The toy and games market in Romania could pass the RON 1 billion (EUR 215 million) level this year, as toy and games sales have increased significantly in recent years.
From 2012 until 2017, this market increased almost fivefold, from RON 191 million to RON 947 million (EUR 205 million), according to an analysis by financial consultancy firm KeysFin. The higher offer and number of stores and the growing purchasing power have supported this growth.
Licensed toys with movie and cartoon heroes, which get massive TV promotion, have represented the fastest-growing market segment in recent years.
Foreign companies control 80% of the local toy retail market and about 50% of the toy production sector. Greek group Jumbo is by far the largest toy retailer in Romania, followed by Noriel, a company founded by Romanian entrepreneurs and currently owned by a Polish investment fund.