Sales in the toy market in Germany 2007-2018

Sales revenue on the German toy market amounted to 3.3 billion euros in 2018. After a slump in 2006 to 2008, figures picked up and remained stable for the next years. With the onset of digital devices and technology, the toy market has had to face its own set of challenges in remaining appealing for parents and children.

Child’s play

The most successful toy manufacturers based on sales revenue in Germany were LEGO, Brandstätter (with its brands Playmobil and Lechuza) and Ravensburger. As in many other industries, the rapid rise of e-commerce and online shopping has influenced where consumers buy toys. While the internet does take the lead, specialized toy shops are not far behind. Spending on toys for babies and toddlers has fluctuated over the years, amounting to 494 million euros in 2017. Meanwhile, advertising spending on toys has increased.

Fun and games

The industry remains competitive, with manufacturers battling for customers both in online retail and off. Based on forecasts, the German toy industry revenue is expected to reach almost 4.3 billion U.S. dollars in 2020.