Toys and Games in Romania

May 2025
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Overview:

Understand the latest market trends and future growth opportunities for the Toys and Games industry in Romania with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Traditional Toys and Games
  • Video Games

If you're in the Toys and Games industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Toys and Games in Romania report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Toys and Games in Romania?
  • Which are the leading brands in Toys and Games in Romania?
  • How are products distributed in Toys and Games in Romania?
  • How is the rise of e-commerce impacting the retail landscape and traditional outlets?
  • What are the key safety regulations to observe in Romania?
  • How has retail disruption following COVID-19 and national lockdown impacted sales?
  • Where is future growth expected to be most dynamic?
  • Is it more important to appeal to children or adults?

Toys and Games in Romania

Growth driven by e-sports, multiplayer games and cloud gaming
Chart 1 Key Trends 2024
Video games remains the largest and fastest-growing category
Noriel integrates electronic features into its Noriel Aventura Swing ride-on toy vehicle
Chart 2 Noriel Introduces the Noriel Aventura Swing Car in 2024
Online retailers attract budget-conscious shoppers with exclusive discounts
Lego capitalises on brand strength with launch of loyalty programme
Chart 3 Lego Launches Club VIP Loyalty Programme via Brick Depot Stores in 2024
Chart 4 Analyst Insight
Rising incomes to drive toys and games growth, with video games continuing to lead the way
Core brands and e-commerce to shape industry dynamics
Consumer interest in technology and sustainability to reshape toy offerings
Leading toy companies increase shares via innovation and licensing
Bumbu Toys and Mitzoko gain appeal with premium sustainable products
Ginza Invest launches Nebulous Stars brand focused on child development
Chart 5 Ginza Invest Launches Nebulous Stars Brand in 2024
Retail e-commerce thrives due to convenience, technological advances and wider product selections
Jumbo expands its presence with large format stores and a wider product range
Chart 6 Real GDP Growth and Inflation 2019-2029
Chart 7 PEST Analysis in Romania 2024
Chart 8 Key Insights on Consumers in Romania 2024
Chart 9 Consumer Landscape in Romania 2024

COUNTRY REPORTS DISCLAIMER

Summary 1 Research Sources

Traditional Toys and Games in Romania

KEY DATA FINDINGS

Growth driven by educational toys, sustainability, and e-commerce
Chart 10 Key Trends 2024
Construction and scientific/educational toys support growth
Chart 11 Analyst Insight
Kidland expands its portfolio to meet demand for premium sustainable products
Chart 12 Kidland Expands Sustainable Toy Line with Certified Wooden Products
Traditional toys and games to demonstrate strong growth due to rising incomes
Licensing, sustainability and technology integration to influence traditional toys and games development
Private label and e-commerce set to drive diversification in retail offerings
Lego leads, while local brands gain traction
RoLUG and Lego collaborate to create record-breaking Star Wars diorama
Chart 13 RoLUG and LEGO Romania SRL Build the World’s Largest Lego Diorama in 2024
Pixicade kit blends physical drawings into playable mobile games
Jumbo strengthens its omnichannel presence and expands its product portfolio
Consumers shift to online shopping for broader benefits
Chart 14 eMag.ro Hits Record Sales in Romania During Black Friday 2024

Video Games in Romania

KEY DATA FINDINGS

E-Sports, cloud gaming, and local developers drive innovation and sales
Chart 15 Key Trends 2024
Video games software leads growth, driven by e-sports, cross-platform play, and major releases
MixRift leverages cloud gaming with mixed reality through investment
Chart 16 MixRift Raises USD1.6 million in a Pre-Seed Round for Mixed Reality Games in 2024
Netflix expands its gaming offer amid subscription service growth
Video games set for strong growth amid rising incomes
Online convenience fuels software growth and e-commerce sales
Local developers, core brands and AI to influence development of video games
Leaders retain strength amid rising local competition
Amber gains global presence through acquisition, and industry awards
E-commerce growth challenges traditional retail with improved services and reach
Altex expands Black Friday success with winter and spring sales events
Chart 17 Altex Launches Year-Round Black Friday Strategy to Drive Sales in 2025

COUNTRY REPORTS DISCLAIMER

Download table of contents
The following categories and subcategories are included:

Toys and Games

    • Action Figures and Accessories
    • Arts and Crafts
    • Baby and Infant
    • Construction
    • Dolls and Accessories
    • Dress-Up and Role Play
    • Games and Puzzles
    • Model Vehicles
    • Outdoor and Sports
    • Plush
    • Pre-School
    • Remote Control Toys
    • Ride-On Vehicles
    • Scientific/Educational
    • Other Traditional Toys and Games
      • Hand-Held Consoles
      • Static Consoles
      • Gaming Headsets
        • Computer Games (Physical)
        • Console Games (Physical)
        • Computer Games (Digital)
        • Console Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Console Games (Physical)
          • Console Games (Digital)
          • Computer Games (Physical)
          • Computer Games (Digital)
        • Online Games and Subscriptions
        • Mobile Games
          • Computer Games (Game Sales)
          • Console Games (Game Sales)
          • Online Games and Subscriptions (Game Sales)
          • Mobile Games (Game Sales)
          • Computer Games (In-Game Purchases)
          • Console Games (In-Game Purchases)
          • Online Games and Subscriptions (In-Game Purchases)
          • Mobile Games (In-Game Purchases)

Toys and Games

This is the aggregation of traditional toys and games and video games.

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This report originates from Passport, our Toys and Games research and analysis database.

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