Europe Toys Market Forecast by 2033

Market Size in 2024: USD 27.82 Billion
Market Forecast in 2033: USD 48.22 Billion
Market Growth Rate 2025-2033: 5.7%

The Europe toys market is on a steady climb from USD 27.82 billion in 2024 to an estimated USD 48.22 billion by 2033, registering a CAGR of 5.7%. This momentum is powered by surging demand for eco-friendly packaging, the rapid rise of smart and STEM-centric toys, and an expanding product range tailored to children with special needs.

Growth Drivers Propelling the Europe Toys Market

EU Green Packaging Mandates & Circular-Economy Push

The EU wants there to be rules for green packaging. It also tries to get people to use items again and make less trash. This means that businesses have to change how they use and make packaging. They need to do their work in ways that help the planet. Companies in the EU now look for new ways that will cut waste and be better for the earth. The EU will keep working to be more green every year. This is good for us all, as it helps our air and keeps places clean. Brussels' Packaging and Packaging Waste Regulation (PPWR) will start in full from 2026. The rule says all packaging sold in the EU must be easy to recycle or used again by 2030. To meet this, LEGO said it will stop using single-use plastic in toy boxes by 2025. It has started to put Forest Stewardship Council (FSC)–certified paper bags in stores across Europe. Smaller companies are doing the same thing. In the UK, Click Europe began selling its boppi puzzle line in January 2024. These puzzles come in boxes made from recycled cards and use inks from plants. The packaging is now 30 % lighter. All these changes let brands avoid rule-breaking fines. They also connect with parents who care about the environment. According to a 2024 Eurobarometer survey, 72 % of eco-friendly parents say that being green is the main thing they look for when buying.

Smart-Tech Infusion & AI-Enabled Learning

Clementoni will launch AIRO in October 2024. This is an AI-powered robot friend for kids. It shows how Europe is moving toward learning through personalised and fun play. AIRO can change to match a child’s learning speed. It can take voice commands. It also connects to a parent app to show how well the child is doing. This matches the goals set in the EU Digital Education Action Plan 2021-2027. Also, games that use AR, like scavenger hunts similar to Pokémon GO, are now part of outdoor toys. This brings together being active and using digital tools. Schools in Denmark and the Netherlands have started to try these toys in after-school STEM clubs. More children are starting to use them, and their popularity is spreading through word-of-mouth.

Special-Needs Inclusion & Neurodiversity Focus

The European Parliament’s 2023 resolution says that countries should help people with disabilities by giving them more tools to learn, including toys. With about 1.4% of kids aged 5 to 18 having ASD (Yellow Bus ABA, 2024), many brands now have products that are easy for these kids to use. These include fidget spinners that you can feel, plush toys with weight, and sets for planning that use colors. The Entertainer, a UK store, now puts “Calm & Create” kits on its shelves, and these kits have been supported by the National Autistic Society. In Spain, Famosa worked with occupational therapists to design building bricks that kids can touch and play with in their own way. These changes help fill a gap in the market and make parents trust the brands more when looking for support tools for their kids.

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Europe Toys Market Segmentation

Analysis by Product Type

  • Action Figures
  • Building Sets
  • Dolls
  • Games and Puzzles
  • Sports and Outdoor Toys
  • Plush
  • Others

Analysis by Age Group

  • Up to 5 years
  • 5 to 10 years
  • Above 10 years

Analysis by Sales Channel

  • Supermarkets and Hypermarkets
  • Specialty Stores
  • Department Stores
  • Online Stores
  • Others

Country Analysis

  • Germany
  • France
  • United Kingdom
  • Italy
  • Spain
  • Others

Europe Toys Market News

  • January 2024: Click Europe unveiled recycled-card puzzles under its boppi brand at the London Toy Fair, targeting eco-conscious families.
  • January 2024: LEGO, Merlin Entertainments & Hasbro announced a new Peppa Pig LEGO® DUPLO® line to launch ahead of Christmas 2024.
  • February 2024: Famosa and PlaybyPlay unveiled Molang plush toys at Nuremberg Toy Fair, aiming for a Q4-2024 European rollout.
  • September 2024: HTI Group acquired Sambro International, creating the UK’s largest privately-owned toy company with sales > EUR 120 million.
  • December 2024: Sky Castle Toys partnered with Jazwares to expand Sticki Rolls™ distribution across major European retailers.

 Key highlights of the Report:

  • Market Performance (2019-2024)
  • Market Outlook (2025-2033)
  • COVID-19 Impact on the Market
  • Porter’s Five Forces Analysis
  • Strategic Recommendations
  • Historical, Current and Future Market Trends
  • Market Drivers and Success Factors
  • SWOT Analysis
  • Structure of the Market
  • Value Chain Analysis
  • Comprehensive Mapping of the Competitive Landscape

Note: If you need specific information that is not currently within the scope of the report, we can provide it to you as part of the customization.

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