In-Game Purchases and Construction Toys Drive Global Growth for Toys and Games in 2015

Research Company
Euromonitor International released today new toys
and games industry data. According to the new research, global sales of
toys and games reached USD $179.7 billion in 2015 with in-game purchases
and construction toys accounting for 30 percent of sales across the

In-game purchases were the biggest driver of revenue growth for video
games, increasing 21 percent in 2015 to reach USD $44.6 billion. Mobile
games reliant on purchases and the proliferation of smartphones was the
main driver, but in-game purchases are becoming common in console and
computer games.

Construction toys remained the fastest growing category globally for the
eighth consecutive year, and the only segment to see double-digit growth
at 14.2 percent within traditional toys in 2015.

“The release of Star Wars last year was the most significant growth
driver within traditional toys with licensed LEGO construction toys
recording a 16 percent increase,” Mykola Golovko, project manager at
Euromonitor International, says.

Licensed toys totalled USD $20.6 billion last year, translating to a 10
percent increase globally. While toys will see continued influence from
licensing, new technologies will lead forecast growth for video games.

Virtual reality (VR) gaming had a limited impact in 2015 with only 2
million headsets sold. However, new products are expected to bring the
technology to a wider audience in 2016-2020.

“With the release of Oculus Rift, HTC Vive and PlayStation VR in 2016,
the market is primed to see strong growth in the near future with annual
sales reaching 25 million units by 2020,” Matthew Hudak, toys and games
industry analyst at Euromonitor International, says.

The global toys and games market is poised for dynamic growth as
favourable demographics in emerging markets, along with a tent pole
movie release schedule, are expected to support a 4.5 percent compound
annual growth rate (CAGR) through 2020.

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Marissa Bosler, +1 312-477-8908
Communications Executive