REGIO Játék: 25.4 billion forints in sales and international opening

By: Trademagazin Date: 2026. 03. 05. 11:51

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REGIO GAMES achieved net sales of HUF 25.4 billion in 2025, while launching its online store in several European markets. One third of the turnover was realized in the approximately six-week period before Christmas, which was driven by the demand for board games and trend-driven novelties, as well as the increasing presence of young adult customers. In 2026, the company is preparing to further expand its international online presence, introduce same-day delivery and test new payment solutions.

In 2025, REGIO JÁTÉK launched its own web store in several European markets, thus allowing an increasingly wider range of foreign customers to access the online offering. The new web stores operate in the language and currency of the given country everywhere, and customer service provides native-language support.

“We consciously decided to expand internationally, and the experiences of the first season are already encouraging. In 2026, we would like to further build this presence, by connecting to new markets and preparing for international platforms such as Allegro or Amazon. In the medium term, our goal is for foreign online sales to significantly supplement domestic sales and reduce the exposure of the Hungarian market”

– said Márió Györe, Marketing Manager of REGIO JÁTÉK.

Growing sales, stable market leading position

REGIO JÁTÉK achieved net sales of HUF 25.4 billion in 2025, exceeding the 2024 turnover, thus further strengthening its market leading position in the Hungarian toy market worth approximately 135 billion forints. Approximately 10 percent of the turnover was realized through the online channel, the rest was generated in the national store network. For the year as a whole, the average basket value of online purchases was 13,500 forints, and that of in-store purchases was 10,400 forints.

One third of the total annual revenue was generated in the approximately six-week period preceding Christmas, when nearly 1.5 million toys were sold. This concentrated holiday turnover required peak-season operations in the warehouse, logistics and customer service. The company considers it an important achievement that it managed to maintain a delivery time of 1–2 working days throughout the entire December period.

Board games, trend-driven offering and a growing young adult segment

Based on revenue, board games were the strongest category at REGIO JÁTÉK in 2025, followed by LEGO, then car-vehicle, creative, developmental toys and toy figures. The weight of the young adult age group has noticeably increased within sales: more and more people are buying board games, building sets or collectible figures for themselves. Party companions and the LEGO Botanicals series performed particularly well among customers in their 20s, and Demon Hunters was one of the most sought-after thematic novelties.

According to the company’s expectations, the general K-pop trend will continue to strengthen in 2026, while games and collectibles related to the World Cup may also generate significant demand.

2026: same-day delivery, new payment solutions, automation in focus

REGIO JÁTÉK is planning several developments in 2026 that will be clearly visible to customers. The company aims to introduce same-day delivery: according to the plans, orders placed by noon would be delivered by 10 pm the same day, as soon as a suitable logistics partner is found. The company is also exploring the introduction of new, innovative payment solutions, including the possibility of the BNPL (Buy Now, Pay Later) scheme.

Further development of logistics capacities and internal automation will also be a key focus in 2026. The goal is to be able to serve seasonal peak periods stably with a delivery time of 1–2 days and to further accelerate the return process.