Industry Statistics and Trends
Game & Toy Retailing in Europe key trends
Toy retailers focus on digital channels for market growth.
They react to competition from supermarkets and online retailers by improving their websites and stores, aiming to make shopping smoother and products more appealing across every channel.
Rising city centre rents threaten to squeeze retailers' profitability.
High street leases in Rome and Milan have surged, pressuring businesses with steep overhead costs.
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Game & Toy Retailing in Europe
Industry Revenue
Total value and annual change from 2012-2030. Includes 5-year outlook.
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Game & Toy Retailing in Europe market size (2020-2025)
Industry revenue has grown at a CAGR of 3.0 % over the past five years, to reach an estimated €19.7bn in 2025.
Trends and Insights
Toy retailers enhance their digital fronts and revamp stores to capture multichannel market growth
- Toy retailers are ramping up their online platforms to keep pace with demand for digital commerce. The European Commission reports that 77% of EU internet users bought goods and services online in 2024, up from 59% a decade previously. Retailers use multichannel sales strategies to give shoppers variety and a straightforward buying process. LEGO Group’s online sales grew by 14% in the first half of 2024.
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Game & Toy Retailing in Europe outlook (2025-2030)
Market size is projected to grow over the next five years.
Easing inflation opens new opportunities for toy retailers
- The European Commission expects inflation in the EU to ease, with inflation rates projected to drop to 1.9% by 2026. France, Italy and Spain are likely to see lower rates, too, forecast at 1.2%, 1.5% and 1.9%, respectively, in 2026, below their expected levels for 2025. This gradual slowing of price growth gives consumers more room in their budgets for discretionary purchases.
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Revenue
€19.7bn
Employees
142k
Wages
€X.Xbn
European Leaders & Laggards
Top 5 Countries
- Bosnia & Herzegovina +10.5%
- Romania +5.9%
- Netherlands +5.6%
- Serbia +5.0%
- Malta +4.6%
* CAGR values are for the years 2020-2025.
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Biggest companies in the Game & Toy Retailing in Europe
| Company | Market Share (%)
2025 | Revenue (€m)
2025 | Profit (€m)
2025 | Profit Margin (%)
2025 |
|---|---|---|---|---|
The LEGO Group | 10,395.8 | 2,936.8 | 28.2 | |
Smyths Toys Group | 1,924.6 | 34.6 | 1.8 | |
Mattel Inc | 5,992.4 | 974.3 | 16.3 |
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Game & Toy Retailing in Europe
Products & Services Segmentation
Industry revenue broken down by key product and services lines.
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Top Questions Answered in this Report
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What is the market size of the Game & Toy Retailing industry in Europe in 2025?
The market size of the Game & Toy Retailing industry in Europe is €19.7bn in 2025.
How many businesses are there in the Game & Toy Retailing industry in Europe in 2025?
There are 31,688 businesses in the Game & Toy Retailing industry in Europe, which has grown at a CAGR of 1.6 % between 2020 and 2025.
Has the Game & Toy Retailing industry in Europe grown or declined over the past 5 years?
The market size of the Game & Toy Retailing industry in Europe has been growing at a CAGR of 3.0 % between 2020 and 2025.
What is the forecast growth of the Game & Toy Retailing industry in Europe over the next 5 years?
Over the next five years, the Game & Toy Retailing industry in Europe is expected to grow.
What does the Game & Toy Retailing industry in Europe include?
Outdoor toys and Electronic and interactive toys are part of the Game & Toy Retailing industry in Europe.
Which countries have the most businesses in the Game & Toy Retailing industry in Europe?
The European country with the most businesses in the Game & Toy Retailing industry is Russia.
How competitive is the Game & Toy Retailing industry in Europe?
The level of competition is high and increasing in the Game & Toy Retailing industry in Europe.
Related Industries
This industry is covered in 37 countries
- Game & Toy Retailing in Greece
- Game & Toy Retailing in Romania
- Game & Toy Retailing in Italy
- Game & Toy Retailing in the UK
- Game & Toy Retailing in Norway
- Game & Toy Retailing in Germany
- Game & Toy Retailing in Sweden
- Game & Toy Retailing in Latvia
- Game & Toy Retailing in Bosnia & Herzegovina
- Game & Toy Retailing in Austria
- Game & Toy Retailing in France
- Game & Toy Retailing in the Netherlands
- Game & Toy Retailing in Belgium
- Game & Toy Retailing in Cyprus
- Game & Toy Retailing in Lithuania
- Game & Toy Retailing in Estonia
- Game & Toy Retailing in Iceland
- Game & Toy Retailing in Europe
- Game & Toy Retailing in Luxembourg
- Game & Toy Retailing in Russia
- Game & Toy Retailing in Hungary
- Game & Toy Retailing in Poland
- Game & Toy Retailing in Slovakia
- Game & Toy Retailing in Slovenia
- Game & Toy Retailing in Denmark
- Game & Toy Retailing in Malta
- Game & Toy Retailing in Croatia
- Toy Retailing in the UK
- Toy Retailers in Germany
- Game & Toy Retailing in Spain
- Game & Toy Retailing in Portugal
- Game & Toy Retailing in Czechia
- Game & Toy Retailing in Turkey
- Game & Toy Retailing in Ireland
- Game & Toy Retailing in Serbia
- Game & Toy Retailing in Finland
- Game & Toy Retailing in Bulgaria
Table of Contents
About this industry
Industry definition
The industry features retail businesses that focus on selling toys, providing customers with the convenience of both bricks-and-mortar shopping experiences and online purchasing capabilities. These retailers offer an array of playthings to suit a diverse range of interests and ages.
Related Terms
APPINTERACTIVE TOYSTOY INFLUENCERWhat's included in this industry?
Outdoor toys Electronic and interactive toys Arts and crafts Board games and puzzles Preschool toys Dolls and stuffed animalsCompanies
The LEGO GroupSmyths Toys GroupMattel IncIndustry Code
4764 - Retail sale of games and toys in specialized stores in Europe
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Performance
Key Takeaways
Toy retailers enhance their digital fronts and revamp stores to capture multichannel market growth
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Revenue Highlights
Trends
- Revenue
- 2025 Revenue Growth
- Revenue Volatility
Employment Highlights
Trends
- Employees
- Employees per Business
- Revenue per Employee
Business Highlights
Trends
- Businesses
- Employees per Business
- Revenue per Business
Profit Highlights
Trends
- Total Profit
- Profit Margin
- Profit per Business
Current Performance
Charts
- Revenue in the Game & Toy Retailing in Europe industry (2012 -2030)
- Employees in the Game & Toy Retailing in Europe industry (2012 -2030)
- Business in the Game & Toy Retailing in Europe industry (2012 -2030)
- Profit in the Game & Toy Retailing in Europe industry (2012 -2030)
Analysis
What's driving current industry performance in the Game & Toy Retailing in Europe industry?
Outlook
Analysis
What's driving the Game & Toy Retailing in Europe industry outlook?
Volatility
Analysis
What influences volatility in the Game & Toy Retailing in Europe industry?
Charts
- Industry Volatility vs. Revenue Growth Matrix
Life Cycle
Analysis
What determines the industry life cycle stage in the Game & Toy Retailing in Europe industry?
Charts
- Industry Life Cycle Matrix
Products and Markets
Highlights
Trends
- Largest Market
- Product Innovation
Key Takeaways
Interactive electronic toys are transforming play and stimulating child development. Advancements in design and technology are key to enhancing educational value and market appeal.
Products and Services
Charts
- Products and Services Segmentation
Analysis
How are the Game & Toy Retailing in Europe industry's products and services performing?
Analysis
What are innovations in the Game & Toy Retailing in Europe industry's products and services?
Major Markets
Charts
- Major Market Segmentation
Analysis
What influences demand in the Game & Toy Retailing in Europe industry?
International Trade
Highlights
- Largest Importer
- Smallest Importer
- Total Imports into Europe
- Largest Exporter
- Smallest Exporter
- Total Exports into Europe
Heat maps
- Industry Concentration of Imports by Country
- Industry Concentration of Exports by Country
Data Tables
Value and annual change (%) included
- Number of Imports and Exports by European Country (2025)
Geographic Breakdown
Business Locations
Heat maps
- Share of Total Industry Revenue by Region (2025)
- Share of Total Industry Enterprises by Region (2025)
- Share of Total Industry Employment by Region (2025)
- Share of Total Industry Wages by Region (2025)
Industry Geographic Breakdown
Data Tables
Values and annual change provided for 37 European countries:
- Revenue (2025)
- IVA (2025)
- Enterprises (2025)
- Employment (2025)
- Exports (2025)
- Imports (2025)
Competitive Forces
Highlights
Trends
- Concentration
- Competition
- Barriers to Entry
- Substitutes
- Buyer Power
- Supplier Power
Key Takeaways
Retailers encounter intense price wars, risking displacement by online companies. To regain market share, they are actively engaging in bold marketing and advertising initiatives while bolstering their online platforms.
Supply Chain
Charts
Buyer and supply industries
Companies
Market Share
Charts
- Industry Market Share by Company (2020-2025)
Companies
Data Tables
Top 9 companies by market share:
- Market share (2025)
- Revenue (2025)
- Profit (2025)
- Profit Margin (2025)
Data Tables
- Countries of operation for The LEGO Group
- Countries of operation for Smyths Toys Group
- Countries of operation for Mattel Inc
- Countries of operation for Hasbro Inc
- Countries of operation for The Walt Disney Company Ltd
- Countries of operation for TEAL Group Holdings
- Countries of operation for Ravensburger AG
- Countries of operation for Clementoni SpA
- Countries of operation for Hamleys of London Ltd
External Environment
Highlights
Trends
- Regulation & Policy
- Assistance
Key Takeaways
Retailers must ensure toys meet safety standards and are labelled. They primarily focus on compliance rather than manufacturing processes, which are subject to separate regulations.
External Drivers
Analysis
What demographic and macroeconomic factors impact the Game & Toy Retailing in Europe industry?
Financial Benchmarks
Highlights
Trends
- Profit Margin
- Average Wage
- Largest Cost
Key Takeaways
Toy retailers boost profits through bulk purchases, face high rents. Economies of scale help lower costs, but traditional stores grapple with high rents and price wars.
Cost Structure
Charts
- Share of Economy vs. Investment Matrix
-
Industry Cost Structure Benchmarks:
- Marketing
- Depreciation
- Profit
- Purchases
- Wages
- Rent
- Utilities
- Other
Analysis
What trends impact cost in the Game & Toy Retailing in Europe industry?
Key Ratios
Data tables
- IVA/Revenue (2015-2030)
- Imports/Demand (2015-2030)
- Exports/Revenue (2015-2030)
- Revenue per Employee (2015-2030)
- Wages/Revenue (2015-2030)
- Employees per Establishment (2015-2030)
- Average Wage (2015-2030)
Country Benchmarks
European Leaders & Laggards
Data Tables
Top and bottom five countries listed for each:
- Revenue Growth (2025)
- Business Growth (2025)
- Job Growth (2025)
European Country Performance
Data Tables
Rankings available for 37 countries. Statistics ranked include:
- IVA/Revenue (2025)
- Imports/Demand (2025)
- Exports/Revenue (2025)
- Revenue per Employee (2025)
- Wages/Revenue (2025)
- Employees per Establishment (2025)
- Average Wage (2025)
Structural Comparison
Data Tables
Trends in 37 countries benchmarked against trends in Europe
- Concentration
- Competition
- Barriers to Entry
- Buyer Power
- Supplier Power
- Volatility
- Capital Intensity
- Innovation
- Life Cycle
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2015-2030)
- IVA (2015-2030)
- Establishments (2015-2030)
- Enterprises (2015-2030)
- Employment (2015-2030)
- Exports (2015-2030)
- Imports (2015-2030)
- Wages (2015-2030)
Methodology
Where does IBISWorld source its data?
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Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and IBISWorld's proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
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