Toys and games continued to see strong growth in current value terms in South Africa in 2022, backed by an uptick in economic activity and the easing of COVID-19 control measures. Both traditional toys and games and video games saw slightly stronger growth in current value terms in 2022 compared to 2021.
One trend that developed during the pandemic, and which continued to influence sales in 2022, was the so-called kidult trend. This represents the rise in sales of toys and games for adult enjoyment.
The competitive landscape remained relatively unchanged in 2022. Traditional toys and games continued to be led by Hasbro SA (Pty) Ltd and Mattel South Africa (Pty) Ltd.
Traditional toys and games stores regained some sales momentum in 2022 after a partial recovery in 2021. With restrictions being eased consumers began returning to pre-pandemic shopping behaviours.
The outlook for toys and games in South Africa is a largely positive one. Within traditional toys and games Lego is likely to continue playing an important role with the brand playing a key role in creating a market for the whole family, with products classified into different product groups targeting different demographics from the very young to adults.
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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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