Market Overview

The Europe toys market reached approximately USD 27.82 Billion in 2024 and is projected to grow at a CAGR of 5.7% between 2025 and 2033. By the end of the forecast period in 2033, the market is expected to reach nearly USD 48.22 Billion. Growth is supported by increasing adoption of eco-friendly green packaging and demand for specialized toys for children with special needs. The market also benefits from advancements in smart and AR-enabled toys.

Study Assumption Years

• Base Year: 2024
• Historical Year/Period: 2019-2024
• Forecast Year/Period: 2025-2033

Europe Toys Market Key Takeaways

• The Europe toys market size was valued at USD 27.82 Billion in 2024.
• The market is projected to grow at a CAGR of 5.7% from 2025 to 2033.
• The market is expected to reach USD 48.22 Billion by 2033.
• E-commerce platforms expand access to diverse toys and offer convenience for late or remote purchases.
• Augmented reality (AR) games enhance user engagement and STEM skill development in children.
• Increasing demand for smart toys equipped with AI and sensors is fueling market growth.
• Adoption of green packaging solutions driven by environmental concerns and EU regulations is rising.

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Market Growth Factors

The Europe toys market has seen increased demand for green packaging solutions that have cost-effectiveness, sustainability, and biodegradability. Toy manufacturers are opting for recyclable and reusable packaging materials like cardboard and plant-based packaging. This method reduces plastic manufacturing, landfill, and ocean pollution of waste. It fulfills the EU sustainable design regulation. The green packaging market is expected to grow at a compound annual growth rate of 6.4% from 2025 to 2033. Improved brand trust and loyalty are also seen as drivers.

Smart toys rise in demand so they grow in the market. The toys use sensors, connectivity, and artificial intelligence for interactive play. The toys respond to voice prompts and gestures in addition, and learn from the child. Many of the toys can interact with their own companion app, and wireless charging is common. Another prominent launch is Clementoni's robot AIRO, planned for October 2024. AIRO is an AI-powered robot for kids above age 9 showing more innovation.

In addition to the above, the prevalence of ASD in Europe will drive market growth. The prevalence ranges from 0.8% to 1.4% in children aged 5 to 18 years. Toys that provide verbal, non-verbal or movement communication can allow practice of language and social skills. Sensory or independent toys can help a child with sensory aversions and assist with self-esteem. Visual aids such as timers and schedules can complement the toys and also provide developmental benefits.

Market Segmentation

By Product Type

• Action Figures: Popular due to movie franchises and video games; detailed and articulated, appealing to children and collectors.
• Building Sets: Promote creativity and cognitive skills; valued for educational benefits and challenging designs.
• Dolls: Highly customizable and interactive, representing diverse body types and cultures; integrated with modern technology.
• Games and Puzzles: Foster social interaction and mental stimulation; popular as engaging indoor activities.
• Sports and Outdoor Toys: Encourage active lifestyles with balls, bicycles, trampolines; seasonal and safety trends boost growth.
• Plush: Favored for emotional comfort, featuring popular characters and sustainable materials.

By Age Group

• Up to 5 years: Focus on early development via sensory, motor, and cognitive skill-enhancing toys like plush and building blocks.
• 5 to 10 years: Emphasis on creativity, social interaction, and problem-solving with action figures, puzzles, and outdoor toys.
• Above 10 years: Toys cater to advanced cognitive abilities and hobbies, including complex building sets, drones, and coding kits.

By Sales Channel

• Supermarkets and Hypermarkets: Provide convenience and broad toy selections with seasonal offers.
• Specialty Stores: Offer expert advice, premium collections, and personalized shopping.
• Department Stores: Combine variety and convenience with seasonal promotions.
• Online Stores: Enable easy browsing, price comparison, reviews, and flexible delivery, enhancing buyer decision-making.

Regional Insights

Germany leads with strong buyer spending on educational and STEM toys, prioritizing quality and safety. Germans benefit from extensive e-commerce access. France values creativity and cultural heritage in toys, supporting both traditional and tech-based products. The UK emphasizes innovation and licensed merchandise, supported by a robust e-commerce and retail setup. Italy focuses on traditional and social interaction-promoting toys with growing e-commerce adoption. Spain promotes outdoor play toys with supermarkets playing a key retail role. These regional insights highlight diverse buyer preferences shaping the Europe toys market.

Recent Developments & News

• January 2024: Click Europe launched eco-friendly puzzles and games under the boppi brand at the London Toy Fair.
• January 2024: Merlin Entertainments, the LEGO Group, and Hasbro introduced Peppa Pig LEGO DUPLO bricks.
• February 7, 2024: Millimages partnered with PlaybyPlay to release Molang plush toys across Europe targeting Christmas 2024.
• September 30, 2024: HTI Group acquired Sambro International, becoming the UK's largest privately-owned toy company with combined sales over EUR 120 million.
• December 4, 2024: Sky Castle Toys and Jazwares entered a multi-year partnership to expand the Sticki Rolls brand in North America and Europe.

Key Players

• Clementoni
• Click Europe
• Merlin Entertainments
• LEGO Group
• Hasbro
• Millimages
• PlaybyPlay (Famosa brand]
• Giochi Preziosi
• HTI Group
• Sambro International
• Sky Castle Toys
• Jazwares

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