Traditional Toys and Games in Romania

PROSPECTS

Seasonality and age compression shape sales

Retail value sales of traditional toys and games continued to grow strongly in 2017, mainly boosted by rising consumer disposable incomes, higher product availability and changing lifestyles. The demand for traditional toys and games is highly seasonal, with most sales concentrated around Christmas or St Nicholas on 6 December.

Licensed products remain popular

Romanian children are very attracted to traditional toys and games that depict their favourite TV or film characters. Therefore, retail value sales of licensed products are set to continue to grow strongly.

Construction posts the fastest value growth

Construction continued to see the fastest retail value sales growth in 2017. This performance was mostly due to LEGO Romania, which intensified its activity in the country over the review period.

COMPETITIVE LANDSCAPE

Lego leads the way

In 2017, LEGO Romania consolidated the leading position in retail value sales terms it gained in 2016. The high popularity of the Lego brand among Romanian children is supported by aggressive marketing and advertising and a wide presence across all major retailers.

High media consumption shapes new product launches

Romanian adults and children spend a lot of time watching TV. As a result, numerous new product launches derive from Romanians’ favourite TV programmes.

Chained specialist retailers continue to expand

The retail landscape is increasingly competitive, with numerous store openings and new entrants. The most aggressive retailer, Jumbo, aims to increase its outlet network from eight to 25 stores by 2022.

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