Toys-in-sets was the most produced category, with a share of over 17 percent in the total production in 2018. In 2018, the largest volume of toys was provided by the Central federal district - being a key region in the Russian toy industry. Thus, the major manufacturer 7-ya, with roughly 940 million Russian rubles in sales revenues in 2017, is also based in that region. In terms of production costs, despite the continuous increase of per capita production prices, a ten percent reduction was observed in aggregate production expenses in 2018, compared to 2017 levels.
With growing production costs, the retail prices grew accordingly. However, due to the recovery of the real disposable income of Russian households in 2018, the course of net revenues from toy sales was not significantly altered. The favorite, and therefore, most-sold type of toys were toys in sets and animal toys, with an expected sales turnover of over 48 and 50 billion Russian rubles respectively by 2023. In 2018, toy vehicles and figures of superheroes listed as categories with the largest licensed share in the market.
The trade dynamics in the Russian children’s toy market are expected to maintain a positive trend in the coming years. The import-export gap will see slight shrinkage, yet by 2023, imports are expected to outnumber exports by roughly 14 times. The principal source of kids’ toy and game imports to Russia was China, amounting to 970 million U.S. dollars in imports during 2018. London-based MEL Science, imported about 2.7 million U.S. dollars worth of Russian toys, becoming the leading company by toy imports of Russian origin in 2018.