BVS Handelsverband Spielwaren is forecasting a slight increase in sales for 2018. According to expert estimates, Germans spent between 3.1 and 3.2 billion euros on toys.

This sum represents a slight increase in sales compared to 2017, when sales stagnated at the same level as 2016 at 3.1 billion euros. Steffen Kahnt, Managing Director of the German Toy Trade Association (BVS): “The toy boom took a break last year. All the more reason for us to be pleased that the Germans have recently spent more on toys again”. The exact figures for the overall market will not be available until March as part of the Eurotoys consumer panel of npd Germany. Nevertheless: According to BVS, the industry is confidently entering the year 2019 with this tailwind. Kahnt knows what is important for retailers: “Whether online or offline – toy retailers must be networked on all channels and continue to invest. We have to be there where our customers are and pick them up where they want to inform themselves or shop. In the end, the successful mix of top employees and top business ensures enthusiastic customers. The Internet alone cannot offer that.”

Dealers such as idee+spiel members also record sales growth

Many toy retailers can only confirm this positive sales estimate. The idee+spiel members, for example, recorded a significant increase in turnover. The central regulation revenues were increased by 2.1 percent on a like-for-like basis in 2018 compared to 2017 by the retailers in their approximately 750 member stores and by the association’s own online marketplace. In the core areas of toys and games and Eurotrain, more than three percent more were implemented in each case. The online marketplace even recorded double-digit percentage growth. This will be relaunched in 2019. “Since its foundation in 2015, our marketplace has been successful and powerful with over ten million clicks. The online business – like the toys as a whole – is also extremely characterized by innovations. In order to guarantee our dealers a fast, efficient and innovative sales channel at all times, we decided to program our own products with a large software house,” says Jochen Martens, CFO.

Manufacturer Lego has increased consumer sales

A slight increase in sales for the toy trade is also reflected by the manufacturers. Lego GmbH closed the 2019 fiscal year with an increase in consumer sales of 4.8 percent in Germany. The market share in Germany rose by 0.4 percentage points to 17.2 percent. Demand was particularly strong for the core lines Lego Technic, Lego Duplo, Lego Ninjago, Lego City, Lego Star Wars and Lego Friends.  “We have achieved our goal of acting as a growth driver in the market. We are particularly pleased that we have succeeded in reaching more children and families. Because: More common play time leads to luckier families, so a current study , says Frédéric Lehmann, managing director of the Lego GmbH.  The Group is planning numerous innovations for 2019. Among other things, Lego Technik is introducing a new control system with Control +. It is operated via app, touch screen and new electronic components.


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Link: The BVS Handelsverband Spielwaren expects a slight increase in turnover in the industry in 2018.

Image: BVS trade association toys