A small but stable toy market that depends heavily on imports, mainly via Spain. Covers channels, access requirements and a directory of Portuguese importers and distributors.
Portugal is one of the smallest toy markets in Western Europe, but stable. With a population of around 10.5 million, the toy and games market stands, at retail value, at around EUR 300 to 400 million a year. The range should be read as indicative: available sources measure on different bases — import value, retail value or a single subcategory — and published figures diverge considerably.
The supply structure depends heavily on imports, and Spain is by far the main supplier: around USD 141 million in dolls and toys, approximately 47% of the total imported. Marketplaces and online retailers, with Amazon.es serving the Portuguese market, are the fastest-growing channel. This study is aimed at manufacturers and brand owners based outside Portugal, discusses the size and structure of the market and the legal and technical requirements for placing toys on the Portuguese market, and includes a directory of importers, distributors and retailers that import on their own account.
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