Europe Toys Market Share, Size, Growth, Trends and Analysis Report 2025-2033

Market Overview

The Europe toys market reached a value of approximately USD 27.82 Billion in 2024 and is forecasted to grow at a CAGR of 5.7% between 2025 and 2033. By 2033, the market size is expected to reach nearly USD 48.22 Billion. Growth is fueled by rising demand for eco-friendly green packaging and specialized toys catering to children with special needs. Europe toys market offers extensive insights covering product types, age groups, and sales channels across European countries.

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% (2025-2033)

• Forecast Period: 2025-2033

• Increasing adoption of green packaging solutions that are eco-friendly and cost-effective is a major market driver.

• Rising demand for specialized toys supporting children with autism spectrum disorder and other special needs enhances market share.

• E-commerce platforms expand accessibility, variety, and convenience in toy shopping across Europe.

• Growing popularity of augmented reality (AR) games encourages STEM skill development among children.

• Smart toys powered by artificial intelligence, sensors, and connectivity provide personalized play experiences, boosting market demand.

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Market Growth Factors

Increasing Adoption of Green Packaging

Increasing awareness of environmental sustainability among consumers drives the European toy market to produce biodegradable, recyclable, and reusable packaging made of cardboard, paper, and plant-based materials, as European consumers are increasingly demanding sustainable and eco-friendly toys made from biodegradable products. Green packaging may also reduce plastic waste and landfill clutter, as well as plastic waste in the ocean, while helping green customers who are good targets for building customer loyalty and brand trust. The European Union regulations that it introduced regarding the environment increased the demand for green packaging. The green packaging market should grow in the European region at a rate of 6.4% from 2025 to 2033, according to the forecast.

Rising Prevalence of Autism Spectrum Disorder (ASD)

Another factor expected to drive growth in the European autism-specific toy market is the growing prevalence of ASD within children across Europe. According to Yellow Bus ABA's 2024 report, 0.8% to 1.4% of European children between the ages of 5 and 18 are diagnosed with ASD within Europe. Social skills may grow when a child plays with dolls, action figures and other role-play toys, using speech or not using speech at times. Sensory toys may help in managing difficulties with sensory processing and develop self-regulation skills. Toys that are independent and self-directed in addition to fostering relaxation and focus are likely to drive sales in this product type.

Technological Advancements Including Smart Toys and AR Games

The Europe toys market grows through smart toys that integrate artificial intelligence (AI) technology, sensors, and connectivity. Smart toys are embedded with touch, movement, and voice recognition features that provide interactive experiences to children through action within the toy and an associated toy app. Companies such as Clementoni have created robots like AIRO to use AI to help kids learn, and AR games can be played on tablets and smartphones to help children develop STEM skills as virtual objects interact with the real world and the player solves problems. The multiplayer aspect of AR games has contributed to their appeal, allowing real-time collaboration and competition.

Market Segmentation

By Product Type:

• Action Figures: Popular due to famous movie franchises and comics, featuring intricate detailing that appeals to children and adult collectors.

• Building Sets: Promote creativity, problem-solving, cognitive development, with innovative designs themed on movies and architecture.

• Dolls: Highly customizable and interactive, representing diverse ethnicities and abilities, popular across Europe.

• Games and Puzzles: Encourage family bonding, social interaction, mental stimulation; include board and card games.

• Sports and Outdoor Toys: Support physical activity and health, including balls, bicycles, trampolines, popular during seasonal outdoor play.

• Plush: Offer comfort and emotional connection, often soft and safe for younger children; some brands use sustainable materials.

• Others: Not detailed explicitly in source but included as a separate category.

By Age Group:

• Up to 5 Years: Emphasis on sensory, motor, and cognitive development; popular items include plush toys, building blocks, and educational toys.

• 5 to 10 Years: Focus on creativity, social interaction, and problem-solving; preferred toys include building sets, action figures, games, puzzles, and outdoor toys.

• Above 10 Years: Cater to advanced cognitive skills, hobbies, and collectibles; include complex building sets, action figures, board games, drones, and coding kits.

By Sales Channels:

• Supermarkets and Hypermarkets: Provide convenience and accessibility with wide product selection, seasonal promotions, and bulk discounts.

• Specialty Stores: Offer expert guidance, premium/exclusive toys, and personalized shopping experiences.

• Department Stores: Blend variety and convenience with specific toy sections and holiday promotional events.

• Online Stores: Enable browsing from home, price comparisons, customer reviews, flexible delivery, and easy returns.

• Others: Not further described in the source.

Regional Insights

Germany emerges as a dominant market due to its strong economy and high consumer spending on educational and STEM-based toys. German buyers prioritize high-quality and safe toys, fueling demand for eco-friendly and durable options. The country also benefits from widespread e-commerce access, making toys more available across the population. This positions Germany as a key driver of growth in the Europe toys market.

Recent Developments & News

• January 2024: Click Europe (UK) launched eco-friendly recycled card puzzles and games under its boppi brand at the London Toy Fair.

• January 2024: Merlin Entertainments, LEGO Group, and Hasbro introduced Peppa Pig LEGO® DUPLO® building bricks.

• February 7, 2024: Millimages partnered with PlaybyPlay (Famosa brand) to produce and distribute Molang plush toys across Europe and Latin America for Christmas 2024.

• September 30, 2024: HTI Group acquired Sambro International, making HTI the UK's largest privately-owned toy company with combined sales exceeding EUR 120 million.

• December 4, 2024: Sky Castle Toys and Jazwares announced a multi-year partnership to expand distribution and brand development of Sticki Rolls™ in North America and Europe.

Key Players

• Clementoni

• Ducklings Toy Shop

• Click Europe

• Merlin Entertainments

• LEGO Group

• Hasbro

• Millimages

• PlaybyPlay (Famosa brand)

• HTI Group

• Sambro International

• Sky Castle Toys

• Jazwares

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