Toys made in Europe and beyond
European toy manufacturers stand out not just for their iconic brands, but for keeping production close to home. Unlike many global players like Hasbro and Mattel that outsource to Asian countries, European makers often manufacture within Europe, ensuring higher quality, safer materials, and a smaller carbon footprint.
Here are three trends shaping the European toy scene:
♻️ Sustainability first: From mono-material plastics to recyclable packaging, companies like MODU lead the way in eco-friendly design. Many brands avoid harmful chemicals and follow strict EU safety standards (EN71).
📏 Stricter regulations: European laws, like the Single-Use Plastics Directive, push toy makers to innovate with less waste and more circular materials.
🔧 Better build quality: Think durable plastics, longer-lasting toys, and detailed craftsmanship. Brands like Schleich and Playmobil don’t just look great, they last for generations.
With their focus on quality, responsibility, and safety, European toy companies are setting the bar for what great toys should be. Lets check out the list, we will be adding more local brands and would love to hear from you.
Lego
Known for: LEGO bricks, LEGO Technic, LEGO Star Wars, LEGO City, LEGO Friends. Loved for creative, open-ended play and innovation in education and storytelling. Est. 1932.
Employees: ~24,000
Manufactured in: Denmark, Hungary, Czech Republic, China, Mexico, USA
Playmobil
Known for: Playmobil figures, themed playsets (pirates, police, farms).Loved for great attention to detail and durable figures ideal for storytelling. Est. 1974.
Employees: ~4,100 (Horst Brandstätter Group)
Manufactured in: Germany, Malta, Czech Republic, Spain
Ravensburger
Known for: Puzzles, board games (Labyrinth), GraviTrax. Loved for high-quality puzzles and educational toys with German precision. Est. 1883.
Employees: ~2,500
Manufactured in: Germany, Czech Republic
Smoby Toys
Known for: Pretend play toys, kitchens, doll prams, ride-ons. Classic European design and focus on early childhood development. Est. 1924.
Employees: ~1,100 (Simba Dickie Group)
Manufactured in: France, Spain, China
Simba Dickie Group
Known for: Majorette (die-cast cars), Smoby, Eichhorn (wood toys), Steffi Love. Wide range of affordable and durable toys, family-run company with multiple brands. Est. 1982.
Employees: ~3,000
Manufactured in: Germany, France, Czech Republic, China
We ditched
Spin Master (Canada)
Known for: Paw Patrol, Hatchimals, Bakugan. Innovative toy tech, strong storytelling. Est. 1994
Employees: ~2,000
Manufactured in: Outsourced to Asia
Mattel (USA)
Known for: Barbie, Hot Wheels, Fisher-Price. Iconic global brands with nostalgic value. Est. 1945
Employees: ~33,000
Manufactured in: China, Indonesia, Mexico
Hasbro (USA)
Known for: Monopoly, Nerf, My Little Pony, Transformers. Entertainment-driven toy lines. Est. 1923.
Employees: ~6,500
Manufactured in: Primarily Asia (China, Vietnam, India)
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