In 2023, South Africa continued to experience high inflation, coupled with interest rate hikes, and constant power outages, which resulted in tough economic conditions and the erosion of consumers’ disposable incomes. This resulted in the costs of basic goods and services such as food and energy increasing, thus preventing more significant spending on toys and games.
The “kidult” trend, which represents rising sales of toys and games to adult consumers, continued in 2023, resulting in strong growth for brands such as Lego and MEGA Bloks, which together account for the vast majority of sales in the construction category. The same trend also had a positive impact on other categories, such as model vehicles, especially brands which have a nostalgic element, such as Hot Wheels and Matchbox.
In 2023, the competitive landscape within traditional toys and games continued to be led by Mattel South Africa (Pty) Ltd and Hasbro SA (Pty) Ltd in value terms. Mattel and Hasbro hold key licensing agreements for brands including Barbie and Star Wars, while they also possess strong agreements with key distributors and retailers.
Traditional toys and games stores continued to be the most popular channel for customers when purchasing traditional toys and games in 2023. The unique selling point of these stores is that they offer children and parents an interactive and immersive experience when in the store, allowing them to play with, and in the case of Lego and other construction brands, build these sets.
The outlook for toys and games in South Africa is largely positive, with a double-digit retail current value CAGR in the forecast period, and growth for both traditional toys and games and video games. Within traditional toys and games, the release and subsequent success of the Barbie film has reignited the Barbie brand, and has benefited sales and growth within dolls and accessories.
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Toys and Games
This is the aggregation of traditional toys and games and video games.
See All of Our DefinitionsThis report originates from Passport, our Toys and Games research and analysis database.
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