Portuguese Toy Market Sees Strong Double-Digit Growth in Early 2025

The Portuguese toy market has experienced robust growth in the first months of 2025, with sales value rising by 15.1% year-on-year through April, according to the latest data from GfK Portugal. Total sales exceeded €44 million, up from approximately €29 million in the same period last year. Unit sales also increased by 8.1%, surpassing 3 million units.

The market’s strong performance was especially notable in April, which saw a 35% jump in sales value compared to April 2024. This surge was largely attributed to the shift of the Easter holiday from March to April, boosting seasonal demand. Comparing Easter periods alone, sales value rose by 14% and units sold by 9.9%, with the average unit price increasing by 4%.

Construction sets and action figures remain the leading categories, accounting for 37.9% of the market—a gain of over 5 percentage points versus last year. Meanwhile, dolls and fashion toys continued to lose market share, now ranking as the fourth most important category at under 10%. Games and puzzles also performed well, with a 14.8% increase in sales value, consolidating their position as the second most significant category.

Among the top 10 best-selling items from January to April, Mattel’s Hot Wheels, several Lego products, and Hasbro’s Beyblade dominated. Notably, Lego placed seven products in the top 10 this year, compared to none in the same period last year.

Source: Interempresas Media