Toys and games maintained current value growth in 2022, although this was minimal, and much lower than seen in the two previous years. Traditional toys and games saw a negligible current value increase in 2022, reflecting a strong slowdown in growth following two years of significant expansion.
Video games has seen a significant shift in business models over the past few years. Subscription-based models have become increasingly popular, allowing gamers to access a library of games for a recurring fee, rather than purchasing individual games.
Supply chain issues continued to impact the leading static consoles brands in 2022, resulting in depressed potential for earnings growth. Sony’s PlayStation 5 console experienced higher retail volume growth than Microsoft’s Xbox Series X|S console, which led to significant gains in Sony’s brand share within static consoles.
E-commerce continued to dominate toys and games in 2022, due to the exceptional share held by this channel in video games. However, e-commerce also accounted for a third of sales in traditional toys and games in 2022, with hypermarkets remaining the leading distribution channel in this category.
The future of AR/VR headsets is uncertain, due to disappointing volume sales in 2022. The price point for Apple’s anticipated launch in AR/VR headsets is expected to be USD3,000, effectively targeting the headset to consumers in the premium space.
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Toys and Games
This is the aggregation of traditional toys and games and video games.See All of Our Definitions
This report originates from Passport, our Toys and Games research and analysis database.
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