A very high inflation rate in Romania in 2022 was reflected in strong price increases and even faster retail current value growth, compared with the double-digit increments already witnessed through the review period. Whereas premiumisation was a key trend in the industry across the review period, some budget-conscious consumers turned to cheaper products.
Romanian consumers have shown higher levels of sophistication, with a strong demand for unique and authentic products. Hand-made and organic materials products gained ground, as parents tried to move away from potentially harmful to health and the environment plastic toys and games.
While the competitive landscape remained highly fragmented, toys and games in Romania continued to be led by large global and international companies like LEGO, Activision Blizzard, Electronic Arts, Sony, Mattel and Hasbro. While most products are imported, a rising number of small independent manufacturers focus on sustainable, recycled toys and games, as seen with Mitzoko and Micul Haos.
Economic uncertainty also affected retailers of toys and games in Romania at the end of the review period. For instance, while Jumbo continued to open new large-scale stores in 2022, the modern grocery retailer postponed other planned investments due to soaring costs and prices.
As consumers’ disposable incomes recover, they are expected to focus more on premium products. Licensing and sustainability are anticipated to remain key and developing trends over the forecast period.
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Toys and Games
This is the aggregation of traditional toys and games and video games.See All of Our Definitions
This report originates from Passport, our Toys and Games research and analysis database.
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