Macro Volatility and Licensing Shaped the Traditional Toys Market in 2015


Traditional toys and games market faced significant headwinds from an appreciating US$ in 2015, with global sales declining 5% in y-o-y exchange rates. Barring exchange rate effects the industry had a record year due to the impact of Star Wars. Construction, action figures, as well as dress-up and role play were some of the fastest growing categories within traditional toys in 2015 and due to the high penetration of licensed Star Wars merchandise.