Thalia Expands into Toy Retail with “Spielzeit by Thalia”
German bookseller Thalia is diversifying its business by expanding into the toy retail market with a new chain of stores called “Spielzeit by Thalia.” This move comes as many traditional toy retailers are struggling and withdrawing from city centers, and follows Thalia’s recent acquisitions of toy store chains Krömer and Toysino, comprising 39 locations, as well as two individual toy stores in Münster.
First Standalone Store to Open in Lüdenscheid
The first “Spielzeit by Thalia” store will open in November 2025 in Lüdenscheid, located in a shopping center in North Rhine-Westphalia, Germany. Thalia plans to open additional stores, though specific locations have not yet been announced .
Addressing a Gap in the Market
Thalia CEO Ingo Kretzschmar views the expansion as a way to counter the trend of traditional toy retailers leaving inner cities. The company aims to provide a continued presence in these areas and offer families a dedicated space for toy shopping .
Strong Financial Performance
Thalia is currently experiencing a period of growth. In the fiscal year 2024/25 (ending September 30), the company and its partner businesses saw a 14 percent increase in revenue, reaching €2.2 billion . The company, owned by several families, did not disclose its profit figures.
Thalia’s Retail Footprint
Thalia operates 365 stores in Germany and 53 in Austria, employing approximately 6,100 people in Germany and 900 in Austria. In Switzerland, Thalia holds a 50 percent stake in Orell Füssli Thalia AG, which operates 56 bookstores. The company also maintains partnerships with over 100 independent booksellers .
Retail Decline in Germany
The move into toy retail comes amid a broader decline in brick-and-mortar stores in Germany. The German Retail Federation (HDE) forecasts that 4,500 retail stores will permanently close in 2025 . The number of retail stores in Germany has decreased from over 370,000 in 2015 to a projected 300,000 in 2025, attributed to weak consumer spending and a lack of successors for existing businesses.
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