Parents in Germany trust brands and especially those they played with during their own childhood. A large number of toy brands have already been available for decades and new, private label brands have high barriers to overcome. Another reason why private label brands are rather uncommon, which is especially important in baby toys, is that parents place a great deal of emphasis on the safety of toys. Brands carry a certain promise of high quality, especially when the brand has been available for many years, which cannot be achieved by private label products.
The majority of toys in Germany are purchased for young children (population aged up to six). Most sales within this age range are for children older than 18 months. Toys for pre-teens and teenagers jointly represented around half of retail value sales as children in this age range already have command over their own money and can choose to spend it on toys.
In addition, there is a wide range of toys available for these age groups, although it has been demonstrated that a large proportion of children in Germany spend some of their pocket money preferably on magazines. Interestingly, a considerable retail value share of toys is sold to adults (population aged over 20).