Traditional toys and games will maintain a positive performance over the forecast period, with existing and emerging trends continuing to drive developments. As technology becomes even more embedded in everyday life, toys which incorporate digital components will continue to become increasingly popular.
Major toy companies such as LEGO and Mattel will continue to capitalise on their partnerships with film studios, thus using intellectual property (IP) licenses to springboard their sales in synch with the launch of movies. For example, as seen with brand Lego’s collaboration with the James Bond franchise, thus, to appeal to the “kidult” market.
Top players in the toy industry are also expanding their digital presence. Recognising the shift to online shopping, these companies are enhancing their e-commerce platforms and integrating digital experiences with physical toys to engage children in multiple ways.
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Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See All of Our DefinitionsThis report originates from Passport, our Traditional Toys and Games research and analysis database.
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