Traditional toys and games recorded solid current value growth in 2021 compared to 2020. Even though by the end of the year stores reopened and most pandemic-related restrictions were lifted, Canadians worked from home more than they did in 2020.
With an ageing population and the infant and toddler population on the decline, manufacturers and retailers of traditional toys are finding new ways to drive value growth. Adults have rediscovered play.
Putman Investments acquired Toys “R” Us and its 81 stores in 2021. The new owners plan on opening additional stores in the country and revitalising the retail experience.
Over the forecast period, as Canada gradually enters a post-pandemic era, those trends that were prevalent prior to the pandemic will re-merge. While products like arts and crafts and construction performed well during the pandemic, as parents looked for ways to entertain their children, growth will slow over the forecast period.
With long-term demographic trends expected to be negative over the forecast period, with an ageing population and people having fewer children, players will have to find new ways to drive value growth over the forecast period. A key strategy will be widening the consumer base by launching more adult-focused toys, including licensing partnerships that evoke nostalgia and also products that encourage creativity.
Licensing will remain a significant driver of growth in traditional toys over the forecast period, with more branded products, as well as exclusive products for Toys ”R” Us appearing over the forecast period. The popularity of licensed products is expected to remain, especially those licenses that appeal to players of all ages like Star Wars, Pokémon, Marvel and Care Bears, for example.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.See All of Our Definitions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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