Toys and Games in Ukraine
Description
In 2024, toys and games in Ukraine saw dynamic value growth, albeit at a slower rate than the previous year. Video games was the main growth driver, although traditional toys and games saw a minor increase. A key driver of growth was kidults, while local innovation and cultural relevance also played a significant role in shaping consumer preferences. E-commerce remained the primary sales channel and maintained its strong rising trend, while concentration increased in the competitive landscape.
Euromonitor International's Toys and Games in Ukraine report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Traditional Toys and Games, Video Games.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report??
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Euromonitor International's Toys and Games in Ukraine report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market – be they new product developments, distribution or pricing issues. Forecasts to 2029 illustrate how the market is set to change.
Product coverage: Traditional Toys and Games, Video Games.
Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.
Why buy this report??
* Get a detailed picture of the Toys and Games market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.
Table of Contents
34 Pages
- Toys and Games in Ukraine
- Euromonitor International
- July 2025
- List Of Contents And Tables
- TOYS AND GAMES IN UKRAINE
- EXECUTIVE SUMMARY
- Solid growth driven by video games, kidults, and localisation
- KEY DATA FINDINGS
- CHART 1 Key Trends 2024
- INDUSTRY PERFORMANCE
- 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
- WHAT’S NEXT?
- 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
- CHART 4 Analyst Insight
- 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
- COMPETITIVE LANDSCAPE
- 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
- CHANNELS
- Rozetka gains prominence as retail e-commerce drives sales of toys and games
- The move towards retail e-commerce is set to continue
- ECONOMIC CONTEXT
- CHART 5 Real GDP Growth and Inflation 2019-2029
- CHART 6 PEST Analysis in Ukraine 2024
- CONSUMER CONTEXT
- CHART 7 Key Insights on Consumers in Ukraine 2024
- CHART 8 Consumer Landscape in Ukraine 2024
- COUNTRY REPORTS DISCLAIMER
- SOURCES
- Summary 1 Research Sources
- TRADITIONAL TOYS AND GAMES IN UKRAINE
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- Games and puzzles and construction contribute to growth, particularly products for kidults
- CHART 9 Key Trends 2024
- INDUSTRY PERFORMANCE
- 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
- WHAT’S NEXT?
- Construction expected to lead gains within traditional toys and games
- CHART 12 Analyst Insight
- 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
- COMPETITIVE LANDSCAPE
- 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
- CHANNELS
- 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
- COUNTRY REPORTS DISCLAIMER
- VIDEO GAMES IN UKRAINE
- KEY DATA FINDINGS
- 2024 DEVELOPMENTS
- New launches and higher consumer engagement drive dynamic growth
- CHART 13 Key Trends 2024
- INDUSTRY PERFORMANCE
- 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
- WHAT’S NEXT?
- 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
- CHART 15 Analyst Insight
- COMPETITIVE LANDSCAPE
- 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
- CHANNELS
- 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
- COUNTRY REPORTS DISCLAIMER
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