Emerging markets were the main growth story over the past five years in traditional toys and games. But in 2015 macroeconomic volatility and a strengthening US$ limited the spending power of consumers in Brazil, Russia, and other emerging economies. Growth in 2015-2016 shifted to developed markets where demand was driven by licensed toys based on the Star Wars franchise. Growth in video games remained dynamic with micro-transactions and downloadable content driving growth. In-game purchases originally became popular in mobile gaming, but more and more console and computer games are making in-game purchases a growing part of their revenue streams.

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