Having hit its highest rate on record during 2020, the rate of growth in retail constant value sales of traditional toys and games slowed significantly in 2021 but remained vigorous. COVID-19 had a positive impact on sales of traditional toys and games in Romania in 2020.
The pandemic has served to heighten local consumer interest in health and wellness, and, as a result, they are now more interested in ensuring that the toys that they buy from their children are made from materials that are safe. This is driving a resurgence in the popularity of wooden toys, as concern mounts regarding the health effects of exposure to plastic, with some research even suggesting that exposure to it may be linked to obesity.
Licensing continues to gain ground in traditional toys and games, particularly in action figures and accessories. Since the onset of the pandemic, many children in Romania have been exposed to more media content on television and the internet.
The rate of growth in retail constant value sales of traditional toys and games will gradually decelerate over the course of the forecast period but remain relatively robust. Growth will be negatively affected by the growing popularity of video games, in addition to demographic factors: Romania’s birth rate will continue to decline, driving a fall in the population aged 0-14.
Scientific/educational will remain the top performer in traditional toys and games during the forecast period, closely followed by construction. Romania has a strong tradition of STEM education that has its roots in the communist era, and local parents are increasingly keen to see their children combine play with learning in an effort to give them the best start in life.
E-commerce will gradually increase in popularity during the forecast period, as local consumers (particularly younger ones) increasingly appreciate the competitive pricing, wide product offer and convenience offered by this channel. The rollout of 5G internet will play a role in this by making e-commerce faster and more accessible than ever.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.See All of Our Definitions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
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