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New C&M analysis: Toys and Games (Romania) Juno SRL Company Profile
Juno SRL in Toys and Games (Romania) - a new company profile report on 2014-03-20 09:33:01
Juno SRL represents a leading player in Romania´s toys and games market. Improving economic conditions saw consumers relax their budget restraints, which helped push sales within the toys and games market to help the sector report another year of healthy retail value sales growth. Rapidly escalating product variety and changes in consumer lifestyles pushed sales of toys and games, as parents tend to spend more on the wellbeing of their children.

The popularity of certain films, TV programmes, video games and VIPs is illustrated by the development of licensing in toys and games in Romania. Consumers are quick to acquire products associated with their favourite characters, with aggressive advertising influencing purchasing decisions. However, due to the rapidly changing dynamic of the entertainment industry, licenses have a short life span. There are some exceptions which have stood the test of time. Disney, Spiderman and Batman are perennial licenses, and they have registered positive performances through the review period.

Romanian brands are losing retail value share to more sophisticated and affordable products by international players. More and more international companies are opening offices in Romania, in order to tap into the potential offered by the rapidly growing domestic market. Lego is the latest multinational to set-up an office in the country. As a result, Romanian manufacturers are giving up on the domestic market and focusing more and more on exports. In addition, some traditional domestic producers, such as Aradeanca, faced insolvency due to the fierce competitive landscape. Consumers are the clear beneficiaries of the competition between domestic and the international players as product variety has escalated.

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