Key Trends in Toys and Games for 2016


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.