In 2024, the top five companies in traditional toys and games accounted for 43% of value sales, which was higher than the Eastern European average. Category concentration increased slightly between 2019 and 2024, with the top five companies holding 42% of value sales in 2019.
A combination of increased promotional activities, widespread product availability, and a strong emotional connection contribute to the substantial growth of well-established brands like Lego. In addition, licensing remains a critical factor, as children show a preference for traditional toys and games featuring characters from popular franchises such as Frozen, Star Wars, and Roblox, spurred by high levels of entertainment consumption among both children and adults.
As demand for immersive and interactive digital experiences in traditional toys and games grows, companies are launching products that merge physical creativity with digital interaction. For example, Kidstory launched Pixicade in 2024, a creative kit that enables children to draw games on paper, scan them via an app, and convert them into playable digital experiences on mobile devices.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!