Market size and recent performance (2014-2029)
Industry revenue has grown at a CAGR of 7.1% over the past five years, to reach an estimated €2,2Mrd. in 2024.
Trends and Insights
- Mit der zunehmenden Digitalisierung gewinnen Multichannel-Konzepte immer mehr an Bedeutung. Spielwareneinzelhändler bauen ihre Online-Präsenz aus und versuchen, das Einkaufserlebnis in den Geschäften zu verbessern.
- Additional trends and insights available with purchase
Biggest companies in the Einzelhandel mit Spielwaren
| Company
2024 | Market Share (%)
2024 | Revenue ($m)
2024 | Profit ($m)
2024 | Profit Margin (%)
2024 |
|---|---|---|---|---|
Smyths Toys Deutschland SE & Co. KG | ||||
Rofu Kinderland Spielwarenhandelsgesellschaft mbH | ||||
Toysino GmbH |
To view the market share and analysis for all 5 top companies in this industry, view purchase options.
Products & Services Segmentation
Industry revenue is measured across several distinct product and services lines, including Bausätze, Brettspiele und Puzzles and Kleinkind- und Vorschulspielzeug. Bausätze is the largest segment of the Einzelhandel mit Spielwaren.
Trends and Insights
<LI>Bausätze sind Bausets, bei denen aus einer Vielzahl kleinerer Einzelteile und Bausteine bestimmte Modelle und Objekte zusammengesetzt werden können.
- Zu den bekanntesten Bausatzsystemen gehört das des dänischen Produzenten Lego.</LI><LI>In den letzten Jahren wurden Bausätze im Bemühen, sich gegen die zunehmende Konkurrenz durch Videospiele zu behaupten, technologisch immer ausgefeilter. Mittlerweile existieren zum Beispiel eigene Systeme für den Bau von Robotern und Schaltkreisen. So versuchen die Hersteller, auch Erwachsene als Zielgruppe für sich zu gewinnen.</LI><LI>Angesichts der kontinuierlichen Weiterentwicklung von Bausätzen und ihrer wachsenden Beliebtheit bei Eltern aufgrund ihres positiven Effekts auf die Kreativität von Kindern erwartet IBISWorld, dass der Umsatzanteil dieser Produktgruppe in den nächsten fünf Jahren steigen wird.</LI>
- More insights available in the full report
Table of Contents
About this industry
Industry definition
Die vorliegende Branche widmet sich dem Einzelhandel mit Spielwaren, darunter Brett- und Kartenspiele, Puzzles und Puppen. Auch Spielfahrzeuge, Bausätze, Bastelmaterialien und Outdoorspielzeug sind Teil des Branchensortiments. In den letzten fünf Jahren hat sich der Einzelhandel mit Spielwaren positiv entwickelt. Seit dem Jahr 2019 ist der Umsatz um durchschnittlich 7,1 % pro Jahr gestiegen. Einen wichtigen Beitrag zum Umsatzwachstum trugen unter anderem die steigende Nachfrage nach Brettspielen, Puzzles sowie Bausätzen bei. Einen negativen Einfluss auf den Umsatz hatte die starke Konkurrenz durch den Online-Handel, die den Preis- und Verdrängungswettbewerb im Markt weiter verschärft hat.<BR />Im aktuellen Jahr dürfte sich die erneut schwache konjunkturelle Entwicklung in Deutschland negativ auf die Kaufbereitschaft der Verbraucher auswirken, obwohl die Konsumausgaben für Freizeit, Kultur und Unterhaltung ansteigen dürften. Weiterhin dürften die Geschäftsaussichten der Branche aufgrund der starken Konkurrenz durch den Online-Handel getrübt bleiben. IBISWorld rechnet 2024 mit einem Rückgang des Branchenumsatzes um 1,9 % auf 2,2 Milliarden Euro.<BR />Die nächsten fünf Jahre dürften ebenfalls von einer negativen Entwicklung geprägt sein. In diesem Zeitraum wird sich der Branchenumsatz voraussichtlich um durchschnittlich 2,1 % pro Jahr reduzieren und sich 2029 auf 1,9 Milliarden Euro belaufen. Im Zuge dessen dürfte auch die Zahl der Unternehmen, Betriebe und Beschäftigten weiter abnehmen. Mit der fortschreitenden Digitalisierung, die eine vermehrte Nutzung des Internets, von Musik- und Videostreamingdiensten sowie sonstiger digitaler Angebote ermöglicht, bieten sich in der Freizeitgestaltung immer mehr Alternativen zu analogen Spielwaren. Zudem ist davon auszugehen, dass sich die Konkurrenz durch Online-Händler weiter verstärken wird. Beide Trends wirken sich ungünstig auf die Branche des stationären Einzelhandels mit Spielwaren aus und haben zur Folge, dass stetig Branchenakteure vom Markt verdrängt werden.
What's included in this industry?
BausätzeBrettspiele und PuzzlesKleinkind- und VorschulspielzeugPuppen und StofftiereFahrzeugeOutdoorspielzeugBausätzeBrettspiele und PuzzlesKleinkind- und VorschulspielzeugPuppen und StofftiereOutdoorspielzeugFahrzeugeSonstige ProdukteCompanies
Smyths Toys Deutschland SE & Co. KGRofu Kinderland Spielwarenhandelsgesellschaft mbHToysino GmbHPurchase this report to view all 5 major companies in this industry.
Related Terms
PEN-&-PAPER-SPIELEGEWÄHRLEISTUNGPOP-UP-STORESHOP-IN-SHOP-SYSTEMMULTICHANNELCLICK & COLLECTCLICK & MEETONLINE-MARKTPLATZIndustry Code
WZ G47.65DE - Einzelhandel mit Spielwaren
Performance
Get an indication of the industry's health through historical, current and forward-looking trends in the performance indicators that make or break businesses.
Analyst insights
Digitalisierungsgrad. Videospiele, digitale Spielzeuge und Internetdienste wie soziale Medien stellen die größte Konkurrenz für Spielwaren dar. Steigt der Umfang, in dem priva...
In this chapter (4)
- Current Performance
- Outlook
- Volatility
- Life Cycle
Key metrics
- Annual Revenue, Recent Growth, Forecast, Revenue Volatility
- Number of Employees, Recent Growth, Forecast, Employees per Business, Revenue per Employee
- Number of Businesses, Recent Growth, Forecast, Employees per Business, Revenue per Business
- Total Profit, Profit Margin, Profit per Business
Charts
- Revenue, including historical (2014-2023) and forecast (2024-2029)
- Employees, including historical (2014-2023) and forecast (2024-2029)
- Businesses, including historical (2014-2023) and forecast (2024-2029)
- Profit, including historical (2014-2024)
- Industry Volatility vs. Revenue Growth
- Industry Life Cycle
Detailed analysis
- Trends in supply, demand and current events that are driving current industry performance
- Expected trends, economic factors and ongoing events that drive the industry's outlook
- Key success factors for businesses to overcome volatility
- How contribution to GDP, industry saturation, innovation, consolidation, and technology and systems influence the industry's life cycle phase.
Products and Markets
Learn about an industry's products and services, markets and trends in international trade.
Analyst insight
<B>Bausätze dürften aufgrund ihrer positiven Wirkung auf die Kreativität der Kinder künftig noch beliebter werden</B>. <LI>Bausätze sind Bausets, bei denen aus einer Vielzahl ...
In this chapter
- Products & Services
- Major Markets
- International Trade
Key metrics
- Largest market segment and value in 2024
- Product innovation level
- Total imports, level and trend
- Total exports, level and trend
- Trade Balance
Charts
- Products & services segmentation in 2024
- Major market segmentation in 2024
- International trade, including imports by country and exports by country
Detailed analysis
- Trends impacting the recent performance of the industry's various segments
- Innovations in the industry's product or service offering, specialization or delivery method
- Key factors that successful businesses consider in their offerings
- Buying segments and key trends influencing demand for industry products and services
- Recent trends in import and export volumes, country of origin or destination, and expected future trends
Geographic Breakdown
Discover where business activity is most concentrated in an industry and the factors driving these trends to find opportunities and conduct regional benchmarking.
Analyst insights
<B>Die Region Mitte weist wegen ihres hohen Bevölkerungsanteils die meisten Spielwarengeschäfte auf</B>. <LI>Die Verteilung der Spielwarengeschäfte orientiert sich stark an de...
In this chapter (1)
- Business Locations
Charts
- Share of revenue, establishment, wages and employment in each region
- Share of population compared to establishments in each region in 2024
Tables
- Number and share of establishments in each region in 2024
- Number and share of revenue each region accounts for in 2024
- Number and share of wages each region accounts for in 2024
- Number and share of employees in each region in 2024
Detailed analysis
- Geographic spread of the industry across Europe, and trends associated with changes in the business landscape
- Key success factors for businesses to use location to their advantage
Competitive Forces
Get data and insights on what's driving competition in an industry and the challenges industry operators and new entrants may face, with analysis built around Porter's Five Forces framework.
Analyst insights
Zugang zu Vertriebskanälen. Der Zugang zu den Vertriebskanälen ermöglicht eine schnellere Lieferung und Auffüllung der Lagerbestände, insbesondere in Zeiten hoher Nachfrage. H...
In this chapter (4)
- Concentration
- Barriers to Entry
- Substitutes
- Buyer & Supplier Analysis
Key metrics
- Industry concentration level
- Industry competition level and trend
- Barriers to entry level and trend
- Substitutes level and trend
- Buyer power level and trend
- Supplier power level and trend
Charts
- Market share concentration among the top 4 suppliers from 2019-2024
- Supply chain including upstream supplying industries and downstream buying industries, flow chart
Detailed analysis
- Factors impacting the industry’s level of concentration, such as business distribution, new entrants, or merger and acquisition activity.
- Key success factors for businesses to manage the competitive environment of the industry.
- Challenges that potential industry entrants face such as legal, start-up costs, differentiation, labor/capital intensity and capital expenses.
- Key success factors for potential entrants to overcome barriers to entry.
- Competitive threats from potential substitutes for the industry’s own products and services.
- Key success factors for how successful businesses can compete with substitutes.
- Advantages that buyers have to keep favorable purchasing conditions.
- Advantages that suppliers have to maintain favorable selling conditions.
- Key success factors for how businesses can navigate buyer and supplier power.
Companies
Learn about the performance of the top companies in the industry.
Analyst insights
Der Spielwarenhändler setzt auf einen Multichannel-Ansatz, um der wachsenden Konkurrenz durch reine Online-Händler zu begegnen Smyths Toys vertreibt seine Produkte über stati...
In this chapter
- Market Share Concentration
- Companies
- Company Spotlights
Charts
- Industry market share by company in 2020 through 2024
- Major companies in the industry, including market share, revenue, profit and profit margin in 2024
- Overview of Smyths Toys Deutschland SE & Co. KG's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Rofu Kinderland Spielwarenhandelsgesellschaft mbH's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of Toysino GmbH's performance by revenue, market share and profit margin from 2018 through 2024
- Overview of revenue, market share and profit margin trend for 2 additional companies
Detailed analysis
- Description and key data for Smyths Toys Deutschland SE & Co. KG, and factors influencing its performance in the industry
- Description and key data for Rofu Kinderland Spielwarenhandelsgesellschaft mbH, and factors influencing its performance in the industry
- Description and key data for Toysino GmbH, and factors influencing its performance in the industry
- Description, key data and performance trends for 2 additional companies
External Environment
Understand the demographic, economic and regulatory factors that shape how businesses in an industry perform.
Analyst insights
<B>Produktsicherheitsgesetz</B>. <LI>Für die Branche des Einzelhandels mit Spielwaren ist das Produktsicherheitsgesetz besonders relevant, da es den Verkauf sicherer Produkte ...
In this chapter
- External Drivers
- Regulation & Policy
- Assistance
Key metrics
- Regulation & policy level and trend
- Assistance level and trend
Charts
Detailed analysis
- Demographic and macroeconomic factors influencing the industry
- Major types of regulations, regulatory bodies, industry standards or specific regulations impacting requirements for industry operators
- Key governmental and non-governmental groups or policies that may provide some relief for industry operators.
Key Statistics
Industry Data
Data Tables
Including values and annual change:
- Revenue (2014-2029)
- IVA (2014-2029)
- Establishments (2014-2029)
- Enterprises (2014-2029)
- Employment (2014-2029)
- Exports (2014-2029)
- Imports (2014-2029)
- Wages (2014-2029)
Top Questions Answered
Unlock comprehensive answers and precise data upon purchase. View purchase options.
What is the estimated market size of the Einzelhandel mit Spielwaren industry in Germany in 2024?
The market size of the Einzelhandel mit Spielwaren industry in Germany is €2,2Mrd. in 2024.
How many businesses are there in the Einzelhandel mit Spielwaren industry in 2024?
There are 2.424 businesses in the Einzelhandel mit Spielwaren industry in Germany, which has declined at a CAGR of -1.9% between 2019 and 2024.
Has the Einzelhandel mit Spielwaren industry in Germany grown or declined over the past 5 years?
The market size of the Einzelhandel mit Spielwaren industry in Germany has been at a CAGR of 7.1% between 2019 and 2024.
What is the forecast growth of the Einzelhandel mit Spielwaren industry in Germany over the next 5 years?
The Einzelhandel mit Spielwaren in Germany market is forecast to over the five years from 2024 to 2029
What are the biggest companies in the Einzelhandel mit Spielwaren market in Germany?
The biggest companies operating in the Einzelhandel mit Spielwaren market in Germany are Smyths Toys Deutschland SE & Co. KG, Rofu Kinderland Spielwarenhandelsgesellschaft mbH and Toysino GmbH
What does the Einzelhandel mit Spielwaren in Germany include?
Bausätze and Brettspiele und Puzzles are part of the Einzelhandel mit Spielwaren industry.
Which companies have the highest market share in the Einzelhandel mit Spielwaren in Germany?
The company holding the most market share in Germany is Smyths Toys Deutschland SE & Co. KG.
How many people are/were employed in the Einzelhandel mit Spielwaren in Germany in 2024?
There are 17.141 employed in the Einzelhandel mit Spielwaren industry in Germany 2024.
Widen your competitive advantage with related industries
Related Domestic Industries
Methodology
How are IBISWorld reports created?
IBISWorld has been a leading provider of trusted industry research for over 50 years to the most successful companies worldwide. With offices in Australia, the United States, the United Kingdom, Germany and China, we are proud to have local teams of analysts that conduct research, data analysis and forecasting to produce data-driven industry reports.
Our analysts start with official, verified and publicly available sources of data to build the most accurate picture of each industry. Analysts then leverage their expertise and knowledge of the local markets to synthesize trends into digestible content for IBISWorld readers. Finally, each report is reviewed by one of IBISWorld’s editors, who provide quality assurance to ensure accuracy and readability.
IBISWorld relies on human-verified data and human-written analysis to compile each standard industry report. We do not use generative AI tools to write insights, although members can choose to leverage AI-based tools within the platform to generate additional analysis formats.
What data sources do IBISWorld analysts use?
Each industry report incorporates data and research from government databases, industry-specific sources, industry contacts, and our own proprietary database of statistics and analysis to provide balanced, independent and accurate insights.
Key data sources in Germany include:
- German Federal Statistics Office (Destatis)
- European Statistics Office (Eurostat)
- United Nations Comtrade
Analysts also use industry specific sources to complement catch-all sources, although their perspective may focus on a particular organization or representative body, rather than a clear overview of all industry operations. However, when balanced against other perspectives, industry-specific sources provide insights into industry trends.
These sources include:
- Industry and trade associations
- Industry federations or regulators
- Major industry players annual or quarterly filings
Finally, IBISWorld’s global data scientists maintain a proprietary database of macroeconomic and demand drivers, which our analysts use to help inform industry data and trends. They also maintain a database of statistics and analysis on thousands of industries, which has been built over our more than 50-year history and offers comprehensive insights into long-term trends.
How does IBISWorld forecast its data?
IBISWorld’s analysts and data scientists use the sources above to create forecasts for our proprietary datasets and industry statistics. Depending on the dataset, they may use regression analysis, multivariate analysis, time-series analysis or exponential smoothing techniques to project future data for the industry or driver. Additionally, analysts will leverage their local knowledge of industry operating and regulatory conditions to impart their best judgment on the forecast model.
IBISWorld prides itself on being a trusted, independent source of data, with over 50 years of experience building and maintaining rich datasets and forecasting tools. We are proud to be the keystone source of industry information for thousands of companies across the world.
Learn more about our methodology and data sourcing on the Help Center.
