Over the forecast period, traditional toys and games is expected to rebound from a drop in current value sales in 2018. However, low birth rates and an earlier take up of video games by children inform the anticipated decrease in value sales of baby and infant and pre-school.
While evergreen toys like Barbie and famous licenses like LOL Surprise! are well placed to perform well, traditional toys and games is losing ground to online games. As children gain access to digital devices and games at an earlier age, there is a shift to the internet.
Internet retailing saw further value share growth in 2018. While some consumers remained cautious about buying goods online, many looked for information, compared products and prices and made purchases online.
As internet retailing accrues value shares, store-based retailers need to reinvent their selling strategies. Italian consumers still visit physical stores to see and touch products and seek advice before making purchases.
LEGO regained the leading position from Mattel Toys in 2018, benefiting from new product development and innovation, a fast response to trends and a strong brand. Thus, it is well placed to drive sustainability, as players are increasingly required to produce products that fit with this concept.
Licensing’s value share is increasing steadily, supported by investments in TV and online communications to engage consumers and drive brand values. Lego stores continue to open in major cities through a partnership with Percassi Group.
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This industry report originates from Passport, our Toys and Games market research database.