COMPETITIVE LANDSCAPE
Lego leads, while local brands gain traction
In 2024, the top five companies in traditional toys and games accounted for 43% of value sales, which was higher than the Eastern European average. Category concentration increased slightly between 2019 and 2024, with the top five companies holding 42% of value sales in 2019.
RoLUG and Lego collaborate to create record-breaking Star Wars diorama
A combination of increased promotional activities, widespread product availability, and a strong emotional connection contribute to the substantial growth of well-established brands like Lego. In addition, licensing remains a critical factor, as children show a preference for traditional toys and games featuring characters from popular franchises such as Frozen, Star Wars, and Roblox, spurred by high levels of entertainment consumption among both children and adults.
Pixicade kit blends physical drawings into playable mobile games
As demand for immersive and interactive digital experiences in traditional toys and games grows, companies are launching products that merge physical creativity with digital interaction. For example, Kidstory launched Pixicade in 2024, a creative kit that enables children to draw games on paper, scan them via an app, and convert them into playable digital experiences on mobile devices.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Overview:
Understand the latest market trends and future growth opportunities for the Traditional Toys and Games industry in Romania 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.
If you're in the Traditional Toys and Games industry in Romania, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Traditional Toys and Games in Romania 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 Traditional Toys and Games in Romania?
- Which are the leading brands in Traditional Toys and Games in Romania?
- How are products distributed in Traditional Toys and Games in Romania?
- How is the rise of e-commerce impacting the retail landscape and traditional outlets?
- What are the key safety regulations to observe in Romania?
- 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?
Traditional Toys and Games in Romania - Category analysis
KEY DATA FINDINGS
Growth driven by educational toys, sustainability, and e-commerce
Construction and scientific/educational toys support growth
Kidland expands its portfolio to meet demand for premium sustainable products
Traditional toys and games to demonstrate strong growth due to rising incomes
Licensing, sustainability and technology integration to influence traditional toys and games development
Private label and e-commerce set to drive diversification in retail offerings
Lego leads, while local brands gain traction
RoLUG and Lego collaborate to create record-breaking Star Wars diorama
Pixicade kit blends physical drawings into playable mobile games
Jumbo strengthens its omnichannel presence and expands its product portfolio
Consumers shift to online shopping for broader benefits
Toys and Games in Romania - Industry Overview
Growth driven by e-sports, multiplayer games and cloud gaming
Video games remains the largest and fastest-growing category
Noriel integrates electronic features into its Noriel Aventura Swing ride-on toy vehicle
Online retailers attract budget-conscious shoppers with exclusive discounts
Lego capitalises on brand strength with launch of loyalty programme
Rising incomes to drive toys and games growth, with video games continuing to lead the way
Core brands and e-commerce to shape industry dynamics
Consumer interest in technology and sustainability to reshape toy offerings
Leading toy companies increase shares via innovation and licensing
Bumbu Toys and Mitzoko gain appeal with premium sustainable products
Ginza Invest launches Nebulous Stars brand focused on child development
Retail e-commerce thrives due to convenience, technological advances and wider product selections
Jumbo expands its presence with large format stores and a wider product range
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Traditional Toys and Games
- 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
Traditional Toys and Games
This is the aggregation of baby (0-18 months), infant (19-36 months), pre-school (3-4 years), construction, arts & crafts, scientific/educational, dress up & role play, dolls & accessories, action figures & accessories, plush, model vehicles, remote control toys, games & puzzles, outdoor & sports, ride-on vehicles and other traditional toys and games. Traditional toys and games are objects of play which do not involve a video game component.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Traditional Toys and Games research and analysis database.
NEW REPORT GUARANTEE
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!