The Toy Sector In Europe
The toy industry is one of the most dynamic business sectors in Europe: approximately 60% of toys on the market each year are newly developed products. Around 80% of the sector is composed of small and medium-sized enterprises (SMEs), which have less than 50 employees.
The total retail market for traditional toys in the EU totalled €15.5 billion in 2010. In terms of market share, the majority of EU toy sales (73%) took place in the industry’s five largest European countries, that is France, Germany, Italy, Spain and the UK.
The toy business is highly seasonal, with consumers making the majority of purchases (approximately 60%) during the Christmas period (November-December).
The success of the toy sector depends heavily on its capacity to innovate and introduce new products that meet changing consumer needs and wishes. The toy industry dedicates an important part of its investment to market analysis, research and development (R&D) and the protection of intellectual property.