Between trade-offs and pleasure purchases, the toy and game industry managed to stabilize in 2022.
Children’s games and toys are designed to stimulate their cognitive, social, and physical development, making them a highly sought-after product category for parents. At the same time, trends in this sector are constantly evolving, with innovations that capture attention.
The weight of the toy and game category in e-commerce remained stable between 2021 and 2022, accounting for 2.5% of sales.
Collectible toys and model kits saw the biggest uplift in the last three years. Construction toys also performed well, with a sales increase of +1.6 points in 2 years.
Between increased time spent at home and the need for entertainment, the toy and game category benefited from the health crisis.
Christmas Season Drives Sales
It’s a key moment for the category, during which sales skyrocket. In 2022, the period from November to December represented 38% of the year’s online sales value in the category.
Kidults: A Target to Nurture
Kidults are adults who continue to be interested in – and purchase – games originally designed for children. This is an especially interesting target, particularly due to their purchasing power.
Toy manufacturers (like Lego) capitalize on nostalgia and the passion of this audience, creating new growth opportunities in the market.
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