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Country Report

Russia Flag Toys and Games in Russia

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Strong 2015 growth largely due to soaring inflation

Overall toys and games saw strong current value growth in 2015 over the previous year, with this being the fastest annual growth of the review period. This was however chiefly due to high inflation in the year and a weakened rouble, which resulted in higher prices for imported products. Consumers thus sought to limit spending in many areas, with video games hardware notably seeing a sharp current value sales decline.

Online and mobile games see sales soar as internet access widens

However, there were some strong growth areas in toys and games in 2015, with online games and mobile games notably seeing dramatic sales growth. Growth is being driven by a surge in the population connected to the internet, with this in turn supported by the rising ownership of smartphones and more affordable internet access. Free-to-play and free-to-win games are notably seeing strong growth, thanks to consumers paying for add-ons. However, software piracy is also soaring and is constraining growth for video games as more consumers seek to economise.

LEGO and Wargaming.net continue to surge ahead

Overall toys and games is led by LEGO and Wargaming.net, with both players continuing to rapidly gain share in 2015. LEGO benefits from its wide range of prices and products and continued to offer impressive new product development in the year, notably offering Lego Dimensions in toys-to-life. Wargaming.net meanwhile benefited from its focus on free-to-win online games, while also benefiting from the launch of World of Warships in 2015.

Internet retailing surges ahead

Given the success of online games, mobile games and digital games in 2015, it is perhaps unsurprising that internet retailing continues to gain share rapidly in overall toys and games. By 2015, internet retailing was by far the most significant distribution channel for toys and games in Russia. Internet retailing is however also gaining share strongly in traditional toys and games, as Russian consumers become increasingly comfortable with shopping online.

Economic uncertainty likely to hinder forecast period growth

The forecast period is expected to see considerably slower value growth at constant 2015 prices in comparison to the review period. This will be linked to ongoing economic uncertainty, which will restrict consumers' spending. Traditional toys and games is expected to see a subdued performance, with many areas indeed seeing value decline. Video games will continue to benefit from growth in online games and mobile games but is likely to be constrained by the popularity of free games and by ongoing strong software piracy.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in Russia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Toys and Games industry in Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in Russia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Toys and Games in Russia?
  • What are the major companies Russia?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Table of Contents

Toys and Games in Russia - Industry Overview

EXECUTIVE SUMMARY

Strong 2015 growth largely due to soaring inflation

Online and mobile games see sales soar as internet access widens

LEGO and Wargaming.net continue to surge ahead

Internet retailing surges ahead

Economic uncertainty likely to hinder forecast period growth

KEY TRENDS AND DEVELOPMENTS

Economic downturn and high inflation impact many areas

Internet retailing surges across toys and games

MARKET DATA

  • Table 1 Sales of Toys and Games by Category: Value 2010-2015
  • Table 2 Sales of Toys and Games by Category: % Value Growth 2010-2015
  • Table 3 NBO Company Shares of Toys and Games: % Value 2011-2015
  • Table 4 LBN Brand Shares of Toys and Games: % Value 2012-2015
  • Table 5 Distribution of Toys and Games by Format: % Value 2010-2015
  • Table 6 Forecast Sales of Toys and Games by Category: Value 2015-2020
  • Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2015-2020

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Toys and Games in Russia - Company Profiles

Smyk Rus OOO in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Smyk Rus OOO: Key Facts
  • Summary 3 Smyk Rus OOO: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 4 Smyk Rus OOO: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 5 Smyk Rus OOO: Competitive Position 2015

Wargaming.net in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Wargaming.net: Key Facts

COMPETITIVE POSITIONING

  • Summary 7 Wargaming.net: Competitive Position 2015

Traditional Toys and Games in Russia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

LICENCING

CATEGORY DATA

  • Table 8 Sales of Traditional Toys and Games by Category: Value 2010-2015
  • Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2010-2015
  • Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2010-2015
  • Table 11 Sales of Traditional Toys and Games by Licenced vs Non-Licenced: % Value 2010-2015
  • Table 12 Sales of Traditional Toys and Games by Price: % Value 2010-2015
  • Table 13 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2010-2015
  • Table 14 NBO Company Shares of Traditional Toys and Games: % Value 2011-2015
  • Table 15 LBN Brand Shares of Traditional Toys and Games: % Value 2012-2015
  • Table 16 Distribution of Traditional Toys and Games by Format: % Value 2010-2015
  • Table 17 Forecast Sales of Traditional Toys and Games by Category: Value 2015-2020
  • Table 18 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2015-2020
  • Table 19 Forecast Sales of Traditional Toys and Games by Licenced vs Non-Licenced 2015-2020

Video Games in Russia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 20 Sales of Video Games by Category: Value 2010-2015
  • Table 21 Sales of Video Games by Category: % Value Growth 2010-2015
  • Table 22 Video Gaming Population: Number of People 2010-2015
  • Table 23 Video Gaming Population: % Number of People 2010-2015
  • Table 24 NBO Company Shares of Video Games: % Value 2011-2015
  • Table 25 LBN Brand Shares of Video Games: % Value 2012-2015
  • Table 26 NBO Company Shares of Video Games Hardware: % Value 2011-2015
  • Table 27 LBN Brand Shares of Video Games Hardware: % Value 2012-2015
  • Table 28 NBO Company Shares of Video Games Software: % Value 2011-2015
  • Table 29 LBN Brand Shares of Video Games Software: % Value 2012-2015
  • Table 30 Distribution of Video Games by Format: % Value 2010-2015
  • Table 31 Distribution of Video Games Hardware by Format: % Value 2010-2015
  • Table 32 Distribution of Video Games Software by Format: % Value 2010-2015
  • Table 33 Forecast Sales of Video Games by Category: Value 2015-2020
  • Table 34 Forecast Sales of Video Games by Category: % Value Growth 2015-2020

Segmentation

This market research report includes the following:

  • Toys and Games
    • Traditional Toys and Games
      • Action Figures and Accessories
      • Arts and Crafts
      • Baby (0-18 Months)
      • Construction
      • Dolls and Accessories
      • Dress-Up and Role Play
      • Games and Puzzles
      • Infant (19-36 Months)
      • Model Vehicles
      • Outdoor and Sports
      • Plush
      • Pre-School (3-4 Year Old)
      • Remote Control Toys
      • Ride-On Vehicles
      • Scientific/Educational
      • Other Traditional Toys and Games
    • Video Games
      • Video Games Hardware
        • Hand-held Consoles
        • Static Consoles
        • Gaming Accessories
          • Toys-to-Life
          • AR/VR Headsets
          • Other Gaming Accessories
      • Video Games Software
        • Video Games Software (Physical)
          • Computer Games (Physical)
          • Console Games (Physical)
        • Video Games Software (Digital)
          • Computer Games (Digital)
          • Console Games (Digital)
          • Online Games
          • Mobile Games
        • Video Games Software by Platform
          • Console Games
            • Console Games (Physical)
            • Console Games (Digital)
          • Computer Games
            • Computer Games (Physical)
            • Computer Games (Digital)
          • Online Games
          • Mobile Games
        • Video Games Software by Format
          • Video Games Software (Game Sales)
            • Computer Games (Game Sales)
            • Console Games (Game Sales)
            • Online Games (Game Sales)
            • Mobile Games (Game Sales)
          • Video Games Software (In-Game Purchases)
            • Computer Games (In-Game Purchases)
            • Console Games (In-Game Purchases)
            • Online Games (In-Game Purchases)
            • Mobile Games (In-Game Purchases)

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Analysis by Demographic
  • Analysis by Licensing
  • Analysis by Price
  • Analysis by Type
  • % of Video Gaming Population
  • Pricing
  • Video Games Software by Format
  • Video Gaming Population

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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