According to Pavlo Ovchynnikov (President of the Ukrainian Toy Industry Association, founder and CEO of KIDDISVIT group of companies), the market is recovering after the downturn caused by the war. In 2023, the market grew by 20% compared to 2022. The segment of toys for children aged 0 to 3 is shrinking, but demand for toys for children aged 10–12 is increasing. Key trends include:

– demand for toys with national identity (Ukrainian symbols, cartoon characters);

– growth in sales of premium toys for the whole family;

– anti-stress toys due to the impact of the war;

– decreased demand for seasonal toys and toys for children under 3 years old due to demographic and migration factors.

Additionally, population migration to Western Ukraine and Kyiv has changed the demand structure.

Source: https://delo.ua/