Newly released market study: Traditional Toys and Games in Germany

Traditional toys and games continued to post a strong positive performance in 2014, amidst stronger consumer confidence in spending. Following the steep decline in the global price of crude oil which began in June 2014, German consumers experienced a significant increase in their disposable incomes. Combined with high employment and low interest rates, domestic demand continued to grow. According to trade sources, this had a particularly positive effect on sales of toys and games during the fourth quarter, as parents and grandparents showed greater generosity when choosing Christmas presents.

Competitive Landscape

Sales of traditional toys and games continued to be led by Lego in 2014, which ranked as the leading player across the entire review period. Lego branded construction toys enjoy very high levels of consumer awareness in Germany, and are popular for their educational value. The player experienced significant turnover growth in 2014, and experienced the biggest increase in value share as a result of large-scale marketing activities that encompassed several licences, including the popular Star Wars and the release of the Lego film, which was highly successful.

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Industry Prospects

With economic and demographic factors expected to remain largely favourable, traditional toys and games has positive growth prospects. The low prices of oil and energy, as well as the high employment rate are expected to result in a further strengthening of consumer confidence in spending. Time-constrained, cash-rich parents are accordingly expected to remain generous with regard to spoiling their offspring. This will make it easier for manufacturers to implement unit price increases through added-value features.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Traditional Toys and Games industry in Germany with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Traditional Toys and Games industry in Germany, our research will save you time and money while empowering you to make informed, profitable decisions.

The Traditional Toys and Games in Germany market research report includes:

* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic values and company shares
* Five year forecasts of market trends and market growth  
* Robust and transparent market research methodology, conducted in-country

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