Traditional toys and games saw a second year of modest growth in constant value terms in 2022, following a plunge in demand in 2020. Sales were boosted by improved economic conditions, as the country emerged from the COVID-19 pandemic.
Scientific/educational was the best performing subcategory in traditional toys and games during 2022, continuing the trend of the previous year. During the pandemic, when schools remained closed for an extended period, many parents favoured toys that they thought could make a contribution to the education of their children.
Mattel maintained its comfortable lead of traditional toys and games in 2022, underpinned by the success of its Lego, Barbie and Hot Wheels brands. These three names are top-of-mind in the Philippines when it comes to purchasing children’s gifts for big occasions, such as Christmas.
Bricks and mortar outlets continued to dominate retail sales of traditional toys and games in 2022. While sales via e-commerce increased during the pandemic, due to its perception as a safer and more convenient shopping option, the channel saw slower growth during the year, following a return to pre-pandemic lifestyles.
Retail sales of traditional toys and games are set to see accelerated growth in constant value terms (2022 prices) during the forecast period. This will be fuelled by improved economic conditions, which will lead to higher levels of discretionary spending and a shift away from counterfeit and unbranded goods to genuine products.
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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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