In 2024-2025, traditional toys and games is set to continue to face challenges and see a drop in overall retail value (constant 2023 prices) sales, due to ongoing economic and financial uncertainty, international crises and the pandemic-induced spike in retail value sales. Even with the decreases in 2022 and 2023, retail value sales remained higher than the 2019 pre-pandemic level at the end of the review period.
The competitive landscape is not expected to change significantly over the forecast period. The leading companies and brands are likely to maintain their strong positions, especially with their ongoing focus on consumer trends, demands and preferences.
Games and puzzles is expected to regain momentum over the forecast period. This is based on anticipated new product launches that cater to consumers’ growing interest in immersive games.
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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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