In 2022, toys and games experienced a double-digit value growth primarily driven by substantial increases in average unit prices, attributed to the devaluation of the Turkish Lira. This led to higher costs of imports and production.
The presence of millions of Syrian and Ukrainian refugees in Turkey in 2022 played a significant role in driving the demand for toys and games. The Russian invasion of Ukraine resulted in an influx of Russians and Ukrainians migrating to Turkey, further boosting demand.
Mattel Oyuncakcilik Tic Ltd Sti remained the largest player in traditional toys and games in 2022, ahead of Hasbro Turkiye and LEGO System Turkiye, with the former having significantly increase its retail value share over the course of the review period. Its wide product portfolio includes Hot Wheels, Barbie, Mega Blocks, Matchbox and Fisher Price, Barbie and Hot Wheels – most of which are very well known to local consumers and widely distributed.
While traditional toys and games stores remain the dominant distribution channel for the moment, the value share of e-commerce continued to expand during 2022, with a growing number of physical stores offer internet retail. Local consumers increasingly appreciate the wide product offer, convenience and competitive pricing offered by this channel.
Over the forecast period, retail value sales of toys and games are expected to maintain double-digit growth, driven by the increased market prices. However, the earthquake that struck the country in February 2023 is predicted to hinder market growth in that year, resulting in a considerably lower growth rate compared to 2022, despite the price increases.
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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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