The survey shows a surge in sales reported by Romanian producers. According to KeysFin data, a total 374 companies operate on the Romanian game and toy manufacturing and sale market, over 30% more than in 2012. Between 2012 and 2017, these companies registered nearly fivefold higher sales, of RON946.5 million, in 2017, compared with RON190.8 million in 2012.
The growth of the game and toy market is also due to the investments carried out by foreign companies which currently control 80% of the local commerce and a little over 50% of the manufacturing sector. Companies with shareholders from Greece, Luxembourg, Great Britain, Cyprus, Germany, Hungary and France are the most powerful investors.
The most companies on the market operate in Bucharest, Mures, Bihor, Covasna, Harghita, Arad and Brașov.
Greek toy retailer Jumbo remains the leading player on the local toy market. The company kept expanding over the last two years, with new hyper-type stores and reported a turnover of RON268.2 million in 2016. Jumbo, which covers over 56% of the market, is followed by Noriel (Intertoy Zone SRL), with a turnover of RON140.9 million, Netzah Game SRL (RON15.4 million), the first LEGO certified store in Romania (Brick Depot SRL) with a turnover of RON14.3 million, J&M SRL (RON14.2 million turnover) and Imaginarium (Tritex Design SRL) with a RON9 million turnover.
The ranking of game and toy producers is led by Romexa SA, with a RON21.8 million turnover, which is followed by Airquee SRL (RON19.5 million turnover), D-Toys SRL (RON18 million turnover), Modelleisehnbahn SRL (RON17.2 million) and From Product SRL, with a RON14.5 million turnover.
The top ten players on the profile market cover 92% of the market and in the manufacturing sector, the top ten companies account for 67% of the overall sales.
Globally, LEGO is the main player on the toy market, with revenue of EUR4.7 billion and a profit of EUR1.05 billion in 2017. LEGO is followed by Hasbro, with revenue of EUR4.34 billion and by Mattel, with revenue of EUR4.06 billion.