The Russian market for toys and games experienced steady growth from 2017 to 2019 but saw strong growth in 2020 and 2021 due to the pandemic. However, the market declined in 2021 and is expected to follow a strong growth trajectory in the forecast period of 2021-2026, mainly driven by younger generations’ growing interest in traditional recreational activities, especially games at social events.

Digital alternatives such as game consoles, tablets, and mobile phone apps have constrained the market’s growth to some extent. Nevertheless, the Russian toys and games market presents a huge market opportunity for both domestic and global toy businesses, as toys enhance cognitive, imaginative, creative, and problem-solving abilities. Russia has a significant market share in the European toys and games retail market, making up over 8.3%.

The Russian toys and games retail market generated total sales of $2,349.0 million in 2021, with a compound annual growth rate (CAGR) of 3.6% between 2017 and 2021. The market’s growth is expected to accelerate, with an anticipated CAGR of 7.3% for the 2021-2026 period, driving the market to a value of $3,340.0 million by the end of 2026.

Other specialists retail is the largest distribution channel, accounting for 25.5% of the market’s overall value in 2021, followed by online specialists (25.3%). Parents still prefer to buy toys from their neighborhood brick-and-mortar stores, as they find this channel more convenient for choosing their toys. However, the online pureplay channel is anticipated to expand during the forecast period as internet penetration rates are on the increase in Russia and online shopping is growing in popularity.

Toys are an essential instructional tool. The Russian toy market offers a wide variety of toys for children of different ages, including infant/preschool, construction, dolls, games and puzzles, vehicles, plush, outdoor and sports, and art and craft toys. The introduction of numerous cutting-edge and distinctive puzzles has been a major factor in the segment’s rise.