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Traditional Toys and Games in Spain

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    Report

  • 23 Pages
  • June 2025
  • Region: Spain
  • Euromonitor International
  • ID: 1868751
Traditional toys and games in Spain saw a modest downturn in value sales in 2024, yet construction and games and puzzles exhibited growth, propelled by the trend of adult enthusiasts (kidults) and licensed products. The category is being influenced by a focus on sustainability and inclusivity, with the introduction of eco-friendly products by various companies. The competitive landscape is marked by a trend towards increased concentration and more frequent strategic partnerships.

The Traditional Toys and Games in Spain report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market - be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

Data coverage: Market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?

  • Get a detailed picture of the Traditional Toys and Games market;
  • Pinpoint growth sectors and identify factors driving change;
  • Understand the competitive environment, the market’s major players and leading brands;
  • Use five-year forecasts to assess how the market is predicted to develop.

Table of Contents

KEY DATA FINDINGS
2024 DEVELOPMENTS
  • Growth for construction and games and puzzles despite overall downturn
  • CHART 1 Key Trends 2024
INDUSTRY PERFORMANCE
  • Games and puzzles and construction grow despite decline for overall traditional toys and games
  • VTech and Famosa leverage technology and eco-awareness in toys
  • CHART 2 Famosa’s FungiPot Launches in 2025, Blending Tech with Nature
  • Pictionary Adults Only and other kidult products contribute to growth
  • CHART 3 Analyst Insight
  • Feber Recycle Eco House promotes sustainability in toys and games
  • CHART 4 Eco-Friendly Toys Like Feber Recycle House Reflect Growing Focus on Sustainability
  • WHAT’S NEXT?
  • Games and puzzles to see the fastest growth over the forecast period
  • Companies will collaborate in terms of promotion, production, and entertainment to broaden their reach
  • A trend towards eco-friendly, safer toys expected
  • The rise of interactive toys
COMPETITIVE LANDSCAPE
  • Mattel's lead challenged by LEGO, and Giochi Preziosi gains
  • Tranjis Games’s Virus game drives share gains
  • Goliath and Bizak strategic alliance aims to expand Iberian market presence
  • Lego targets various demographics via partnerships and licensing deals
CHANNELS
  • Resurgence for traditional toys and games stores
  • Growth for retail e-commerce continues, driven by wide product range and social media
  • Concept stores focus on brand experiences and curated luxury goods
COUNTRY REPORTS DISCLAIMER
  • CHART 5 Key Trends 2024
  • CHART 6 Cloudsky Introduces Energy-Saving Android Cloud Gaming Solution in 2024
  • CHART 7 Pictionary Adults Only Gains Traction as Kidults Seek Adult-Themed Games
  • CHART 8 Analyst Insight
  • CHART 9 Real GDP Growth and Inflation 2019-2029
  • CHART 10 PEST Analysis in Spain 2024
  • CHART 11 Key Insights on Consumers in Spain 2024
  • CHART 12 Consumer Landscape in Spain 2024
TOYS AND GAMES IN SPAIN
EXECUTIVE SUMMARY
  • Growth for video games offsets decline of traditional toys and games
KEY DATA FINDINGS
INDUSTRY PERFORMANCE
  • Video games drives expansion for toys and games despite overall slowdown in growth
  • Xbox Cloud Gaming and Cloudsky drive expansion of cloud gaming
  • Pictionary Adults Only targets a more mature audience for social entertainment experiences
  • Established franchises drive video games revenue and limit innovation
  • WHAT’S NEXT?
  • Video games to lead growth within toys and games
  • Kidult trend and strategic partnerships set to drive growth for more complex toys and licensed toys
  • Cloud gaming, new launches, and interactive products set to reshape toys and games
COMPETITIVE LANDSCAPE
  • Mattel sees a slight decline, while LEGO Group gains ground
  • Steam Deck invigorates hand-held consoles; Tranjis Games expands in games and puzzles through its Virus game
  • Goliath and IMC Toys seek partnership opportunities to expand their reach
  • Lego and Nintendo drive expansion through partnerships and key launches
CHANNELS
  • Retail e-commerce drives growth, driven by video games software
  • Offline retail recovers as it is important for providing brand experiences; Sony uses hybrid distribution for PlayStation 5 Pro
  • Retail e-commerce impacts distribution of traditional toys and games via broader product ranges and home delivery
ECONOMIC CONTEXTCONSUMER CONTEXTCOUNTRY REPORTS DISCLAIMER
SOURCES
  • Summary 1 Research Sources