Board game sales give toy makers 'golden' 2025

Toy makers have enjoyed a "golden" year in 2025, boosted by high sales of board games.

After a "very bad" 2024, manufacturers and retailers assure that 2025 has seen a rise once more, with "more lively" sales figures.

According to figures from Kid's Cluster, which brings together data on the children's products sector in Catalonia, more than half of families have spent up to €200 on toys this Christmas.

These dates are crucial for the sector's survival and success, as 60% of the entire year's turnover is made between November and the beginning of January, with nearly a third of total sales in all of Spain coming in Catalonia.

The 'kidult' market

With the birth rate in decline, the industry is looking at adults as a way to grow, with the so-called 'kidult' market representing 30% of all sales.

The 'kidult' phenomenon is "very new" and in Catalonia, "it has taken off very quickly," with specialist stores already operating in that niche market.

"The industry has acted quickly, it saw this was coming and decided to get involved, and get involved strongly," says Imma Marín, the president of the Kid's Cluster, to the Catalan News Agency.

Judit Escudé, general director of distributor Toynamics Iberia, agrees that this segment has seen a boom. "It is growing a lot, they are games to play in the community," she details.

"Studies show that this is an age group that, when they were little, did not play much, and play is fundamental for children and adults, people who do not play have certain shortcomings," she adds.

Meanwhile, Londji's head of communications, Ingrid Valls, says that many of this segment are looking for play shared with family. "We want to return to the essence that traditional games offer, which awaken emotions without having a screen in front of you," she says.

The toy sector in Catalonia

The toy sector in Catalonia is made up of 70 companies, which generate a turnover of €453 million each year and employ more than 1,100 people, according to data from Catalonia Trade 6 Investment.

The Kid's Cluster says the sector is "relevant" within Spain, which in 2024 had 247 companies, a turnover of €1.545 billion, and employed 4,690 workers.

The organization also details that the Catalan fabric is mainly made up of specialized SMEs oriented towards design, own brand, and educational products.

According to Marín, the sector has been able to "compete and cooperate" with international competition. Specifically, he assures that the Catalan industry has opted for toys that are "of very high quality" and "very little stereotyped," while at the same time distributing brands from other countries, which has led to an overall perception of a "very good product."

"We have a lot to choose from, and very good products of dolls, strollers, board games, fairies, constructions, whatever you want," she states.