People of all ages like to play and sales of toys and games are growing in Hungary, especially in the summer and winter season when many new products are introduced to the market. Since 1950 it is Spielwarenmesse®, the International Toy Fair in Nuremberg where actors in the industry can learn the most about new products and trends. The next Spielwarenmesse trade fair will be held between 28 January and 2 February 2015. Last time in early 2014 2,748 exhibitors from 61 countries showcased their products to 75,888 visitors on 170,000m², and from the one million products exhibited 75,000 were brand new. There is also a new concept at Spielwarenmesse: lifestyle and trend products can be found in almost all product groups. One of the up-and-coming segments in the toy market is that of products targeting 0-2 year olds. Sales keep growing in this segment, especially in Germany, France and Spain, therefore no less than 350 exhibitors will be bringing baby toys to Spielwarenmesse next year. SPAR Hungary’s experience is that the domestic toy market has been expanding for years. Online sales are also on the rise. Communications director István Fehér informed us that building toys such as LEGO are among the most popular toys, but films and television also series have great influence on demand. Eszter Varga, Tesco Hungary’s external communication specialist told Trade magazin that due to good weather and strong promotion work in the first half of the year demand increased for outdoor toys.

As for indoor toys, various building sets are the best-sellers in Tesco stores. SPAR Hungary offers toys and games to people of all ages. Lego, Barbie, Monster High, Violetta, Fischer Price, Hot Wheels, Play Dooh and Geomag products are purchased the most often. Each category is segmented according to age groups and toys are placed in line with this on store shelves. Playing and playfulness is part of Tesco’s everyday life on digital platforms, be it Facebook communication or loyalty campaigns. What is more, Tesco developed a social game for smartphones especially for the Hungarian market: users can build and operate their own Tesco stores: the My Little Tesco Android app has already been downloaded more than 90,000 times. SPAR Hungary realises the majority of toy sales in the Christmas period. The next one will bring new products to each category as every brand makes great efforts to surprise consumers with new products. Toys and games are advertised in leaflets, television ads and in the social media, but POS tools and in-store communication are also used.