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Traditional Toys and Games in Ukraine

Publisher Euromonitor International
Published Jul 10, 2025
Length 25 Pages
SKU # EP20199670

Description

In 2024, traditional toys and games in Ukraine saw slow value growth. Games and puzzles and construction accounted for the highest sales and maintained dynamic growth. Notable trends were the rise of locally-inspired products, such as patriotic-themed toys, and products aimed at adults who enjoy children’s toys – kidults. E-commerce became the leading distribution channel, as consumers sought safety and convenience, driving a decrease in sales for offline stores.

Euromonitor International's Traditional 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: Action Figures and Accessories, Arts and Crafts, Baby and Infant, Construction, Dolls and Accessories, Dress-Up and Role Play, Games and Puzzles, Model Vehicles, Other Traditional Toys and Games, Outdoor and Sports, Plush, Pre-School, Remote Control Toys, Ride-On Vehicles, Scientific/Educational.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report??
* Get a detailed picture of the Traditional 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

25 Pages
Traditional Toys and Games in Ukraine
Euromonitor International
July 2025
List Of Contents And Tables
TRADITIONAL TOYS AND GAMES IN UKRAINE
KEY DATA FINDINGS
2024 DEVELOPMENTS
Games and puzzles and construction contribute to growth, particularly products for kidults
CHART 1 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 2 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 3 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 4 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
CHART 5 Key Trends 2024
CHART 6 Borsch Collectibles Successfully Integrating Cultural Education
CHART 7 Tara Duncan Brand Liscencing Partnership Introduces Toys and Merchandice
CHART 8 Analyst Insight
CHART 9 Real GDP Growth and Inflation 2019-2029
CHART 10 PEST Analysis in Ukraine 2024
CHART 11 Key Insights on Consumers in Ukraine 2024
CHART 12 Consumer Landscape in Ukraine 2024
TOYS AND GAMES IN UKRAINE
EXECUTIVE SUMMARY
Solid growth driven by video games, kidults, and localisation
KEY DATA FINDINGS
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
Rozum and Nerd agency expand market presence through partnerships
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
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
CONSUMER CONTEXT
COUNTRY REPORTS DISCLAIMER
SOURCES
Summary 1 Research Sources

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