Children's toy and games industry in Russia - Statistics & Facts

A steady recovery of fertility rates in Russia since 2000, reflected positively on the children’s toy industry of the country with market value measured at 1.2 billion Russian rubles in 2018. Consequently, the market share of toys and games in the retail trade, along with the industry trade volume index, have been gradually expanding over the last years. Supply and demand dynamics developed hand-in-hand and maintained a positively stable trend after a brief decline in 2015. As for future prospects, continued demand is expected to stimulate production volume, which is forecasted to exceed 162 million units manufactured countrywide in 2023.

Toys-in-sets was the most produced category, with a share of over 17 percent in the total production in 2018. In 2018, the largest volume of toys was provided by the Central federal district - being a key region in the Russian toy industry. Thus, the major manufacturer 7-ya, with roughly 940 million Russian rubles in sales revenues in 2017, is also based in that region. In terms of production costs, despite the continuous increase of per capita production prices, a ten percent reduction was observed in aggregate production expenses in 2018, compared to 2017 levels.

With growing production costs, the retail prices grew accordingly. However, due to the recovery of the real disposable income of Russian households in 2018, the course of net revenues from toy sales was not significantly altered. The favorite, and therefore, most-sold type of toys were toys in sets and animal toys, with an expected sales turnover of over 48 and 50 billion Russian rubles respectively by 2023. In 2018, toy vehicles and figures of superheroes listed as categories with the largest licensed share in the market.

The trade dynamics in the Russian children’s toy market are expected to maintain a positive trend in the coming years. The import-export gap will see slight shrinkage, yet by 2023, imports are expected to outnumber exports by roughly 14 times. The principal source of kids’ toy and game imports to Russia was China, amounting to 970 million U.S. dollars in imports during 2018. London-based MEL Science, imported about 2.7 million U.S. dollars worth of Russian toys, becoming the leading company by toy imports of Russian origin in 2018.

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Toys and games industry in Russia

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