The Spanish Market. A 2020 Review

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Last week, Yann Fresnel, a top French executive in the Toy & Baby industry,  agreed to write about his home toy market “France.” He provided Global Toy News readers with a complete overview of the 2020 year. He is now sharing his knowledge on the Spanish Toy market 2020. Mr. Fresnel’s comments are based upon data from NPD, AEFJ (Spanish Toy Association), and his observations and opinions.

Yann has 26 years of experience selling Toy & Baby products to retailers and e-retailers in all of Europe. He has worked for companies like Berchet (Smoby), Newell brands, BERG Toys, and Smartrike. He is available for the General Manager or Country Manager France/Europe (strong sales background) positions for those who wish to further develop the European market. You can learn more about Yann on LinkedIn or by calling him at +33 6 48 94 02 05, or emailing him


According to the NPD Group, the Spanish Toy market had a very difficult 2020; toy sales in Spain were down 13% % (-24% in Hypermarkets). However, the Spanish market moved to e-Commerce, where there were strong sales due to the National lockdown, which took place from Mid-March through June, and additional partial lockdowns in the summer and autumn.  As a result, Amazon Spain became the number one retailer in Spain with nearly 30% market share.

Spanish consumers have moved away from inexpensive impulse buying. Although unit volume decreased by -12%, the average price for a toy only declined by 1% for an average price of 17.5 Euros ($21.22 U.S. dollars).

Here are some additional findings:

During the first lockdown (Mid-March to June), some categories boomed, for example, puzzles and games.

50% of Spanish consumers are playing with games and puzzles more than before, and accordingly, sales increased by 41% in the first four weeks of early lockdown. Puzzles and games are a growing form of entertainment in Spain for not just children but also adults.

The puzzle and game category was so successful that 28% of the top 100 selling Toys were from this category. Classic games were back like Trivial Pursuit or Monopoly. Another category that gained sales was is “art and crafts,” which grew 13%.

In the summertime (from June to August), the Toy market increased by 3.6%, with more sales in dolls, construction, vehicles, outdoor games, and mainly water-based games.

Products with a value from 40 Euros to 60 Euros increased in sales by 16%, increasing the average price by 6%.

Due to the pandemic, we had less innovation, and novelties were only 13% of Spanish sales, 36% compared to last year. 

50% of Spanish Toy sales are done in the last two months of the year plus week one of the following year due to the celebration of “Los Reyes” (The Kings), a major gift giving day for children. Due to pandemic, however,  economic problems, and some regional lockdowns, the market declined in December and was down in week one of 2021. As a result, there are a large number of promotions taking place due to excessive inventory.

Categories that declined were youth electronics (-22%) and dolls (-19%).

TV Toy advertising decreased by 20%.

The top five toy companies in Spain continue to be Famosa, Hasbro, Mattel, Lego, and Playmobil. Mattel and Lego saw slight increases in revenues.

Magic Box Toys, the number eight toy company in Spain, increased its revenues and had two products in the top six best-selling toys in Spain. Their Superzings was the number one licensed property in Spain.

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