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The Manufacture and Retail Trade of Toys and Games
The formal toys and games sector is dominated by imported branded products and there is very little local manufacture in this segment of the industry. The manufacture that does take place focuses on products that are mainly handmade, that are produced in small workshops and that do not carry brand names. Stakeholders estimate the total retail value of the South African toys and games market at R9.6bn.
A Growing Gaming Sector
The growing video games category includes games played purely for enjoyment, games made to promote a brand or product, and serious games that are made and played in the interest of education awareness and research. According to the representative of the interactive entertainment industry in South Africa, Serious About Games, the South African games development industry employs fewer than 300 people locally‚ but was responsible for R100m in annual revenue in 2016, up from R29.7m in 2014. Estimates of South Africa’s consumer market for games range between R1.5bn and R2.2bn.
The Manufacture and Retail Trade of Toys and Games describes current conditions, trends and the regulatory environment. The challenges faced by role players as well as factors that influence the success of the toys and games industry are also covered. The report profiles 22 companies, including two of the country’s leading importers and wholesalers, Prima Toy and Leisure Trading and New Just Fun Group. Also profiled are specialist toy retailers, AMIC Trading t/a Toys “R”Us, Babies “R” Us and Reggies, and Global Toys t/a ToyZone. In the interactive gaming sector profiles are provided for local manufacturers, SA Diabolo, Fuzzy Logic, Sea Monster and Formula D Interactive which developed Team C4, part game, part recruitment tool, which measures the player’s literacy and numeracy, as well as problem-solving and language capabilities.