Toys and games witnessed healthy current value growth in 2020 – stronger than witnessed in any other year of the review period. This was due to more time spent at home during COVID-19, and the lack of enforced store closures.
COVID-19 did not lead to outlet closures in 2020, as the country managed to control the virus well in this year. However, a strong move towards e-commerce was still seen, as consumers were encouraged to limit their contact with other people where possible, and some people feared going out.
Bandai Taiwan continued to lead traditional toys and games in value terms in 2020. Although Gundam remains its biggest property, it has started losing slight share due to weakening product power.
With little impact from COVID-19, traditional toys and games is set to maintain solid growth throughout the forecast period. The lower birth rate and shifting social demographics will keep pushing manufacturers, distributors and retailers to develop and introduce products with multi-generation appeal.
LEGO saw a strong rise in its share of value sales in 2020, and the positive influence brought about by the sole Certified Shop in Taiwan is expected to keep attracting more consumers in the forecast period. In addition, its newly created e-commerce website and the availability of limited-edition products only in its own online shop are also anticipated to inspire more consumers to invest in LEGO construction toys.
Social media, including Facebook fan webpages and Instagram, will continue to be the major marketing method for bigger manufacturers in the forecast period. Organising pre-orders or launching exclusive models is carried out via these channels by local retailers, and group purchasing via Facebook is a leading method for sales amongst smaller importers in baby and infant and games and puzzles.
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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