Traditional toys and games were largely unaffected by COVID-19 in 2020, with current value growth up slightly compared with 2019. All the same, with stay-at-home orders in place for much of the year, certain products performed better than others.
Traditional toys and games continued to be led by larger well-known players Hasbro and Mattel and both continued to be active in terms of extending product brands and launching licensed products. Hasbro released Mandalorian-inspired licensed toys, The Child and Darksaber.
Lockdowns in Canada accelerated the move to online, in terms of e-commerce, social media to engage with customers and also using digitals tool such as AR to provide brand and product experiences.
With the pandemic still in play in 2021 in Canada and many people still working from home, much of the changes in consumer behaviours that were noted in 2020, will still linger in 2021. In fact, Statistics Canada indicated that many parents will not be fully returning their children to child care facilities in 2021, thus highlighting the continued need for at-home play and education tools and products.
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. 2021 is the 50th anniversary of Star Wars and there will be numerous live events and online activities, as well as product launches to celebrate the occasion, with Toys”R”Us predicted to have exclusivity for much of the licensed product launches.
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Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Canada with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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