In Russia, sales of video game toys have increased by 246% over the past year

In Russia, the rapid growth of sales of video game toys continues — over the past year they have increased 3.5 times. At the same time, a new study by The NPD Group notes stagnation in the toy market for films and cartoons.Highlights of the report

• the Russian toy market as of 2019 is estimated at 299 billion rubles, of which 156 billion are video game products;according to Euromonitor International forecasts, by 2024 the market will grow to 499 billion rubles, of which 327 billion will be spent on video game toys;
• from June-July 2019 to the same period of this year, sales of toys based on video games increased by 246%.
• At the same time, the growth of products with movie and cartoon characters was only 8%;in comparison with other countries, Russia shows huge growth rates.
• During the reporting period, the market for video game toys in Europe grew by 13%, and in the USA the growth was 8%.Best-selling toys
  

• the leader turned out to be toys with the characters of the cartoon “Cold Heart 2”;The second and fourth places were taken by Minecraft and Fortnite products.
• Before that, toys with game heroes in Russia had never been in the top five.Irina Sedova, an expert on the toy market of the Russian branch of NPD, notes several reasons for the explosive growth.

Firstly, games in Russia have already become part of leisure for several generations at once, including for people under the age of 35. Secondly, sales were affected by the pandemic and the need to occupy children “in dachas during the holidays.”

NPD expects the video game toy market to grow at double-digit rates over the next few years. The same forecasts were given to Vedomosti by representatives of Ozon and Detsky Mir.

Also on the topic:

• In 2019, Russians spent 4.2 billion rubles ($65 million) on retail console gamesThe State Duma proposed to oblige to reduce the commission in ALL stores to 20% and give a third of the commission to the state
• SuperData: Russia will become the third largest video game market in Europe
• Is there any news?