第38届国际玩具和潮玩（深圳）博览会

2026年4月9-11日 深圳国际会展中央（宝安区）

弁言

近日，德国玩具行业协会（DVSI）于德国纽伦堡召开行业新闻发布会，宣布了本年1-10月德国玩具行业数据，有助在咱们相识德国这个欧洲以致全世界的重点玩具市场的成长趋向。

▍来历：中外玩具网（ctoy-gdta） 文/编纂：Jane/Salas

01总体发卖环境不容乐不雅

据会上宣布的数据显示，本年1-10月，德国玩具市场发卖总体下跌4%，险些所有玩具发卖渠道都没法幸免，此中年夜型综合超市受影响最严峻。值患上注意的是，比拟起本年平均6%的消费通胀程度，玩具均价比拟去年同期仅上升了1%，为13.2欧元。

很多消费者都转向了更自制的产物。本年，DVSI猜测德国整年玩具消费会削减4%，这就象征着本年德国玩具市场会从2022年的47亿欧元（约合363.9亿元人平易近币）萎缩到本年的45亿欧元（约合348.5亿元人平易近币），3-12岁儿童人均玩具开消为140余欧元。

细看德国十年夜玩具商的发卖数据，除了Amigo一家录患上两位数（+40%）的增加外，仅睿偲一家收入持平，其他8家包括乐高、美泰、仙霸、Tonies、孩之宝、摩比世界、思乐及科乐多今朝的发卖收入都是降落的。

Amigo主营桌游

据DVSI总裁Ulrich Brobeil吐露，于所有受访的DVSI会员企业中，只有22%估计本年整年的发卖会比去年增长，21%估计将与去年持平，剩下的57%认为经济年夜势会影响公司的发卖事迹。从中持久来看，至公司都看好市场来岁会反弹。但年夜部门的DVSI会员企业对于来岁依然灰心，仅有32%的受访企业认为将来几年将会年夜年夜好转。

02部门品类有亮点

比拟不太乐不雅的年夜势，授权范畴的抗危害能力要强一些。授权玩具发卖的降落幅度为2%，比市场总体年夜势降幅要小一半。与此同时，授权玩具于德国玩具市场的占比到达了26%，创下汗青新高。

此外，本年有三年夜品类于德国得到了增加：

▌桌游类。这个品类是本年德国玩具市场的最年夜亮点，1-10月发卖达3.85亿欧元（约合29.75亿元人平易近币），再创汗青新高，同比增加了3500万欧元（约合2.71亿元人平易近币），增幅达10%。重要鞭策力就是集换卡牌，除了原本的《精灵宝可梦》及《万智牌》以外，还有有新出的迪士尼卡牌《洛尔卡纳》（暂译，英文原名为Lorcana）是本年的市场热门。这三年夜品牌卡牌为桌游和拼图这个年夜类孝敬了70%的事迹。剔除了集换卡牌，以《乌诺》（UNO）、《豪富翁》为代表的休闲式桌游，本年同比仍有3%的增加。

上文说起的本年德国独一发卖增加的玩具商Amigo恰是主营桌游，它能得到40%的增加，靠的则是《精灵宝可梦》卡牌。而睿偲能事迹持平，也有迪士尼卡牌的功绩。

本年的卡牌超新星迪士尼《洛尔卡纳》（Lorcana）

▌玩偶类。这是本年德国的第二年夜增加品类，增幅有4%。热销的有：Funko Pop系列玩偶，截至本年10月，同比增加了80%；Jazwares的精灵宝可梦玩偶，同比增加了30%；思乐（Schleich）的哈利波特邪术人物玩偶等。

思乐（Schleich）的哈利波特邪术人物玩偶

▌毛绒类。于这个德国本年得到增加的第三年夜品类，Jazwares独领风流，旗下的捏捏棉花糖毛绒（Squishmallows）及精灵宝可梦毛绒独力拉动德国毛绒市场向上。

除了了上述品类外，其他品类同比发卖均有所下滑，但也不乏热销产物。

▌拼插积木类。好比乐高旗下《我的世界》（Minecraft）游戏授权系列、植物系列（Botanical Collection）、Icons系列（2022年发布，取代创意百变妙手系列）很是受接待，总发卖额同比增加了800万欧元（约合6184万元人平易近币）。

乐高植物系列（Botanical Collection）

▌娃娃类。美泰的迪士尼公主系列深受孩子们的喜爱，本年同比增加了50%以上。

▌摸索和其他类。思乐（Schleich）的Eldrador 系列截至本年10月，发卖额同比增加了10%。

▌户外和运动类。该品类本年于德国的发卖额同比年夜幅降落，但Zuru的X特攻玩具枪（X-Shot）依然依附立异，得到了48%的年夜幅增加。

Zuru的X特攻玩具枪

03财产竞争力削弱

德国事一个很是老牌的玩具制造国，其玩具出口占了欧盟总体出口的五分之一。但受经济影响，本年德国的玩具制造竞争力有所削弱。

据相识，一些经济学家已经经估计，德国本年可能没法到达经济专家委员会猜测的0.7%的增加方针，堕入阑珊。而因为技能工人欠缺、消费通胀、工漫谈判频密等因素，85%的受访企业认为人力是最年夜的成本压力。

只管受访玩具制造商对于德国的糊口质量（67%）、质量及情况尺度（65%）、家庭及事业的兼容性（59%）、文化多样性及国际情况（61%）以和卫生体系及社会保障（57%）暗示赞美，但有91%的玩具制造商认为德国的竞争力于最近几年来或者多或者少地削弱了。

DVSI的会员企业认为，德国财产情况需要改善之处包括：税收及征税程度（55%）、能源成本及能源安全（49%）、劳动力成本及工资程度（42%），企业但愿简化行政手续、扩展能源供给、进一步放宽劳动力市场以和为贸易投资提供有针对于性的税收优惠。

▍来历：中外玩具网（ctoy-gdta） 文/编纂：Jane/Salas

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CONNECT:[ UseTime:0.005592s ] mysql:host=hdm721885362.my3w.com;port=3306;dbname=hdm721885362_db;charset=utf8mb4SHOW FULL COLUMNS FROM `ta_system` [ RunTime:0.003776s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003382s ]SHOW FULL COLUMNS FROM `ta_settings` [ RunTime:0.003718s ]SELECT * FROM `ta_settings` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003264s ]SELECT * FROM `ta_system` ORDER BY `id` DESC LIMIT 1 [ RunTime:0.003301s ]SHOW FULL COLUMNS FROM `ta_field` [ RunTime:0.003642s ]SELECT `type`,`field` FROM `ta_field` [ RunTime:0.003225s ]SHOW FULL COLUMNS FROM `ta_cate` [ RunTime:0.003596s ]SELECT `id`,`cate_name`,`cate_folder`,`module_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003283s ]SHOW FULL COLUMNS FROM `ta_module` [ RunTime:0.003653s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003268s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003233s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003300s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003301s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003277s ]SELECT * FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003268s ]SELECT `module_id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003241s ]SELECT `table_name` FROM `ta_module` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003205s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003340s ]SELECT `id` FROM `ta_cate` WHERE `cate_folder` = 'news' LIMIT 1 [ RunTime:0.003195s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003311s ]SELECT `id`,`parent_id` FROM `ta_cate` [ RunTime:0.003209s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003313s ]SHOW FULL COLUMNS FROM `ta_article` [ RunTime:0.003733s ]SELECT * FROM `ta_article` WHERE `id` = 227 LIMIT 1 [ RunTime:0.005223s ]SELECT * FROM `ta_module` WHERE `table_name` = 'article' LIMIT 1 [ RunTime:0.003284s ]SELECT * FROM `ta_field` WHERE `module_id` = 19 ORDER BY `sort` ASC,`id` ASC [ RunTime:0.003328s ]SHOW FULL COLUMNS FROM `ta_dictionary` [ RunTime:0.003758s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '14' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003230s ]SELECT `dict_value`,`dict_label` FROM `ta_dictionary` WHERE `dict_type` = '15' ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003578s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003287s ]SELECT * FROM `ta_field` WHERE `module_id` = 20 AND `field` = 'sort' LIMIT 1 [ RunTime:0.003385s ]SELECT * FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003322s ]SELECT `id` FROM `ta_module` WHERE `model_name` = 'Cate' LIMIT 1 [ RunTime:0.003254s ]SELECT `field` FROM `ta_field` WHERE ( field = 'pid' OR field = 'parent_id' ) AND `module_id` = 20 LIMIT 1 [ RunTime:0.003274s ]SELECT `id`,`cate_name`,`parent_id` FROM `ta_cate` ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003194s 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1 [ RunTime:0.003184s ]SELECT * FROM `ta_cate` WHERE `is_menu` = 1 ORDER BY `sort` ASC,`id` DESC [ RunTime:0.003319s ]SELECT * FROM `ta_module` WHERE `id` = 19 [ RunTime:0.003265s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 17 ORDER BY `sort` DESC [ RunTime:0.003691s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003175s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003269s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003194s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003296s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003180s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003185s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003237s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 17 LIMIT 1 [ RunTime:0.003196s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 18 ORDER BY `sort` DESC [ RunTime:0.003683s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003670s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003190s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.004251s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003212s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003181s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003217s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 18 LIMIT 1 [ RunTime:0.003272s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 19 ORDER BY `sort` DESC [ RunTime:0.003725s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003219s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003606s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 19 LIMIT 1 [ RunTime:0.003245s ]SELECT `id`,`cate_id`,`url`,title as cate_name FROM `ta_article` WHERE `status` = 1 AND `site` IN ('0','1') AND `cate_id` = 20 ORDER BY `sort` DESC [ RunTime:0.003663s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.003216s ]SELECT `id`,`cate_folder`,`module_id` FROM `ta_cate` WHERE `id` = 20 LIMIT 1 [ RunTime:0.004436s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003391s ]SELECT * FROM `ta_cate` WHERE `id` = 21 LIMIT 1 [ RunTime:0.003305s ]-必一运动官网