Traditional Toys and Games in Romania

PRE-COVID-19 PERFORMANCE

A good year for traditional toys and games licensed to thrill

In 2019, traditional toys and games sales performed strongly underpinned by rising purchasing power among Romanians and rapid diversification in the product offering. Indeed, retailers were selling various types of toys and games at a broad range of prices, addressing a wide array of Romanian shoppers.

Lego performance stacks up

Lego remains the most popular brand within this category in Romania. The brand has a very good image in Romania, is widely desired by the local children and is commonly available through multiple retail channels.

Romanian adults proving young at heart

Adults were increasingly purchasing traditional toys and games for themselves in 2019. These consumers are becoming more sophisticated and allocating more time and resources for their hobbies.

2020 AND BEYOND

COVID-19 impact

In 2020, sales of traditional toys and games are now expected to grow by 6% in constant 2019 value terms, in light of the impact of COVID-19. This compares with a 5% rise in sales forecast in Euromonitor International’s 2019 edition of toys and games.

Affected products within traditional toys and games

Categories such as games and puzzles, construction, arts and crafts, scientific/educational are projected to record better-than-anticipated growth in 2020, since they are part of hometainment and have thus been able to entertain children at home while schools have been closed. Outdoor toys have also experienced higher demand in Q1 2020 as they too address the need for hometainment given the stay-at-home mandate.

Recovery and opportunities

As schools in Romania reopen more completely and children begin to return to something approaching their usual routine, less time will be spent at home and demand for traditional toys and games will normalise. Alongside this lockdown easing, non-essential shops will begin to reopen and thus channel restrictions will disappear, supported by supply chain and retail normalisation, as well as strong e-commerce logistics, which will provide a further platform for product access and sales.

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