Ukraine's toy market: latest trends

Baby Expo team has recently attended business conference named Toy Market: Time to Change. We want to share some useful information on Ukraine’s toy market conditions in 2019, which has been provided by Pavlo Ovchynnikov, President of the Ukrainian Toy Industry Association.

Main toy buying motives are to develop children and give them holiday gifts. Toy buying decisions are made mainly by mothers. Main toy selection criteria are safety and price.

0+ toys, toys for children’s development and creativity are the most popular product groups.

If you are planning to replenish the range for the nearest holiday season, we recommend you to focus on world’s leading trademarks:

Top 10 US licenses:

L.O.L. Surprise, Hot Wheels, Marvel Universe, PAW Patrol, Barbie, Funko Pop, Pokemon, Little Tikes, Nerf, Fortnite.

Top 10 UK licenses:

Fortnite, Lego Movie, Lego Spider-Man, Pets Alive, Ryan's World, Heroes of Goo Jit Zu, Mighty Beanz, Pinkfong Baby Shark, Bananas, Moji Pops.

Top 5 trademarks of tabletop and puzzle games:

UNO, Djeco, Rubiks, YaGo, BrainBox.

Top 10 children’s dream gifts for New Year holidays 2019 (USA&UK):

Fortnite RL Blaster, LOL SURPRISE 2-in-1 Glamper Fashion Camper, Mighty Pupe Lookout Tower Paw Patrol, Coding critters, Pinkfong baby Shark, Juno My Baby Elephant, Snack time Friends, Linkimals, Scruff-A-Luvs, Aliens Dissection Kits.

Primary toy market trends are combining AR / VR components with physical ones, structuring customer service, and attracting child customers.

Primary retail trends are scaling, merging, and customization. Mid-price stores offering handmade toys become very popular.