Toys and Games in Spain

COVID-19 impact on toys and games

Overall, toys and games saw only very slight current value growth in 2020, but performance was markedly different across traditional toys and games and video games, as well as within these categories themselves. Traditional toys and games performed well in some areas, notably games and puzzles, which recorded more robust current value growth than in the previous two years of the review period, boosted by family time spent together during lockdown and efforts to keep children occupied during nursery and school closures.

COVID-19 country impact

On 16 March 2020, the Spanish government announced the closure of its land borders, allowing only citizens, residents and other people with special circumstances to enter the country. Lockdown restrictions that were introduced from 15 March mandated the temporary closure of non-essential shops and businesses, including bars, restaurants, cafés, cinemas and commercial and retail businesses, with the government also announcing that it would take over private healthcare providers, if necessary.

Company response

Mattel España SA retained its lead in traditional toys and games in 2020, augmenting its share thanks to its well-established profile and a broad portfolio. Meanwhile, Fábricas Agrupadas de Muñecas de Onil (Famosa) remained the second-ranking player, also gaining some value share.

Retailing shift

E-commerce continued to register significant share growth in 2020 at the expense of all other retail channels, consolidating its dominance in video games. Although this was partly a reflection of widespread non-essential store closures and consumer wariness about visiting busy public places during the pandemic, it follows a trend seen across the review period.

What next for toys and games?

Toys are driven by seasonal demand, especially at Christmas, and as the pandemic recedes and physical stores reopen, demand for some products in this category will increase. However, in the long term, traditional toys and games will struggle to remain relevant in the face of competition from video games, particularly as digital gaming targets younger children.

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