Solid growth driven by video games, kidults, and localisation
In 2024, toys and games in Ukraine saw dynamic value growth, albeit at a slower rate than the previous year. Video games was the main growth driver, although traditional toys and games saw a minor increase. A key driver of growth was kidults, while local innovation and cultural relevance also played a significant role in shaping consumer preferences. E-commerce remained the primary sales channel and maintained its strong rising trend, while concentration increased in the competitive landscape.
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Overview:
Understand the latest market trends and future growth opportunities for the Toys and Games industry in Ukraine with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:
- Traditional Toys and Games
- Video Games
If you're in the Toys and Games industry in Ukraine, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Toys and Games in Ukraine report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Toys and Games in Ukraine?
- Which are the leading brands in Toys and Games in Ukraine?
- How are products distributed in Toys and Games in Ukraine?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Ukraine?
- How has retail disruption following COVID-19 and national lockdown impacted sales?
- Where is future growth expected to be most dynamic?
- Is it more important to appeal to children or adults?
Toys and Games in Ukraine
Solid growth driven by video games, kidults, and localisation
Video games exhibits the strongest growth within toys and games
International recognition for Ukrainian games
Kiddisvit uses collectibles to educate children about Ukrainian culture
Rozum and Nerd agency expand market presence through partnerships
Video games to lead growth in toys and games over the forecast period
Cloud gaming will reshape consumer behaviour and necessitate business adaptation
Patriotic and localised themes set to gain ground
Tigres and Lord of Boards find success with eco-friendly materials and original concepts
Companies will need to learn from previous mistakes in tech-integrated toys
Sony Corp maintains its lead, but local companies perform well
Unique strategies and offerings by Ukrainian companies
TechnoK, Faraday, and Rozum introduce new products
New titles and company shifts impact the video games competitive landscape
Rozetka gains prominence as retail e-commerce drives sales of toys and games
The move towards retail e-commerce is set to continue
COUNTRY REPORTS DISCLAIMER
Traditional Toys and Games in Ukraine
KEY DATA FINDINGS
Games and puzzles and construction contribute to growth, particularly products for kidults
Growth in traditional toys and games slows; games and puzzles performs well
Patriotic themes boost demand for domestic products and cultural connections
LEGO Group benefits from the kidult trend with its adult-focused sets
Construction expected to lead gains within traditional toys and games
Despite demographic challenges, the increasing number of kidults will help maintain growth
Localised and patriotic toys expected to remain important
Consumers will continue to look to traditional toys and games for stress relief
Companies will need to adapt to the continued rise of e-commerce
A fragmented competitive landscape sees share decline among the top players
A variety of emerging companies use different strategic approaches
TechnoK introduces toys to combine fun with educational merit; Tigres offers sustainable products
Rozetka drives sales of traditional toys and games via retail e-commerce
Growth in retail e-commerce driven by convenience and infrastructure improvements
Rozetka expands its omnichannel operations
Video Games in Ukraine
KEY DATA FINDINGS
New launches and higher consumer engagement drive dynamic growth
Video games software drives growth, boosted by smartphones and increased engagement
Greater recognition for video games developed in Ukraine
Rising importance of subscription services as consumers value access to vast games libraries
Boosteroid partners Microsoft and Mercedes-Benz as cloud gaming gains traction
Fashion brands partner with games developers for in-game apparel and merchandise
Video games hardware set to see the fastest expansion during the forecast period
The highest sales will still be accounted for by video games software
Kidult trend anticipated to drive growth
Sony maintains its lead, while Microsoft maintains its rising trend
Local developers GSC Game World and Room 8 Group expand their capabilities
S.T.A.L.K.E.R. 2 drives demand for hardware and reflects national identity
Reburn unveils a new sci-fi shooter, La Quimera, to broaden its scope
EQT acquires Keywords Studios to expand its presence in video games
id Software combines Doom with medieval dark fantasy elements
Retail e-commerce maintains its lead as the preference for digital software increases
Digital platforms compete through the user experience and pricing strategies
Microsoft's inclusion of Call of Duty on Xbox Cloud Gaming boosts cloud gaming and retail e-commerce
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Toys and Games
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- Action Figures and Accessories
- Arts and Crafts
- Baby and Infant
- Construction
- Dolls and Accessories
- Dress-Up and Role Play
- Games and Puzzles
- Model Vehicles
- Outdoor and Sports
- Plush
- Pre-School
- Remote Control Toys
- Ride-On Vehicles
- Scientific/Educational
- Other Traditional Toys and Games
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- Hand-Held Consoles
- Static Consoles
- Gaming Headsets
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- Computer Games (Physical)
- Console Games (Physical)
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- Computer Games (Digital)
- Console Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Console Games (Physical)
- Console Games (Digital)
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- Computer Games (Physical)
- Computer Games (Digital)
- Online Games and Subscriptions
- Mobile Games
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- Computer Games (Game Sales)
- Console Games (Game Sales)
- Online Games and Subscriptions (Game Sales)
- Mobile Games (Game Sales)
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- Computer Games (In-Game Purchases)
- Console Games (In-Game Purchases)
- Online Games and Subscriptions (In-Game Purchases)
- Mobile Games (In-Game Purchases)
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Toys and Games
This is the aggregation of traditional toys and games and video games.
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This report originates from Passport, our Toys and Games research and analysis database.
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