Europe Toys Market Size, Share, Trends and Industry Forecast | 2025-2034

Europe Toys Market Outlook

According to the report by Expert Market Research (EMR), the Europe toys market reached a value of approximately USD 14.51 billion in 2024. Driven by rising consumer spending on educational and entertainment products for children, along with the strong presence of leading toy manufacturers across the region, the market is expected to grow at a CAGR of 2.70% during the forecast period of 2025 to 2034, reaching a value of nearly USD 18.94 billion by 2034.

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The toys market in Europe comprises a wide range of products, including traditional toys, educational games, action figures, dolls, puzzles, and digital and electronic toys. These products cater to diverse age groups and developmental stages of children. The market is heavily influenced by evolving consumer preferences, regulatory standards, and the introduction of licensed toys based on popular movies, cartoons, and video games.

Europe Toys Market Trends

A key trend shaping the Europe toys market is the growing popularity of educational and STEM (Science, Technology, Engineering, and Mathematics) toys. Parents are increasingly opting for toys that not only entertain but also aid in the cognitive and motor skill development of children. As a result, toys that incorporate learning objectives, such as coding robots, interactive learning kits, and puzzle games, are witnessing rising demand.

Another prominent trend is the growing influence of sustainability in toy manufacturing. With heightened awareness regarding environmental issues, there is an increasing demand for toys made from recycled, biodegradable, or sustainably sourced materials. Many manufacturers are adopting eco-friendly practices and packaging to align with consumer values and regulatory standards.

The incorporation of digital technology is also transforming the landscape of the toy industry. Augmented reality (AR), artificial intelligence (AI), and app-enabled toys are gaining traction, offering children immersive play experiences that blend physical and digital elements.

Drivers of Growth

One of the primary drivers of growth in the Europe toys market is the rising disposable income and increased parental focus on child development. With more parents investing in quality toys that support educational and emotional development, the demand for premium products continues to rise.

The increasing number of licensed toys based on popular entertainment franchises also significantly contributes to market growth. Collaborations between toy manufacturers and film studios, gaming companies, and television networks have resulted in the launch of merchandise that enjoys immense popularity among children and collectors alike.

Moreover, the expansion of e-commerce platforms has made toys more accessible across the region. Online sales channels offer a vast product range, competitive pricing, and home delivery, thus playing a vital role in driving sales.

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Technology and Advancement

Technological advancements are reshaping the product development and distribution strategies of toy manufacturers. The integration of smart features in toys, such as voice recognition, adaptive learning, and AI-driven interactivity, has created new growth avenues. Additionally, 3D printing technology is being explored for custom toy production, reducing lead times and enhancing design flexibility.

Digital marketing and augmented reality apps are increasingly used to engage consumers and demonstrate product functionalities, offering an interactive experience prior to purchase.

Europe Toys Market Segmentation

The market can be divided based on product, by age group, distribution channel and region.

Market Breakup by Product

Action Figures
Building Sets
Games and Puzzles
Dolls
Sports and Outdoor Toys
Plush
Others

Market Breakup by Age Group

Up to 5 Years
Between 5 to 10 Years
Above 10 Years

Market Breakup by Distribution Channel

Hypermarkets and Supermarkets
Departmental Stores
Online Channels
Others

Market Breakup by Region

Germany
United Kingdom
France
Italy
Spain

Industry Key Players

Some of the major players explored in the report by Expert Market Research are as follows:

LEGO System A/S
Hasbro, Inc.
Mattel, Inc
Clementoni Spa
The Goliath Games LLC and B.V Companies
Ravensburger Group
Thames & Kosmos
BRUDER Spielwaren GmbH + Co. KG
Abysse Corp
Steiff Retail GmbH
Others

Challenges and Opportunities

Despite its strong position, the market faces several challenges. Rising raw material costs, particularly for plastic and electronic components, are exerting pressure on profit margins. Additionally, regulatory compliance concerning toy safety and environmental standards imposes stringent requirements on manufacturers.

Counterfeit products also pose a significant risk, particularly in the online marketplace, affecting brand reputation and consumer trust.

Nonetheless, there are ample opportunities for growth. The increasing adoption of gender-neutral toys, demand for toys catering to children with special needs, and rising awareness of inclusive play are creating new product development avenues. Expansion into untapped rural areas and second-tier cities across Europe also presents opportunities for market penetration.

Europe Toys Market Forecast

The Europe toys market is poised for steady growth in the coming years, supported by evolving consumer preferences, technological integration, and sustained demand for high-quality, educational, and sustainable toys. With a projected CAGR of 2.70% from 2025 to 2034, the market is expected to reach a value of USD 18.94 billion by 2034, reflecting a dynamic and adaptive industry that continues to play a central role in childhood development and family entertainment across the region.

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