Toys and Games in Spain

A mixed year for toys and games amid declining birth rates and the rise of digital

Retail value growth of toys and games slowed in 2018 in comparison to the previous year. Traditional toys and games suffered its first retail value decline since 2013 as sales over the Christmas period disappointed, with no major licensed products to boost sales.

Digital, social and educational skills drive consumer choice

Video games sales were driven by the launch of Nintendo Switch in 2018, along with the wider availability of popular software for online and mobile games. Nintendo Switch enjoyed great success in Spain and rapidly sold out.

Domestic players consolidate their positions in niche areas, encouraging meet ups and events

Sony Computer Entertainment España confirmed its leading position in toys and games and increased its retail value share in 2018, with strong performances of its Spider-Man video game and PlayStation VR in hardware. Nintendo Ibérica was able to cement second place thanks to its software titles and strong sales of Nintendo Switch.

Internet retailing storms on, but visits to toy shops remain popular

Although still the major channel for toys and games, store-based retailing continued to lose ground to internet retailing in 2018. The decline in its share accelerated during the year as traditional toys and games stores was negatively impacted by the financial troubles of two major retailers.

Video games to lead sales, but parents’ resistance to devices and the release of Frozen 2 support traditional toys and games sales

Overall current retail value growth of toys and games sales is set to be healthy over the forecast period. Video games will certainly continue to lead growth, particularly on the back of gaming accessories and in-game purchases, supported by the expected launch of PlayStation 5 early in the period.

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