Where Consumers Shop for Toys and Games

September 2024

Despite the strong growth of e-commerce, offline retail remains important for toys and games companies. Consumers are increasingly looking for immersive experience for families in-store , where they can spend leisure time at the weekend. Having consumers spend time in stores increases the possibility of additional purchases. Applying an omnichannel strategy will cater to consumers’ evolving needs.

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Key Findings

The power of pop culture influences sales

The box office success of Barbie and Super Mario Bros has benefited toys sales amidst high inflation and economic uncertainties. Toy manufacturers are capitalising the momentum through collaboration with other industries, such as fashion.

Traditional toys and games stores focus on offering interactive experiences

Traditional toys and games stores increasingly rely on creating an interactive experience in stores, with dedicated play areas and engaging displays for customers to see and try products. Lego continues to open more stores in smaller cities to reach more consumers.

Hypermarkets remain popular for their deals and one-stop shopping solution

Hypermarkets maintain a strong position, based on their low prices and wide product ranges, with consumers in North America and Australasia still preferring to have a one-stop shopping solution.

E-commerce will continue to outpace offline stores

E-commerce will continue to outgrow offline retail, driven by strong growth in mobile games, and consoles games companies pushing the transition towards digital copies. For traditional toys, price and wide product variety remain the biggest drivers of online purchasing.

Omnichannel strategies cater to the evolving demands of today’s consumers

Physical stores and e-commerce complement each other in driving growth in the overall market. Consumers can go to stores to see and try products, and then purchase them online when there is a price drop. Consumers also have convenient options, such as click-and-collect.

 

Scope
Key findings
Recovery in toys and games fuelled by the power of pop culture
Digitalisation continues to fuel the popularity of video games
Toy companies are shifting their focus to emerging markets
E-commerce continue to outpace physical stores growth
Store-based channel remains crucial in emerging markets
Omnichannel strategies will help grow the market
One-stop shopping solution remains the biggest offline sales driver
Specialist retailers set for a rebound
Manufacturers and retailers are racing to build more stores
The return of Toys “R” Us is expected to change the market landscape
Hamleys turns its focus towards experiential retail and digital strategy
Lego continues its aggressive store expansion
Hypermarket remains the go-to channel in North America and Australia
Western Europe and Asia Pacific account for the bulk of private label sales
E-commerce continues to gain share in toys and games
E-commerce growth for traditional toys and products slows after the spike in 2020
Companies focusing more strongly on their digitalisation strategies
Latin America to continue generating strong e-commerce growth
Amazon continues to expand its toys and games SKUs
“Kidults” remain a crucial growth driver
Mobile games will be the largest growth driver in toys and games
E-commerce to continue outpacing retail offline at a slower rate
Key takeaways

Toys and Games

This is the aggregation of traditional toys and games and video games.

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