2025 Developments
Toys and games in Ukraine achieved a remarkable 17% increase in retail value in 2025, with sales reaching UAH25,207 million, outperforming both historic and regional benchmarks despite ongoing demographic and economic pressures. This robust performance signals a highly attractive environment for growth, underpinned by resilient consumer spending and a decisive transition to digital-first commerce. The landscape is being reshaped by the rapid ascent of e-commerce, which captured 70% of sales, and by the surge in premium offerings aimed at adults, as both emotional resonance and cultural identity become central to purchasing decisions. Brands looking to succeed must harness digital retail infrastructure, invest in products that appeal to adult collectors and culturally engaged consumers, and address growing expectations for authenticity, safety, and compliance, as the competitive dynamic increasingly rewards those who combine innovation, local relevance, and operational agility.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Ukraine 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:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Ukraine report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Ukraine?
- Which are the leading brands in Toys and Games in Ukraine?
- How are products distributed in Toys and Games in Ukraine?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Ukraine?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Ukraine
2025 Developments
Key Data Insights
Rozetka Expands Reach as Online Becomes the Default for Toy Purchases
Video Games and Kidult Bring Growth through Premiumisation
Regional Collectibles Strengthen the Appeal of Local Brands
Video Games and Kidult Trend Continue to Bring Further Growth
Digital Retail and Local Relevance Shape Competitive Success
Sony Strengthens Its Leadership as Video Games Drive Market Concentration
E-Commerce Continues to Extend Its Retail Leadership
Rozetka and Epicentrk Benefit From Digital-First Shopping Habits
Traditional Toys and Games in Ukraine
Key Data Insights
Traditional Toys and Games Summary
Budynok Igrashok Attracts Adult Collectors with Immersive Retail Concept
Lego Helps Cement Construction's Leading Position in 2025
Strateg Boosts Offline Play as Mindful Products Respond to Air Raid Conditions
Kidult Demand Will Continue to Drive Growth, with Construction Led by Lego
Localisation, Mindful Play and Screen-Free Solutions Gain Importance
Lego Leverages Innovation to Defend Construction Leadership
Specialised Retailers Maintain Leadership through Omnichannel Expansion
E-Commerce Gains Share as Online Specialists Attract Kidult Consumers
Storytelling, Communities and Sustainability Inspire Innovation
Lego and Local Brands Redefine Product Innovation
Cultural Relevance and Authenticity Become Key Competitive Differentiators
Video Games in Ukraine
Key Data Insights
Video Games Summary
Digital Distribution and Console Demand Drive Market Performance
Steam and Local Developers Reinforce Industry Resilience
Digital Ecosystems and Console Ownership Bring Market Expansion
Rozetka and Local Payment Solutions Support Digital Gaming Ecosystems
Sony Extends Leadership as Digital Ecosystems Concentrate Market Value
Reburn's La Quimera Showcases the Strength of Ukraine's Game Development Sector
Steam and Rozetka Redefine Access as Digital Channels Lead
Account-Based Access and E-Commerce Sustain Consumer Engagement
Country Reports Disclaimer
The following categories and subcategories are included:
Toys and Games
-
- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
-
-
- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
-
-
- Computer Games (Physical)
- Console Games (Physical)
-
- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
-
-
- Console Games (Physical)
- Console Games (Digital)
-
- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
-
-
-
- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
-
- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
-
-
-
Toys and Games
This is the aggregation of traditional toys and games and video games.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Toys and Games research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!