New Market Research Report: Traditional Toys and Games in Russia

Many areas of consumer spending were hard hit by rising economic concerns at the end of the review period, as slowing economic growth and sanctions encouraged consumers to economise. Traditional toys and games however continued to see good sales growth at the end of the review period, remaining largely immune to the impact of economic changes. This is partly due to an entrenched consumer reluctance to economise in areas that are believed to contribute to children's development. This contributed to strong growth in areas such as arts and crafts, baby (0-18 months), pre-school (3-4-years-old), games and puzzles and scientific/educational toys. Overall current value sales thus saw a strong 12% increase in traditional toys and games in 2014, only slightly down in comparison to a review period CAGR of 13%.

Competitive Landscape

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LEGO is the clear leader in traditional toys and games, being the only company to have a double-digit share at 10% of overall value in 2014. This company benefited from rapid expansion in Lego stores during the review period, with store numbers rising from 25 in 2009 to 75 in 2014. Lego also benefits from popularity among both children and their parents, with the latter typically viewing the brand as helping with children's learning development. The Lego brand is also viewed as offering high quality and offers products at a range of different prices and for different age groups. The brand dominates construction toys, where it accounted for 85% value share in 2014, and also ranked second in games and puzzles in the year with 5% share. LEGO also saw the strongest value share gain in overall traditional toys and games in 2014 over the previous year at half a percentage point. This was thanks to the launch of The Lego Movie in the year, with this proving hugely popular.

Industry Prospects

Economic and demographic trends will not favour traditional toys and games in the forecast period. The Russian economy is expected to see a sharp GDP decline in 2015 due to the impact of EU sanctions, while the forecast period is expected to see only sluggish growth. Consumers are meanwhile likely to face declining real disposable income levels and will be keen to economise.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Traditional Toys and Games industry in Russia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Traditional Toys and Games industry in Russia, our research will save you time and money while empowering you to make informed, profitable decisions.



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