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.
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.
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.
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.
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.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
If you're in the Toys and Games industry in Spain, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This report originates from Passport, our Toys and Games research and analysis database.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page