Mayorova EA.Published in:
Russian Journal of Entrepreneurship
– Volume 20, Number 1 (January 2019)

JEL classification: J11, L81, R22

Keywords: children's goods market, consumer prices, income, toy market


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Abstract:

The importance of the toy market is connected with their impact on the intellectual and personal development of children. The purpose of the study is to identify trends and prospects of development of the toy market in the Russian Federation. The results has shown that the volume of the toy market and its share in the market of children's goods is declining; the growth of consumer prices for toys, rising in 2014-2015, has now slowed or stopped; the market of children's toys is expected to transform the range, caused by changes in the age structure of children; in connection with the reduction of income and rationalization of consumption in the toy market is actively developing segment of low prices; the sales via the Internet as children's goods in general, and toys in particular are increased . The trend of growth of the share of licensed products observed until 2016 is not currently evident. These changes will be useful to the toy industry in the management of assortment, pricing and other aspects of activity.

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