Toys and games in Spain faced significant challenges in 2023 due to demographic shifts, economic downturn and changing consumer behaviours. Economic uncertainty continued to impact retail performance in the country in light of rising interest rates and inflation; at the same time, as local consumers spent more on their homes they allocated less for toys and games – a scenario compounded by increased price sensitively and the tendency to prioritise other more essential goods.
Licensed toys outperformed unlicensed traditional toys and games, though with considerably more moderate growth than was recorded earlier in the review period. While the traditional toys and games landscape stagnated in Spain, the licensed market continued gaining share and boosted the category's overall performance.
In video games overall, Sony overtook Nintendo to claim top-player status in 2023, as third-ranked Electronic Arts began to cede market share to other competitors. Nintendo continued to lead console physical games while in console digital games Electronic Arts maintained its number one position, closely followed by Nintendo.
Traditional toys and games stores was the leading distribution channel for traditional toys in 2023; however, the share for the channel is considerably lower than five years ago due to the rising popularity of e-commerce. Many consumers appreciate the ability to research toys online, accessing a wider variety of choices while also being able to compare price points.
With Spain’s birth rate in persistent decline, the traditional toys and games category faces substantial challenges, with baby and infant toys having little room to diversify their offerings or target a new demographic. In addition, dolls and accessories will continue to experience a decline in sales as parents move from gender-based or gender-driven toys categories.
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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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