Impacted by a strained economic situation and inflation, while the toys and games industry continued growing in 2022, it recorded a slower pace compared to the accelerated growth of 2021. The consistent decline in birth rates continued to significantly impact certain categories, especially in traditional toys and games.
Licensed toys drove demand and increased their share in the market during 2022. While the traditional toys and games landscape stagnated in Spain, the licensed market continued gaining share and boosted the category's overall performance.
Nintendo Switch is the best-selling console in Spain, both in current retail value and retail volume, and the product continued to lead the static console landscape in 2022. However, during the year, Sony was negatively impacted by the disruptions in stock for the PS5.
Traditional toys and games stores were the leading distribution channel for traditional toys in 2022; however, the share for the channel is considerably lower than five years ago due to the rising popularity of e-commerce. Many consumers appreciate the ability to research toys online, accessing a wider variety of choices while also being able to compare price points.
Due to stock disruptions and lower levels of purchasing power, there was a decline in retail volume for video game hardware in 2022. Moving into 2023, we can expect improvement, with the landscape recording growth.
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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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