Roll On 2021 – An Exciting Year Ahead For The Toy Business

Roll On 2021 – An Exciting Year Ahead For The Toy Business

We made it! 2021 is now well underway after all the turmoil of 2020.

Demand for toys & games remains strong overall, with a number of positive market drivers supporting future performance. As vaccines roll out across Q1 & Q2 2021, we may find it hard to anniversary some unusual peaks of trading outside of Q4, but overall demand is strong.

We face the genuine prospect of the end of the Covid-19 pandemic at some point in the next 6 months, which should make our work easier and less stressful, although we can expect that a significant proportion of staff will negotiate more working from home going forward.

In 2021, we should see the return of toy trade shows in some shape or form. While some people raised cynical eyebrows at the rearranged dates for some of our leading trade shows, they now look likely to happen, albeit how similar they will be to ‘normal’ trade shows in the past is yet to be seen.

There is a mass of backed up entertainment content waiting to be released in cinemas & to on demand which should have a favourable impact on topline sales at some point within 2021.

But above all, we still have a vibrant and resilient industry coming towards the exit point of the pandemic, for which we can be truly grateful.


Have you listened to our PLAYING AT BUSINESS podcast? We analyse key areas of the toy and game business, we interview leading people in the business and we discuss major trends and changes across toys & games. You can listen to numerous episodes here: