Toys and games in Poland maintained robust sales in 2023, in part driven by the significant growth of online games and subscriptions. This surge is largely due to the increasing shift towards digital platforms in general, as consumers engage with digital and online media from home.
The toy and games industry in Poland has navigated a complex landscape, marked by inflation, geopolitical tensions, and economic uncertainty, all of which have moderately slowed sales growth and influenced consumer spending habits overall. The threat of a potential recession and ongoing conflict in Eastern Europe have led to cautious consumer behaviour, although the release of new products, including those linked to popular films and video games, has buoyed the industry.
Toys and games is a fragmented category in Poland, with Lego (LEGO Polska Sp zoo) topping the overall brand list by a small margin. Lego is also the best-selling brand in traditional toys and games, by a larger margin, and a strong leader in the popular category of construction toys.
Distribution trends have increasingly favoured online channels, which have grown significantly as consumers continue to value the convenience and safety of online shopping, a trend accelerated by the pandemic and solidified through the ongoing appeal of online shopping, offering a vast range of products at competitive prices, along with convenient delivery options. Indeed, e-commerce accounts for over half of all distribution share in toys and games overall in Poland.
The toys and games industry in Poland is expected to maintain its evolution over the forecast period, with a strong emphasis on technology integration, sustainability, and direct-to-consumer sales models. Added to which, there is a growing demand for inclusive and diverse toys which reflect a broader societal shift towards multicultural appreciation and gender neutrality, which will likely open further opportunities for new product developments.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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