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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.
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.