Europe Toys Market Forecast Shows Strong Growth Path to USD 48.22 Billion from Current USD 27.82 Billion

MARKET OVERVIEW

The Europe toys market reached a size of USD 27.82 Billion in 2024 and is forecasted to grow at a CAGR of 5.7% from 2025 to 2033, reaching USD 48.22 Billion by 2033. The market growth is driven by the increasing adoption of eco-friendly green packaging and rising demand for toys tailored to children with special needs.

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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% for 2025-2033
Forecast Period: 2025-2033
The market is propelled by a growing preference for sustainable and cost-effective green packaging solutions.
Rising adoption of specialized toys designed for children with autism spectrum disorder (ASD) supports growth.
E-commerce platforms enhance accessibility to an extensive variety of toys and convenient shopping experiences.
Demand for smart toys integrated with AI, sensors, and app connectivity is increasing.
The market includes a growing trend towards educational and tech-enabled toys that improve STEM skills.

MARKET GROWTH FACTORS

Europe toys market growth happens due to green packaging for toys. Manufacturers use more biodegradable packaging materials. Recyclable packaging materials see more use by manufacturers. Manufacturers use more reusable packaging materials such as cardboard and paper, or plant-based materials of that kind. The trend reduces plastic use and waste while drawing environmentally-responsible customers and is driven by environmental laws in the European Union. According to the report, the Europe green packaging market is estimated to grow at a compound annual growth rate (CAGR) of 6.4% within 2025 and 2033.

Consumers gain awareness of the environmental impact. They demand more sustainable toys and packaging in Europe. Brands benefit through reduced costs with materials. They use lighter packaging. These support market growth. Knowledge of the environment leads to consumers being brand loyal to the sustainable toy manufacturer.
The increasing cases of autism spectrum disorder (ASD) among children in Europe is expected to drive the market. The prevalence of ASD in Europe in 2024 can be considered to be around 0.8% on the basis of register studies and population studies among 5 to 18 years. The growing market is driven by the demand within toys that promote oral and physical communication, meet sensory needs, and foster independent play. For example, fidget spinners, textured balls, and weighted blankets may help children cope following sensory overload.

E-commerce sites matter because they make educational, collectible and interactive toys available for consumers who otherwise cannot access these toys in their local region. These options permit consumers to compare the prices of multiple sellers and access product specifications and reviews. The ease and flexibility for fulfillment, with options such as late-night ordering, subscription boxes and simple return policies, continues to propel online-bound toy sales. The IMARC Group report anticipated the Europe e-commerce toy market to grow to USD 7.2 billion by 2032.

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MARKET SEGMENTATION

Analysis by Product Type:

Action Figures: Popular due to famous franchises and detailed articulation, appealing to children and collectors.
Building Sets: Promote creativity and cognitive development; popular for educational and entertainment value.
Dolls: Highly customizable and interactive, representing diverse body types and abilities.
Games and Puzzles: Encourage family bonding and mental stimulation with board games, card games, and puzzles.
Sports and Outdoor Toys: Encourage active lifestyles with products like balls, bicycles, and trampolines.
Plush: Known for emotional comfort, popular with young children and increasingly made with sustainable materials.
Others

Analysis by Age Group:

Up to 5 years: Focus on early childhood development toys including sensory and educational categories.
5 to 10 years: Emphasis on creativity, social interaction, and problem-solving with building sets, action figures, and outdoor toys.
Above 10 years: Cater to advanced cognitive abilities and hobbies including drones, coding kits, and collectibles.

Analysis by Sales Channels:

Supermarkets and Hypermarkets: Convenience and accessibility with wide toy assortments and seasonal promotions.
Specialty Stores: Premium, curated collections with expert guidance, popular among collectors and parents seeking quality toys.
Department Stores: Combination of variety and convenience with dedicated toy sections and seasonal promotions.
Online Stores: Provide extensive choice, price comparisons, customer reviews, and flexible delivery options.
Others

REGIONAL INSIGHTS

Germany is a dominant market in Europe due to its strong economy and high consumer spending on educational and STEM-based toys. German buyers value good quality and safety, which leads to strong demand for eco-friendly and durable toys, supported by extensive e-commerce platform access. This combination contributes significantly to the overall Europe toys market growth.

RECENT DEVELOPMENTS & NEWS

In January 2024, UK-based Click Europe launched a new range of eco-friendly puzzles and games under its boppi brand at the Toy Fair in London. Merlin Entertainments, the LEGO Group, and Hasbro announced a Peppa Pig LEGO DUPLO building bricks launch the same month. In February 2024, Millimages partnered with PlaybyPlay (a Famosa brand of Giochi Preziosi) to produce Molang plush toys targeting a Christmas 2024 launch. On September 30, 2024, HTI Group acquired Sambro International to become UK's largest privately-owned toy company. In December 2024, Sky Castle Toys and Jazwares entered a partnership to expand distribution of Sticki Rolls across North America and Europe.

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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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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.

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