Traditional Toys and Games in Romania

PROSPECTS

Major international licenses dominating the marketplace

Aggressive advertising campaigns of the major international licenses and their extensive presence in various media channels have a positive impact on the sales of traditional toys because Romanian children are highly exposed to media outlets. Not only the high level of exposure, but also the more frequent product development has supported the growth of traditional toys.

Shift towards environmentally friendly and sustainable toys

The Romanian consumer is more sophisticated and educated and is making more informed decisions by paying extra attention to product specifications. New parents are highly concerned about their children’s safety and opt for more ecological products.

Harder to capture children’s interest

The newer generations of children are more easily distracted and capturing their attention or interest may be challenging. The more a traditional toy appeals to child’s intellectual interest, the higher its popularity.

COMPETITIVE LANDSCAPE

LEGO Romania is the leading player in the category

In 2018 LEGO Romania consolidated its leading position. The company benefited from its well-conceived advertisement campaigns as well as from external events that boosted its sales at the end of 2018 and in the beginning of 2019.

Private label is expanding

Private label toys were developing further in 2018. One of the main retailers, Kaufland, is launching its own traditional toys private label, Kidland.

Toys borrowing a new concept with great potential

Innovative ideas are of paramount importance in a competitive environment. Toys borrowing is a new concept which is starting to gain popularity in Romania due to fast-changing trends and new product development.

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