Traditional toys and games saw a marginal current value decline in 2020, although this was a performance similar to that seen in the previous year, when civil unrest negatively affected sales. More time spent at home due to COVID-19 led to higher sales in certain categories due to the demand for family entertainment, which helped to limit the decline.
Whilst licensed traditional toys and games saw dynamic growth over much of the review period, in 2020 overall growth slowed. The production of most films, animations and games was postponed due to COVID-19, and therefore there were fewer releases of associated toys in 2020.
Dress-up and role play saw one of the most significant current value declines in 2020. Amidst the COVID-19 outbreak, such products struggled to achieve sales, mainly held back by delayed licence production.
Traditional toys and games is set to rebound to growth in 2021, due to the release of pent-up demand. As COVID-19 vaccination progresses, consumers are likely to feel more confident visiting busy stores with their children.
Dress-up and role play is expected to recover only slowly, with another slight decline forecast for 2021. The continued presence of the virus in the country in 2021 will hamper growth in this year, with parents avoiding sending their children to dress-up parties.
Licensed toys is set to see a strong rebound in its growth rate in 2021, with slower but solid growth rates expected for the rest of the forecast period. As vaccination is being carried out in the US, where the entertainment industry is mainly located, it is expected that films will return to production and be released from 2021, which will have the knock-on effect of a rebound in sales of licensed toys.
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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