In recent years, traditional brands in toys and games have become the focus of collaborations with mainstream retail categories such as beauty and fashion. This is due to the “kidult” generation (mainly generations Y and Z) entering the workforce; thus, having more disposable income to purchase these products, as well as being willing to buy them.
Traditional toys and games is expected to see solid current value growth in the forecast period, due to the reopening of the Hong Kong-China border. With the border closed for an extended period due to the COVID-19 pandemic, the Hong Kong market was impacted by a decrease in tourism and a reduction in cross-border trade.
Hong Kong is projected to see a significant shift towards physical stores in traditional toys and games in the forecast period, as many local consumers are gravitating towards physical stores due to a combination of the relaxation of the mask restriction, and the gradual shift towards a “live with the virus” mentality in Hong Kong. Trade interviews with local toys and games stores have revealed that their businesses have seen up to a 65% increase in footfall, and consumers have been more willing to purchase toys in-store than before the pandemic.
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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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