The survey revealed the popularity of the educational toy category

Most often, Russians buy toys from the educational category for their children: puzzles, jigsaw puzzles and others. This follows from a study of the chain of stores Fix Price and ROMIR, the results of which I have reviewed. "Газета.Ru ".

Thus, 56% of parents prefer to buy educational toys. In addition, respondents often prefer creative kits (45%), board games (37%), cars (32%) and sports equipment (28%).

Less popular were plush toys (26%), dolls (22%) and animal figurines (17%).

Interestingly, men (50%) are more likely to buy toys as a gift than women (43%).

A third of Russians (35%) shared that they are ready to allocate from 500 to 1 thousand rubles per month for the purchase of toys. 18% of the respondents spend less than 500 rubles. Only 4% of respondents allocate 5,000 rubles or more for toys.

When choosing a product for a child, adults most often pay attention to quality (54%). The respondents also identified developing functions as an important criterion (49%). In addition, the respondents noted the cost (49%) and age compliance (42%).

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Why did these products get into the spotlight and what requirements should they meet?

On May 20, Atol analysts, after conducting a study of anonymized sales data for January – May in 2024-2025, learned that the number of sales of classic puzzles in Russia increased by 18%. The demand for the Rubik's pyramid decreased by 6%, and the average purchase price was 436 rubles. The snake puzzle cost Russians an average of 257 rubles, and demand for it increased by 14%.