Older ones, and certainly those who were children in the 80s, probably played with a Bibi-bo doll or Maya the bee doll and her friend Willie, and held Agalitsa in her sleep. These are some of the most popular toys that were produced in Greece by two Greek companies: El Greco and Lyrawhich ceased to exist in the early 1990s.

Even if the reason that they no longer exist was different, both actually “died”, since since the end of the 80s a massive import of cheap games from China. It seems ironic, but it is true: the founders of the El Greco company, which had factories in Glyfada and Zakynthos, were George and Fifi Vakakis, parents of Apostolos Vakakis, the owner Jumbo bandsshops that mostly have goods imported from… China.

This is not the only irony in the case.”Greek game»: China, where the coronavirus began to develop into a pandemic, gave a significant boost to the export of Greek toys, mainly to the EU countries. Cause; Value for money and timely delivery of orders. Let’s not forget that especially since the fall of 2020 and especially in 2021, delays in the shipment of goods from China have been huge, and freight rates have increased six times.

An important role is played by the fact that consumers are turning to toys made of wood and fabric.

According to her Eurostat, the value of exports of toys from Greece was 295.73 million euros in 2020, and in 2021 it will increase even more and reach 327.6 million euros. Export especially to EU member states. in 2020 it was €228.40 million and in 2021 it was €272.96 million. To understand the changes that have taken place in recent years, at least since the mid-2010s, suffice it to say that 22 years ago, in 2000, the value of Greek toy exports was only 29.71 million euros, while imports were almost eight times more. (248.84 million euros). While Greece remains in short supply when it comes to toys – in 2021, the value of imports was 468.31 million euros – it is certain that the “gap” has narrowed significantly.

And the pandemic may have been the one that kickstarted it, but the return of the Greek game to international markets – but also to domestic ones – began, as happened with other companies looking for income from sales abroad, during the years of memos. It is no coincidence that in 2015 Athens Chamber of Commerce (BEA) took measures to draw up regulations for the awarding of the Greek coat of arms in the games. Despite the fact that the topic waned and in 2019 there was a revival of discussions, only then “frozen” due to the pandemic, in recent months, according to information, there has been relative mobility on this issue between the General Secretariat of Commerce, BEA and Greek Toy and Car Makers Association (SEVPPA). An important role was played by the fact that consumers are switching to toys made of wood and fabric, with less plastic content.

Fortunately, several Greek toy companies did not suffer the fate of El Greco and Lyra, but continued to develop and produce games in Greece such as EPA of the Acuarone family in Thessaloniki, who started the production of toys in 1930 from lead materials left over from the printing house she managed, “Desyllas”, “Remundos” with activity since 1948, which was the first to deal exclusively with the production of cardboard and educational games and much more. Almost all of them, of course, in order to continue their activities, are simultaneously engaged in the import and sale of toys.

A very good year for the retail business in this sector

“This year they have shown their best side. Stores were closed in 2020, there were restrictions on the unvaccinated last year, and a big coronavirus outbreak during the holiday season, so it’s rampant this year.” These are the words of a cashier at a branch of a leading toy chain a few days ago when asked a question and after several minutes of waiting in line. Indeed, the fact that this year there are no restrictions on purchases in physical stores has given a significant boost to the toy market, a market that has a wide selection of products as well as prices.

It is this variety of prices, combined with the measure “Santa’s Basket”, that is, the availability of a series of games from different categories at affordable prices, a measure that will be in effect until January 11, has largely offset consumer restraint in spending in other categories. Moreover, how much importance the toy companies themselves attach to this initiative was also shown by the fact that if on December 14, when the implementation of the Santa Claus Basket began, 14 companies initially announced their participation, and by the evening of the same day they reached 32 with 1560 games, now 40 companies, small and large, are participating with 1991 games. In fact, in 149 cases there was a decrease in prices, but no increase was observed.

It is worth noting that during the Christmas and New Year period, toy sellers even account for more than 1/3 of their annual turnover. This year, due to inflation, it is possible that the Christmas and New Year turnover will exceed not only what it was in the corresponding period of 2020 and 2021, but even before the start of the pandemic, in 2019. He made such an assessment on December 13 and the Jumbo group in his statement on the Athens Stock Exchange. In fact, if the above estimate is confirmed, the group expects a 10% increase in total turnover in 2022 compared to 2019.

According to the Hellenic Statistical Office (ELSTAT), retail sales of games in specialized stores (i.e. excluding sales from supermarkets) amounted to 905.11 million euros in 2019, in 2020 it fell to 709.20 million euros, in 2021 it amounted to 869.05 million euros, and for the nine months from January to September 2022 – 638.51 million euros.