New data from Circana shows global toy sales increased by 7% in 2025, driven by strong demand across key categories and regions.
For us at ELMA, this is more than a feel-good retail headline. It reinforces a broader pattern we’re seeing across Europe:
When categories rebound, physical visibility matters.
In high-consideration, family-driven purchases like toys, being present in the home and in the local catchment area influences both awareness and intent.
Retail growth rewards reach and trust.
As competition intensifies, brands need channels that cut through digital noise and connect with households at scale — especially during peak seasonal moments.
Digital + physical wins.
Door-drop and other tangible formats continue to play a complementary role alongside digital, supporting recall, store traffic, and conversion when demand is rising.
When consumer confidence returns, brands that invest in integrated, locally relevant media strategies are best placed to capture that upside.
Growth doesn’t happen in isolation, it’s enabled by smart media choices.