The impact of the COVID-19 pandemic positively affected sales of traditional toys and games in 2020. Due to the lockdown and school closures, children were stuck at home with little to do.
The best performing categories in 2020 were construction, games and puzzles, and arts and craft, all of which recorded strong double-digit growth rates. This is because these items can engage children for a long time and contribute to developing problem solving and artistic skills.
The e-commerce channel saw the most significant current value growth in 2020, stealing share mostly from the leading traditional toys and games stores channel. E-commerce became a popular way to shop as consumers could order products from the safety of their home, thus avoiding exposure to the virus.
The constant value growth in 2021 and beyond is expected to be lower than the constant growth realised in 2020 as the easing of restrictions will lead to softened demand for category items. However, traditional toys and games is still expected to register a good growth over the forecast period, mainly stimulated by the increasing disposable incomes of parents as people return to work and the increasing perception that toys and games can support skill development and children’s education.
Construction and games and puzzles are expected to remain the most dynamic categories over the forecast period, with construction expected to see the highest investment in terms of new product launches. For example, Mattel is expected to enter to this category through the emergence of construction toy versions of their Barbie and Hot Wheels brands.
The share of e-commerce in traditional toys and games is predicted to increase over the forecast period, to the detriment of most in-store retailing channels. The greater number of brands available, faster home delivery speed, variety of products, and exclusive special price promotions offered online are all expected to make e-commerce more attractive to the consumers.
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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