Toys and games will register moderate constant value growth over the forecast period. However, increasingly children are being drawn to video games, and this will dampen value sales somewhat.
Mattel and LEGO will continue to gain value share over the forecast period, as they continue to launch new products, often is association with movies and series. For example, a major release expected in 2024 will be Netflix’s Wednesday and this is expected to fuel sales for its themed merchandise.
Consumers will increasingly be drawn to discounters offering a diverse array of toys at competitive prices, reflecting a growing preference for value and convenience. Simultaneously, the share of e-commerce will continue to steadily increase, with major players like Amazon, and Turkish online marketplaces Trendyol and Hepsiburada emerging as key contenders.
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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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