France and the Netherlands are level, so treat the Netherlands as a first-wave toy market, not an add-on.
Toys & Games · shop category
Toys & Games online shops, by country
Toys and games online shops across Europe are led by the United Kingdom and Germany, with France and the Netherlands level in third place.
- Shops across Europe
- ~30,000
- Largest market
- United Kingdom
- Countries
- 25
- Largest category in
- none
September 2026
It ranks fifteenth in nine of its ten biggest markets, sixteenth in Italy, so use it as a filter.
Czechia and Poland sit above Italy, Belgium and Switzerland, so include Central Europe in a toy list from the start.
Toys & Games shops by country
Online shops in each country whose main category this is, largest first.
- 01United Kingdom~4,900
- 02Germany~3,900
- 03France~2,300
- 04Netherlands~2,300
- 05Spain~1,800
- 06Czechia~1,400
- 07Poland~1,300
- 08Italy~1,200
- 09Belgium~1,200
- 10Switzerland~1,200
- 11Hungary~1,100
- 12Romania~1,100
- 13Sweden~780
- 14Greece~750
- 15Denmark~660
- 16Slovakia~570
- 17Austria~540
- 18Lithuania~490
- 19Portugal~430
- 20Norway~420
- 21Ireland~380
- 22Finland~370
- 23Bulgaria~360
- 24Estonia~290
- 25Slovenia~270
What this means
What to do with it.
Toy shops run on a seasonal peak and on licensed ranges, so the pitch to them is about stock timing and the fourth quarter, whichever audience you are. The United Kingdom and Germany hold the volume, France and the Netherlands share third place, and the rest of the top ten is a set of small, similar markets that one list can cover.
Target toy retailers in the United Kingdom, Germany, France and the Netherlands before the autumn buying season, and match each shop to a company and the person who buys stock.
Recruit toy sellers with their own checkout in the Netherlands and Germany, and prioritize those already shipping across a border.
Pitch seasonal campaign, gift guide and stock alert tools to toy shops, whose year is decided in one quarter, and sort by platform first.
Common questions
- How many online shops in Europe sell toys & games?
- About 30,000 online shops across 25 European countries have toys & games as their main category.
- Which country has the most toys & games shops?
- United Kingdom, with ~4,900 shops, followed by Germany (~3,900).
- Can I get a list of toys & games shops in a country?
- Yes. Choose the country and the cut you want, for example shops that advertise now, run a given platform or sit above a turnover line, and we return the matched companies with the people to reach.
Keep in mind
- Model, craft and hobby shops sit under arts and entertainment, so check that category for the rest of the hobby list.
- Fifteenth place in the top ten markets means a short list; combine it with store size or ad activity to find the shops worth the effort.
Start with your target
Target toys & games shops
Tell us who you want to reach. We send back matched accounts.
Get a matched sample
Before any commitment.