Description

Providing the most comprehensive and up-to-date information and analysis of the Canada Toys and Games market, including the behaviors, preferences and habits of the consumer.

While many retail segments have seen negative impacts on their business from the COVID-19 pandemic, the toys and games category has remained relatively stable. Stay-at-home orders and the closing of most leisure locations fueled the purchasing of toys and games, with over half of Canadians buying a toy or game over the past year.

Children are the main target for purchases, with parents looking for ways to keep them entertained and engaged with learning as nurseries and schools have remained closed. However, there has also been an increased share of adults purchasing toys and games for themselves as well, with 62% agreeing that their motivation was to keep themselves busy.

The market will remain strong even as the pandemic subsides, being an affordable alternative to out-of-home activities as post-pandemic economic troubles limit spending power. Parents are also increasingly interested in games that promote STEM skills (science, technology, engineering and mathematics), with this and childhood nostalgia being potential areas for further innovation by companies.

Read on to discover more details or take a look at all of our Canada Retail market research.

Quickly understand

  • The impact of COVID-19 on the toys and games industry.
  • How the toys and games market will fare post-COVID-19.
  • Explores toys and games purchased, item recipient, purchase influencers, retailers shopped, purchase intent outside of major holiday season, attitudes towards toys and games, as well as attitudes towards toys and games and one’s child.
  • Examines the challenges the toys and games market faces, explores market factors impacting the category, marketing and advertising campaigns, as well as innovations and trends this market is experiencing.

Covered in this Report

Product Types: Puzzles, board games, colouring books, arts and crafts, stuffed animals, building sets, sports-related toys, toy vehicles, educational toys, action figures, outdoor toys, dolls, electronic toys, slime, kinetic sand, miniatures.

Brands: Halo, NERF, Minecraft, Mattel, LEGO, Crayola, Yellow Scope, Hot Wheels, Rollpaly, Woodlets, Imaginarium, Zuru, Play-Doh, Magna-Tiles, Heinz, Little Tikes, Star Wars, Settlers of Catan, Monopoly, Risk, Mastermind Toys.

Expert analysis from a specialist in the field

Written by Andrew Zmijak, a leading analyst in the Research Asia-Pacific sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 pandemic has led Canadians to purchase toys and games to keep busy during lockdown. Regardless of age, consumers are looking to new and entertaining ways to spend their extra at-home leisure time and are turning to toys and games to fill this void. Items in the category stimulating creativity, sensory training and promoting stem skills (i.e. science, technology, engineering and mathematics) will resonate with consumers, as they look towards ‘out of the box’ offerings.

Andrew Zmijak
Research Analyst, Consumer Behaviour

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
    • Impact of COVID-19 on toys and games
    • Summary
      • Figure 1: Short-, medium- and longer-term impact of COVID-19 on toys and games, December 2020
    • Opportunities
    • Consumers are attracted to items that aid in kids’ development
    • COVID-19 lockdowns led to growth in category
    • Nostalgia influences purchase decisions among younger men
    • Challenges  
    • Competing against the big players
    • Embracing diversity and breaking traditional gender roles
    • How the crisis will affect wellbeing and drive experiences
      • Figure 2: Mintel Trends Drivers
  3. The Market – Key Takeaways

    • The retail landscape has evolved due to COVID-19
    • Immigration will help to drive growth
    • Fertility rates are slowly dropping
    • Canadians’ financial health stable for now but this is likely to change
  4. Market Factors

    • The retail landscape has evolved due to COVID-19
    • Immigration will help to drive growth
      • Figure 3: Population growth, high-growth scenario, Canada, 2019/20-2023/24
    • Fertility rates are slowly dropping
      • Figure 4: Fertility rate (total), births per woman, Canada, 2008-18
    • Canadians’ financial health stable for now but this is likely to change
    • Impact of COVID-19 on toys and games
      • Figure 5: Short-, medium- and longer-term impact of COVID-19 on toys and games, December 2020
  5. Companies and Brands – Key Takeaways

    • Video game brands entering the toy category
    • LEGO is not just for kids
    • Toys focused on creativity and STEM skills
    • Leveraging puzzles to support experiences
  6. Competitive Strategies

    • Video game brands entering the toy category
      • Figure 6: Halo Instagram post, October 2020
      • Figure 7: Minecraft Earth News Twitter post, February 2020
    • LEGO is not just for kids
      • Figure 8: LEGO Instagram post, June 2020
      • Figure 9: LEGO Instagram post, September 2019
    • Toys focused on creativity and STEM skills
      • Figure 10: Crayola Paper Flower Science Experiments Kit | Crayola Product Demo, November 2020
    • Leveraging puzzles to support experiences
  7. The Consumer – What You Need to Know

    • Puzzles and board games top the list
    • A child’s input/opinion influences buyers
    • Outside the major holiday season, purchase intention is driven by birthdays
    • Over a third bought toys/games to keep busy during COVID-19 lockdown
  8. Toys or Games Purchased

    • Puzzles and board games top the list
      • Figure 11: Toys or games purchased, July 2020
    • Arts and crafts draw younger women
      • Figure 12: Toys or games purchased, men 18-44 vs women 18-44, July 2020
      • Figure 13: Heinz Canada Instagram post, December 2020
    • It’s about toys for younger guys
      • Figure 14: Little Tikes Instagram post, November 2020
      • Figure 15: The Star Wars Black Series, November 2020
    • Board games appeal to younger consumers
      • Figure 16: Toys or games purchased, 18-44s vs over-45s, July 2020
      • Figure 17: Settlers of Catan Instagram post, December 2020
    • South Asians more likely to purchase a variety of toys and games
      • Figure 18: Toys or games purchased (select), South Asian Canadians* vs overall, July 2020
    • Puzzles and board games resonate with adults buying for themself
      • Figure 19: Buying toys and games for themselves, by category, July 2020
      • Figure 20: Mastermind Toys Instagram post, December 2020
  9. Retailers Shopped

    • Walmart is most commonly shopped
      • Figure 21: Retailers shopped (either in store or online), July 2020
    • Men more likely to have shopped the category online
      • Figure 22: Retailers shopped (either in store or online), by gender, July 2020
    • Parents are drawn to Walmart and toy stores
      • Figure 23: Retailers shopped (either in-store or online), by parental status, July 2020
  10. Purchase Influencers and Intent

    • A child’s input/opinion is a purchase influencer for half of consumers
      • Figure 24: Hape Instagram post, July 2020
      • Figure 25: Select purchase influencers, July 2020
    • Consumers are looking for items that help in kids’ development
      • Figure 26: Select purchase influencers, July 2020
      • Figure 27: Mega Bloks Instagram post, July 2020
      • Figure 28: Orboot Instagram post, November 2020
    • Some are looking beyond race and reading between the lines of gender
      • Figure 29: Barbie Style Instagram post, June 2020
      • Figure 30: Select purchase influencers, July 2020
      • Figure 31: Barbie Style Instagram post, December 2020
      • Figure 32: Creatable World Instagram post, September 2019
    • Opportunities to reach consumers throughout the year
      • Figure 33: Purchase intent outside of major holiday season, July 2020
    • Shocker! Parents are more likely to buy toys and games outside of the holiday season
      • Figure 34: Purchase intent outside of major holiday season, by parental status, July 2020
  11. Attitudes towards Toys and Games

    • Over a third bought toys/games to keep busy during COVID-19 lockdown
      • Figure 35: Attitudes towards games and toys (% agree), July 2020
    • Nostalgia influences purchase decisions among younger men
      • Figure 36: Attitudes towards games and toys (% agree), men 18-44 vs women 18-44, July 2020
    • COVID-19 lockdown led parents to buy toys and games
      • Figure 37: Attitudes towards games and toys (% agree), by parental status, July 2020
      • Figure 38: Hasbro Instagram post, April 2020
      • Figure 39: Hasbro Instagram post, October 2020
    • A preference among children for toys/games with characters
      • Figure 40: Lego Instagram post, November 2020
      • Figure 41: Lego Instagram post, November 2020
      • Figure 42: Sarah’s Silks Instagram post, January 2021
      • Figure 43: Attitudes towards games and toys and my child (% agree), July 2020
  12. Appendix – Data Sources and Abbreviations

    • Data sources
    • Consumer survey data
    • Consumer qualitative research
    • Abbreviations and terms
    • Abbreviations

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

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