Leading toy brands ranked by market share in the European Union 2011

This statistic presents leading global toy brands in the European Union, ranked according to their share of sales in the nine main EU toy markets in 2011. That year, Mattel ranked highest with a ten percent share of the EU-9 toy market, followed by Lego and Hasbro each with an 8 percent share.

Market share of leading toy brands in the nine main toy markets in the European Union in 2011

Share of total sales
Mattel Inc10.08%
Lego Group8.32%
Hasbro Inc8.14%
Private label4.32%
Simba-Dickie Group GmbH & Co KG2.9%
Glochi Preziosi SpA2.82%
Geobra Brandstätter GmbH &Co KG2.38%
TTech Holdings Ltd2.23%
Ravensburger AG1.76%
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Release date

August 2013



Survey time period


Supplementary notes

Global brand owners of traditional toys and games in the following nine EU markets: France, Germany, Italy, the Netherlands, Poland, Romania, Spain, Sweden and the United Kingdom. Private label companies are collected under the heading 'Private label.'

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