Characterised by high demand and higher unit prices, toys and games proved to be a robust industry in 2022. Many consumers maintained some of the playing and gaming habits they acquired, consolidated or developed during the Coronavirus (COVID-19) pandemic in 2020 and 2021, despite returning to pre-COVID-19 lifestyles with the easing of virus-related restrictions.
The importance of game-based learning is becoming more accepted by different decision-makers, from teachers to human resources managers. Game-based learning implies active engagement, motivation and inclusivity.
Ranked fifth in toys and games overall, LEGO SpA consolidated its position as the leading player in the highly fragmented competitive landscape of traditional toys and games with a strong retail value share increase in 2022. The company's strategy in Italy is very similar to that of design and fashion players, with flagship stores in Milan and Rome and Lego Certified Stores nationwide (managed by a third party).
For the first time, after several years of growth, Black Friday sales in 2022 were below those recorded in the previous year. The economic situation in Q4 2022 proved difficult for many consumers due to high inflationary pressure on food, energy and product prices.
Retail value (constant 2022 prices) sales of traditional toys and games are projected to decrease, albeit modestly, in the early forecast period, before stabilising. Key demographic trends, such as a low birth rate and steadily declining 0-14-year-old population, are likely to reduce the potential consumer base for these products.
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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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