Toys and Games

This report discusses the current state of play of LEGO’s traditional toys and games business at a global level and gives a performance outlook for the years ahead. It considers LEGO’s strategy, from initiatives related to sustainability and social…

Q1 2021 forecast update broadly aligns with the forecast review conducted in November of 2020, as pace of recovery also follows macro-economic trends in some of the key developing regions. While China is expected to see healthy rebound in 2021,…

Most toys are made from plastics, as the material is durable, washable and sturdy. Many toys ended up being thrown away, as children outgrow their toys quickly, causing a massive environmental impact. What are toy manufacturers doing to help mitigate…

Summer 2023 saw the hype levels for the Barbie movie going into overdrive., with Margot Robbie playing the lead role in the film about the world’s best-known doll. It would therefore be easy to overlook the fact that Mattel has other strong brands…

The regional toys and games market was negatively impacted in 2022 by the downturn in sales in China due to surging case numbers of the Omicron variant of COVID-19. A sales decline in Japan, following two years of strong growth during the pandemic,…

While e-commerce has continued to gain share in recent years, helped by lockdowns and enforced closures of store-based retail outlets during the pandemic, traditional toys and games stores do still have a role to play, particularly for traditional…

The toys and games industry sees positive growth, although with setbacks due to Coronavirus. In traditional toys, long-term opportunities lie in licensing and categories combining play, education and skill-building experience. Broader exposure to…

Toys and games received a Mario Kart-like turbo boost as sales skyrocketed during the pandemic. However, sales crashed by 7% in 2022 when the world entered the “new normal”. Nonetheless, sales are projected to recover from the blip with 3% growth in…

Sony Interactive Entertainment (SIE) is the gaming and digital entertainment arm of Sony Corp, formerly known as Sony Computer Entertainment (SCE). Sony has reorganised its business portfolio over time to better reflect how the company currently…

After the spike in demand seen during the pandemic, particularly 2020, sales of toys and games recorded a marked decline in Western Europe in 2022. Most country markets were impacted by high inflation and the consequent pressure on local consumers’…

Hasbro is a leading player in traditional toys and games, enjoying market leadership in a number of categories, including games and puzzles. While traditional toys and games continues to face the threat from the greater dynamism of video games,…

The global toys and games market is projected to grow 17% over the forecast period driven by middle-class households in Asia Pacific and Latin America. Manufacturers are also driving innovation in personalisation, digitalisation, kidults and…

Value sales of traditional toys and games in Western Europe grew in 2021, driven by the need for entertainment due to the prolonged COVID-19-induced social distancing measures and home seclusion. The expansion of the consumer audience, with adults…

Asian consumers underspend on traditional toy and games compared to other regions. Why are Asians not buying traditional toys, and will the apparent negative connotations of play change over the forecast period?

The impact of Coronavirus (COVID-19) on toys and games has reinforced many trends already shaping the industry pre-COVID-19, mainly in digital transformation. 2020 demonstrates further shift towards hometainment and online education, with surge in…

Captive audiences at home in 2020 have been re-shaping the business of entertainment. Where children (and adults) consume content influences their interests, shopping and playtime. For the licensing business, new routes to consumers are both an…

Before the pandemic, Asia Pacific was fastest growing traditional toys market with significant room for growth due to the low spending per household on traditional toys compared to the rest of the world. While the pandemic has proved a setback due to…

Video games was a major beneficiary of Coronavirus (COVID-19), with sales rebounding from 2019’s decline to see dynamic growth in 2020. Home seclusion, due to lockdowns and working/learning from home, drove video games demand in 2020, with…

Adults buying toys for themselves is giving a much-needed boost to companies in the toys and games industry as the number of children declines. Who are kidults and how can companies engage them?