Toys and Games

Market research on the toys and games industry. Standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends and category information.
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Strategy Briefing

Strategy Briefing

Toys and Games: Quarterly Statement Q1 2021

Apr 2021

Q1 2021 forecast update broadly aligns with the forecast review conducted in November of 2020, as pace of recovery also follows macro-economic trends in some of the key developing regions. While China is expected to see healthy rebound in 2021, ...

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Strategy Briefing

Strategy Briefing

Reimagining Licensing in Toys and Games: The Rise of New Players, Challenges for Established Powerhouses

Dec 2020

Captive audiences at home in 2020 have been re-shaping the business of entertainment. Where children (and adults) consume content influences their interests, shopping and playtime. For the licensing business, new routes to consumers are both an ...

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Strategy Briefing

Strategy Briefing

STEM: Path to Innovation – Aligning with Lifestyle Changes, Technology, Education and Career Path

Dec 2020

The number of school children worldwide has risen, while the average age of school commencement has declined. Education systems continue to adapt their curricula to the needs of the changing job market, and STEM education is among the top topics on ...

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Strategy Briefing

Strategy Briefing

Where Consumers Shop for Toys and Games

Dec 2020

The toys and games industry adapted robust omnichannel strategies as the consumer shift towards digitalisation accelerated in 2020, while building on pre-COVID-19 growth momentum in on-screen playtimes and brand engagement across multiple platforms. ...

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Strategy Briefing

Strategy Briefing

Toys and Games: Quarterly Statement Q4 2020

Dec 2020

While income elasticities play a role in demand for toys and games, soft drivers have been critical in shaping industry growth in 2020. Consumers’ need for entertainment and e-learning at home led to a surge in a number of toy categories and video ...

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Strategy Briefing

Strategy Briefing

Experience Virtual Worlds: Unlocking Opportunities in Consumer Engagement, Branding and Marketing

Nov 2020

Video games continue to capture new audiences, providing more ways to generate revenues and engage consumers. The role of virtual platforms grew in 2020, as they replaced “normal” social and brand activities during the pandemic. FMCG brands, ...

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Strategy Briefing

Strategy Briefing

Global Recovery Tracker: Q3 2020

Nov 2020

The coronavirus (COVID-19) pandemic has triggered the most severe global recession in nearly a century. Businesses are operating in a world of anxieties and uncertainties, not knowing what will be the new normal or when output and consumer spending ...

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Country Report

Country Report

Toys and Games in Brazil

Sep 2020

Brazil went into widespread lockdown at the end of March 2020 in the midst of an increase in confirmed COVID-19 cases. Physical stores other than grocery and pharmacy retailers were obligated to close their doors as most states only allowed the ...

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Country Report

Country Report

Toys and Games in Switzerland

Sep 2020

While the COVID-19 pandemic has caused significant economic and societal upheaval in Switzerland, it is not expected to have a major impact on the performance of the local toys and games market in 2020. During the nationwide lockdown that began in ...

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Country Report

Country Report

Toys and Games in Canada

Aug 2020

The impact of COVID-19 on toys and games has been varied, although most categories have suffered to some degree due to physical store closures. However, while traditional toys and games stores and other non-essential stores were forced to close in ...

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Country Report

Country Report

Toys and Games in the US

Aug 2020

The traditional toys segment has been growing slowly in the US compared to video games. The most impactful growth came from action figures, dolls, and educational toys. However, continued weakness is expected in baby and infant, pre-school, plush, ...

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Country Report

Country Report

Toys and Games in the United Kingdom

Aug 2020

Before the onset of COVID-19, which presented further challenges to traditional toys and games in 2020, value growth of toys and games overall was continuing to slow down in 2019. Traditional toys and games recorded negative growth for the third ...

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Country Report

Country Report

Toys and Games in China

Aug 2020

COVID-19 has had a mixed impact on sales of traditional toys and games and video games in China. On the one hand, distribution through store-based retailers has been significantly disrupted by the nationwide lockdown, with shopping malls, non-grocery...

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Country Report

Country Report

Toys and Games in Sweden

Aug 2020

Toys and games is expected to see a better overall performance in 2020 in Sweden compared to 2019. The lack of restrictions imposed in the country during the COVID-19 pandemic has meant that most stores have remained open. In addition, even though no...

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Company Profile

Company Profile

Mattel Inc in Toys and Games

Aug 2020

This company profile discusses Mattel‘s recent performance in toys and games, and examines its corporate strategy objectives. It considers Mattel’s strategy from initiatives related to girl empowerment to integration between physical and digital ...

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Country Report

Country Report

Toys and Games in Hong Kong, China

Aug 2020

The COVID-19 outbreak in 2020 followed an extended period of unrest in Hong Kong throughout 2019. However, COVID-19 resulted in schools in Hong Kong being closed as well as retail outlets in affected areas. As a result the virus outbreak only served...

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Country Report

Country Report

Toys and Games in Poland

Aug 2020

Toys and games in Poland is predicted to experience a stronger performance in 2020 in value terms at constant 2019 prices compared to the previous year in response to COVID-19, as many local consumers are forced to remain at home due to lockdown ...

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Country Report

Country Report

Toys and Games in Indonesia

Aug 2020

In 2020, COVID-19 and restrictions the government put in place to prevent its spread have forced Indonesians to stay at home for the most part, and for varying lengths of time. During Q2 of 2020, people were working from home, and schools were ...

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Country Report

Country Report

Toys and Games in Malaysia

Aug 2020

COVID-19 is likely to have little overall impact on the forecast value growth rate for toys and games in Malaysia in 2020, with just a marginally slower increase expected. Indeed, the forecast for video games has not changed at all, whilst ...

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Country Report

Country Report

Toys and Games in Singapore

Aug 2020

In 2019, prior to the COVID-19 outbreak, the lowering birth rate in Singapore continued to impact traditional toys and games to the extent that baby and infant and pre-school toys and games were seeing slower and negative growth, respectively. Thus, ...

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