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
Chart 2 Borsch Collectibles Successfully Integrating Cultural Education
Rozum and Nerd agency expand market presence through partnerships
Chart 3 Tara Duncan Brand Liscencing Partnership Introduces Toys and Merchandice
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
Chart 5 Real GDP Growth and Inflation 2019-2029
Chart 6 PEST Analysis in Ukraine 2024
Chart 7 Key Insights on Consumers in Ukraine 2024
Chart 8 Consumer Landscape in Ukraine 2024
Summary 1 Research Sources
Traditional Toys and Games in Ukraine
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
Chart 10 Pes Patron Aims to Reconnect Children with Cultural Identity and Build Patriotism
LEGO Group benefits from the kidult trend with its adult-focused sets
Chart 11 Lego Remains Relevant as It Targets Adults with Intricate Construction 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
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
Chart 14 Ukrainian Developed Titles Receives Global Recognition with S.T.A.L.K.E.R 2 Video Game
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
Chart 16 Xbox Cloud Gaming Launches Three Call of Duty Titles, Aiding Cloud Gaming Adoption