult Demand Drives Exceptional Growth and Reinforces Traditional Toys and Games Leadership
- Demographic Shifts Reshape Demand across Children'S and Family-Focused Categories
- Live-Service and Monetisation Strategies Strengthen Video Games Performance
- CHART 2 Royal Match Makes Turkiye's Dream Games a Top-Grossing Giant on Spend, Not Downloads
- CHART 3 Value Sales 2020-2030
- CHART 4 Value Sales by Category 2025
What's Next?
- Premium Collectibles and Adult Demand Are Forecast to Sustain Strong Market Growth
- CHART 5 Analyst Insight for Toys and Games
- Value Is Projected to Concentrate in Collector-Led Toys and Recurring Games Spend
- Online-Led Distribution and Flexible Payments Are Expected to Define Competitive Success
- CHART 6 Forecast Value Sales 2020-2030
- CHART 7 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Mattel and Lego Expand Premium Play as Market Concentration Increases
- Premium Launches and Local Innovation Reinforce Competitive Advantages
- CHART 8 Company Shares 2025
- CHART 9 Brand Shares 2025
Channels
- Trendyol and Hepsiburada Accelerate E-Commerce Dominance through Flexible Payments
- Cloud Gaming and Digital Access Reshape How Consumers Engage with Games
- CHART 10 Retail Channels 2020-2025
Products
- Collector Appeal, Licensed Properties and Flexible Access Broaden Consumer Engagement
- CHART 11 Mattel Captures Turkiye's Two-Speed Market, From Collector Barbies to Child Staples
- Collector Editions, Lifestyle Ranges and Digital Ecosystems Gain Momentum
- CHART 12 Lego Tops Turkiye's Toy Market on Adult Demand, with Instalments Beating Inflation
- Collectability and Flexible Access Strengthen Long-Term Engagement
Economic Context
- CHART 13 Economic Context for Toys and Games
- CHART 14 Real Gdp Growth 2020-2030
- CHART 15 Inflation 2020-2030
Consumer Context
- CHART 16 Consumer Context for Toys and Games
- CHART 17 Population 2020-2030
- CHART 18 Consumer Expenditure 2020-2030
- CHART 19 Population by Generation 2025
- Country Reports Disclaimer
TRADITIONAL TOYS AND GAMES IN TURKIYE
Key Data Insights
- 2025 Developments
- Traditional Toys and Games Summary
Key Industry Trends
- CHART 20 Key Industry Trends for Traditional Toys and Games
Industry Performance
- Traditional Toys and Games in Turkiye Record Exceptional Growth as Kidult Demand Broadens the Consumer Base
- Nature-Inspired Building Sets and Sensory Products Address Screen-Time Concerns
- CHART 21 Lego Botanical Collection Offers Nature-Inspired Building for Relaxation and Display
- Seasonal Gifting Occasions Expand Demand beyond Traditional Toy-Buying Periods
- CHART 22 Value Sales 2020-2030
- CHART 23 Value Sales by Category 2025
What's Next?
- Kidult Collectors and Licensed Products Are Expected to Sustain Double-Digit Growth
- CHART 24 Analyst Insight for Traditional Toys and Games
- Affordability Is Expected to Remain a Defining Consumer Priority
- Channel Strategy Is Projected to Become Increasingly Important for Profitability
- CHART 25 Forecast Value Sales 2020-2030
- CHART 26 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Mattel and Lego Strengthen Their Leadership as Market Concentration Increases
- Hybrid Play and Collectability Create New Opportunities for Differentiation
- CHART 27 Company Shares 2025
- CHART 28 Brand Shares 2025
Channels
- Offline Retail Retains Leadership through Branded Experiences and Specialist Retail
- E-Commerce and Social Commerce Increasingly Influence Purchasing Behaviour
- CHART 29 Retail Channels 2020-2025
Products
- Collectability, Mindful Play and Hybrid Formats Reshape Product Development Priorities
- CHART 30 Premium Barbie Collector Editions and Celebrity-Themed Dolls Experience Strong Demand
- Lego Botanicals, Collectible Ranges and Hybrid Concepts Illustrate Evolving Consumer Engagement
- CHART 31 Strong Performance of Lego Minifigures
- Affordability and Hybrid Launches Redefine Value and Play Experiences
Economic Context
- CHART 32 Economic Context for Traditional Toys and Games
- CHART 33 Real Gdp Growth 2020-2030
- CHART 34 Inflation 2020-2030
Consumer Context
- CHART 35 Consumer Context for Traditional Toys and Games
- CHART 36 Population 2020-2030
- CHART 37 Consumer Expenditure 2020-2030
- CHART 38 Population by Generation 2025
- Country Reports Disclaimer
VIDEO GAMES IN TURKIYE
Key Data Insights
- 2025 Developments
- Video Games Summary
Key Industry Trends
- CHART 39 Key Industry Trends for Video Games
Industry Performance
- Live-Service Models and Recurring Spending Drive Exceptional Market Growth
- CHART 40 Royal Match Makes Turkiye's Dream Games a Top-Grossing Giant on Spend, Not Downloads
- Value-Conscious Consumers Prioritise Digital Access over Costly Upgrades
- Mobile Gaming Reinforces Turkiye's Position as a Global Games Powerhouse
- CHART 41 Value Sales 2020-2030
- CHART 42 Value Sales by Category 2025
What's Next?
- Live-Service Models and Recurring Spending Are Projected to Sustain Rapid Growth
- CHART 43 Analyst Insight for Video Games
- Localised Monetisation and Flexible Access Are Expected to Become Increasingly Important
- Mobile-First Strategies Are Expected to Reinforce Turkiye's Global Competitive Position
- CHART 44 Forecast Value Sales 2020-2030
- CHART 45 Forecast Value Sales by Category 2025-2030
Competitive Landscape
- Bluehole and Sony Sustain Leadership as Local Studios Expand Globally
- Nintendo Switch 2 Highlights the Enduring Appeal of Premium Gaming Experiences
- CHART 46 Company Shares 2025
- CHART 47 Brand Shares 2025
Channels
- Hepsiburada, Trendyol and Digital Storefronts Reinforce Online Leadership
- Cloud Gaming and Localised Payments Expand Digital Access
- CHART 48 Retail Channels 2020-2025
Products
- Live-Service Design, Affordability and Accessibility Reshape Product Development
- CHART 49 Turkiye's Studios Build Global Mobile Hits, From Peak to Dream Games
- Royal Match, Playstation Plus and Switch 2 Illustrate Evolving Engagement Models
- CHART 50 Sony Leans on Digital Access and Playstation Plus to Defend Value in Inflationary Turkiye
- Recurring Participation Becomes the Primary Source of Value Creation
Economic Context
- CHART 51 Economic Context for Video Games
- CHART 52 Real Gdp Growth 2020-2030
- CHART 53 Inflation 2020-2030
Consumer Context
- CHART 54 Consumer Context for Video Games
- CHART 55 Population 2020-2030
- CHART 56 Consumer Expenditure 2020-2030
- CHART 57 Population by Generation 2025
- Country Reports Disclaimer
