Market Overview

The Europe toys market reached a value of approximately USD 27.82 Billion in 2024 and is projected to grow at a CAGR of 5.7% during 2025-2033. By 2033, the market is expected to reach nearly USD 48.22 Billion. Growth is driven by rising adoption of eco-friendly, cost-effective green packaging and increasing demand for specialized toys catering to children with special needs. E-commerce and technological advancements like augmented reality and smart toys also fuel expansion.

Study Assumption Years

• Base Year: 2024
• Historical Years: 2019-2024
• Forecast Period: 2025-2033

Europe Toys Market Key Takeaways

• Current Market Size: USD 27.82 Billion in 2024
• CAGR: 5.7% during 2025-2033
• Forecast Period: 2025-2033
• Increasing uptake of green packaging boosting market growth and loyalty among eco-conscious consumers.
• Rising demand for specialized and sensory toys to support children with autism spectrum disorder.
• Online sales channels expanding accessibility, allowing comparisons, curated subscriptions, and flexible returns.
• Popularity of augmented reality (AR) and smart toys enhancing interactive and educational experiences.
• European countries focus on diverse product offerings including licensed merchandise, tech toys, and traditional play sets.

Download a sample copy of the report: https://www.imarcgroup.com/Europe-Toys-Market/requestsample

Market Growth Factors

The Europe toys market is also growing because of the rising demand for green packaging solutions. Toy companies have a preference for biodegradable, recyclable, and reusable packaging made from cardboard, paper, or plant-based biodegradable materials as this reduces effect on the environment. This reduces plastic waste in landfills and oceans. The EU's increasing environmental regulations have encouraged its adoption in the region. Green packaging market in Europe is projected to grow at a CAGR of 6.4% from 2025 to 2033, appealing to loyal green consumers and lowering packaging production costs.

Market growth for toys for autistic children is anticipated to increase as the prevalence of autism spectrum disorder (ASD) among children continues to grow. According to a 2024 publication by Yellow Bus ABA, the prevalence of autism among children in Europe aged 5 to 18 is estimated to be between 0.8-1.4%. There are several toys designed specifically for children with ASD that can foster development of language, social skills, sensory regulation, and visual schedules.

Growth is further supported by the increasing production rate of smart toys, with the toys being embedded with artificial intelligence, sensors, and connectivity that allow for a personalized play and learning experience. An example of an AR gadget is Clementoni's AIRO. This is an educational robot that uses AI to teach STEM in children aged 9 or older. Such AR devices are also made for smartphones and tablets. These technological trends are in response to consumer demand for innovative, innovative, educational and entertaining toy products.

Market Segmentation

By Product Type

• Action Figures: Popular due to movie franchises, comics, and video game themes with detailed articulation, appealing to children and adult collectors; companies collaborate with entertainment brands for limited editions.
• Building Sets: Promote creativity, problem-solving, and cognitive development; popular among parents for educational value and adult enthusiasts for challenging designs.
• Dolls: Highly customizable and tech-interactive; represent diverse ethnicities and abilities, inspired by pop culture and societal trends.
• Games and Puzzles: Foster family bonding and mental stimulation; includes board games, card games, and puzzles suitable for varied age groups.
• Sports and Outdoor Toys: Encourage active lifestyles with products like balls, bicycles, and trampolines; growth supported by seasonal outdoor play and enhanced safety standards.
• Plush: Strong emotional appeal as comfort items resembling popular characters or animals; popular gifts, especially for younger children; European brands use sustainable materials.

By Age Group

• Up to 5 years: Toys focus on early development of sensory, motor, and cognitive skills; plush toys, building blocks, and educational toys are favored.
• 5 to 10 years: Toys enhance creativity, social skills, and problem-solving; includes building sets, action figures, games, puzzles, and outdoor toys inspired by popular franchises.
• Above 10 years: Cater to advanced cognitive skills and hobbies; includes complex building sets, action figures, board games, and tech-based toys like drones and coding kits; adult collectors also participate.

By Sales Channels

• Supermarkets and Hypermarkets: Provide convenient access and a wide range of toys with promotions and bulk discounts.
• Specialty Stores: Offer curated collections and expert guidance appealing to collectors and parents seeking educational/high-quality toys; personalized experiences and demos available.
• Department Stores: Combine variety and convenience with premium brand offerings; benefit from seasonal displays and holiday promotions.
• Online Stores: Enable home browsing, price comparison, and informed purchases with customer reviews and flexible delivery; rising popularity due to convenience.

Regional Insights

Germany stands out due to a strong economy and high spending on STEM-based and eco-friendly toys, supported by extensive e-commerce access. France emphasizes creativity and cultural values, favoring educational and heritage-inspired toys, with specialty and department stores as key channels. The UK market focuses on innovation, digital integration, and licensed merchandise, boosted by robust retail and e-commerce sectors. Italy prefers traditional and social interaction-promoting toys, with growing e-commerce adoption. Spain encourages active play with outdoor toys, relying on supermarkets and hypermarkets for retail. These regional preferences shape diverse demand across Europe.

Recent Developments & News

In 2024, several key events shaped the market: In January, UK-based Click Europe launched eco-friendly puzzles under the boppi brand. The LEGO Group, Merlin Entertainments, and Hasbro introduced Peppa Pig LEGO DUPLO bricks. February saw Millimages partner with PlaybyPlay (Famosa brand) for Molang plush toys targeting Christmas release. In September, HTI Group acquired Sambro International, becoming the UK's largest private toy company with over EUR 120 million in annual sales. December featured a multi-year partnership between Sky Castle Toys and Jazwares to expand Sticki Rolls distribution across North America and Europe.

Request Customization: https://www.imarcgroup.com/request?type=report&id=9094&flag=E

Key Players

• Clementoni
• Click Europe
• Merlin Entertainments
• LEGO Group
• Hasbro
• Millimages
• PlaybyPlay (Famosa brand within Giochi Preziosi)
• HTI Group
• Sambro International
• Sky Castle Toys
• Jazwares

If you require any specific information that is not covered currently within the scope of the report, we will provide the same as a part of the customization.

About Us

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.

Contact Us

IMARC Group,

134 N 4th St. Brooklyn, NY 11249, USA,

Email: sales@imarcgroup.com,

Tel No: (D) +91 120 433 0800,

United States: +1-201971-6302