Toy market analysis
The 2023 analysis of the toy market in Poland shows a fast-growing industry. Forecasts indicate that the sector's value will continue to grow. This is happening despite the falling number of children in the country. The toy market is expected to keep expanding, driven by growing consumer demand for innovative, educational products.
How big is the toy market in Poland?
In 2023, revenue in the toys and games market in Poland is expected to reach USD 967.38 m, almost USD 30 m more than in the previous year.
Historical data show that the children's toy market is relatively resilient to various kinds of shocks. In 2023, revenue in the toys and games market in Poland is expected to reach USD 967.38 m. This is an increase of almost USD 30 m on the previous year. In 2022, dolls and plush toys generated the highest revenue (USD 293.1 m), followed by infant toys (USD 246.9 m). Card games (USD 8.02 m) and puzzles (USD 18.43 m) generated the lowest revenue.
| Category | Revenue 2022 (USD m) |
|---|---|
| Dolls and plush toys | 293.1 |
| Infant toys | 246.9 |
| Puzzles | 18.43 |
| Card games | 8.02 |
Show chart data as a table
| Year | Revenue (USD m) |
|---|---|
| 2018 | 749.98 |
| 2019 | 760.77 |
| 2020 | 837.54 |
| 2021 | 909.14 |
| 2022 | 938.56 |
| 2023 | 967.38 |
| 2024 | 997.30 |
| 2025 | 1,025.87 |
| 2026 | 1,054.66 |
| 2027 | 1,082.70 |
| 2028 | 1,112.20 |
Which companies lead the toy market?
The market is dominated by established companies such as Hasbro, Mattel, LEGO Group and Spin Master. These leading firms hold a considerable market share, covering various product categories such as figures, dolls, board games, puzzles and construction sets. Niche toy manufacturers are also emerging. They cater to specific interests and market segments and make the industry more diverse.
How much will the global toy market be worth?
The toy market is forecast to exceed USD 230 bn by 2028, with parents' increasing interest in educational toys as a key growth driver.
The toy market is growing fast both in Poland and globally, and is forecast to exceed USD 230 bn by 2028. Sales are growing both in traditional shops and online. Despite economic uncertainty, the toy industry shows strong resilience to fluctuations. A key growth driver is parents' increasing interest in educational toys, which is contributing to the rapid development of this segment. Forecasts point to a potential increase in the value of the educational toy market of more than USD 24 bn in 2024. This is shaping the strategies of companies that adapt to changing consumer preferences.
What are the trends in the toy market?
The main toy market trends are growing interest in STEAM educational toys, eco-friendly and sustainably produced toys, and licensed toys linked to popular franchises.
Parents are currently showing noticeably more interest in educational toys that promote STEAM learning (science, technology, engineering, art and mathematics). Aware of the role toys play in child development, they readily choose products that not only entertain but also support learning. These toys also develop creativity, interpersonal and social skills, and teach teamwork and problem solving. This approach to learning through play is increasingly popular with educators and child psychologists.
Eco-friendly and sustainably produced toys are also gaining popularity. More aware consumers expect manufacturers to pay more attention to the materials they use and to the production process.
Licensed toys will continue to enjoy great popularity. Items linked to popular franchises and characters from films or books will remain key to toy manufacturers' strategies.
Where do people buy toys in Poland?
In 2022, as much as 75% of toy and game sales in Poland took place in brick-and-mortar outlets, but by 2027 the offline share is expected to fall to 64.2%.
In 2022, offline sales channels had a large share of the toys and games market in Poland. Data show that as much as 75% of total sales took place in traditional brick-and-mortar outlets, i.e. toy shops, supermarkets and specialist children's goods stores. This shows that physical shops remain strong in the toy industry, despite the rapid growth of e-commerce. Although online platforms play an important role in access to products, choosing and buying toys in shops remains popular among consumers who prefer direct contact with the product before purchase. However, by 2027 the offline share is expected to fall to 64.2%, as more people buy online.
Show chart data as a table
| Year | Offline sales (%) |
|---|---|
| 2018 | 84.3 |
| 2019 | 82.1 |
| 2020 | 79.6 |
| 2021 | 78 |
| 2022 | 75 |
| 2023 | 75.1 |
| 2024 | 71.7 |
| 2025 | 67.5 |
| 2026 | 66.1 |
| 2027 | 64.2 |
In recent years, the Polish toy market has grown rapidly, and one of the main factors behind this growth is the stronger position of distributors. Faced with increasingly intense competition, toy distributors are investing actively in marketing and promotion. They are also developing e-commerce and expanding their online shops, which significantly broadens the market and gives consumers easier access to a variety of products. This stimulates demand for toys and supports the development of the whole industry, creating new opportunities for both distributors and manufacturers. As the toy distribution sector grows, the market is becoming more competitive. This drives further innovation and better offers, which benefits both businesses and consumers.
Authors: Cyprian Laskowski, Katarzyna Kucia
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