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

Retail

Sales of games and toys for children in Russia generated over 182 million Russian rubles only in specialized stores in 2020. Residents of the capital city spent the most on entertainment articles for the little ones, making this region the leader countrywide by total sales share. The plastic toys segment was the second most profitable in the market after video game consoles, which can be explained by the elevated retail prices of such items relative to other types of toys.

Over the past years, pandemic-related events actively contributed to the growing market share of the online games and toys retail for children in Russia. Wide-profile stores such as Wildberries generated the largest share of online sales in the market. Destky Mir ranked first by omnichannel performance points and reported over one-quarter of total sales via internet.

Trade

The export trade dynamics in the Russian children’s toy market have seen a gradual growth since 2016. The import-export gap, however, remains significant. In 2020 import value of such commodities to the country were about 1.7 billion U.S. dollars greater than the value of children's toys, games, and sports requisites exported from the country. The principal import partner was China, amounting to 1.4 billion U.S. dollars in imports during 2020. The major export destination was Kazakhstan in that year.

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