Gift card market figures for the Toys, Games & Childcare industry

How are toy, game & childcare brands performing in the gift card market in 2025?

In 2025, the toys, games and baby products market is evolving within a context of structural transformation. Declining birth rates are weighing on volumes, while second-hand growth and tighter consumer budgets are reshaping purchasing behaviours. In this new balance, growth depends less on demographic momentum and more on value per child, services and life moments.

In this context, the gift card proves particularly well suited. It helps secure purchasing decisions in a category where buying is often emotionally charged and high-stakes (births, birthdays, essential equipment), while also simplifying the decision-making process for buyers.

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What you’ll find in this Toys, Games & Childcare Gift Card Report:

✔ Consumer & seasonal trends – Explore how the average gift card value is evolving and understand the role of seasonality in sales performance.
✔ Pressure on transaction value – Learn how brands can adjust their distribution strategies in response to declining third-party partner values and increasing margin pressure.
✔ Adaptation strategies & growth levers – Discover how to accelerate conversion and increase sales through optimized gift card programs.

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