Western Africa: Toy Market 2024

Toy Market Size in Western Africa

The West African toy market dropped to $X in 2021, with a decrease of -8% against the previous year. The total consumption indicated a resilient expansion from 2012 to 2021: its value increased at an average annual rate of +5.6% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, consumption increased by +11.4% against 2019 indices. The level of consumption peaked at $X in 2020, and then reduced in the following year.

Toy Production in Western Africa

In value terms, toy production shrank to $X in 2021 estimated in export price. The total production indicated strong growth from 2012 to 2021: its value increased at an average annual rate of +5.6% over the last nine years. The trend pattern, however, indicated some noticeable fluctuations being recorded throughout the analyzed period. Based on 2021 figures, production increased by +11.4% against 2019 indices. The most prominent rate of growth was recorded in 2016 with an increase of 26% against the previous year. As a result, production reached the peak level of $X. From 2017 to 2021, production growth remained at a lower figure.

Toy Exports

Exports in Western Africa

In 2021, the amount of dolls and toys exported in Western Africa declined dramatically to X tons, which is down by -31% against the previous year's figure. Overall, exports showed a pronounced descent. The most prominent rate of growth was recorded in 2017 with an increase of 94% against the previous year. As a result, the exports reached the peak of X tons. From 2018 to 2021, the growth of the exports remained at a somewhat lower figure.

In value terms, toy exports skyrocketed to $X in 2021. Over the period under review, exports saw a perceptible decline. The pace of growth appeared the most rapid in 2017 with an increase of 65%. As a result, the exports attained the peak of $X. From 2018 to 2021, the growth of the exports failed to regain momentum.

Exports by Country

Ghana represented the key exporter of dolls and toys in Western Africa, with the volume of exports amounting to X tons, which was approx. 39% of total exports in 2021. Cabo Verde (X tons) held the second position in the ranking, followed by Senegal (X tons), Nigeria (X tons), Mali (X tons) and Cote d'Ivoire (X tons). All these countries together held near 49% share of total exports. Saint Helena, Ascension and Tristan da Cunha (X tons) held a minor share of total exports.

From 2012 to 2021, average annual rates of growth with regard to toy exports from Ghana stood at +18.1%. At the same time, Saint Helena, Ascension and Tristan da Cunha (+78.3%), Senegal (+14.8%), Mali (+9.6%) and Cabo Verde (+3.2%) displayed positive paces of growth. Moreover, Saint Helena, Ascension and Tristan da Cunha emerged as the fastest-growing exporter exported in Western Africa, with a CAGR of +78.3% from 2012-2021. By contrast, Nigeria (-3.0%) and Cote d'Ivoire (-21.3%) illustrated a downward trend over the same period. From 2012 to 2021, the share of Ghana, Senegal, Cabo Verde, Mali and Saint Helena, Ascension and Tristan da Cunha increased by +32, +10, +6, +3.7 and +3.3 percentage points, respectively. The shares of the other countries remained relatively stable throughout the analyzed period.

In value terms, the largest toy supplying countries in Western Africa were Ghana ($X), Mali ($X) and Cabo Verde ($X), together accounting for 62% of total exports. Senegal, Nigeria, Saint Helena, Ascension and Tristan da Cunha and Cote d'Ivoire lagged somewhat behind, together comprising a further 24%.

Saint Helena, Ascension and Tristan da Cunha, with a CAGR of +123.7%, saw the highest rates of growth with regard to the value of exports, in terms of the main exporting countries over the period under review, while shipments for the other leaders experienced more modest paces of growth.

Export Prices by Country

The export price in Western Africa stood at $X per ton in 2021, with an increase of 76% against the previous year. Overall, the export price showed a relatively flat trend pattern. Over the period under review, the export prices hit record highs at $X per ton in 2015; however, from 2016 to 2021, the export prices failed to regain momentum.

Prices varied noticeably by country of origin: amid the top suppliers, the country with the highest price was Mali ($X per ton), while Nigeria ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Mali (+27.9%), while the other leaders experienced more modest paces of growth.

Toy Imports

Imports in Western Africa

In 2021, overseas purchases of dolls and toys increased by 8.7% to X tons, rising for the sixth consecutive year after two years of decline. Over the period under review, imports saw moderate growth. The most prominent rate of growth was recorded in 2017 when imports increased by 39% against the previous year. Over the period under review, imports hit record highs in 2021 and are expected to retain growth in the immediate term.

In value terms, toy imports surged to $X in 2021. Overall, imports posted prominent growth. As a result, imports reached the peak and are likely to continue growth in the immediate term.

Imports by Country

The countries with the highest levels of toy imports in 2021 were Nigeria (X tons), Cote d'Ivoire (X tons) and Ghana (X tons), together resulting at 58% of total import. Senegal (X tons) took an 11% share (based on physical terms) of total imports, which put it in second place, followed by Mali (5.4%), Mauritania (5.4%) and Togo (5.2%).

From 2012 to 2021, the most notable rate of growth in terms of purchases, amongst the key importing countries, was attained by Mali (with a CAGR of +43.8%), while imports for the other leaders experienced more modest paces of growth.

In value terms, Cote d'Ivoire ($X), Ghana ($X) and Senegal ($X) were the countries with the highest levels of imports in 2021, with a combined 72% share of total imports. These countries were followed by Togo, Nigeria, Mauritania and Mali, which together accounted for a further 16%.

In terms of the main importing countries, Mauritania, with a CAGR of +41.6%, saw the highest rates of growth with regard to the value of imports, over the period under review, while purchases for the other leaders experienced more modest paces of growth.

Import Prices by Country

In 2021, the import price in Western Africa amounted to $X per ton, with an increase of 36% against the previous year. In general, the import price continues to indicate prominent growth. The most prominent rate of growth was recorded in 2014 an increase of 108% against the previous year. The level of import peaked in 2021 and is likely to see steady growth in the immediate term.

Prices varied noticeably by country of destination: amid the top importers, the country with the highest price was Cote d'Ivoire ($X per ton), while Nigeria ($X per ton) was amongst the lowest.

From 2012 to 2021, the most notable rate of growth in terms of prices was attained by Cote d'Ivoire (+14.2%), while the other leaders experienced more modest paces of growth.

Source: IndexBox Platform

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