2025 Developments
Toys and games in Romania recorded strong value growth in 2025, supported by rising digital engagement, expanding video games spending and growing demand for premium traditional toys. Video games remained both the largest and best performing category, benefiting from digital software, subscriptions and online distribution, while traditional toys and games continued to gain value through construction products, collectibles and premium play experiences. Digitalisation increasingly shaped how consumers discover, purchase and engage with toys and games. Steam, e-commerce platforms and digital subscriptions strengthened the role of online channels, while social media and marketplaces accelerated product discovery and helped translate consumer interest into purchases more quickly than traditional retail models. Lego remained the leading brand, supported by growing demand from adults, collectors and families seeking premium and licensed products. Looking ahead, growth is projected to be driven by digital-first purchasing, recurring spending models and premium, collector-oriented products, with companies increasingly relying on marketplace visibility, social discovery and omnichannel engagement to capture value.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Romania report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Romania?
- Which are the leading brands in Toys and Games in Romania?
- How are products distributed in Toys and Games in Romania?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Romania?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Romania
2025 Developments
Key Data Insights
Steam and E-Commerce Platforms Drive Digital-First, Value-Led Growth
Lego's Adult-Focused Strategy Reinforces Demand for Premium Play
Social Platforms Increasingly Shape Discovery and Purchasing Behaviour
Digital-First Purchasing Is Set to Sustain Strong Category Growth
Premium and Adult-Oriented Products Are Expected to Drive Value Creation in Traditional Toys and Games
Digital Discovery and Marketplace Partnerships Are Anticipated to Shape Purchasing Behaviour
Lego Leads a Fragmented Market as Digital Publishers Compete for Value
Digital Ecosystems, Premium Launches and Viral Trends Intensify Competition
Emag.Ro and Digital Platforms Accelerate the Shift to E-Commerce
Social Discovery and Promotional Intensity Increasingly Shape Purchasing Behaviour
Digital Access and Collector Demand Broaden Product Innovation
Nintendo Switch 2, Game Pass and Lego Premium Ranges Showcase Evolving Product Strategies
Recurring Access and Collectability Create New Value Pools
Traditional Toys and Games in Romania
Key Data Insights
Traditional Toys and Games Summary
Traditional Toys and Games in Romania Record Robust Growth as Adult Consumers and Premium Construction Drive Value
Social Commerce Creates Rapid Demand Shifts and Rewards Supply-Chain Agility
Local Culture and Language Strengthen Relevance in a Changing Consumer Landscape
Eu Safety Regulations Are Set to Reshape Competitive Dynamics as Digital Passports and Substance Bans Phase Out Non-Compliant Products
Purchasing Power Pressure Is Anticipated to Sustain Seasonality and Drive Adoption of Buy Now, Pay Later Solutions
Product Quality and Sustainability Are Forecast to Become Primary Purchase Drivers as Counterfeit Risks Persist
Lego Widens Its Lead as Collector Demand Reshapes the Competitive Landscape
Adult Demand and Niche Innovation Create New Competitive Opportunities
Jumbo Expands Large-Format Retail While Specialist Stores Maintain Leadership
E-Commerce and Omnichannel Retail Accelerate Convenience-Led Purchasing
Social Commerce and Localisation Reshape Product Development
Kendama, Labubu and Lego Capitalise on Social Influence and Experiential Engagement
Quality, Safety and Adult Participation Reshape Commercial Priorities
Video Games in Romania
Key Data Insights
Video Games Summary
Steam and Digital Storefronts Accelerate Software-Led Growth
Subscriptions and Cloud Access Reinforce Value-Oriented Gaming
Promotional Events Increasingly Shape Hardware Purchasing Cycles
Digital-First Strategies Are Set to Capture an Expanding Value Pool
Recurring Spending Is Forecast to Become the Dominant Source of Value
Promotion-Led Distribution Is Anticipated to Define Competitive Success
Global Publishers Maintain Leadership as Local Studios Strengthen Romania’S Role in Game Development
Digital Ecosystems and Promotional Campaigns Intensify Competition
Altex and Emag.Ro Drive Event-Led Digital Purchasing
Promotional Campaigns Reinforce Software and Subscription Spending
Deep Discounting and Digital Access Redefine Product Innovation
Steam, Xbox Game Pass and Playstation Plus Reinforce Access-Led Innovation
Promotions, Subscriptions and Digital Ecosystems Reshape Value Creation
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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