Overview
- Trade group BVS projects roughly €4.5 billion in 2025 toy spending, about 3 percent more than last year.
- After three years of declines, the sector expects growth this season but still short of the lockdown-era records.
- Market researcher Circana reports that November and December account for about one-third of annual toy revenue.
- Industry representatives say consumers are closely watching price points even as the urge to give gifts persists.
- AI-enabled toys are trending alongside classics, and trade groups warn about ultra-cheap marketplace imports after tests found nearly nine in ten items had serious safety defects.