Toys and Games in Italy

Video games ensures positive value growth performance in 2018

Video games continued to spur the performance of toys and games in 2018. There is a move away from traditional toys and games in favour of more technological options.

Demographic changes hamper traditional toys and games, but STEM-focused toys and ‘kidults’ prevent a strong decline

While remaining popular in 2018, traditional toys and games saw its first decrease in current value sales since the first year of the review period. Dolls and accessories, games and puzzles and scientific/educational continued to see growth, while action figures and accessories witnessed a strong rebound to return to positive growth.

Successful companies invest in the industry

Major video games players Sony Computer Entertainment Italia and Nintendo led the industry overall in 2018. In line with the dynamism of the category, successful companies tend to be at the forefront of new launches, investment in product development and innovation, supported by communication and promotional campaigns.

Retailers seek ways to engage consumers amid a difficult trading climate

Internet retailing continued to see strong value share growth in 2018 to consolidate its leadership. Whilst strongest in video games, fast growth was maintained in traditional toys and games.

Positive growth anticipated across toys and games, despite the lower birth rate

Video games is projected to post the fastest current value growth over the forecast period, although traditional toys and games is predicted to see a steady improvement to register a small, but positive CAGR. The performance of video games is expected to be enhanced by launches of new static consoles in the short term, the fast growth of digital computer and console games, digital video games software and the rise of AR/VR headsets.

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