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Trade media for the toy industry

Trade media have a special significance for decision-makers in trade and industry. According to the German Trade Press, almost 5,600 trade magazine titles were counted in Germany in 2021. Here is a selection of the most important trade media for the toy market.

1st Steps

The trade magazine is primarily aimed at industry and trade, but reaches over 40,000 readers through multipliers such as doctors’ offices and day-care centres.

baby & junior

The trade magazine is published every 2 months with just under 4,000 copies and reports on children’s fashion and children’s equipment and current product trends.

Branchenbrief International

Every 2 weeks, “BB” offers in Newsletter-format current news and background information for all decision-makers in the toy industry.

Childhood Business

With more than 5,000 copies per month, the trade magazine for children’s fashion and children’s outfitting primarily reaches managing directors and buyers in the German toy trade.

Das Spielzeug

With 5000 copies per month, “das spielzeug” is a trade magazine for retailers, but also manufacturers from the toy, games, multimedia, model making, book trade and other sectors.

Möbelmarkt Bambini

Bambini is published in April, September and October as a special issue in MÖBELMARKT and informs about current trends in baby and children’s furnishings.

Planet Toys

Planet Toys has been the official trade magazine of the German Association of Toy Retailers (BVS) for over 20 years, delivering a mix of industry and product news, stories and expert knowledge every two months.

Spielzeug International

The trade magazine of TTE Toy Traders Europe, with over 7,000 copies 8 times a year, aims to promote communication between trade and industry on an international level with industry news and personnel announcements.


The trade magazine is published monthly with over 6,000 copies and addresses specialist and online retailers as well as buyers in the toy, games, gift and licensed articles etc. sectors.

German toy market in numbers

In 2020, not least due to the ongoing Corona lockdowns, the German toy market reached record sales of 3.7 billion euros, according to the German Association of Toy Retailers (BVS).


Kits accounted for an average of 17.3% of the German toy assortment in 2020.


Toy manufacturer Mattel (USA) is one of the industry giants, with over 20% of total sales in the German toy trade.

Places to shop

Half of all toys are bought online, but every sixth German bought in a stationary toy shop in 2021.


Toys can be bought at any time, but Christmas and birthdays are the most important occasions of the year.

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