While sales of traditional toys and games experienced slower current value in 2020, as stores were closed for two months and disposable incomes were severely constrained, the category witnessed a stronger performance in 2021. Sales were driven by the resumption of trade, the partial recovery of household incomes and the desire for entertainment at home.
In 2021, company share rankings remain unchanged, with Hasbro SA (Pty) Ltd retaining its slim lead, closely followed by Mattel and LEGO. Hasbro’s performance has been largely driven by the company’s strong brand presence across the category, especially in the fast-growing games and puzzles.
Traditional toys and games in South Africa remains driven by several key consumer trends, including digitalisation of play and adults buying toys for their own enjoyment, while the industry is still benefiting from the pandemic, as many seek home entertainment. Firstly, while video games has experienced immense growth over the review period as children become increasingly familiar with technology from a younger age, traditional toy manufacturers have sought to harness these trends by adding digital elements to their products, or communicating to their consumer base through social media platforms such as Instagram and YouTube.
Over the forecast period, traditional toys and games is poised for stable sales, growing just above expected inflation. Sales are expected to be driven by economic recovery and the associated recovery in disposable incomes.
Construction, which remains the largest value category, and dolls and accessories are expected to be the strongest performers over the forecast period. Construction is dominated, both globally and locally, by LEGO, a multinational company which has unrivalled brand equity in the market.
The industry is set to shaped by several key opportunities, which toy companies and manufacturers are expected to harness to drive growth going forward. Firstly, digitalisation poses an opportunity for manufacturers, as children become accustomed to using smartphones and social media from an increasingly young age.
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in South Africa with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Traditional Toys and Games industry in South Africa, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE! Home Page