In 2020, value sales of traditional toys and games recorded a 1% growth, taking a fall compared to the 5% growth recorded in 2019. COVID-19 led to increased price sensitivity across the country, and as such, consumers adapted their purchasing habits accordingly.
Due to ongoing price sensitivity amongst local parents, toys and games that offer educational or creative elements, such as arts and crafts, construction, and scientific/educational, all saw positive performances in 2020. However, dress-up and role-play, plush, and dolls and accessories all recorded a double-digit decline, impacted by store closures, lack of browsing and impulse buying, partnered with price sensitivity and a preference for educational toys.
Although having wide product portfolios, strong licences and business know-how, leading players such as Hasbro Russia OOO and Mattel OOO faced challenges in 2020 due to economic uncertainty and lower consumer purchasing power, impacted by the outbreak of COVID-19. As such, Mattel took a decline in share, while Hasbro failed to see growth, with uncertainty is resulting in consumers choosing cheaper local products under “others”.
Traditional toys and games is predicted to record an uplift in growth from 2021, boosted by areas such as dolls and accessories, plush and ride-on vehicles recording positive performances once more. However, compounded by the pandemic and strict lockdown measures, uncertainty in the country’s economy is set to prevail over the early forecast period, and this will lead to continuing price sensitivity during 2021, stifling volume sales.
Despite a return to healthier current value growth across the forecast period, traditional toys and games will be gradually influenced by changing demographics linked to declining birth rates in the country. Pre-teens (population aged 7-12) will remain the dominant consumer group for this category, while young children (population aged up to 6) is slowly losing ground resulting in declining sales for baby and infant, a trend which is predicted to continue into the forecast period and will also continue to impact sales.
While some modern grocery retailers, which were permitted to remain open during lockdown measures, distributed traditional toys and games, their range was more limited compared to the dominant non-grocery specialists, which are deemed to be non-essential and therefore closed during the pandemic, making it more difficult to have wider access to these products. On the other hand, e-commerce saw a positive increase in share, with consumers appreciating an alternative distribution channel for traditional toys and games by offering convenience and competitive price.
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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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