The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia.

The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia.
The emerging markets in CE, SE and Eastern Europe include Romania, Poland, Hungary, Turkey, Serbia, Lithuania.

Monday, 21 March 2016

Romanian Toys and Games Market : Manufacturing, Imports, Retail

The toys and games market is one of the most dynamic sectors in Romania. The main factors that been contributed to the increase of the toys and games sales in the recent years in Romania are:
Ø      economic growth and increasing purchasing power of the local population
Ø      higher expenditure per child
Ø      growing offer of toys and games
Ø      improved access to distribution channels
Ø      focus of the specialised stores on expansion, special offers and advertising campaigns
Ø      growth and expansion of the private Play Locations where also kids’ parties are organised

There is a strong competition on the Romanian market of toys and games. The market is characterised by the presence of big international brands (such as Lego, Chicco, Disney, Hasbro etc), cheap products coming from Asia and domestically manufactured brands (such as D-Toys, Burak, Noriel etc).

The Romanian market of toys and games is dominated by imports. Over 90% of the toys and games sold in Romania are imported. The imports of toys, games, sports requisites, parts and accessories have recorded almost 250 million EUR in 2014 in Romania, up by approximately 18% compared to 2013. In 2014, Romania has imported toys, games, sports requisites, parts and accessories mainly from: China, Hungary, Germany, Austria and Greece.

The Romanians prefer both modern, hi-tech toys and games and traditional toys and games (such as “Nu te supara frate”, “Pacalici”, toys and games in the Romanian language or that incorporating elements of the national culture). Furthermore, the Romanians prefer to buy licensed toys (such as Disney, Batman or Spiderman).

Examples of specialised toys and games retailers in Romania are: Noriel, Jumbo, Lego, Maxi Toys etc. Other retailers with large toys and games departments include Carrefour, Auchan or Cora.

The sales of toys and games in Romania are forecasted to continue the growing trend during the next years. Some of the factors contributing to the increase of demand for toys and games in Romania are:
-          child welfare has been doubled starting with 1st June 2015
-          increasing purchasing power of the Romanians
-          GDP growth rate of 3.7% in 2015 and estimated 4% for 2016
-          parents’ increasing desire for developing a creative lifestyle for their children

According to the FRD Center research and analysis, some of the most important retailers of toys in Romania are:
  • Intertoy Zone (part of Noriel Group)
  • Jumbo
  • Lego Romania
  • Maxi Toys (Nicoro Trading)
They have registered a cumulated net turnover of approximately 54 million EUR in 2014. 

Are you interested in the opportunities presented by the toys and games sector in Romania and other Emerging Markets in Europe?

We, at FRD Center, are constantly monitoring various sectors and analysing certain potential opportunities for investors, for exporters and for those looking to source from Romanian manufacturers.

This is the latest FRD Center TRADE AND INVESTMENT OPPORTUNITIES IN ROMANIA 2015 – 2016 document. Here are some specific sector opportunities for your consultation:
http://www.frdcenter.ro/assets/Market-and-Investment-Opportunities-Romania-2015-2016-FRD-Center.pdf

What opportunity is interesting for you? How can we be of assistance to you?

For tailor-made sector data and B2B matchmaking with players in the Emerging Markets in Europe, feel free to contact the FRD Center team at: email: europa@frdcenter.ro or tel: +4021 411 1459/60/61
FRD Center provides market research in Eastern Europe and the region, B2B matchmaking in the CE Europe and SEE, M&A assistance in Romania, in CEE and SEE, in the Emerging Markets in Europe.

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