While toys and games registered a significant double-digit increase in current value sales in 2022, a sizeable part of this growth was driven by one of the highest rates of inflation in the world, with growth in constant value sales being significantly lower. Causes of inflation were multiple, including persistent deficit spending, continued currency devaluation and external factors such as the war in Ukraine that affected energy and grain prices in particular.
Within traditional toys and games, local players tried to cut down on costs in order to keep retail prices down, by for example using stand-up pouches or offering fewer plastic pieces for toys that are assembled. Also, several global brands have opted to form licensing agreements with local manufacturers to produce some of their toys and games, while continuing to import some products within their portfolios.
Within traditional toys and games, Hasbro was still the leading player in 2022, though it has lost significant value share over the review period. Local companies are gaining, as imports restrictions bite, and second-placed local company, Caupur, further narrowed the gap in 2022.
Argentina has one of the highest numbers of toy stores in the world and in spite of spiralling inflation, there were further openings in 2022. Kinderland, which already has several stores in Buenos Aires, recently opened what is being classified as the biggest toy store in the Americas and the third largest in the world.
The increased popularity of video games will drive growth in overall toys and games over the forecast period. Younger generations, in particular, will continue to increase the time spent screens to the detriment of traditional toys and games.
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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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