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Toy Retailers in Germany Industry Data and Analysis
A sustained decline in bricks-and-mortar retail sales, triggered by changing consumer behaviour, an increased shift in sales to online platforms and increasing competition from players outside the sector such as discounters and drugstores, has led to store closures and insolvencies. Over the last five years, the sector has seen an average decline in sales of 4.5% per year. Additional cost pressure due to higher rents, energy prices and personnel costs had a considerable negative impact on companies' earnings. Retailers are therefore increasingly focusing on restructuring measures such as the closure of less profitable locations, investments in modernisation and a stronger focus on profitable core product ranges.
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What's included in this industry analysis
IBISWorld's research coverage on the Toy Retailers industry in Germany includes market sizing, forecasting, data and analysis from 2015-2030. The most recent publication was released June 2025.
About this industry
What's this industry report about?
The Toy Retailers industry in Germany operates under the WZ industry code G47.65DE. The sector is dedicated to the retail of toys, including toy vehicles and musical toys, as well as model building sets. The sale of toys via online retail or in department stores is not part of the industry. The sale of video game consoles and the retail of video games are also not part of the industry. Related terms covered in the Toy Retailers industry in Germany include pen & paper games, warranty, multichannel, click & collect, click & meet and online marketplace.
What's included in this industry?
Products and services covered in Toy Retailers industry in Germany include Kits, Board games and puzzles and Dolls and soft toys.
What companies are included in this industry?
Companies covered in the Toy Retailers industry in Germany include Smyths Toys Deutschland SE & Co. KG, Rofu Kinderland Spielwarenhandelsgesellschaft mbH and Haba Sales GmbH & Co. KG.
Performance
What's included in the Performance chapter?
The Performance chapter covers detailed analysis, datasets, detailed current performance, sources of volatility and an outlook with forecasts for the Toy Retailers industry in Germany.
Questions answered in this chapter include what's driving current industry performance, what influences industry volatility, how do successful businesses overcome volatility, what's driving the industry outlook. This analysis is supported with data and statistics on industry revenues, costs, profits, businesses and employees.
Products & Markets
What's included in the Products and Markets chapter?
The Products and Markets chapter covers detailed products and service segmentation and analysis of major markets for the for the Toy Retailers industry in Germany.
Questions answered in this chapter include how are the industry's products and services performing, what are innovations in industry products and services, what products or services do successful businesses offer and what's influencing demand from the industry's markets. This includes data and statistics on industry revenues by product and service segmentation and major markets.
Geographic Breakdown
What's included in the Geographic Breakdown chapter?
The Geographic Breakdown chapter covers detailed analysis and datasets on regional performance of the Toy Retailers industry in Germany.
Questions answered in this chapter include where are industry businesses located and how do businesses use location to their advantage. This includes data and statistics on industry revenues by location.
Competitive Forces
What's included in the Competitive Forces chapter?
The Competitive Forces chapter covers the concentration, barriers to entry and supplier and buyer profiles in the Toy Retailers industry in Germany. This includes data and statistics on industry market share concentration, barriers to entry, substitute products and buyer & supplier power.
Questions answered in this chapter include what impacts the industry's market share concentration, how do successful businesses handle concentration, what challenges do potential industry entrants face, how can potential entrants overcome barriers to entry, what are substitutes for industry services, how do successful businesses compete with substitutes and what power do buyers and suppliers have over the industry and how do successful businesses manage buyer & supplier power.
Companies
What's included in the Companies chapter?
The Companies chapter covers Key Takeaways, Market Share and Companies in the Toy Retailers industry in Germany. This includes data and analysis on companies operating in the industry that hold a market share greater than 5%.
Questions answered in this chapter include what companies have a meaningful market share and how each company is performing.
External Environment
What's included in the External Environment chapter?
The External Environment chapter covers Key Takeaways, External Drivers, Regulation & Policy and Assistance in the Toy Retailers industry in Germany. This includes data and statistics on factors impacting industry revenue such as economic indicators, regulation, policy and assistance programs.
Questions answered in this chapter include what demographic and macroeconomic factors impact the industry, what regulations impact the industry, what assistance is available to this industry.
Financial Benchmarks
What's included in the Financial Benchmarks chapter?
The Financial Benchmarks chapter covers Key Takeaways, Cost Structure, Financial Ratios, Valuation Multiples and Key Ratios in the Toy Retailers industry in Germany. This includes financial data and statistics on industry performance including key cost inputs, profitability, key financial ratios and enterprise value multiples.
Questions answered in this chapter include what trends impact industry costs and how financial ratios have changed overtime.
Industry Data
What's included in the Industry Data chapter?
The Industry Data chapter includes 10 years of historical data with 5 years of forecast data covering statistics like revenue, industry value add, establishments, enterprises, employment and wages in the Toy Retailers industry in Germany.
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Frequently Asked Questions
What is the market size of the Toy Retailers industry in Germany in 2026?
The market size of the Toy Retailers industry in Germany is €1.7bn in 2026.
How many businesses are there in the Toy Retailers industry in Germany in 2025?
There are 2,170 businesses in the Toy Retailers industry in Germany, which has declined at a CAGR of 3.2 % between 2020 and 2025.
How may import tariffs affect the Toy Retailers industry in Germany?
The Toy Retailers industry in Germany is unlikely to be materially impacted by import tariffs with imports accounting for a low share of industry revenue.
How may export tariffs affect the Toy Retailers industry in Germany?
The Toy Retailers industry in Germany is unlikely to be materially impacted by export tariffs with exports accounting for a low share of industry revenue.
Has the Toy Retailers industry in Germany grown or declined over the past 5 years?
The market size of the Toy Retailers industry in Germany has been declining at a CAGR of 4.5 % between 2020 and 2025.
What is the forecast growth of the Toy Retailers industry in Germany over the next 5 years?
Over the next five years, the Toy Retailers industry in Germany is expected to decline.
What are the biggest companies in the Toy Retailers industry in Germany?
The biggest companies operating in the Toy Retailers industry in Germany are Smyths Toys Deutschland SE & Co. KG, Rofu Kinderland Spielwarenhandelsgesellschaft mbH and Haba Sales GmbH & Co. KG
What does the Toy Retailers industry in Germany include?
Kits and Board games and puzzles are part of the Toy Retailers industry in Germany.
Which companies have the highest market share in the Toy Retailers industry in Germany?
The company holding the most market share in the Toy Retailers industry in Germany is Smyths Toys Deutschland SE & Co. KG.
How competitive is the Toy Retailers industry in Germany?
The level of competition is high and increasing in the Toy Retailers industry in Germany.
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