Demand for games and puzzles products surged in 2020 as consumers looked for new forms of entertainment during long periods of home confinement and rediscovered the variety of boardgames available. The category was able to build on notable development over recent years, with the Polish market seeing the expansion and diversification of the product offer.
While the pre-school category saw continued growth in 2020, it did not register the accelerated expansion seen in other traditional toys and games categories. The category has seen its consumer base eroded by declining birth rates in recent years.
LEGO Polska Sp zoo extended its lead in traditional toys and games in 2020 as its core category, construction, experienced significant growth. The Lego brand enjoys a long-standing reputation as a solid construction product that appeals to a wide range of ages, which placed it in a strong position to benefit from consumers looking for ways to entertain themselves and their children during long periods spent at home in the midst of the COVID-19 crisis.
While traditional toys and games is expected to deliver healthy growth in 2021, the return to more normal lifestyles as the immediate threat from COVID-19 wanes is likely to dampen demand as the range of alternative forms of entertainment widens. Moreover, increases in shipping costs and a related expected rise in unit prices in the second half of the year is likely to act as a further constraint on growth.
Having seen an existing trend of strong growth bolstered by the demand for products capable of providing both entertainment and education in the context of the closure of schools and leisure facilities during the COVID-19 crisis, the scientific/educational category is expected to continue to register significant expansion during the forecast period. The experiences of the pandemic have increased parents’ acquaintance with the educational needs of their children and stimulated an interest in toys and games with an educational component.
The early part of the forecast period is expected to see further consolidation in traditional toys and games, as the surge in demand for new forms of entertainment during the COVID-19 crisis has led consumers to turn to familiar brands. In terms of retailing, the pandemic led to a significant expansion of the e-commerce consumer base, as consumers appreciated the reduced risk of viral transmission through social contact provided by the channel, as well as the convenience of ordering from home and having products delivered.
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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