Toys and Games in Singapore

COVID-19 impact on toys and games

COVID-19 has had a mixed impact on the toys and games industry, with traditional toys and games registering weaker growth in 2020. While people were forced to stay at home during the lockdown period, many chose to save for the expected border opening in Q4 2020.

COVID-19 country impact

The first COVID-19 case was recorded on 23 January 2020, prompting the government to raise the country’s risk assessment level of the Disease Outbreak Response System Condition (DORSCON) from yellow to orange alert levels in early February 2020. Shortly after this, the government announced a two-month long nationwide “circuit breaker” (lockdown) lasting from the beginning of April to the start of June.

Company response

Manufacturers of traditional toys and games in Singapore struggled to cope with the pandemic. The competitive landscape did not change that much in 2020, except for LEGO stretching its lead at the top due to strong sales growth during the pandemic.

Retailing shift

A retailing shift can mainly be seen in traditional toys and games and video games hardware. For traditional toys and games, Q2 2020 was a difficult period for offline retailers as most stores were forced to close.

What next for toys and games?

Traditional toys and games is expected to make a full recovery in 2021 as consumers return to their pre-pandemic purchasing habits. As Singapore entered another lockdown in Q2 2021 and still has lots of uncertainties, travel is not going to open up anytime soon and consumers will look for traditional toys as a form of entertainment to beat lockdown boredom.

Files are delivered directly into your account within a few minutes of purchase.