Toys and Games in South Africa

COVID-19 impact on toys and games

The COVID-19 outbreak in South Africa is expected to hinder the demand for traditional toys and games during 2020, with sales especially impacted during Q1 of 2020, when a lockdown was in place. During the lockdown period, specialists stores were closed, and only essential retailers were permitted to open in the country.

COVID-19 country impact

Initial hard lockdown in South Africa covered 26-30 March. During this time, borders were closed to tourists but not for the distribution of goods, while interprovincial travel was banned and domestic and international tourist flights ceased.

Licensed characters boost growth for traditional toys and games in 2019; however, video games remain a growing threat, as the popularity of digital increases

In 2019, the digital age continued to drive growth in video games. Although many parents in South Africa were keen to encourage their children to play with traditional toys for longer, with the hope of reducing their screen time, children are continuing to play video games from an earlier age, contributing to the growth of the landscape.

Video games lead the competitive landscape in 2019, as digital sales increasingly threaten the performance of physical stores

In 2019, Hasbro SA Ltd led the landscape in traditional toys and games in South Africa, remaining a key player by offering popular, classic board games such as Monopoly, outdoor games including Nerf, with licensing agreements from Transformers and Star Wars, boosting overall value sales. Mattel South Africa came in second-place for traditional toys and games, offering MEGA Bloks, Barbie and Hot Wheels, as well as the fourth most popular brand on the landscape Fisher-Price.

Mobile games will drive growth across the forecast period, as traditional toys and games focus on licensing agreements and educational qualities

The video games industry outperformed traditional toys and games during the COVID-19 lockdown, with video games predicted to record double-digit growth in 2020, compared to the slight growth predicted for toys and games. Across the forecast period, video games will continue to record heightened growth compared to traditional toys and games, with the industry remaining a growing threat to sales of traditional products.

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