Toy market sales in Germany 2000-2023

Sales revenue on the German toy market amounted to 4.5 billion euros in 2023. After a slump from 2006 to 2008, figures picked up annually during the next years. A noticeable increase was visible in 2020, most likely due to the COVID-19 pandemic and children remaining at home more. With the onset of digital devices and technology, the toy market has had to face its own set of challenges in retaining appeal for parents and children.

Child’s play

One of the most successful German toy manufacturers is Ravensburger. Brand awareness for the company was 80 percent as of 2022. As in many other industries, the rapid rise of e-commerce and online shopping has influenced where consumers buy toys. While the internet does play a leading role, physical toy shops are still sought out by consumers. Spending on toys for babies and toddlers has fluctuated over the years, amounting to 714 million euros in 2022.

Fun and games

The number of toy retailers in Germany has been decreasing all the same, with 2,511 businesses recorded in 2021, compared to 3,555 a decade earlier. Net revenues in toy retail fluctuated somewhat in recent years, amounting to around 1.79 billion euros also in 2021.