Traditional toys and games were negatively impacted by COVID-19 in 2020, with a significant drop in current value sales. The lockdown imposed as a result of the pandemic and ongoing social distancing measures resulted in consumers spending more time at home, with an accordant collapse in demand for outdoor and sports and ride-on vehicles, with more people working from home and limited scope for socialising away-from-home and going to parks.
Lego remained the top brand in overall traditional toys and games in 2020 and also gained value share, with construction being the top performer in 2020 (see below). Lego’s development of e-commerce and licensed toys such as Star Wars and Harry Potter also contributed to its success.
With people forced to spend significant amounts of time at home in 2020 due to lockdown and with more time on their hands, parents were more likely to play with their kids, which contributed to the strong current value growth in construction. Games and puzzles was another products area that benefitted from home seclusion and retailers and manufacturers also targeted adults in this product segment.
Traditional toys and games is expected to return to current value growth over the forecast period, though growth will be not be as high as pre-COVID-19, as the economic fallout of COVID-19 continues to hit disposable incomes. How quickly the economy recovers will be dependent on both the global situation as well the epidemiological status in Ukraine.
E-commerce experienced an unexpected boost from COVID-19, as consumers avoided brick-and-outlets in order to prevent infection. This growth is expected to continue over the forecast period, as consumers who shopped online for the first time in 2020 are now comfortable about doing it again.
Over the forecast period, manufacturers of traditional toys and games are expected to focus on trying to attract consumers who may be tempted to play with video games instead. There is likely to still be demand for traditional toys and games going forward, but manufacturers will need to innovate in order to stimulate sales and keep Ukrainian consumers interested in playing with less interactive, digital toys at a time when the physical and virtual worlds are becoming even more connected.
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Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Traditional Toys and Games research and analysis database.
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