After seeing a couple of years of dynamic current value growth during the pandemic in 2020 and 2021, toys and games turned to decline in 2022; nevertheless, sales remained well above the pre-pandemic level. Current value sales of traditional toys and games continued to increase, driven mainly by trading card games, which drove double-digit growth in games and puzzles, with construction also performing well.
Trading card games continued to drive sales in traditional toys and games in 2022. In addition to the good performances of existing well-performing brands, Bushiroad introduced Weiß Schwarz Blau in November 2022, to take advantage of and maintain the strong momentum, and this trend does not look to be ending any time soon, with Bandai’s launch of Union Arena in March 2023.
Bandai and Tomy continued to be the top two companies in traditional toys and games in value terms in 2022. They both have wide portfolios of products, with popular brands from Bandai including Mobile Suit Gundam, Bandai, and Kamen Rider, and Tomy offering Duel Masters, TOMICA, and Plarail, amongst many others.
Sales of toys and games via e-commerce continued to grow in 2022, with increases in share across both traditional toys and games and video games due to the convenience of this channel. On the other hand, hypermarkets saw shares decline in both categories, as the number of outlets and shelf space dedicated to toys and games decreased.
Traditional toys and games is set to turn to slight current value decline throughout the forecast period. It is currently benefiting from a boom in sales of trading card games, but this is likely to come to an end, which will lead to a fall in sales of games and puzzles the forecast period, driving decline in the overall category.
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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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