Europe Toys Market Trends, Share Analysis, Forecast and Growth Report 2033

Market Overview

The Europe toys market was valued at USD 27.82 Billion in 2024 and is projected to grow at a CAGR of 5.7% from 2025 to 2033. It is expected to reach a value of nearly USD 48.22 Billion by 2033. Market growth is driven by the increasing adoption of eco-friendly green packaging and rising demand for specialized toys catering to 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

• The Europe toys market reached a value of approximately USD 27.82 Billion in 2024.
• The market is projected to grow at a CAGR of 5.7% between 2025 and 2033, reaching nearly USD 48.22 Billion by 2033.
• E-commerce platforms enhance access to an extensive variety of toys unavailable in physical stores.
• Augmented reality (AR) gaming is increasingly integrated, encouraging STEM skills development.
• Rising demand for smart toys equipped with AI, sensors, and connectivity is fueling market expansion.
• Increased adoption of sustainable, green packaging solutions aligns with consumers’ eco-conscious preferences.

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Market Growth Factors

The Europe toys market growth is driven by the rising adoption of green packaging solutions that are both eco-friendly and cost-effective. European toy manufacturers are shifting towards biodegradable, recyclable, and reusable packaging materials such as cardboard, paper, and plant-based substrates. The reduction in plastic usage contributes to decreased landfill and ocean waste. The European Union's stringent regulations encourage manufacturers to adopt greener packaging, which appeals to environmentally conscious consumers, fosters brand loyalty, and lowers packaging costs. The green packaging market in Europe is predicted to grow at a CAGR of 6.4% between 2025 and 2033.

The increasing prevalence of autism spectrum disorder (ASD) among European children also supports market growth. Reported ASD prevalence among 5- to 18-year-olds ranges from 0.8% (register-based studies) to 1.4% (population examinations). Specialized toys facilitating verbal, non-verbal communication and sensory regulation play significant roles. Dolls, action figures, sensory balls, fidget spinners, and weighted blankets help children with ASD practice language skills, self-regulate sensory sensitivities, and build confidence. Simple independent games promote focus and relaxation, aiding children’s self-sufficiency.

The market is also propelled by the rising popularity of smart toys embedded with artificial intelligence (AI), sensors, and connectivity to provide dynamic, personalized play experiences. These toys detect touch, movement, and voice commands, adapting to children's progress. They link with apps offering educational content and games, and many feature wireless charging stations for convenience. Notably, in October 2024, Clementoni launched AIRO, an AI-enabled robot designed to enhance learning for children above nine years.

Market Segmentation

By Product Type:

• Action Figures: Popular due to movie franchises and video game-inspired characters, featuring detailed articulation and limited editions from brand collaborations.
• Building Sets: Promote creativity, problem-solving, and cognitive development; favored by parents for education and adults for challenging designs.
• Dolls: Highly customizable, interactive, and reflecting diverse ethnicities and abilities, inspired by pop culture and societal trends.
• Games and Puzzles: Encourage family bonding, social interaction, and mental stimulation; include board and card games popular during stay-at-home periods.
• Sports and Outdoor Toys: Encourage active lifestyles with products like balls and trampolines; supported by seasonal trends and increased outdoor play.
• Plush: Favored for emotional comfort, resembling popular characters or animals; often made with sustainable materials.

By Age Group:

• Up to 5 years: Focus on early childhood development with sensory, motor, and cognitive skill toys like plush and building blocks prioritized for safety and growth.
• 5 to 10 years: Emphasizes creativity, social interaction, and problem-solving; popular toys include building sets, action figures, games, puzzles, and outdoor toys.
• Above 10 years: Targets advanced cognitive abilities and hobbies, including complex building sets, action figures, board games, and tech-based toys like drones and coding kits; adult collectors engaged.

By Sales Channels:

• Supermarkets and Hypermarkets: Offer convenient access with broad selections, seasonal promotions, and bulk discounts to attract busy shoppers.
• Specialty Stores: Cater to buyers seeking expert advice, premium products, exclusive toys, and personalized shopping experiences with hands-on demos.
• Department Stores: Blend variety with convenience, featuring seasonal displays and promotions attracting diverse consumers.
• Online Stores: Enable browsing and purchase from home, price comparison, customer reviews, detailed descriptions, flexible delivery, and easy returns.

Regional Insights

Germany leads the Europe toys market with a strong economy and high consumer spending on educational STEM toys. German buyers prioritize quality, safety, and eco-friendly durable toys, supported by extensive e-commerce access. France emphasizes creativity and cultural values, favoring educational and tech-based toys, with specialty and department stores as key channels. The UK market focuses on innovation, popular entertainment franchises, licensed products, and benefits from robust retail and e-commerce infrastructure. Italy’s buyers prefer traditional and social interaction-promoting toys, with specialty stores and local markets prominent. Spain encourages active play with outdoor toys and sports equipment, where supermarkets and hypermarkets dominate retail.

Recent Developments & News

• January 2024: Click Europe (UK) launched ecol-friendly puzzles and games under its boppi brand.
• January 2024: Merlin Entertainments, LEGO Group, and Hasbro introduced Peppa Pig LEGO DUPLO building bricks.
• February 2024: Millimages partnered with PlaybyPlay (Famosa/Giochi Preziosi) to produce Molang plush toys for holiday 2024.
• September 2024: HTI Group acquired Sambro International, making HTI the UK's largest privately-owned toy company with combined annual sales over EUR 120 million.
• December 2024: Sky Castle Toys and Jazwares entered a multi-year partnership to expand distribution of Sticki Rolls across North America and Europe.

Key Players

• Clementoni
• Ducklings Toy Shop
• Click Europe
• Merlin Entertainments
• LEGO Group
• Hasbro
• Millimages
• PlaybyPlay (Famosa/Giochi Preziosi)
• HTI Group
• Sambro International
• Sky Castle Toys
• Jazwares

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