Market Overview

The Europe toys market was valued at USD 27.82 Billion in 2024 and is expected to grow at a CAGR of 5.7% during the forecast period 2025-2033, reaching approximately USD 48.22 Billion by 2033. The market growth is primarily propelled by the rising adoption of eco-friendly green packaging and increased demand for specialized toys designed for children with special needs.

Study Assumption Years

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

Europe Toys Market Key Takeaways

• Current Market Size: USD 27.82 Billion in 2024
• CAGR: 5.7%
• Forecast Period: 2025-2033
• E-commerce platforms in Europe enhance accessibility to a variety of educational, collectible, and interactive toys with benefits like price comparison and easy returns.
• Augmented reality (AR) games are popular for blending virtual and real environments, encouraging STEM skill development among children.
• Increasing demand for smart toys with AI, sensors, and connectivity to provide personalized experiences is driving market growth.
• The adoption of green packaging reduces plastic usage and helps brands build trust and loyalty among eco-conscious consumers.
• Rising prevalence of autism spectrum disorder (ASD) is fueling demand for specialized toys that support language skill development and sensory needs.

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Market Growth Factors

The market is driven by the growing adoption of green packaging solutions that are eco-friendly and cost-effective. Toy manufacturers across Europe are increasingly shifting to biodegradable, recyclable, and reusable packaging materials like cardboard, paper, and plant-based materials. This trend has significantly reduced the usage of plastic in toys, decreasing waste accumulation in landfills and oceans. Additionally, the European Union's implementation of strict regulations and directives aimed at reducing environmental impacts has accelerated the adoption of green packaging. The Europe green packaging market is projected to grow at a CAGR of 6.4% during 2025-2033, highlighting the importance of sustainability in market growth.

E-commerce platforms in Europe provide access to an extensive variety of toys that may not be available in physical stores across the region. Users can choose educational, collectible, and interactive toys from diverse brands, compare prices across retailers, and read consumer reviews, enabling better purchasing decisions. The convenience of shopping during late hours or while traveling and flexible return and exchange policies enhances consumer confidence in online purchases. Subscription box models offer curated age-appropriate toys on a monthly or quarterly basis, ensuring children receive a continuous flow of new products. According to IMARC, the Europe e-commerce market is expected to reach USD 7.2 billion by 2032.

The increasing demand for smart toys is propelling the Europe toys market expansion. Smart toys, equipped with artificial intelligence (AI), sensors, and connectivity, offer dynamic and personalized play. These toys can detect touch, movement, and gestures, learn from children's behavior and voice commands, and interact physically or via associated apps for additional content. Innovative features such as wireless charging stations also improve convenience. For example, in October 2024, Clementoni launched AIRO, an AI-enabled robot aimed at enhancing the learning experience for children above nine years old. This reflects the growing trend of integrating advanced technology into toys to boost educational and entertainment value.

Market Segmentation

Analysis by Product Type:

• Action Figures: Popular due to movie franchises, comics, and video games, featuring detailed and articulated designs. Collaborations for limited editions exist.
• Building Sets: Promote creativity, problem-solving, and cognitive skills; favored for educational and adult enthusiast markets with innovative and themed sets.
• Dolls: High customization and tech integration; reflect diversity in body types and culture, inspired by pop culture and societal trends.
• Games and Puzzles: Foster family bonding, social interaction, and mental stimulation; include board, card games, and challenging puzzles.
• Sports and Outdoor Toys: Encourage active lifestyles with products like balls, bicycles, and trampolines, supported by toy safety advancements.
• Plush: Emotional comfort and popular as gifts; resemble characters or animals and use sustainable materials for eco-conscious consumers.
• Others

Analysis by Age Group:

• Up to 5 years: Focus on early childhood development through sensory, motor, and cognitive skill aiding toys like plush toys and building blocks.
• 5 to 10 years: Emphasis on creativity, social interaction, and problem-solving with building sets, action figures, games, puzzles, and outdoor toys.
• Above 10 years: Cater to advanced cognitive skills and hobbies with complex building sets, action figures, board games, drones, and coding kits; also appeal to adult collectors.

Analysis by Sales Channels:

• Supermarkets and Hypermarkets: Offer wide selections, convenience, seasonal promotions, and bulk discounts.
• Specialty Stores: Provide expert guidance, premium and exclusive toys with personalized experiences.
• Department Stores: Combine variety and convenience with specific toy sections and seasonal promotional events.
• Online Stores: Enable browsing from home, price comparisons, customer reviews, and flexible delivery options.
• Others

Countries Covered: Germany, France, United Kingdom, Italy, Spain, Others

Regional Insights

Germany is a dominant region in the Europe toys market due to a strong economy and high consumer spending on educational and STEM-based toys. German consumers prioritize quality, safety, and eco-friendly products while benefiting from extensive e-commerce access. This strong demand for durable and sustainable toys helps drive the overall market growth. France, the United Kingdom, Italy, and Spain also contribute significantly, with preferences varying from creativity-focused to traditional and tech-integrated toys.

Recent Developments & News

In January 2024, UK-based Click Europe launched a range of eco-friendly puzzles under its boppi brand. Merlin Entertainments, the LEGO Group, and Hasbro announced a Peppa Pig-themed LEGO DUPLO product in January 2024. In February, Millimages partnered with PlaybyPlay to produce Molang plush toys targeting Christmas 2024 across Europe and Latin America. HTI Group acquired Sambro International in September 2024, becoming the UK's largest privately-owned toy company. In December 2024, Sky Castle Toys and Jazwares entered a multi-year agreement to expand Sticki Rolls™ distribution across North America and Europe.

Key Players

• Clementoni
• Ducklings Toy Shop
• Click Europe
• Merlin Entertainments
• LEGO Group
• Hasbro
• Millimages
• PlaybyPlay
• HTI Group
• Sambro International
• Sky Castle Toys
• Jazwares

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IMARC Group is a global management consulting firm that helps the world’s most ambitious changemakers to create a lasting impact. The company provide a comprehensive suite of market entry and expansion services. IMARC offerings include thorough market assessment, feasibility studies, company incorporation assistance, factory setup support, regulatory approvals and licensing navigation, branding, marketing and sales strategies, competitive landscape and benchmarking analyses, pricing and cost research, and procurement research.