The big winner going into forecast period is Mattel with its Barbie brand. Barbie was already seeing strong growth momentum during the review period as the company looked to redesign its range for a modern audience.
Construction is expected to remain the largest category in value terms over the forecast period, with the category also expected to see one of the strongest CAGR in traditional toys and games. Construction is dominated, both globally and locally, by LEGO, a multinational company which has unrivalled brand equity in the market.
Traditional toys and games is set to shaped by several key opportunities, which toy companies and manufacturers are expected to harness to drive growth going forward. First, digitalisation poses an opportunity for manufacturers, as children become accustomed to using smartphones and social media from an increasingly young age.
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Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See All of Our DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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