In the post-pandemic period, shopping behaviour has returned to greater normality, but amidst the growing threat of high inflation. In 2022, consumers have witnessed substantial increases in the cost of living and subsequently made cutbacks in expenditure, which has impacted toys and games to some extent.
Traditional toys and games is facing challenges due to the demographic shifts in Poland, such as falling birth rates and the ageing population. The government’s benefit programs such as Family 500+ (also known as Rodzina 500+), gives PLN500 a month to every child under 18 years of age.
The toys and games category in Poland is highly competitive and fragmented, with a wide range of local and international companies competing for retail value share. Among the leading brands remain traditional players including LEGO Polska Sp zoo, Mattel Poland Sp zoo and Hasbro Poland Sp zoo, as well as local companies such as Trefl SA and Wader & Wozniak Sp zoo.
E-commerce is the leading channel for the purchase of toys and games in Poland and continues to gain popularity among consumers in 2022. Greater visibility of toys and games online, as well as the availability of lower prices are both important factors behind the growth in e-commerce in 2022.
Toys and games faces a key threat from the falling birth rates in Poland and this is expected to remain one of the main inhibitors to the category’s future growth potential. The population aged 0-14 years is set to see a significant decline over the forecast period.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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