COMPETITIVE LANDSCAPE
A fragmented competitive landscape sees share decline among the top players
Traditional toys and games in Ukraine saw a decline in concentration from 2019 to 2024. The top five companies by value accounted for 29% of sales in 2024, down from 35% in 2019.
A variety of emerging companies use different strategic approaches
Several emerging companies in Ukraine, including Nanit Robot, TAKA MAKA Game Bureau, PuzzleOk, and Busy Puzzle, have shown strong growth through a variety of strategic approaches. For instance, Nanit Robot has seen success with its STEM-focused educational robotics kits, including models such as helicopters.
TechnoK introduces toys to combine fun with educational merit; Tigres offers sustainable products
Ukrainian company TechnoK introduced a number of new innovative and engaging toys, such as the Construction Set TechnoK (Noah’s Ark), which is intended to encourage creativity and storytelling among children. Other new products include Basket TechnoK, an accessory which was well-received for its role in children’s play, and Railway TechnoK, which combines traditional play with modern developmental benefits.
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Overview:
Understand the latest market trends and future growth opportunities for the Traditional 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.
If you're in the Traditional 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 Traditional 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 Traditional Toys and Games in Ukraine?
- Which are the leading brands in Traditional Toys and Games in Ukraine?
- How are products distributed in Traditional 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?
Traditional Toys and Games in Ukraine - Category analysis
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
Toys and Games in Ukraine - Industry Overview
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
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.
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