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Sales revenue on the German toy market amounted to *** billion euros in 2025. 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

Plastic Toys and construction sets and models generated the largest revenue shares in the children's toys and game department in 2025. 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 ****million euros in 2024. 

Fun and games

Mattel is one of the most renowned toy brands for children and toddlers worldwide. Best known as the creators of the iconic Barbie doll, introduced in 1959, the company ranks among the largest toy manufacturers worldwide, trailing only LEGO, Bandai Namco, and Hasbro. Barbie quickly became a cultural phenomenon, symbolizing fashion, aspiration, and creativity for generations of children.