Toys and games in Romania experienced dynamic current value growth in 2023, with double-digit increases seen for both traditional toys and games, and video games. Growth was due to improving living standards and changing consumer lifestyles, as well as a continued high rate of inflation, which drove up unit prices and thus value growth.
Even though inflation slowed down in 2023, Romanians’ budgets were still under pressure. However, consumers did not necessarily reduce their consumption of toys and games.
The competitive landscape in toys and games remained highly fragmented in value terms in 2023, with no company accounting for a double-digit share. LEGO Romania remained the leading player in 2023, thanks to its lead of traditional toys and games, benefiting from the rising popularity of the brand amongst both children and adults (kidults).
The retail landscape is becoming increasingly consolidated in Romania. Not only are chained grocery retailers focusing more on toys and games, but traditional toys and games stores have also been either consolidating or expanding their presence in the country.
Toys and games in Romania is expected to maintain double-digit current value growth rates throughout the forecast period. Population decline, including amongst the population aged 0-14, low fertility rates, and a gradually falling birth rate (per ‘000 population) are set to exert downwards pressure on growth potential.
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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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