EUROPE TOYS MARKET

Europe toys market size was valued at USD 25.8 billion in 2024 and is forecast to touch USD 31.7 billion in 2032, and the market is expected to grow at a CAGR of 2.6% from 2025-2032, driven by the surge in demand for educational toys alongside the rapidly expanding ecommerce sector.

Major Market Drivers and Emerging Trends

Europe toys market size growth is largely driven by the increasing need for educational toys which integrate storytelling and problem solving to improve motoric and cognitive development among children along with nurturing creativity while supporting social interaction. These toys support the improvement in kids’ concentration and identification skills while promoting creativity and developing sensory abilities like hearing and touch.

The thriving ecommerce is further driving market growth. Internet penetration in the region in 2022 reached 91% which sparked increased toy demand on online platforms fueled by changing customer preferences and the rise of new platforms with special discounts. Some platforms also allow individuals to select a subscription plan and have curated toys delivered each month or quarter. This approach offers a convenient solution for ensuring that children always have a steady supply of new and suitable toys. Ecommerce platforms also offer simple return and exchange options which make it more convenient for customers to buy toys online with confidence.

The other factor supporting Europe toys market growth is innovations in technology and the rising popularity of smart toys. Smart toys utilize AI and sensors to deliver an engaging and tailored play experience. These smart toys use sensors to detect touch or movement which allow them to adapt to a child’s behaviors while also recognizing and responding to voice commands. Smart toys might respond to physical actions including button pressing or hand waving and can be synced with apps to unlock supplementary content or educational experiences.

Based on product, the activity toys and accessories segment are projected to experience substantial growth. The toys market in Europe is experiencing growth fueled by the increasing demand for building sets particularly those from popular brands including LEGO. These building sets help cultivate imagination and creativity along with improving critical thinking. These also help enhancing physical coordination while encouraging teamwork and communication ability. The increasing interest in building sets across various themes including fantasy and space is further supporting segment growth.

Games and puzzles are widely enjoyed as they promote family bonding and mental stimulation with board games or challenging puzzles attracting consumers across all age groups. The rising demand for home entertainment has led people to seek out stimulating indoor activities with games and puzzles taking center stage.

Outdoor and vehicle toys are becoming increasingly popular as adults and kids in Europe who prefer active play are choosing physical activity toys. Items like trampolines and bicycles encourage physical activity and are favored by parents who prioritize active lifestyles. This segment growth is further fueled by seasonal trends such as more outdoor activities in summer along with improvements in toy safety standards.

Based on distribution channel, e-retailers hold a substantial market share due to the various toys they offer. Ecommerce platforms make it possible for consumers to explore various toys which might not be offered in physical stores throughout the region. Consumers can select from various categories including educational or collectible toys from different brands. People also have the ability to compare pricing from multiple retailers and access reviews from other customers to help guide their purchasing choices. Online platforms allow parents to easily purchase toys late at night or when traveling. Home delivery and appealing discounts further make online channels highly attractive for toy purchases.

Hypermarkets are also seeing a rise in toy sales due to their competitive pricing and comprehensive shopping options. Attractive displays in hypermarkets are designed to leverage impulse buying tendencies which help to increase revenue in the market. Department stores provide a convenient shopping experience with diverse toy options across various dedicated sections. They appeal to many customers by combining convenience with premium selections while seasonal displays and holiday promotions further enhance their popularity.

Specialty stores serve customers in Europe by offering expert advice and exclusive toys. These stores offer carefully selected collections of exclusive items which attract collectors or parents seeking educational and premium toys. These stores enhance the shopping experience by providing personalized services and interactive demonstrations that make them a popular option.

Based on region, Germany stands out for its strong economy and high consumer investment in educational and STEM toys. People in Germany value quality and safety in toys which fuel the demand for durable options while also enjoying access to a broad toy selection available through online platforms. People in France value creativity and cultural heritage which makes art kits and locally inspired products highly popular among buyers. Meanwhile, Spain promotes outdoor toys and sports equipment to encourage children to engage in physical activity.

Top Market Players

Several key companies in the market are Hasbro Inc, Clementoni, Mattel Inc, Evertoys, Lego Systems, among others.

Key Developments

• • In 2024, Playmobil revealed Playmobil Junior in the UK which is a fresh line of play sets made using eco-friendly plastics. It features Disney Princess characters like Cinderella and Moana to encourage children to improve their creativity through imaginative play.
  • In 2024, Wyncor signed a deal with Carrefour to introduce its Miraball series of toys in numerous stores throughout Europe.

Segments covered in the Report:

The Europe Toys Market has been segmented on the basis of Product and Distribution Channel. Based on the Product, the market is segmented into Activity Toys and Accessories, Soft Toys and Accessories, Outdoor and Vehicle Toys, Games and Puzzles, Infant and Preschool Toys, and Others. Based on the Distribution Channel, the market is segmented into Specialty Stores, E-Retailers, Hypermarkets, and Department Stores.

Market Segmentation

Europe Toys Market by Product

• • Activity toys and accessories
  • Soft toys and accessories
  • Outdoor and vehicle toys
  • Games and puzzles
  • Infant and preschool toys and Others

Europe Toys Market by Distribution Channel

• • Specialty stores
  • E-retailers
  • Hypermarkets
  • Department stores

Europe Toys Market Leading players (Option 1: Free 25% Customization – Profiles of 5 Additional Companies of your Choice)

• • Hasbro Inc
  • Clementoni
  • Mattel Inc
  • Evertoys
  • Lego Systems