Russia’s toys and games industry presents a complex picture in 2026. While the market remains substantial, its dynamics are shifting profoundly. Growth is stagnating in volume terms, traditional retail channels are losing ground to e-commerce marketplaces, and the most lucrative opportunities are increasingly found in collectible and adult-oriented segments, rather than children’s toys alone.
Market Size and Value
The Russian toys and games market is estimated to be worth between USD 9.72 billion and 254.4 billion rubles (approximately USD 2.8-3 billion), depending on the scope of products included. This places Russia as a significant player, contributing 2.67% to the global toys and games market. The market is projected to continue growing, with forecasts suggesting it could reach USD 14.38 billion by 2034 at a compound annual growth rate (CAGR) of 4.47%.
Stagnation and Structural Shift
Despite its size, the market is not experiencing a straightforward boom. According to industry associations, the Russian toys market has been in a state of stagnation for the past three years. While the market value grew in 2025, this growth is not driven by increased volume but by inflationary pressures and a fundamental restructuring of sales channels.
Online Marketplaces: The New Volume Driver
The most significant transformation is the rise of online marketplaces like Wildberries and Ozon. These platforms now dominate sales in several categories. However, their dominance comes at a price for manufacturers. As industry leaders have noted, “The children’s goods market is no longer about sales growth—it’s about the battle for margin. Marketplaces provide the main turnover, but it is they that ‘eat up’ the profits of manufacturers.”
The New Business Model: Hybrid Channels
In response to this pressure, companies are shifting to hybrid multi-channel models:
- Marketplaces: Provide volume and broad audience reach
- Offline retail: Builds trust and sustains demand
- Direct-to-consumer (D2C) channels: Protect and maintain profitability margins
The Rise of Adult Collectibles
One of the most dynamic growth areas in the market is not children’s toys, but collectible figures for adults. This trend is evident globally and is accelerating in Russia.
New Store Formats
In August 2026, a major Russian retail chain launched a new store format dedicated entirely to licensed collectible toys and figures. The chain is targeting a growing adult audience interested in pop culture and collecting. The new stores will feature brands like Pop Mart, 52Toys, Funko, and Disney, along with licensed products from franchises such as Star Wars, Minecraft, Harry Potter, and Stranger Things.
Viral Trends and Collectible Phenomena
The market’s sensitivity to viral trends was highlighted by the phenomenon of collectible figures in 2025. According to marketplace analytics, Russians bought millions of these toys in 2025 for billions of rubles. However, the craze was short-lived, with sales peaking and then dropping sharply, demonstrating the fickle nature of such trends. This is in line with the trend of anti-stress toys, with certain categories seeing massive sales increases.
The Video Game Industry: Pivoting to Asia
The Russian video game sector is actively seeking new markets to compensate for the loss of Western audiences. A key strategy is a major push into the Chinese market.
Record Presence at Major Exhibitions
At major international exhibitions, Russia had its largest-ever presence, with many studios showcasing numerous games. This export drive has been formalized through government-supported export programs. In recent periods, program participants signed significant export contracts worth substantial amounts. As industry leaders have noted, “China is a priority market for Moscow game studios.”
Notable Russian Games
The roster of games presented highlights a mix of genres and strategies, including a push into Russian cultural themes:
- Online shooters that have already been adapted for the Chinese market
- Virtual reality games based on classic Russian literature
- Action games with ballet choreography
- Air combat simulators from famous series
- Well-known horror visual novels
- Historical strategy games set in World War II
The Push for State Support
Despite these export efforts, Russian game developers are also calling for more direct state support. Industry organizations have proposed measures including temporary VAT cancellation on video games and software, zero profit tax for a set period, and reduced insurance contributions. They argue that the video game sector is a “very specific industry” that straddles IT, creative industries, and intellectual property exports, making universal support measures inadequate.
Outlook
The Russian toys and games market in 2026 is defined by a tale of two sectors. The traditional children’s toy market, while maintaining its value, is struggling with stagnation and margin compression due to the dominance of online marketplaces. In contrast, the collectibles market for adults is experiencing rapid growth, fueled by pop culture, viral trends, and new retail formats. The video game industry is actively pivoting to the East, with China as its primary target, while simultaneously lobbying for state support to ensure its long-term viability. As the market evolves, the winners will be those who can navigate the channel wars, capture the adult demographic, and adapt to the rapidly changing global entertainment landscape.
