The Toy Market Does Not Suffer So Much from Crises

The toy market is less affected by the new coronavirus epidemic, the energy or economic crisis, the annual turnover of toys was HUF 70-80 billion last year, and this year it could reach HUF 90-100 billion, Dávid Gyaraki, marketing manager of Regio Játékkereskedelmi Kft. [Toy Sales Ltd.] said at an online press conference on Wednesday.

He highlighted that the strongest period of the Hungarian toy market starts in mid-November, and according to their data, half of the annual turnover – around HUF 40-50 billion – will be generated in the month and a half before Christmas.

He added that during the festive season, consumers typically choose more and higher-value toys, and demand can increase up to six-fold. The best-selling products are board games, LEGO, robots and creative and development toys.

According to the marketing manager, most parents choose toys based on the fact that they provide useful knowledge and develop important skills as well as entertainment, with price being a secondary consideration.

Regio Játékkereskedelmi Kft. was founded in 1990 as a family business by József Gyaraki, the company's managing director. The company has 42 toy shops nationwide, selling around 30,000 different toys.

They have previously reported that they estimate that their share of the traditional toy market is almost 25%.

According to publicly available company data, they had 451 employees in the 2020 financial year and 506 in 2021. The company's annual net sales were HUF 13.2 billion in 2020 and HUF 16.1 billion in 2021. Its annual net profit after tax was HUF 600 million in 2020 and HUF 1.3 billion in 2021.