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					TOYS AND GAMES                                                                                                                                                               MCP-2778
A GLOBAL STRATEGIC BUSINESS REPORT


                                                                                       CONTENTS
I. INTRODUCTION, METHODOLOGY &                                                                                 Table 5: World PC Games Market (2005 E): Percentage
                                                                                                               Share Breakdown of Players by Age Group (includes
   PRODUCT DEFINITIONS                                                                                         corresponding Graph/Chart).........................................II-11

II. EXECUTIVE SUMMARY                                                                                       Violent Video Games – Gross Abuse of Entertainment
                                                                                                              Concept......................................................................II-11
                                                                                                         Winds of Change in the Toy Industry...................................II-11
 1. Toys & Games – A Market Insight ................................. II-1
                                                                                                          Diversification of Doll Manufacturers ..............................II-11
       Toys and Games - Not Just “Playthings” ............................... II-1                        Changing Concepts for Girls’ Toys ..................................II-11
       Industry Highlights................................................................. II-1
                                                                                                          Expensive Toys – The New Norm ....................................II-12
       Down the Time Lane.............................................................. II-2
                                                                                                          Mobile Gaming-A Rapidly Developing Market................II-12
       Current Scenario .................................................................... II-2
       Changing Dynamics Shaping the Future ................................ II-3                              Table 6: World Online Gaming Market (2004 E): Percentage
       Factors Influencing the Toys/Games Industry........................ II-3                                Share Breakdown by Average Gaming Time Per Day
                                                                                                               (includes corresponding Graph/Chart) .........................II-13
                                                                                                         A Future Perspective ............................................................II-13
 2. Current and Future Analysis ........................................... II-5
                                                                                                           Hi-Tech Toys Drive the Market........................................II-13
       Analysis by Geographic Region............................................. II-5
          Table 1: World Market for Toys and Games (2001-2010) –                                    4. Competitive Scenario........................................................II-14
          Geographic Regions (US, Canada, Japan, Europe, Asia-                                           Global Majors.......................................................................II-14
          Pacific (excluding Japan), Latin America and Rest of World)                                    A Regional Perspective ........................................................II-14
          Ranked by Growth. (includes corresponding                                                        United States.....................................................................II-14
          Graph/Chart)...................................................................... II-5
                                                                                                               Table 7: US Toys & Games Market (2005 E): Percentage
       Analysis by Product Categories/Segments ............................. II-6                              Share Breakdown of Value Sales by Leading Players –
          Table 2: World Market for Toys and Games (2001-2010):                                                Mattel, Hasbro, Nintendo, Sony, Ty, and Others
          Product Categories/Segments [Traditional Toys                                                        (includes corresponding Graph/Chart) .........................II-14
          (Games/Puzzles, Infant/Preschool, Activity/ Construction                                             Table 8: US Toys and Games Market (2004 & 2005):
          Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush                                            Percentage Share Breakdown by Leading Retailers –Wal-
          Toys, Other Toys and Games), Video/Computer Games,                                                   Mart, Toys ‘R Us, Target, K-Mart, KBToys, Michaels’,
          and Console Games] Ranked by Growth (includes                                                        Meijer, Big Lot, Shopko, Wal-Greens and Others
          corresponding Graph/Chart) .............................................. II-6                       (includes corresponding Graph/Chart) .........................II-15
                                                                                                             Mobile Games ...............................................................II-15
 3. Issues and Trends ................................................................ II-7                    Dolls ..........................................................................II-15
       Peculiar Trends Driving the Industry ..................................... II-7                           Playmatters.............................................................II-15
         The Christmas Factor.......................................................... II-7                     Sophia’s Heritage Collection..................................II-16
         Vulnerability to Changing Fashion/Tastes .......................... II-7                                DSI Toys ................................................................II-16
         Erratic Demand................................................................... II-7                  Balitono..................................................................II-16
         Parents Spend Billions on Toys for their children............... II-7                                 Video Games .............................................................II-16
         Movies, Cartoons and Toys- A Profitable Equation............ II-7                                       US Market for Video Games (2005E QI): Ranking by
           Licensing Properties of Leading US Companies for                                                         Video Games Titles by Unit Sales - PS2 Gran
             Hit Movies of 2005...................................................... II-8                             Turismo 4, PS2 Grand Theft Auto: San Andreas
         Life-Like Interactive Toys- Capturing Fancy of All ........... II-8                                              GCN Resident Evil 4, PS2 MVP Baseball 2005,
                                                                                                                             GBA Zelda: The Minish CapPS2 Mercenaries,
         Corporate Advertising Makes Rapid Inroads into
                                                                                                                                XBX Mercenaries, PS2 NBA Street V3, NDS
           Gaming World................................................................. II-9
                                                                                                                                   Super Mario 64 DS And XBX MVP
         Innovative Merchandising Keeps the Business Ticking...... II-9
                                                                                                                                      Baseball 2005 ....................................II-17
           Leading Distribution Channels...................................... II-10
                                                                                                            Canada ..............................................................................II-17
                TABLE 3: World Market for Toys and Games (2005 E):                                           Dolls..............................................................................II-17
                Percentage Share Breakdown of Dollar Sales by                                                     Table 9: Canadian Market for Dolls (2005E): Percentage
                Distribution Channels - Mass Merchant/Discount, Toy                                               Share Breakdown of Value Sales by Leading Players- Mattel,
                Stores, Specialty Stores, Direct Mail/Pure E-tailer, Dept.                                        Hasbro, Bandai, Irwin Toys, Mega Bloks, Corolle and
                Major Chains, Electronic/Video, Food/Drug Stores and                                              Others (includes corresponding Graph/Chart) ..........II-17
                Others (includes corresponding Graph/Chart) .......... II-10
                                                                                                               Activity/Construction ....................................................II-18
          Video Game Products – Creating a Gaming Mania .......... II-10
                                                                                                                  Table 10: Canadian Market for Dolls (2005E): Percentage
             Table 4: World Video Games Market (2005 E): Percentage                                               Share Breakdown of Value Sales by Leading Players- Mattel,
             Share Breakdown of Players by Age Group (includes                                                    Hasbro, Bandai, Irwin Toys, Mega Bloks Inc, Corolle and
             corresponding Graph/Chart)......................................... II-10                            Others (includes corresponding Graph/Chart) ..........II-18


                                         TOYS AND GAMES - A GLOBAL STRATEGIC BUSINESS REPORT 01/06                                                                                        Page 1
                                     This Report Is Protected With Digital Watermarks. Copyrights per US & ICC protocols.
              This Document May Not Be Printed, Copied or Distributed Outside Your Organization in Any Form Without Our Express Written Permission
TOYS AND GAMES                                                                                                                                                                MCP-2778
A GLOBAL STRATEGIC BUSINESS REPORT


                                                                                     CONTENTS
       Computer Games........................................................... II-18             5. Product Overview ..............................................................II-23
          Table 11: Canadian Computer Games Market (2005E):                                             Toys .....................................................................................II-23
          Percentage Share Breakdown of Sales by Leading                                                Traditional Toys and Games.................................................II-23
          Companies- Lucas Arts, Microsoft, Electronic Arts,                                              Infant/Preschool Toys and Games.....................................II-23
          Havas Interactive, Hasbro Interactive and Others                                                Dolls/Action Figures.........................................................II-23
          (includes corresponding Graph/Chart)...................... II-18                                  Dolls..............................................................................II-23
                                                                                                            Action Figure Toys........................................................II-24
    Japan................................................................................. II-19
                                                                                                          Activity/Construction Toys...............................................II-24
      Dolls.............................................................................. II-19
                                                                                                          Girls’ and Boys’ Toys .......................................................II-24
          Table 12: Japanese Dolls Market (2005E): Percentage                                               World Market for Toys and Games (2004 E): Percentage
          Share Breakdown of Sales by Leading Players- Medicom,                                                Breakdown by Leading Toys for Girls –Barbie, Bratz,
          Bandai, Sekiguchi, Takara, Iwaya, and Others                                                            Doll, Video Games, Dora the Explorer, Leap Frog,
          (includes corresponding Graph/Chart)...................... II-19                                           Care Bears, Cabbage Patch Dolls, Elmo,
                                                                                                                        Educational Toys, Polly Pocket, My Little Pony,
       Activity/Construction .................................................... II-19                                    American Girl and Others..............................II-24
          Table 13: Japanese Activity/Construction Toys Market                                              World Market for Toys and Games (2004 E): Percentage
          (2005E): Percentage Share Breakdown of Value Sales                                                   Breakdown by Most Popular Toys for Boys –Video
          by Leading Players- Takara, Lego Japan, Bandai,                                                         Games, Spiderman, Remote Control Toys, Hot Wheels,
          People, and Otherss (includes corresponding                                                                Trucks, Cars, Legos, Yu-Gi-oh, Leap Frog, Elmo,
          Graph/Chart)............................................................. II-19                               Train Set, Sponge Bob and Others....................II-25
                                                                                                          Indoor Games ...................................................................II-26
       Console Games ............................................................. II-20                    Games and Puzzles ........................................................II-26
          Table 14: Japanese Console Games Market (2005E):                                                Soft/Plush Toys.................................................................II-26
          Percentage Share Breakdown of Value Sales by Leading                                            Vehicles/Ride Ons ............................................................II-26
          Players- Sony, Konami, Nintendo, Capcom, Namco and                                                Vehicles.........................................................................II-26
          Others (includes corresponding Graph/Chart) .......... II-20                                      Ride Ons........................................................................II-26
    Europe .............................................................................. II-20           Other Toys and Games......................................................II-26
      France............................................................................ II-20            Video Games ....................................................................II-26
        Activity/Construction................................................. II-20                      Console Games .................................................................II-27

             Table 15: French Activity/Construction Toys Market
                                                                                                   6. Toys & Games Industry – An Overview .....................II-28
             (2005E): Percentage Share Breakdown of Value Sales
             by Leading Players- Lego, Ravensburger, Meccano,                                           Facts in Perspective..............................................................II-28
             Playmobil, Mega Bloks, and Others (includes                                                  Children-More Adult-Like................................................II-28
             corresponding Graph/Chart).................................. II-20                           Intelligent Toys- Flavor of the Day...................................II-28
                                                                                                          Licensed Toys –An Important Growth Driver ..................II-29
       Germany........................................................................ II-21              Technology- The Critical Component...............................II-29
        Toys and Games ........................................................ II-21                     Traditional Toys- Still High on the Popularity Charts.......II-30
             Table 16: German Toys and Games Market (2005E):                                              Video Games-Paving the Path ..........................................II-30
             Percentage Share Breakdown of Sales by Leading                                               Traditional Toys – Still There, Nevertheless
             Players- Nintendo, Sony, Hasbro, Lego, Mattel, and                                             Slowing Down...............................................................II-30
             Others (includes corresponding Graph/Chart)....... II-21                                     Greater Demand for Pre-Owned Video-Game
                                                                                                            Consoles: Affordability a Major Factor.........................II-31
       United Kingdom............................................................ II-21
                                                                                                          Rapid Increase in Video-Game Disc Output Goes
          Table 17: UK Toys and Games Market (2005E):                                                       Unnoticed ......................................................................II-31
          Percentage Breakdown of Sales by Leading Players-
                                                                                                              Table 19: DVD Replication Outlook in North America:
          Hasbro UK, Nintendo, Electronic Arts, Sony,
                                                                                                              Product Segments Independently Analyzed –Video
          Mattel UK, and Others (includes corresponding
                                                                                                              Games and DVD-Video (In Million Units)
          Graph/Chart)............................................................. II-21
                                                                                                              (includes corresponding Graph/Chart) .........................II-31
    Latin America................................................................... II-22
                                                                                                         Crucial Factors in the Selection of Toys ...........................II-32
      Brazil............................................................................. II-22
                                                                                                           10 Top-Rated Christmas Toys and Games Choices
        Console Games .......................................................... II-22
                                                                                                             (2004 Vs. 2001) .........................................................II-32
             Table 18: Brazilian Console Games Market (2005E):                                          Changing Perspectives in the Industry (2002) –
             Percentage Share Breakdown of Sales by Leading                                              A Brief Study....................................................................II-32
             Players- Gradiente, Sony, Electronic Arts, Sega,                                            The Ultimate Toy Box - Technology Brings Radical
             TecToy, and Others (includes corresponding                                                    Changes.........................................................................II-32
             Graph/Chart) ......................................................... II-22                  Mobile Gaming Market Develops Rapidly....................II-33


                                   TOYS AND GAMES - A GLOBAL STRATEGIC BUSINESS REPORT 01/06                                                                                               Page 2
                               This Report Is Protected With Digital Watermarks. Copyrights per US & ICC protocols.
        This Document May Not Be Printed, Copied or Distributed Outside Your Organization in Any Form Without Our Express Written Permission
TOYS AND GAMES                                                                                                                                                              MCP-2778
A GLOBAL STRATEGIC BUSINESS REPORT


                                                                                       CONTENTS
         Corporate Advertising – An Essential Component in                                              Nokia Signs an Agreement with MLB Advanced Media......II-43
           Success Stories.............................................................. II-33          United Media Enters into Partnership with
         Right Advertisement and Realism –A Potent Mix ............ II-33                                 Bandai America ................................................................II-43
         Co-branding with Sports Titles ......................................... II-33                 JAKKS Pacific Signs Licensing Agreement With World
         Other In-game Brands....................................................... II-34                Wrestling Entertainment ...................................................II-44
       The Technology Factor ........................................................ II-34             Activision in Agreement With Discovery Consumer
         Video Games – The Craze Driving the Industry ............... II-34                               Products ............................................................................II-44
           How the Market Fares – An Insight .............................. II-34                       Electronic Arts to Develop URBZ Sims In The City!...........II-44
           Technological Evolution Powers Video Gaming                                                  THQ Acquires Blue Tongue.................................................II-44
             Industry...................................................................... II-34       THQ Purchases Relic Entertainment ....................................II-45
           Video Gaming on Internet Boosts Market ..................... II-35                           Radica® in Agreement with World Poker Tour™ ...............II-45
           Intense Competition in Video Gaming Market.............. II-35                               JAKKS Signs Licensing Agreement with Sony Pictures
         Console Games – Still Going Strong ................................ II-36                        Consumer Products ...........................................................II-45
                                                                                                        JAKKS Enters into a Licensing Agreement With Tecmo.....II-45
 7. Historic Review .................................................................. II-37            IGN Entertainment Merges With GameSpy .........................II-45
       Analysis by Geographic Region........................................... II-37                   Tiger Telematics Signs Agreement With Toys R Us ............II-45
                                                                                                        Electronic Arts to Develop its Operations in China..............II-45
          Table 20: World Market for Toys and Games (1991-2000) –                                       Electronic Arts to Strengthen its Position in the Mobile
          Geographic Regions (US, Canada, Japan, Europe,                                                  Games Market...................................................................II-46
          Asia-Pacific (excluding Japan), Latin America and                                             Hasbro Inc’s VIDEONOW COLOR Named
          Rest of World) Ranked by Growth. (includes                                                      the 'Best Toy Of 2004' ......................................................II-46
          corresponding Graph/Chart) ............................................ II-37                 Activision Inc Acquires Stake in Infinity Ward....................II-46
       Analysis by Product Categories/Segments ........................... II-38                        Activision Signs Pact with Dreamworks ..............................II-47
                                                                                                        THQ Wireless Signs a Publishing Pact with
          Table 21: World Market for Toys and Games (1991-2000):                                          ZIO Interactive Inc............................................................II-47
          Product Categories/Segments [Traditional Toys                                                 Activision Signs a Multi-year Pact with Peter Molyneux.....II-47
          (Games/Puzzles, Infant/Preschool, Activity/ Construction                                      Bandai Group's Tsukuda Original Acquires Wakui Corp's
          Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush                                       Sales Network...................................................................II-48
          Toys, Other Toys and Games), Video/Computer Games,                                            Russ Berrie And Company Inc Acquires Sassy Inc..............II-48
          and Console Games] Ranked by Growth (includes
                                                                                                        JAKKS Pacific Inc., Acquires Toymax International Inc .....II-48
          corresponding Graph/Chart) ............................................ II-38
                                                                                                        Take-Two Interactive Software Takes Over
                                                                                                          Angel Studios ...................................................................II-49
 8. Recent Industry Activity ................................................. II-39                    Sony Computer Entertainment America Inc.
      Jakks Pacific Acquires Pet Pal Corporation ......................... II-39                          Takes Over Incog Inc........................................................II-49
      Funskool India Signs an Agreement with Walt Disney ........ II-39                                 Media General, Inc Takes Over Boxerjam ...........................II-49
      AFL Enters into an Agreement with EA .............................. II-39                         Games Workshop Acquires Sabertooth ................................II-49
      Russ Berrie Enters into a Partnership with Sanrio                                                 Playboy Enterprises in Agreement with Groove Games
        International...................................................................... II-39         and ARUSH......................................................................II-49
      Toys R Us Enter into an Agreement to Sell Businesses ....... II-39                                G4 in Agreement with EB ....................................................II-49
      JAKKS Pacific Inc. and Warner Bros. Enters into                                                   Toys "R" Us and 4Kids Technology in Agreement .............II-50
        an Agreement.................................................................... II-40          Opera Telecom Signs Agreement with Codetoys .................II-50
      JAKKS Enters into a Licensing Agreement with WPT ........ II-40                                   Electronics Arts Signs Agreement with McDonald’s
      PopCap Games Signs an Agreement to Acquire                                                          and Intel ............................................................................II-50
        Sprout Games ................................................................... II-40
      Activision Inc., Acquires Beenox Inc................................... II-40                 9. Select Global Product Innovations/Introductions ....II-51
      Navarre Corporation Takes Over FUNimation..................... II-41                              LEGO Launches New collection of Toys .............................II-51
      Action Products Acquires Marketing Rights for                                                     Hasbro Offers I-DOG, an Interactive Pet .............................II-51
        Creative Games ................................................................ II-41           Electronic Arts and Nintendo to Introduce New Game ........II-51
      Electronic Arts Takes Over Ubisoft Entertainment .............. II-41                             Jakks Pacific Introduces Madden ’95 and NHL ‘95 .............II-52
      Radica Games Limited Signs an Agreement With                                                      Electronic Arts (EA) to Release FIFA STREET...................II-52
        Codemasters® and Sega®) Toys ...................................... II-41                       Hasbro Unveils Mr. Potato Head..........................................II-52
      JAKKS Signs Licensing Agreement with Sony Pictures                                                Electronic Arts Introduces NBA STREET V3......................II-52
        Consumer Products .......................................................... II-42              THQ Inc Announces Launch of Upgraded Version of
      JAKKS Enters into a Licensing Agreement With Tecmo..... II-42                                       Juiced, a Street Racer........................................................II-52
      Lego to Shut Down Packaging Plant in South Korea ........... II-43                                Nokia Announces Ever Fighting Game - King of Fighters ...II-53
      U.S. Mattel to Shut Down Mattel Manufacturing Europe .... II-43                                   Hasbro Inc Launches Toys, Games and Lifestyle Products ..II-53
      APCI Enters into a Licensing Agreement with IROC .......... II-43                                 Lego® Introduces New Product Lego® City .......................II-53


                                         TOYS AND GAMES - A GLOBAL STRATEGIC BUSINESS REPORT 01/06                                                                                       Page 3
                                     This Report Is Protected With Digital Watermarks. Copyrights per US & ICC protocols.
              This Document May Not Be Printed, Copied or Distributed Outside Your Organization in Any Form Without Our Express Written Permission
TOYS AND GAMES                                                                                                                                                                MCP-2778
A GLOBAL STRATEGIC BUSINESS REPORT


                                                                                        CONTENTS
      Tiger Electronics Re-launches Furby, Toy for Kids ............. II-53                                Electronic Arts (US).............................................................II-66
      THQ Introduces a Follow-up of The Incredibles.................. II-53                                GameWorld Technologies (US) ...........................................II-66
      THQ Unveils The New Scooby-Doo! Unmasked................. II-54                                      Hasbro, Inc. (US) .................................................................II-66
      THQ Introduces New Game-Play Mode for MotoGP3 ........ II-54                                         JAKKS Pacific Inc. (US)......................................................II-66
      THQ Launches Banjo-Pilot .................................................. II-54                    Konami Corporation (Japan) ................................................II-67
      Shockwave and Mattel Launches Hot Wheels...................... II-55                                 LEGO Company (Denmark) ................................................II-67
      Nintendo Introduces Pennant Chase Baseball ...................... II-55                              Mattel (US) ..........................................................................II-67
      Electronic Arts Launches The Godfather Video Game ........ II-55                                     Microsoft Corporation (US) .................................................II-67
      Nokia Launches N-Gage Insider .......................................... II-55                       Nintendo Co. Ltd. (Japan) ....................................................II-68
      Electronic Arts Launches James Bond Videogames............. II-56                                    Nokia (Finland) ....................................................................II-68
      THQ and Sega Release Sonic Battle .................................... II-56                         Playmates Holdings Limited (Hong Kong) ..........................II-68
      Microsoft Corporation Launches Video Game “Halo 2”...... II-56                                       Ravensburger AG (Germany)...............................................II-68
      JAKKS Pacific Launches Spider-Man TV Games (TM)...... II-57                                          Russ Berrie and Company, Inc. (US) ...................................II-69
      Nokia Launches Call of Duty(TM) on                                                                   Sanrio Company Ltd. (Japan)...............................................II-69
        the N-Gage Platform......................................................... II-57                 Sega Enterprises Ltd. (Japan) ...............................................II-69
      THQ Introduces Hot Wheels Stunt Track Challenges .......... II-57                                    Tarata (New Zealand)...........................................................II-69
      Martain Introduces Bloodrayne 2 ......................................... II-57                      THQ (US).............................................................................II-70
      Activision Supports Launch of SCEA'S Playstation............. II-57
                                                                                                           Toy Quest (US) ....................................................................II-70
      Bandai Adds New Colors to Tamagotchi Plus".................... II-58
                                                                                                           VTech (Hong Kong).............................................................II-70
      Hasbro Introduces New Toys and Games............................. II-58
      Parker Releases Shout About Movies................................... II-58                    11. Global Market Perspective .............................................II-71
      Playskool Launches VIDEONOW JR. ................................. II-58
                                                                                                           Table 22: World Recent Past, Current and Future Analysis for
      Wizards Introduces G.I. JOE Trading Card Game ............... II-58
                                                                                                           Toys and Games by Geographic Region – US, Canada, Japan,
      Hasbro Launches VIDEONOW COLOR!............................ II-59                                    Europe, Asia-Pacific (excluding Japan), Latin America and
      Ubisoft Releases Sprung for the Nintendo ........................... II-59                           Rest of World Markets Independently Analyzed with Annual
      Atari Introduces Retro Atari Classics................................... II-59                       Demand Figures in US$ Million for Years 2001 through 2010
      Nintendo Co., Launches Nintendo DS in Japan ................... II-59                                (includes corresponding Graph/Chart) ................................II-71
      Fonix Announces the Availability of Microsoft’s
        Xbox Games with Fonix Speech....................................... II-59                          Table 23: World Historic Review for Toys and Games by
      Radica Releases New Electronic Games .............................. II-60                            Geographic Region – US, Canada, Japan, Europe, Asia-Pacific
                                                                                                           (excluding Japan), Latin America and Rest of World Markets
      Electronic Arts Announces the Release of The Sims™
                                                                                                           Independently Analyzed with Annual Demand Figures in US$
        Superstar........................................................................... II-60
                                                                                                           Million for Years 1991 through 2000 (includes corresponding
      Hillary Duff Introduces Three New Fashion Dolls............... II-60
                                                                                                           Graph/Chart)........................................................................II-71
      Hasbro Offers New Innovative Series of HitClips® Micro
        Music System Chip........................................................... II-61                 Table 24: World 20-Year Perspective for Toys and Games by
      Konami Introduces Several Sports Games ........................... II-61                             Geographic Region – Percentage Breakdown of Dollar Demand
      Electronic Art Launches Online Videogame “The Sims”..... II-61                                       for US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),
      Kenn Viselman Presents Introduces Range of Toys ............. II-62                                  Latin America and Rest of World Markets for Years 1991,1995,
      Mad Catz Introduces New Line in Racing Wheels............... II-62                                   2005, and 2010 (includes corresponding Graph/Chart).......II-72
      BskyB Introduces Sky Gamepad.......................................... II-62                         Table 25: World Recent Past, Current and Future Analysis for
      Codemasters Launches Total Immersion Racing                                                          Traditional Toys by Geographic Region- US, Canada, Japan,
        in the U.S.......................................................................... II-62         Europe, Asia-Pacific (excluding Japan), Latin America and
      Agetec Introduces Fighter Maker 2 ...................................... II-62                       Rest of World Markets Independently Analyzed with Annual
      Addicted 2 Java Games to be Available at Phones                                                      Demand Figures in US$ Million for Years 2001 through 2010
        4U Outlets......................................................................... II-63          (includes corresponding Graph/Chart) ................................II-73
      Ubi Soft Unveils Tom Clancy’s Splinter Cell ...................... II-63                             Table 26: World Historic Review for Traditional Toys by
      LucasArts Launches Star Wars Bounty Hunter .................... II-63                                Geographic Region – US, Canada, Japan, Europe, Asia-Pacific
      Capcom Launches Steel Battalion Bundle............................ II-63                             (excluding Japan), Latin America and Rest of World Markets
      MGA Entertainment Unveils a New Line of                                                              Independently Analyzed with Annual Demand Figures
        Fashion Dolls.................................................................... II-63            in US$ Million for Years 1991 through 2000 (includes
      Digeo and Charter Communication Launch                                                               corresponding Graph/Chart)................................................II-73
        Interactive Games ............................................................. II-63
                                                                                                           Table 27: World 20-Year Perspective for Traditional Toys by
                                                                                                           Geographic Region – Percentage Breakdown of Dollar
10. Focus on Select Global Players ...................................... II-65                            Demand for US, Canada, Japan, Europe, Asia-Pacific
      Action Performance Companies Inc. (US) ........................... II-65                             (excluding Japan), Latin America and Rest of World Markets
      Activision, Inc. (US) ............................................................ II-65             for Years 1991,1995, 2005, and 2010 (includes
      Bandai Co., Ltd. (Japan)....................................................... II-65                corresponding Graph/Chart)................................................II-74


                                        TOYS AND GAMES - A GLOBAL STRATEGIC BUSINESS REPORT 01/06                                                                                         Page 4
                                    This Report Is Protected With Digital Watermarks. Copyrights per US & ICC protocols.
             This Document May Not Be Printed, Copied or Distributed Outside Your Organization in Any Form Without Our Express Written Permission
TOYS AND GAMES                                                                                                                                                   MCP-2778
A GLOBAL STRATEGIC BUSINESS REPORT


                                                                                   CONTENTS
   Table 28: World Recent Past, Current and Future Analysis for                                 Table 37: World Recent Past, Current and Future Analysis for
   Games/Puzzles by Geographic Region- US, Canada, Japan,                                       Dolls/Action Figures by Geographic Region- US, Canada,
   Europe, Asia-Pacific (excluding Japan), Latin America and                                    Japan, Europe, Asia-Pacific (excluding Japan), Latin America
   Rest of World Markets Independently Analyzed with Annual                                     and Rest of World Markets Independently Analyzed with Annual
   Demand Figures in US$ Million for Years 2001 through 2010                                    Demand Figures in US$ Million for Years 2001 through 2010
   (includes corresponding Graph/Chart) ................................ II-75                  (includes corresponding Graph/Chart) ................................II-81
   Table 29: World Historic Review for Games/Puzzles by                                         Table 38: World Historic Review for Dolls/Action Figures by
   Geographic Region – US, Canada, Japan, Europe, Asia-Pacific                                  Geographic Region – US, Canada, Japan, Europe, Asia-Pacific
   (excluding Japan), Latin America and Rest of World Markets                                   (excluding Japan), Latin America and Rest of World Markets
   Independently Analyzed with Annual Demand Figures                                            Independently Analyzed with Annual Demand Figures
   in US$ Million for Years 1991 through 2000 (includes                                         in US$ Million for Years 1991 through 2000 (includes
   corresponding Graph/Chart) ............................................... II-75             corresponding Graph/Chart)................................................II-81
   Table 30: World 20-Year Perspective for Games/Puzzles by                                     Table 39: World 20-Year Perspective for Dolls/Action Figures
   Geographic Region – Percentage Breakdown of Dollar                                           by Geographic Region – Percentage Breakdown of Dollar
   Demand for US, Canada, Japan, Europe, Asia-Pacific                                           Demand for US, Canada, Japan, Europe, Asia-Pacific
   (excluding Japan), Latin America and Rest of World                                           (excluding Japan), Latin America and Rest of World Markets
   Markets for Years 1991,1995, 2005, and 2010 (includes                                        for Years 1991,1995, 2005, and 2010 (includes
   corresponding Graph/Chart) ............................................... II-76             corresponding Graph/Chart)................................................II-82
   Table 31: World Recent Past, Current and Future Analysis for                                 Table 40: World Recent Past, Current and Future Analysis
   Infant/Preschool Toys by Geographic Region- US, Canada,                                      for Vehicles/Ride Ons by Geographic Region- US,
   Japan, Europe, Asia-Pacific (excluding Japan), Latin America                                 Canada, Japan, Europe, Asia-Pacific (excluding Japan),
   and Rest of World Markets Independently Analyzed with Annual                                 Latin America and Rest of World Markets Independently
   Demand Figures in US$ Million for Years 2001 through 2010                                    Analyzed with Annual Demand Figures in US$ Million
   (includes corresponding Graph/Chart) ................................ II-77                  for Years 2001 through 2010 (includes corresponding
                                                                                                Graph/Chart)........................................................................II-83
   Table 32: World Historic Review for Infant/Preschool Toys by
   Geographic Region – US, Canada, Japan, Europe, Asia-Pacific                                  Table 41: World Historic Review for Vehicles/Ride Ons by
   (excluding Japan), Latin America and Rest of World Markets                                   Geographic Region – US, Canada, Japan, Europe, Asia-Pacific
   Independently Analyzed with Annual Demand Figures                                            (excluding Japan), Latin America and Rest of World Markets
   in US$ Million for Years 1991 through 2000 (includes                                         Independently Analyzed with Annual Demand Figures
   corresponding Graph/Chart) ............................................... II-77             in US$ Million for Years 1991 through 2000 (includes
                                                                                                corresponding Graph/Chart)................................................II-83
   Table 33: World 20-Year Perspective for of Infant/Preschool
   Toys by Geographic Region – Percentage Breakdown of Dollar                                   Table 42: World 20-Year Perspective for of Vehicles/Ride Ons
   Demand for US, Canada, Japan, Europe, Asia-Pacific                                           by Geographic Region – Percentage Breakdown of Dollar
   (excluding Japan), Latin America and Rest of World Markets                                   Demand for US, Canada, Japan, Europe, Asia-Pacific
   for Years 1991,1995, 2005, and 2010 (includes                                                (excluding Japan), Latin America and Rest of World Markets
   corresponding Graph/Chart) ............................................... II-78             for Years 1991,1995, 2005, and 2010 (includes
                                                                                                corresponding Graph/Chart)................................................II-84
   Table 34: World Recent Past, Current and Future Analysis for of
   Activity/Construction Toys by Geographic Region- US, Canada,                                 Table 43: World Recent Past, Current and Future Analysis for
   Japan, Europe, Asia-Pacific (excluding Japan), Latin America                                 Soft/Plush Toys by Geographic Region- US, Canada, Japan,
   and Rest of World Markets Independently Analyzed with Annual                                 Europe, Asia-Pacific (excluding Japan), Latin America and
   Demand Figures in US$ Million for Years 2001 through 2010                                    Rest of World Markets Independently Analyzed with Annual
   (includes corresponding Graph/Chart) ................................ II-79                  Demand Figures in US$ Million for Years 2001 through 2010
                                                                                                (includes corresponding Graph/Chart) ................................II-85
   Table 35: World Historic Review for Demand of Activity/
   Construction Toys by Geographic Region – US, Canada,                                         Table 44: World Historic Review for Soft/Plush Toys by
   Japan, Europe, Asia-Pacific (excluding Japan),                                               Geographic Region – US, Canada, Japan, Europe, Asia-Pacific
   Latin America and Rest of World Markets Independently                                        (excluding Japan), Latin America and Rest of World Markets
   Analyzed with Annual Demand Figures in US$ Million                                           Independently Analyzed with Annual Demand Figures
   for Years 1991 through 2000 (includes corresponding                                          in US$ Million for Years 1991 through 2000 (includes
   Graph/Chart) ....................................................................... II-79   corresponding Graph/Chart)................................................II-85
   Table 36: World 20-Year Perspective for Activity/Construction                                Table 45: World 20-Year Perspective for Soft/Plush Toys by
   Toys by Geographic Region – Percentage Breakdown of Dollar                                   Geographic Region – Percentage Breakdown of Dollar
   Demand for US, Canada, Japan, Europe, Asia-Pacific                                           Demand for US, Canada, Japan, Europe, Asia-Pacific
   (excluding Japan), Latin America and Rest of World Markets                                   (excluding Japan), Latin America and Rest of World Markets
   for Years 1991,1995, 2005, and 2010 (includes                                                for Years 1991,1995, 2005, and 2010 (includes corresponding
   corresponding Graph/Chart) ............................................... II-80             Graph/Chart)........................................................................II-86


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                                                                                   CONTENTS
   Table 46: World Recent Past, Current and Future Analysis for                                 III. MARKET
   Other Toys and Games by Geographic Region- US, Canada,
   Japan, Europe, Asia-Pacific (excluding Japan), Latin America
                                                                                                 1. The United States ...............................................................III-1
   and Rest of World Markets Independently Analyzed with Annual
   Demand Figures in US$ Million for Years 2001 through 2010                                           A. Market Analysis .............................................................. III-1
   (includes corresponding Graph/Chart) ................................ II-87                             The US Market – Trailblazing Ahead............................ III-1
                                                                                                             Market Structure ........................................................ III-1
   Table 47: World Historic Review for Other Toys and Games by                                             Current and Future Analysis.......................................... III-1
   Geographic Region – US, Canada, Japan, Europe, Asia-Pacific                                             Trends Mapping the Future ........................................... III-2
   (excluding Japan), Latin America and Rest of World Markets                                                Cyclical Nature of the US Toy Industry..................... III-2
   Independently Analyzed with Annual Demand Figures                                                           US Market for Toys and Games (2004 E): Breakup of
   in US$ Million for Years 1991 through 2000 (includes                                                          12 Most Popular Toys by Manufacturers – Cranium,
   corresponding Graph/Chart) ............................................... II-87                                Mattel, SpinMaster, MGA Entertainment, Play
   Table 48: World 20-Year Perspective for Other Toys and Games                                                      Along, Fisher-Price, JAKKS Pacific Inc,
   by Geographic Region – Percentage Breakdown of Dollar                                                               Radica Games Ltd, Bandai Co. Ltd,
   Demand for US, Canada, Japan, Europe, Asia-Pacific                                                                   Hasbro and Vtech Holdings .................... III-2
   (excluding Japan), Latin America and Rest of World Markets                                                Ethnic Groups and Multicultural Toys ....................... III-3
   for Years 1991,1995, 2005, and 2010 (includes                                                             The China Factor ....................................................... III-3
   corresponding Graph/Chart) ............................................... II-88
                                                                                                                  Table 55: US Toys Imports (2002-2004): Percentage
   Table 49: World Recent Past, Current and Future Analysis                                                       Share Breakdown by Supplier – China, Japan, Mexico,
   for Video/Computer Games by Geographic Region- US,                                                             Taiwan and Hong Kong (includes corresponding
   Canada, Japan, Europe, Asia-Pacific (excluding Japan),                                                         Graph/Chart).......................................................... III-3
   Latin America and Rest of World Markets Independently                                                       Declining Costs of Imported Products ....................... III-4
   Analyzed with Annual Demand Figures in US$ Million
                                                                                                               “Entertoyment” ......................................................... III-4
   for Years 2001 through 2010 (includes corresponding
                                                                                                               Traditional Toys Still Game....................................... III-4
   Graph/Chart) ....................................................................... II-89
                                                                                                                  Table 56: US Market for Traditional Toys (2004 E):
   Table 50: World Historic Review for Video/Computer Games by
                                                                                                                  Percentage Share Breakdown by Leading Brands -
   Geographic Region – US, Canada, Japan, Europe, Asia-Pacific
                                                                                                                  Thomas & Friends, JoyRide & Ertl, John Deere,
   (excluding Japan), Latin America and Rest of World Markets
                                                                                                                  NASCAR, Lamaze & Eden and Others (includes
   Independently Analyzed with Annual Demand Figures
                                                                                                                  corresponding Graph/Chart).................................. III-4
   in US$ Million for Years 1991 through 2000 (includes
   corresponding Graph/Chart) ............................................... II-89                            Consumer’s Gifting Habits Drive Doll Sales ............. III-5
   Table 51: World 20-Year Perspective for Video/Computer                                                         Table 57: US Market for Toys and Games (2004 E):
   Games by Geographic Region – Percentage Breakdown of                                                           Percentage Share Breakdown of Dollars Spent by
   Dollar Demand for US, Canada, Japan, Europe,                                                                   Grandparents on Leading Retailers - Wal-Mart, Toys 'R
   Asia-Pacific (excluding Japan), Latin America and                                                              Us, Target, Kmart, KB Toys and Other Retailers
   Rest of World Markets for Years 1991,1995, 2005, and                                                           (includes corresponding Graph/Chart) .................. III-5
   2010 (includes corresponding Graph/Chart) ....................... II-90
                                                                                                               Violent Videogames Add to the Concern of Parents .. III-5
   Table 52: World Recent Past, Current and Future Analysis for                                                  US Market for Video Games (2005E QI): Ranking by
   Console Games by Geographic Region- US, Canada, Japan,                                                          Video Games Titles by Unit Sales - PS2 Gran
   Europe, Asia-Pacific (excluding Japan), Latin America and                                                         Turismo 4, PS2 Grand Theft Auto: San Andreas
   Rest of World Markets Independently Analyzed with Annual                                                            GCN Resident Evil 4, PS2 MVP Baseball 2005,
   Demand Figures in US$ Million for Years 2001 through 2010                                                            GBA Zelda: The Minish Cap PS2 Mercenaries,
   (includes corresponding Graph/Chart) ................................ II-91                                            XBX Mercenaries, PS2 NBA Street V3,
                                                                                                                            NDS Super Mario 64 DS And XBX MVP
   Table 53: World Historic Review for Console Games by                                                                       Baseball 2005.................................... III-6
   Geographic Region – US, Canada, Japan, Europe, Asia-Pacific                                                   US Market for Video Games (2004 E): Ranking by
   (excluding Japan), Latin America and Rest of World Markets                                                      Video Games Titles by Unit Sales - Grand Theft
   Independently Analyzed with Annual Demand Figures                                                                 Auto: San Andreas, Halo 2, Madden NFL 2005,
   in US$ Million for Years 1991 through 2000 (includes                                                                ESPN NFL 2K5, Need For Speed: Underground
   corresponding Graph/Chart) ............................................... II-91                                     2, Pokemon Fire Red W/ Adapter, NBA Live
   Table 54: World 20-Year Perspective for Console Games by                                                               2005, Spider-Man: The Movie 2, Halo and
   Geographic Region – Percentage Breakdown of Dollar                                                                       ESPN NFL 2K5 ................................... III-7
   Demand for US, Canada, Japan, Europe, Asia-Pacific                                                          Supply Chain Analysis............................................... III-7
   (excluding Japan), Latin America and Rest of World                                                          All Old Things Become New Again .......................... III-7
   Markets for Years 1991,1995, 2005, and 2010 (includes                                                       Games Become More Family-Oriented...................... III-8
   corresponding Graph/Chart) ............................................... II-92                            Continued Expansion ................................................. III-8


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                                                                                CONTENTS
              Table 58: US Console Software Market (2005E):                                  2. Canada ................................................................................III-41
              Percentage Share Breakdown by Platform –                                             A. Market Analytics ........................................................... III-41
              PlayStation2, Xbox and GameCube (includes                                                Market Overview......................................................... III-41
              corresponding Graph/Chart)...................................III-9
                                                                                                       Current and Future Analysis........................................ III-41
         Consumer Product Companies Develop Branded                                                    Factors Affecting Demand........................................... III-42
           Electronic Games ....................................................III-9                    Affluence Levels...................................................... III-42
        Competitive Scenario .....................................................III-9                  Expenditure Incurred on Leisure and Education ...... III-42
         Toys and Games .........................................................III-9                   Child Population ...................................................... III-42
              Table 59: US Toys & Games Market (2005 E): Percentage                                    Competitive Scenario .................................................. III-43
              Share Breakdown of Value Sales by Leading Players –                                        Canadian Dolls......................................................... III-43
              Mattel, Hasbro, Nintendo, Sony, Ty, and Others
              (includes corresponding Graph/Chart) .................III-10                                     Table 65: Canadian Market for Dolls (2005E):
                                                                                                               Percentage Share Breakdown of Sales by Leading
           Distribution and Retailing in US Toy Market ...........III-10                                       Players- Mattel, Hasbro, Bandai, Irwin Toys, Mega
              Table 60: World Market for Toys (2003-2005): Percentage                                          Bloks, Corolle and Others (includes corresponding
              Share Breakdown of Value Sales by Retail Channel –                                               Graph/Chart)........................................................ III-43
              Mass Merchant/Discount, Toy Stores, Electronic Video,
                                                                                                            Activity/Construction............................................... III-43
              Specialty Stores, Direct Mail/Pure E-Tailer, Food/Drug
              Stores, Department/Major Chains and Others                                                       Table 66: Canadian Activity/Construction Toys Market
              (includes corresponding Graph/Chart) .................III-11                                     (2005E): Percentage Share Breakdown of Value Sales
           Leading Retailers ......................................................III-12                      by Leading Players- Lego, Mega Bloks, Playmobil,
                                                                                                               Vecta Blocks, Brio, Alary Games, and Others
              Table 61: US Toys and Games Market (2004 & 2005):                                                (includes corresponding Graph/Chart) ................ III-43
              Percentage Share Breakdown by Leading Retailers –Wal-
              Mart, Toys ‘R Us, Target, K-Mart, KBToys, Michaels’,                                          Indoor Games........................................................... III-44
              Meijer, Big Lot, Shopko, Wal-Greens and Others                                                   Table 67: Canadian Indoor Games Market (2005 E):
              (includes corresponding Graph/Chart) .................III-12                                     Percentage Share Breakdown of Value Sales by
       Leading Players............................................................III-12                       Leading Players - Hasbro, Stewart House, Wrebbit,
       Leading Players in the Online Toys Market .................III-15                                       Zibbers and Others (includes corresponding
       Historic Review............................................................III-17                       Graph/Chart)........................................................ III-44
       Recent Industry Activity ..............................................III-17                        Infant/Pre-School ..................................................... III-44
       Product Innovations/Introductions ...............................III-27
                                                                                                               Table 68: Canadian Infant/Pre-School Games Market
   B. Market Analytics ............................................................III-38
                                                                                                               (2005E): Percentage Share Breakdown of Value Sales
        Table 62: US Recent Past, Current and Future Analysis for                                              by Leading Players- Fisher Price/Mattel, Hasbro,
        Toys and Games by Product Category/Segment- Traditional                                                Kooshies Baby, Kids Motion, International Playthings,
        Toys (Games/Puzzles, Infant/Preschool, Activity/Construction                                           Zibbers, and Otherss (includes corresponding
        Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush                                              Graph/Chart)........................................................ III-44
        Toys, Other Toys and Games); Video/Computer Games;
                                                                                                            Model-Wheeled Vehicles......................................... III-45
        and Console Games Independently Analyzed with Annual
        Demand Figures in US$ Million for Years 2001 through                                                   Table 69: Canadian Model-Wheeled Vehicles Market
        2010 (includes corresponding Graph/Chart) ...............III-38                                        (2005E): Percentage Share Breakdown of Value Sales
                                                                                                               by Leading Players- Mattel, Spin Masters, KSM
        Table 63: US Historic Review for Toys and Games by
                                                                                                               KOBAL, Zibbers, Borgfeldt Canada, Grand Toys,
        Product Category/Segment- Traditional Toys (Games/Puzzles,
                                                                                                               and Others (includes corresponding
        Infant/Preschool, Activity/Construction Toys, Dolls/Action
                                                                                                               Graph/Chart)........................................................ III-45
        Figures, Vehicles/Ride Ons, Soft/Plush Toys, Other Toys
        and Games); Video/Computer Games; and Console Games                                                 Soft/Plush Toys........................................................ III-45
        Independently Analyzed with Annual Demand Figures
        in US$ Million for Years 1991 through 2000                                                             Table 70: Canadian Soft/Plush Toys Market (2005E):
        (includes corresponding Graph/Chart) ........................III-39                                    Percentage Share Breakdown of Value Sales by
                                                                                                               Leading Players- Hasbro, Mattel, Rainbow Fun,
        Table 64: US 20-Year Perspective for Toys and Games by                                                 Kids Motion, and Others (includes corresponding
        Product Category/Segment– Percentage Breakdown of                                                      Graph/Chart)........................................................ III-45
        Dollar Demand for Traditional Toys (Games/Puzzles,
        Infant/Preschool, Activity/Construction Toys, Dolls/Action                                          Console Games ........................................................ III-46
        Figures, Vehicles/Ride Ons, Soft/Plush Toys, Other Toys                                                Table 71: Canadian Console Games Market (2005 E):
        and Games); Video/Computer Games; and Console Games                                                    Percentage Share Breakdown of Value Sales by Leading
        for 1991,1995, 2005, and 2010 (includes corresponding                                                  Players - Nintendo, Electronic Arts, THQ, Hasbro and
        Graph/Chart) ...............................................................III-40                     Others (includes corresponding Graph/Chart)..... III-46


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TOYS AND GAMES                                                                                                                                                     MCP-2778
A GLOBAL STRATEGIC BUSINESS REPORT


                                                                                         CONTENTS
                 Computer Games ......................................................III-46          Major Presence of the Global Players in the
                                                                                                        Japanese Market....................................................... III-54
                    Table 72: Canadian Computer Games Market (2005E):
                                                                                                      Factors Influencing the Industry.................................. III-54
                    Percentage Share Breakdown of Sales by Leading
                    Companies- Lucas Arts, Microsoft, Electronic Arts,                                  Levels of Affluence – A Historic Review ................ III-54
                    Havas Interactive, Hasbro Interactive and Otherss                                   Consumer Expenditure on Leisure and Education ... III-55
                    (includes corresponding Graph/Chart) .................III-46                        Child Population ...................................................... III-55
                                                                                                        New Product Developments..................................... III-55
                 Distribution Channels ...............................................III-47          Import Scenario........................................................... III-56
                    Table 73: Canadian Traditional Toys & Games Market                                   Table 78: Japanese Toys Imports (2002-2004):Percentage
                    (2005E): Percentage Share Breakdown of Sales by                                      Share Breakdown by Supplier – China, USA, Taiwan,
                    Distribution Channel - Supermarkets, Toy Specialists,                                Philippines and Thailand (includes corresponding
                    Department Stores, Mail Order, and Others                                            Graph/Chart) ........................................................... III-56
                    (includes corresponding Graph/Chart) .................III-47
                                                                                                      Competitive Scenario .................................................. III-56
                 Console and Computer Games..................................III-47                    Dolls ........................................................................ III-56
                    Table 74: Canadian Console & Computer Games Market                                      Table 79: Japanese Dolls Market (2005E): Percentage
                    (2005E): Percentage Share Breakdown of Sales by Channels                                Share Breakdown of Sales by Leading Players- Medicom,
                    of Distribution- Electronic Retailers, Toy Specialists,                                 Bandai, Sekiguchi, Takara, Iwaya, and Others
                    Audio/Video Specialists, Supermarkets, and Others                                       (includes corresponding Graph/Chart) ................ III-56
                    (includes corresponding Graph/Chart) .................III-47
                                                                                                         Activity/Construction............................................... III-57
           Historic Review............................................................III-48
       B. Market Analytics ............................................................III-48               Table 80: Japanese Activity/Construction Toys Market
                                                                                                            (2005E): Percentage Share Breakdown of Value Sales
             Table 75: Canadian Recent Past, Current and Future                                             by Leading Players- Takara, Lego Japan, Bandai,
             Analysis for Toys and Games by Product Category/Segment-                                       People, and Others (includes corresponding
             Traditional Toys (Games/Puzzles, Infant/Preschool,                                             Graph/Chart)........................................................ III-57
             Activity/Construction Toys, Dolls/Action Figures,
             Vehicles/Ride Ons, Soft/Plush Toys, Other Toys and                                          Indoor Games........................................................... III-57
             Games); Video/Computer Games; and Console Games                                                Table 81: Japanese Indoor Games Market (2005E):
             Independently Analyzed with Annual Demand Figures                                              Percentage Share Breakdown of Sales by Leading
             in US$ Million for Years 2001 through 2010                                                     Players- Epoch, Apollo-sha, Hanayama, People, and
             (includes corresponding Graph/Chart) ........................III-48                            Others (includes corresponding Graph/Chart)..... III-57
             Table 76: Canadian Historic Review for Toys and Games by                                    Infant/Pre-School ..................................................... III-58
             Product Category/Segment- Traditional Toys (Games/Puzzles,
             Infant/Preschool, Activity/Construction Toys, Dolls/Action                                     Table 82: Japanese Infant/Pre-School Toys/Games Market
             Figures, Vehicles/Ride Ons, Soft/Plush Toys, Other Toys                                        (2005E): Percentage Share Breakdown of Sales by Leading
             and Games); Video/Computer Games; and Console Games                                            Players- Bandai, Apollo-sha, People, Combi and
             Independently Analyzed with Annual Demand Figures                                              Others includes corresponding Graph/Chart) ...... III-58
             in US$ Million for Years 1991 through 2000                                                  Model-Wheeled ....................................................... III-58
             (includes corresponding Graph/Chart) ........................III-49
                                                                                                            Table 83: Japanese Model-Wheeled Toys Market
             Table 77: Canadian 20-Year Perspective for Toys and                                            (2005E): Percentage Share Breakdown of Sales by
             Games by Product Category/Segment– Percentage                                                  Leading Players- Tomy, Tamiya, Epoch ,Taiyo Kogyo,
             Breakdown of Dollar Demand for Traditional Toys                                                Nikko and Others (includes corresponding
             (Games/Puzzles, Infant/Preschool, Activity/Construction                                        Graph/Chart)........................................................ III-58
             Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush
             Toys, Other Toys and Games); Video/Computer Games;                                          Soft/Plush Toys........................................................ III-59
             and Console Games for 1991,1995, 2005, and 2010
             (includes corresponding Graph/Chart) ........................III-50                            Table 84: Japanese Soft/Plush Market (2005E):
                                                                                                            Percentage Share Breakdown of Sales by Leading
                                                                                                            Players- Sekiguchi, Bandai, Sun Arrow, Nakajima,
 3. Japan ...................................................................................III-51         Sony Creative, and Others (includes corresponding
       A. Market Analytics ............................................................III-51               Graph/Chart)........................................................ III-59
           Current and Future Analysis.........................................III-51
           Market Overview .........................................................III-51               Console Games ........................................................ III-59
           Consumption Trends ....................................................III-53                    Table 85: Japanese Console Games Market (2005E):
            Classification of Toys and Games in                                                             Percentage Share Breakdown of Value Sales by Leading
               the Japanese Market ..............................................III-53                     Players- Sony, Konami, Nintendo, Capcom, Namco, and
            Categorization by Consumer Segments ....................III-53                                  Others (includes corresponding Graph/Chart)..... III-59


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                                                                                        CONTENTS
                Computer Games ......................................................III-60               Factors Impacting the Market...................................... III-68
                                                                                                            Socio-Economic Factors .......................................... III-68
                   Table 86: Japanese Computer Games Market (2005E):
                                                                                                            Interactive Games and Toys..................................... III-69
                   Percentage Share Breakdown of Sales by Leading
                   Players- Koei, Microsoft, Artdink, Systemsoft,                                         Export-Import Scenario............................................... III-69
                   Imagineer, and Others (includes corresponding                                             Table 92: European Toys and Games Exports (2004 E):
                   Graph/Chart) ........................................................III-60               Percentage Share Breakdown by Major Regions –North
                                                                                                             America, South America, Asia, Japan, Eastern Europe,
           Key Players ..................................................................III-60
                                                                                                             Other European Countries, Australia and Others
           Historic Review............................................................III-61
                                                                                                             (includes corresponding Graph/Chart).................... III-69
           Recent Industry Activity ..............................................III-62
           Select Product Innovations/Introductions.....................III-62                               Table 93: European Toys and Games Imports (2004 E):
       B. Market Analytics ............................................................III-63                Percentage Share Breakdown by Major Regions –North
                                                                                                             America, Asia, Japan, Eastern Europe, Other European
             Table 87: Japanese Recent Past, Current and Future                                              Countries and Others (includes corresponding
             Analysis for Toys and Games by Product Category/Segment-                                        Graph/Chart) ........................................................... III-70
             Traditional Toys (Games/Puzzles, Infant/Preschool,
             Activity/Construction Toys, Dolls/Action Figures,                                            Distribution Channels.................................................. III-70
             Vehicles/Ride Ons, Soft/Plush Toys, Other Toys and                                              Table 94: European Market for Toys and Games (2004 E):
             Games); Video/Computer Games; and Console Games                                                 Percentage Breakdown by Distribution Channels – Toy
             Independently Analyzed with Annual Demand Figures                                               Specialists, Hyper/Supermarkets, General Merchandize,
             in US$ Million for Years 2001 through 2010                                                      Department Stores, Mail Order and Others (includes
             (includes corresponding Graph/Chart) ........................III-63                             corresponding Graph/Chart) ................................... III-70
             Table 88: Japanese Historic Review for Toys and Games by                                     Historic Review........................................................... III-71
             Product Category/Segment- Traditional Toys (Games/Puzzles,                                     Analysis by Geographic Region............................... III-71
             Infant/Preschool, Activity/Construction Toys, Dolls/Action
             Figures, Vehicles/Ride Ons, Soft/Plush Toys, Other Toys                                            Table 95: European Market for Toys and Games (1991-
             and Games); Video/Computer Games; and Console Games                                                2000) – Geographic Regions (France, Germany, Italy,
             Independently Analyzed with Annual Demand Figures                                                  UK, Spain, and Rest of Europe) Ranked by Growth.
             in US$ Million for Years 1991 through 2000                                                         (includes corresponding
             (includes corresponding Graph/Chart) ........................III-64                                Graph/Chart)........................................................ III-71

             Table 89: Japanese 20-Year Perspective for Toys and                                             Analysis by Product Categories/Segments ............... III-71
             Games by Product Category/Segment– Percentage                                                      Table 96: European Market for Toys and Games (1991-
             Breakdown of Dollar Demand for Traditional Toys                                                    2000)– Product Segments [Traditional Toys (Games/
             (Games/Puzzles, Infant/Preschool, Activity/Construction                                            Puzzles, Infant/Preschool Activity/Construction Toys,
             Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush                                          Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush
             Toys, Other Toys and Games); Video/Computer Games;                                                 Toys, Other Toys and Games); Video/Computer
             and Console Games for 1991,1995, 2005, and 2010                                                    Games; and Console Games] Ranked by Growth.
             (includes corresponding Graph/Chart) ........................III-65                                (includes corresponding Graph/Chart) ................ III-72

 4. Europe .................................................................................III-66   B. Market Analytics ........................................................... III-72
       A. Market Analysis .............................................................III-66             Table 97: European Recent Past, Current and Future
           Market Overview .........................................................III-66                Analysis for Toys and Games by Geographic Region –
           Current and Future Analysis.........................................III-66                     France, Germany, Italy, UK, Spain, and Rest of Europe
            Analysis by Geographic Region ...............................III-66                           Markets Independently Analyzed with Annual Demand
                   Table 90: European Market for Toys and Games                                           Figures in US$ Million for Years 2001 through 2010
                   (2001-2010) – Geographic Regions (France,                                              (includes corresponding Graph/Chart) ....................... III-72
                   Germany, Italy, UK, Spain, and Rest of Europe)                                         Table 98: European Historic Review for Toys and Games by
                   Ranked by Growth. (includes corresponding                                              Geographic Region – France, Germany, Italy, UK, Spain,
                   Graph/Chart) ........................................................III-67            and Rest of Europe Markets Independently Analyzed with
                Analysis by Product Categories/Segments................III-67                             Annual Demand Figures in US$ Million for Years
                                                                                                          1991 through 2000 (includes corresponding
                   Table 91: European Market for Toys and Games (2001-                                    Graph/Chart)............................................................... III-73
                   2010) – Product Segments Traditional Toys (Games/
                   Puzzles, Infant/Preschool, Activity/ Construction Toys,                                Table 99: European 20-Year Perspective for Toys and
                   Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush                                    Games by Geographic Region – Percentage Breakdown of
                   Toys, Other Toys and Games); Video/Computer                                            Dollar Demand for France, Germany, Italy, UK, Spain, and
                   Games; and Console Games] Ranked by Growth.                                            Rest of Europe Markets for Years 1991,1995, 2005,
                   (includes corresponding Graph/Chart) .................III-68                           and 2010 (includes corresponding Graph/Chart)........ III-73


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                                                                                         CONTENTS
              Table 100: European Recent Past, Current and Future                                             Indoor Games........................................................... III-81
              Analysis for Toys and Games by Product Category/Segment-                                           Table 105: French Indoor Games Market (2005E):
              Traditional Toys (Games/Puzzles, Infant/Preschool,                                                 Percentage Share Breakdown of Value Sales by Leading
              Activity/Construction Toys, Dolls/Action Figures,                                                  Manufacturers- Hasbro, Ravensburger, Mattel, Goliath,
              Vehicles/Ride Ons, Soft/Plush Toys, Other Toys
                                                                                                                 Wizards of the Coast, and Others (includes
              and Games); Video/Computer Games; and Console                                                      corresponding Graph/Chart)................................ III-81
              Games Independently Analyzed with Annual
              Demand Figures in US$ Million for Years                                                         Infant/Pre-School ..................................................... III-81
              2001 through 2010 (includes corresponding                                                          Table 106: French Infant/Pre-School Toys Market
              Graph/Chart) ...............................................................III-74                 (2005E): Percentage Share Breakdown of Value Sales
              Table 101: European Historic Review for Toys and Games                                             by Leading Manufacturers- Mattel, Vtech, Playmobil,
              by Product Category/Segment- Traditional Toys                                                      Hasbro, Berchet, and Others (includes corresponding
              (Games/Puzzles, Infant/Preschool, Activity/Construction                                            Graph/Chart)........................................................ III-81
              Toys, Dolls/Action Figures, Vehicles/Ride Ons,                                                  Model-Wheeled ....................................................... III-82
              Soft/Plush Toys, Other Toys and Games); Video/Computer
              Games; and Console Games Independently Analyzed                                                    Table 107: French Model-Wheeled Toys Market
              with Annual Demand Figures in US$ Million for                                                      (2005E): Percentage Share Breakdown of Value Sales
              Years 1991 through 2000 (includes corresponding                                                    by Leading Players- Mattel, Majorette, Tomy, and
              Graph/Chart) ...............................................................III-75                 Others (includes corresponding Graph/Chart)..... III-82
                                                                                                              Soft/Plush................................................................. III-82
              Table 102: European 20-Year Perspective for Demand of
              Toys and Games by Product Category/Segment–                                                        Table 108: French Soft/Plush Toys Market (2005E):
              Percentage Breakdown of Dollar Demand for Traditional                                              Percentage Share Breakdown of Value Sales by Leading
              Toys (Games/Puzzles, Infant/Preschool,                                                             Players- Hasbro, Tomy, Lansay, Mattel, and Others
              Activity/Construction Toys, Dolls/Action Figures,                                                  (includes corresponding Graph/Chart) ................ III-82
              Vehicles/Ride Ons, Soft/Plush Toys, Other Toys and                                              Computer Games ..................................................... III-83
              Games); Video/Computer Games; and Console Games for
              1991,1995, 2005, and 2010 (includes corresponding                                                  Table 109: French Computer Games Market (2005E):
              Graph/Chart) ...............................................................III-76                 Percentage Share Breakdown of Sales by Leading
                                                                                                                 Vendors- Microsoft, Havas Interactive, Atari Inc,
4a. France ..................................................................................III-77              Electronic Arts, and Others (includes corresponding
                                                                                                                 Graph/Chart)........................................................ III-83
        A. Market Analysis .............................................................III-77
            Market Overview .........................................................III-77                   Distribution Channels .............................................. III-83
             Current and Future Analysis .....................................III-77
                                                                                                                 Table 110: French Consoles/Computer Games (2005E):
             Market Overview......................................................III-77                         Percentage Share Breakdown of Sales by Distribution
               Traditional Toys ....................................................III-77                       Channel - Supermarkets, Audio/video Specialists,
                 Traditional Toys Witness Promising Sales                                                        Direct Sales, Electronic Retailers, and Others
                   Despite Market Saturation...............................III-77                                (includes corresponding Graph/Chart) ................ III-83
               Video Games.........................................................III-78
                 Innovation and Creativity Go Hand In Hand ......III-78                                   Distribution Dynamics................................................. III-84
             Market Trends...........................................................III-78               Historic Review........................................................... III-84
               Decline in Toy Consumption.................................III-79                      B. Market Analytics ........................................................... III-85
               The Retail Scenario ...............................................III-79                   Table 111: French Recent Past, Current and Future Analysis
               Intense Competition ..............................................III-80                    for Toys and Games by Product Category/Segment- Traditional
            Competitive Scenario ...................................................III-80                 Toys (Games/Puzzles, Infant/Preschool, activity/Construction
             Dolls ........................................................................III-80          Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush
                                                                                                           Toys, Other Toys and Games); Video/Computer Games; and
                    Table 103: French Dolls/Figures Market (2005E):
                                                                                                           Console Games Independently Analyzed with Annual Demand
                    Percentage Share Breakdown of Value Sales by
                                                                                                           Figures in US$ Million for Years 2001 through 2010
                    Leading Players- Hasbro, Mattel, Berchet, Smoby,
                                                                                                           (includes corresponding Graph/Chart) ....................... III-85
                    Tomy and Others (includes corresponding
                    Graph/Chart) ........................................................III-80            Table 112: French Historic Review for Toys and Games by
                                                                                                           Product Category/Segment- Traditional Toys (Games/Puzzles,
                 Activity/Construction................................................III-80
                                                                                                           Infant/Preschool, Activity/Construction Toys, Dolls/Action
                    Table 104: French Activity/Construction Toys Market                                    Figures, Vehicles/Ride Ons, Soft/Plush Toys, Other Toys
                    (2005E): Percentage Share Breakdown of Value Sales                                     and Games); Video/Computer Games; and Console Games
                    by Leading Players- Lego, Ravensburger, Meccano,                                       Independently Analyzed with Annual Demand Figures
                    Playmobil, Mega Bloks, and Others (includes                                            in US$ Million for Years 1991 through 2000 (includes
                    corresponding Graph/Chart).................................III-80                      corresponding Graph/Chart)....................................... III-86


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                                                                                     CONTENTS
              Table 113: French 20-Year Perspective for Demand of Toys                            4c. Italy ......................................................................................III-94
              and Games by Product Category/Segment– Percentage                                           A. Market Analysis ............................................................ III-94
              Breakdown of Dollar Demand for Traditional Toys                                                 Market Overview......................................................... III-94
              (Games/Puzzles, Infant/Preschool, Activity/Construction
                                                                                                              Current and Future Analysis........................................ III-94
              Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush
                                                                                                              Major Issues ................................................................ III-94
              Toys, Other Toys and Games); Video/Computer Games;
                                                                                                              Demographics ............................................................. III-95
               and Console Games for 1991,1995, 2005, and 2010
              (includes corresponding Graph/Chart) ........................III-87                              Consumer Lifestyle.................................................. III-95
                                                                                                               Seasonality Plays a Major Role................................ III-95
                                                                                                               Consumer Habits and Preferences............................ III-95
4b. Germany .............................................................................III-88
                                                                                                              Competitive Scenario .................................................. III-96
        A. Market Analysis .............................................................III-88                 Dolls/Figures............................................................ III-96
            Market Overview .........................................................III-88
             Current and Future Analysis .....................................III-88                                   Table 119: Italian Dolls/Figures Market (2005E):
             Competitive Scenario................................................III-89                                Percentage Share Breakdown of Value Sales by
               Toys and Games....................................................III-89                                Leading Players- Mattel, Giochi Preziosi, GIG,
                                                                                                                       Hasbro, and Others (includes corresponding
                       Table 114: German Toys and Games Market                                                         Graph/Chart)........................................................ III-96
                       (2005E): Percentage Share Breakdown of Sales by
                       Leading Players- Nintendo, Sony, Hasbro, Lego,                                               Activity/Construction............................................... III-96
                       Mattel, and Others (includes corresponding
                       Graph/Chart).....................................................III-89                         Table 120: Italian Activity/Construction Market
                                                                                                                       (2005E): Percentage Share Breakdown of Value Sales
                    Distribution Channel .............................................III-89                           by Leading Players- Lego, Quercetti, Gammaplast,
                                                                                                                       and Italocremo (includes corresponding
                       Table 115: German Toys and Games Market
                                                                                                                       Graph/Chart)........................................................ III-96
                       (2005E): Percentage Share Breakdown of Value
                       Sales by Distribution Channels - Specialist Toy                                              Indoor Games........................................................... III-97
                       Stores, Department Stores, Supermarkets
                       /Hypermarkets, Variety Stores, and Others                                                       Table 121: Italian Indoor Games Market (2005E):
                       (includes corresponding Graph/Chart)..............III-89                                        Percentage Share Breakdown of Sales by Leading
                                                                                                                       Players- Editrice Giochi, Hasbro, Ravensburger,
            Ravensburger AG – A Major Player ............................III-90                                        and Others (includes corresponding
            Historic Review............................................................III-90                          Graph/Chart)........................................................ III-97
        B. Market Analytics ............................................................III-91
                                                                                                                    Infant/Pre-School Games ......................................... III-97
              Table 116: German Recent Past, Current and Future
              Analysis for Toys and Games by Product Category/Segment-                                                 Table 122: Italian Infant/Pre-School Games Market
              Traditional Toys (Games/Puzzles, Infant/Preschool,                                                       (2005E): Percentage Share Breakdown of Sales by
              Activity/Construction Toys, Dolls/Action Figures,                                                        Leading Players- Artsana, Mattel, Clementoni,
              Vehicles/Ride Ons, Soft/Plush Toys, Other Toys and                                                       and Others (includes corresponding
              Games); Video/Computer Games; and Console Games                                                          Graph/Chart)........................................................ III-97
              Independently Analyzed with Annual Demand Figures                                               Historic Review........................................................... III-97
              in US$ Million for Years 2001 through 2010 (includes                                        B. Market Analytics ........................................................... III-98
              corresponding Graph/Chart)........................................III-91
                                                                                                                 Table 123: Italian Recent Past, Current and Future Analysis
              Table 117: German Historic Review for Toys and Games by                                            for Toys and Games by Product Category/Segment-
              Product category/Segment- Traditional Toys (Games/                                                 Traditional Toys (Games/Puzzles, Infant/Preschool,
              Puzzles, Infant/Preschool, Activity/Construction Toys,                                             Activity/Construction Toys, Dolls/Action Figures,
              Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush Toys,                                          Vehicles/Ride Ons, Soft/Plush Toys, Other Toys and
              Other Toys and Games); Video/Computer Games; and Console                                           Games); Video/Computer Games; and Console Games
              Games Independently Analyzed with Annual Demand                                                    Independently Analyzed with Annual Demand Figures
              Figures in US$ Million for Years 1991 through 2000                                                 in US$ Million for Years 2001 through 2010
              (includes corresponding Graph/Chart) ........................III-92                                (includes corresponding Graph/Chart) ....................... III-98
              Table 118: German 20-Year Perspective for Toys and                                                 Table 124: Italian Historic Review for Toys and Games by
              Games by Product Category/Segment– Percentage                                                      Product Category/Segment- Traditional Toys (Games/
              Breakdown of Dollar Demand for Traditional Toys                                                    Puzzles, Infant/Preschool, Activity/Construction Toys,
              (Games/Puzzles, Infant/Preschool, Activity/Construction                                            Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush Toys,
              Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush                                          Other Toys and Games); Video/Computer Games; and Console
              Toys, Other Toys and Games); Video/Computer Games;                                                 Games Independently Analyzed with Annual Demand
              and Console Games for 1991,1995, 2005, and 2010                                                    Figures in US$ Million for Years 1991 through 2000
              (includes corresponding Graph/Chart) ........................III-93                                (includes corresponding Graph/Chart) ....................... III-99


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                                                                                     CONTENTS
             Table 125: Italian 20-Year Perspective for Toys and Games                                          Table 131: UK Historic Review for Toys and Games by
             by Product Category/Segment– Percentage Breakdown of                                               Product Category/Segment- Traditional Toys (Games/Puzzles,
             Dollar Demand for Traditional Toys (Games/Puzzles,                                                 Infant/Preschool, Activity/Construction Toys, Dolls/Action
             Infant/Preschool, Activity/Construction Toys, Dolls/Action                                         Figures, Vehicles/Ride Ons, Soft/Plush Toys, Other Toys
             Figures, Vehicles/Ride Ons, Soft/Plush Toys, Other Toys                                            and Games); Video/Computer Games; and Console Games
             and Games); Video/Computer Games; and Console Games                                                Independently Analyzed with Annual Demand Figures
             for 1991,1995, 2005, and 2010 (includes corresponding                                              in US$ Million for Years 1991 through 2000
             Graph/Chart) .............................................................III-100                  (includes corresponding Graph/Chart) ..................... III-108
                                                                                                                Table 132: UK 20-Year Perspective for Toys and Games by
4d. United Kingdom .............................................................III-101                         Product Category/Segment– Percentage Breakdown of Dollar
       A. Market Analysis ...........................................................III-101                    Demand for Traditional Toys (Games/Puzzles,
           Snapshots ...................................................................III-101                 Infant/Preschool, Activity/Construction Toys, Dolls/Action
           Market Overview .......................................................III-101                       Figures, Vehicles/Ride Ons, Soft/Plush Toys, Other Toys
             Changing Face of the UK Toy Industry ..................III-101                                     and Games); Video/Computer Games; and Console Games
             The Volatile Toy Market ........................................III-101                            for 1991,1995, 2005, and 2010 (includes corresponding
             Takeover of Domestic Toy Companies...................III-101                                       Graph/Chart)............................................................. III-109
                  Table 126: UK Market for Toys and Games (2003-
                                                                                                  4e. Spain ..................................................................................III-110
                  2005): Percentage Share Breakdown of Value Sales by
                  Leading Manufacturers - Mattel, Hasbro, Vivid                                           A. Market Analysis .......................................................... III-110
                  Imaginations, Lego, Character Options, Tomy,                                                Industry Structure...................................................... III-110
                  Zapf, Smoby, Halsall and Bandai (includes                                                   Current and Future Analysis...................................... III-110
                  corresponding Graph/Chart)...............................III-102                            Factors Influencing the Market.................................. III-110
                                                                                                                Levels of Affluence................................................ III-110
               Distribution Logistics in the UK.............................III-102
                                                                                                                Consumer Expenditure on Education and Leisure . III-111
                  Table 127: UK Market for Traditional Toys and Games                                           Child Population .................................................... III-111
                  (2004 E): Percentage Share Breakdown of Sales by                                            Major Issues .............................................................. III-111
                  Retail Channel - Toy Specialists, Mixed Stores,                                               Sources of Supply .................................................. III-111
                  Catalogue Showroom, Mail Order, Supermarkets,                                                 Legislative Issues ................................................... III-111
                  Department Stores and Others (includes                                                        Piracy..................................................................... III-112
                  corresponding Graph/Chart)...............................III-103                              Consumer Lifestyle................................................ III-112
              The Computer Games Industry ...............................III-103                                Seasonality............................................................. III-112
              Current and Future Analysis ...................................III-104                          Competitive Scenario ................................................ III-112
             Consumer Profile .......................................................III-104                    Activity/Construction............................................. III-112
             Competitive Scenario .................................................III-104                            Table 133: Spanish Activity/Construction Games
               Table 128: UK Toys and Games Market (2005E):                                                           Market (2005E): Percentage Share Breakdown of
               Percentage Breakdown of Sales by Leading Players- Hasbro                                               Sales by Leading Players- Popular de Juguetes,
               UK, Nintendo, Electronic Arts, Sony, Mattel UK, and                                                    Famosa, Lego, Hasbro Iberia, Toyland, and Others
               Others (includes corresponding Graph/Chart) .......III-105                                             (includes corresponding Graph/Chart) .............. III-112
             Distribution Channels.................................................III-105                         Indoor Games......................................................... III-113
               Table 129: UK Traditional Toys and Games Market                                                        Table 134: Spanish Indoor Games Market (2005E):
               (2005E): Percentage Share Breakdown of Value Sales by                                                  Percentage Share Breakdown of Value Sales by Leading
               Distribution Channels - Toy Specialists, Mixed Stores,                                                 Players- Hasbro Iberia, Diset, Mattel Espana, Famosa,
               Catalogue Showroom, Mail Order, Supermarkets, and                                                      Borras Plana and Others (includes corresponding
               Others (includes corresponding Graph/Chart) .......III-105                                             Graph/Chart)...................................................... III-113
                                                                                                                   Infant/Pre-School ................................................... III-113
           Key Players ................................................................III-106
           Historic Review..........................................................III-106                           Table 135: Spanish Infant/Pre-School Games Market
       B. Market Analytics ..........................................................III-107                          (2005E): Percentage Share Breakdown of Value Sales
                                                                                                                      by Leading Players- Hasbro Iberia, Mattel Espana,
             Table 130: UK Recent Past, Current and Future Analysis                                                   Smoby Espana, Chicco Espanola, and Others
             for Toys and Games by Product Category/Segment-                                                          (includes corresponding Graph/Chart) .............. III-113
             Traditional Toys (Games/Puzzles, Infant/Preschool,                                                    Console Games ...................................................... III-114
             Activity/Construction Toys, Dolls/Action Figures,
             Vehicles/Ride Ons, Soft/Plush Toys, Other Toys and                                                       Table 136: Spanish Console Games Market (2005E):
             Games); Video/Computer Games; and Console Games                                                          Percentage Share Breakdown of Value Sales by
             Independently Analyzed with Annual Demand Figures                                                        Leading Players- Sony, Nintendo, and Others
             in US$ Million for Years 2001 through 2010                                                               (includes corresponding Graph/Chart) .............. III-114
             (includes corresponding Graph/Chart) ......................III-107                                 Historic Review......................................................... III-114


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                                                                                     CONTENTS
       B. Market Analytics ..........................................................III-115                  Table 141: Rest of Europe Historic Review for Toys and
                                                                                                              Games by Product Category/Segment- Traditional Toys
             Table 137: Spanish Recent Past, Current and Future                                               (Games/Puzzles, Infant/Preschool, Activity/Construction
             Analysis for Toys and Games by Product Category/Segment-                                         Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush
             Traditional Toys (Games/Puzzles, Infant/Preschool,                                               Toys, Other Toys and Games); Video/Computer Games;
             Activity/Construction Toys, Dolls/Action Figures,                                                and Console Games Independently Analyzed with Annual
             Vehicles/Ride Ons, Soft/Plush Toys, Other Toys and                                               Demand Figures in US$ Million for Years 1991 through
             Games); Video/Computer Games; and Console Games                                                  2000 (includes corresponding Graph/Chart)............. III-124
             Independently Analyzed with Annual Demand Figures
             in US$ Million for Years 2001 through 2010                                                       Table 142: Rest of Europe 20-Year Perspective for Toys and
             (includes corresponding Graph/Chart) ......................III-115                               Games by Product Category/Segment– Percentage
                                                                                                              Breakdown of Dollar Demand for Traditional Toys
             Table 138: Spanish Historic Review for Toys and Games                                            (Games/Puzzles, Infant/Preschool, Activity/Construction
             by Product Category/Segment- Traditional Toys                                                    Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush
             (Games/Puzzles, Infant/Preschool, Activity/Construction                                          Toys, Other Toys and Games); Video/Computer Games;
             Toys, Dolls/Action Figures, Vehicles/Ride Ons,                                                   and Console Games for 1991,1995, 2005, and 2010
             Soft/Plush Toys, Other Toys and Games); Video/                                                   (includes corresponding Graph/Chart) ..................... III-125
             Computer Games; and Console Games Independently
             Analyzed with Annual Demand Figures in US$ Million for                               5. Asia-Pacific.......................................................................III-126
             Years 1991 through 2000 (includes corresponding                                            A. Market Analysis .......................................................... III-126
             Graph/Chart) .............................................................III-116              Market Overview....................................................... III-126
             Table 139: Spanish 20-Year Perspective for Toys and                                            Current and Future Analysis...................................... III-126
             Games by Product Category/Segment– Percentage                                                  Key Markets .............................................................. III-126
             Breakdown of Dollar Demand for Traditional Toys                                                 Australia................................................................. III-126
             (Games/Puzzles, Infant/Preschool, Activity/                                                        Major Issues ....................................................... III-127
             Construction Toys, Dolls/Action Figures, Vehicles/                                                 Competition........................................................ III-127
             Ride Ons, Soft/Plush Toys, Other Toys and Games);                                                    Toys and Games.............................................. III-127
             Video/Computer Games; and Console Games for                                                            Toys and Games Market in Australia (2004 E):
             1991,1995, 2005, and 2010 (includes corresponding                                                        Ranking by 10Most Popular Toys - Hot Wheels
             Graph/Chart) .............................................................III-117                          Die Cast Vehicle, SW Ep3 Coll 1 Bsc Fig Asst,
                                                                                                                           Crayola Gel Pens 20Pk, Fly Wheels, Sticker
4f. Rest of Europe .................................................................III-118                                   Books, SW Ep3 Bsc Lightsaber Asst,
                                                                                                                                 Connector Pens 20Pk, SW Ep3 Coll 2
       A. Market Analytics ..........................................................III-118
                                                                                                                                     Bsc Fig Asst, Thms Tnk Tke Alng Sml
           Current and Future Analysis.......................................III-118                                                   Asst and Nobby Ball ............... III-127
           A Regional Perspective ..............................................III-118                           Activity Toys .................................................. III-128
             Poland.....................................................................III-118                     Toys and Games Market in Australia (2004 E):
               Major Players in the Polish Market .....................III-119                                        Ranking by Leading 10 Activity Toys - Boo-Yah,
               Companies with a Major Presence in                                                                       Body Jewels Light, Mini Mix, Bubble Mix Mini
                 the Polish Toy Market ......................................III-119                                       100MI, Whatever Accessory, Pokeman Key
               Large Polish Toy Manufacturers .........................III-119                                                Rings, Mr Bubbles Lotsa Bubbles, Hip
             Denmark .................................................................III-119                                    Hoop Large, Yotech Asteria Yo-Yo and
             Sweden ...................................................................III-119                                       Light Up Laser Sword................ III-128
             Switzerland .............................................................III-120                     Arts & Crafts................................................... III-128
           Historic Review..........................................................III-120                         Toys and Games Market in Australia (2004 E):
                                                                                                                      Ranking by Leading 10 Arts & Crafts Games -
           Recent Industry Activity ............................................III-120
                                                                                                                        Crayola Gel Pens 20Pk, Sticker Books, Connector
           Select Product Innovations/Introductions...................III-121                                              Pens 20Pk, Laser Stcks Asst, Playdoh Single
           Focus on Select Players..............................................III-123                                       Tub, Connector Pens 10Pk, Stickers Abc
       B. Market Analytics ..........................................................III-123                                     Plain, Clikits Cool Room Catchers,
                                                                                                                                     Marbig Colord Pencils 12K and Dats
             Table 140: Rest of Europe Recent Past, Current and Future
                                                                                                                                       Colour Pencils 24Pk ................ III-128
             Analysis for Toys and Games by Product Category/Segment-
             Traditional Toys (Games/Puzzles, Infant/Preschool,                                              China...................................................................... III-129
             Activity/Construction Toys, Dolls/Action Figures,                                               Hong Kong ............................................................ III-129
             Vehicles/Ride Ons, Soft/Plush Toys, Other Toys and                                                     Table 143: Hong Kong Toys Exports (2004 & 2005):
             Games); Video/Computer Games; and Console Games                                                        Percentage Share Breakdown by Major Regions –
             Independently Analyzed with Annual Demand Figures                                                      USA, EU, UK, Germany, France, Italy, Japan,
             in US$ Million for Years 2001 through 2010                                                             Chinese Mainland and ASEAN (includes
             (includes corresponding Graph/Chart) ......................III-123                                     corresponding Graph/Chart).............................. III-130


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                                                                                   CONTENTS
           Current Market Scenario .....................................III-130                 6. Latin America .................................................................III-139
              Sluggish Growth in the Traditional Toys and                                             A. Market Analytics ......................................................... III-139
                Games Market...............................................III-130                        Current and Future Analysis...................................... III-139
              Fierce Competition Drives the Market.............III-130
                                                                                                           Brazil – A Key Market........................................... III-139
           Network Gaming is the Current Rage..................III-131
                                                                                                              Market Overview................................................ III-139
         India........................................................................III-131
                                                                                                              Factors Affecting the Industry ............................ III-140
           A Few Characteristic traits of the Indian Toy
              Industry............................................................III-131                       Levels of Affluence......................................... III-140
           Market Issues and Trends....................................III-131                                  Consumer Expenditure on Leisure and
              Fragmented Market..........................................III-131                                  Education ..................................................... III-140
              Dumping of Chinese Toys and Games.............III-131                                             Child Population ............................................. III-140
              Price Sensitive Consumers...............................III-132                                 A Positive Outlook on the Cards ........................ III-140
              Toy Market Raring to Go.................................III-132                             Competitive Scenario ................................................ III-141
              Retail Distribution Network in India................III-132                                  Dolls/Figures.......................................................... III-141
              Hiccups In Advertising ....................................III-132                                 Table 147: Leading Players in the Brazilian Dolls/
              Taxation Blues.................................................III-132                             Figures Market (2000): Percentage Breakdown by
           A Review of Video Games Market in India ........III-132                                               Value Sales for Mattel, Brinquedos Estrela,
         New Zealand...........................................................III-133                           Brinquedos Rosita, Grow, Baby Brink, and Others
           Regional Production Activity ..............................III-133                                    (includes corresponding Graph/Chart) .............. III-141
           Consumer Traits ..................................................III-133
           Competitive Analysis ..........................................III-133                             Activity/Construction............................................. III-141
           Marketing Opportunities .....................................III-133                                  Table 148: Brazilian Activity/Construction Market
         South Korea ............................................................III-133                         (2005E): Percentage Share Breakdown of Sales by
           Market Scenario ..................................................III-133                             Leading Manufacturers- Mattel, Lego, Brinquedos
              Importance of Licensed Products.....................III-133                                        Estrela, Grow, Brinquedos Rosita, and Others
              Growing Importance of Educational Products .III-134                                                (includes corresponding Graph/Chart) .............. III-141
              Video Games ...................................................III-134
         Taiwan ....................................................................III-134                   Indoor Games......................................................... III-142
       Key Players ................................................................III-134                       Table 149: Brazilian Indoor Games Market (2005E):
         Playmates Holdings Ltd. (Hong Kong)...................III-134                                           Percentage Share Breakdown of Sales by Leading
         Tarata (New Zealand) .............................................III-135                               Players- Grow, Brinquedos Estrela, Toyster, Xalingo,
         VTech (Hong Kong) ...............................................III-135                                Glasslite, and Others(includes corresponding
       Historic Review..........................................................III-135                          Graph/Chart)...................................................... III-142
   B. Market Analytics ..........................................................III-136                      Infant/Pre-School ................................................... III-142
         Table 144: Asia-Pacific Recent Past, Current and Future                                                 Table 150: Brazilian Infant/Pre-School Games Market
         Analysis for Toys and Games by Product Category/Segment-                                                (2005E): Percentage Share Breakdown of Value Sales
         Traditional Toys (Games/Puzzles, Infant/Preschool, Activity/                                            by Leading Players- Mattel, Brinquedos Estrela,
         Construction Toys, Dolls/Action Figures, Vehicles/Ride Ons,                                             Toyster, Grow, Chicco, and Others (includes
         Soft/Plush Toys, Other Toys and Games); Video/Computer                                                  corresponding Graph/Chart).............................. III-142
         Games; and Console Games Independently Analyzed with
         Annual Demand Figures in US$ Million for Years 2001                                                  Soft/Plush............................................................... III-143
         through 2010 (includes corresponding Graph/Chart) .....III-136                                          Table 151: Brazilian Soft/Plush Toys Market (2005E):
                                                                                                                 Percentage Share Breakdown of Sales by Leading
         Table 145: Asia-Pacific Historic Review for Toys and
                                                                                                                 Players- Gemini, Candide, Maritel, Pop, Semo, and
         Games by Product Category/Segment- Traditional Toys
                                                                                                                 Others (includes corresponding Graph/Chart)... III-143
         (Games/Puzzles, Infant/Preschool, Activity/Construction
         Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush                                            Console Games ...................................................... III-143
         Toys, Other Toys and Games); Video/Computer Games; and
                                                                                                                 Table 152: Brazilian Console Games Market (2005E):
         Console Games Independently Analyzed with Annual
                                                                                                                 Percentage Share Breakdown of Sales by Leading
         Demand Figures in US$ Million for Years 1991 through
                                                                                                                 Players- Gradiente, Sony, Electronic Arts, Sega,
         2000 (includes corresponding Graph/Chart) .............III-137
                                                                                                                 TecToy, and Others (includes corresponding
         Table 146: Asia-Pacific 20-Year Perspective for Toys and                                                Graph/Chart)...................................................... III-143
         Games by Product Category/Segment– Percentage
                                                                                                              Computer Games ................................................... III-144
         Breakdown of Dollar Demand for Traditional Toys
         (Games/Puzzles, Infant/Preschool, Activity/Construction                                                 Table 153: Brazilian Computer Games Market
         Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush                                               (2005E): Percentage Share Breakdown of Value Sales
         Toys, Other Toys and Games); Video/Computer Games; and                                                  by Leading Players- Electronic Arts, Microsoft,
         Console Games for 1991,1995, 2005, and 2010 (includes                                                   Konami, Codemaster, Havas and Others (includes
         corresponding Graph/Chart)......................................III-138                                 corresponding Graph/Chart).............................. III-144


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A GLOBAL STRATEGIC BUSINESS REPORT


                                                                                      CONTENTS
            Chile – High Growth Potential ...................................III-144               7. Rest of World...................................................................III-149
              Market Overview....................................................III-144                   A. Market Analysis .......................................................... III-149
                Video Games Gain Popularity.............................III-144
                                                                                                               Current and Future Analysis...................................... III-149
                Competitive Scenario ..........................................III-144
                                                                                                               Historic Review......................................................... III-149
                Market Structure..................................................III-145
            Mexico – A Fast Moving Market ...............................III-145                           B. Market Analytics ......................................................... III-150
              Toys and Games Gain Momentum .........................III-145
                                                                                                                 Table 157: Rest of World Recent Past, Current and
              Toys Imports Hurting Domestic Manufacturers
                                                                                                                 Future Analysis for Toys and Games by Product
                the Most ..............................................................III-145
                                                                                                                 Category/Segment- Traditional Toys (Games/
            Historic Review..........................................................III-145
                                                                                                                 Puzzles, Infant/Preschool, Activity/Construction Toys,
        B. Market Analytics ..........................................................III-146
                                                                                                                 Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush Toys,
             Table 154: Latin American Recent Past, Current and Future                                           Other Toys and Games); Video/Computer Games;
             Analysis for Toys and Games by Product Category/Segment-                                            and Console Games Independently Analyzed with
             Traditional Toys (Games/Puzzles, Infant/Preschool, Activity/                                        Annual Demand Figures in US$ Million for
             Construction Toys, Dolls/Action Figures, Vehicles/Ride Ons,                                         Years 2001 through 2010 (includes corresponding
             Soft/Plush Toys, Other Toys and Games); Video/Computer                                              Graph/Chart)............................................................. III-150
             Games; and Console Games Independently Analyzed with
             Annual Demand Figures in US$ Million for Years 2001                                                 Table 158: Rest of World Historic Review for Toys and
             through 2010 (includes corresponding Graph/Chart).....III-146                                       Games by Product Category/Segment- Traditional Toys
                                                                                                                 (Games/Puzzles, Infant/Preschool, Activity/Construction
             Table 155: Latin American Historic Review for Toys and
                                                                                                                 Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush
             Games by Product Category/Segment- Traditional Toys
                                                                                                                 Toys, Other Toys and Games); Video/Computer Games;
             (Games/Puzzles, Infant/Preschool, Activity/Construction Toys,
                                                                                                                 and Console Games Independently Analyzed with
             Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush Toys,
                                                                                                                 Annual Demand Figures in US$ Million for
             Other Toys and Games); Video/Computer Games; and Console
                                                                                                                 Years 1991 through 2000 (includes corresponding
             Games Independently Analyzed with Annual Demand
                                                                                                                 Graph/Chart)............................................................. III-151
             Figures in US$ Million for Years 1991 through 2000
             (includes corresponding Graph/Chart) ......................III-147                                  Table 159: Rest of World20-Year Perspective for Toys and
             Table 156: Latin American 20-Year Perspective for Toys                                              Games by Product Category/Segment– Percentage
             and Games by Product Category/Segment– Percentage                                                   Breakdown of Dollar Demand for Traditional Toys
             Breakdown of Dollar Demand for Traditional Toys                                                     (Games/Puzzles, Infant/Preschool, Activity/Construction
             (Games/Puzzles, Infant/Preschool, Activity/Construction                                             Toys, Dolls/Action Figures, Vehicles/Ride Ons,
             Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush                                           Soft/Plush Toys, Other Toys and Games); Video/
             Toys, Other Toys and Games); Video/Computer Games; and                                              Computer Games; and Console Games for 1991,
             Console Games for 1991,1995, 2005, and 2010 (includes                                               1995, 2005, and 2010 (includes corresponding
             corresponding Graph/Chart)......................................III-148                             Graph/Chart)............................................................. III-152


IV. COMPETITION
 1.   3DO Company (USA)............................................................. IV-1          10.   Allan International Holding Ltd. (Hong Kong) ..................... IV-15
 2.   4Kids Entertainment, Inc. (USA) ............................................ IV-2            11.   Altar Interactive (Czech Republic)........................................ IV-16
 3.   Acclaim Entertainment, Inc. (USA) ........................................ IV-5              12.   Ampa Hispania SA (Spain) ................................................... IV-16
 4.   Acranium Productions (Canada) ............................................. IV-8             13.   Amtoys BVBA (Belgium)..................................................... IV-16
 5.   Action Performance Companies, Inc. (USA) .......................... IV-9                     14.   An Shun Ent Co., Ltd. (Taiwan)............................................ IV-17
                                                                                                   15.   Ann Ann, Inc. (Taiwan) ........................................................ IV-17
             Table 160: Annual Sales Analysis: 2002-2004
             (In US$ million) ............................................................. IV-9   16.   Antelope Ent Co., Ltd. (Taiwan)........................................... IV-17
                                                                                                   17.   Argonaut Software Ltd. (UK) ............................................... IV-18
             Table 161: Quarterly Sales Analysis: 2003-2004                                        18.   Aristoplay Ltd. (UK)............................................................. IV-19
             (In US$ million) ........................................................... IV-10
                                                                                                   19.   Artek Productions Ltd. (Hong Kong) .................................... IV-19
             Table 162: Annual Sales Analysis by Segment:                                          20.   AS Tinn-Per (Norway) .......................................................... IV-19
             2003-2004 (In US$ million) ......................................... IV-10            21.   ASS Spielkarten Verlag GmbH (Germany)........................... IV-20
 6. Activision, Inc. (USA) .......................................................... IV-11        22.   Asturia S.C. (Poland) ............................................................ IV-20
             Table 163: Annual Sales Analysis: 2003-2004                                           23.   Asylum Entertainment Ltd. (UK).......................................... IV-20
             (In US$ million) ........................................................... IV-12    24.   Atari, Inc. (USA)................................................................... IV-21
 7. Actual Entertainment, Inc. (USA)......................................... IV-14                             Table 164: Annual Sales Analysis: 2004-2005
 8. Agapia Co., Ltd. (Korea) ...................................................... IV-14                       (In US$ million) ........................................................... IV-22
 9. Aims Ind. Co., Ltd. (Taiwan)................................................ IV-14                      Atari GmbH (Germany) .................................................... IV-24


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                                                                                       CONTENTS
25.   A'topkapi International (France) ........................................... IV-25             72.   CodeMasters (USA) .............................................................. IV-52
26.   Auran (Australia) .................................................................. IV-25     73.   Cognitoy (USA) .................................................................... IV-52
27.   Avalon Interactive Entertainment (Europe) Ltd. (UK).......... IV-26                            74.   Couvat SA (France) .............................................................. IV-53
28.   Auvergne Jouets (France) ..................................................... IV-26           75.   Crave Entertainment, Inc. (USA) .......................................... IV-53
29.   Ballon Bonacker AG (Switzerland) ...................................... IV-26                  76.   Creative Toys Ltd. (Israel) .................................................... IV-54
30.   Bally Wulff Automaten GmbH (Germany)........................... IV-27                          77.   Crown & Andrews Pty., Ltd. (Australia)............................... IV-54
31.   Bam! Entertainment, Inc. (USA)........................................... IV-28                78.   CTI Industries Corporation (USA)........................................ IV-55
32.   Bandai Co., Ltd. (Japan) ....................................................... IV-29         79.   CTO SpA (Italy) ................................................................... IV-56
             Table 165: Annual Sales Analysis: 2003-2004                                             80.   Cyan Worlds, Inc. (USA)...................................................... IV-56
             (In ¥ million)................................................................ IV-30    81.   Daily Charm Industrial Ltd. (Hong Kong) ............................ IV-57
33.   Bartl GmbH (Germany) ........................................................ IV-32            82.   Damert Co. (USA) ................................................................ IV-57
34.   BCF International BV (The Netherlands) ............................. IV-32                     83.   Deadline Games PLC (Denmark).......................................... IV-58
35.   Belltree Fun & Science BV (The Netherlands) ..................... IV-32                        84.   Decrestina Renato, Impresa Individuale (Italy) ..................... IV-58
36.   Benchmark Games, Inc. (USA)............................................. IV-33                 85.   Dekkertoys Ltd. (UK) ........................................................... IV-59
37.   Bethesda Softworks, Inc. (USA) ........................................... IV-33               86.   Deshker Productions (Belgium) ............................................ IV-59
38.   Big Fun SP. Z O.O. (Poland) ................................................ IV-34             87.   Detoa Albrechtice Sro (Czech Republic) .............................. IV-59
39.   Biganzoli Srl (Italy) .............................................................. IV-34     88.   Diamant Toys Ltd. (Israel) .................................................... IV-60
40.   Blank, Akciova Spolecnost (Czech Republic)....................... IV-34                        89.   Didatto Srl (Italy) .................................................................. IV-60
41.   Blizzard Entertainment (USA) .............................................. IV-35              90.   Diset SA (Spain) ................................................................... IV-60
42.   Blue Opal Australia Pty., Ltd. (Australia)............................. IV-35                  91.   Distesa Desarrollo Ind. De Sistemas y Tecn. Educativa SA
43.   Bluebyte Software, Inc. (USA) ............................................. IV-36                    (Spain)................................................................................... IV-61
44.   Bluemoon Interactive (Estonia) ............................................ IV-36              92.   Domarch SL (Loffer) (Spain)................................................ IV-61
45.   Bob Earl Racing, Inc. (USA) ................................................ IV-36             93.   Dr Mapet DO O (Slovenia) ................................................... IV-62
46.   Boss Game Studios (USA).................................................... IV-37              94.   Dr. Rolf hein KG (Germany) ................................................ IV-62
47.   Boxerjam (USA) ................................................................... IV-37       95.   Drzewiarz Ii Spoldzielnia Branzowa (Poland) ...................... IV-62
48.   Brand Trégor Assemblage (France) ...................................... IV-37                  96.   DSI Toys, Inc. (USA)............................................................ IV-63
49.   Brandon’s Video Game Exchange (USA)............................. IV-38                         97.   Dungeon Crawl Software (Canada)....................................... IV-64
50.   Brio AB (Sweden) ................................................................ IV-38        98.   Echowell Electronic Co., Ltd. (Taiwan)................................ IV-64
51.   Broadzest Ind Co., Ltd. (Taiwan).......................................... IV-39               99.   Educational Insights, Inc. (USA)........................................... IV-65
52.   Bronco, S.R.O (Czech Republic) .......................................... IV-39               100.   Efekt D.O.O (Slovenia)......................................................... IV-65
53.   Buddapriya Products (Sri Lanka).......................................... IV-39               101.   EFKO Hracky (Czech Republic)........................................... IV-65
54.   Build Key Manufactory Co., Ltd. (Hong Kong) ................... IV-40                         102.   EGAMES, Inc. (USA)........................................................... IV-66
55.   Bungie (USA) ....................................................................... IV-40    103.   Egosoft (Germany)................................................................ IV-66
56.   Capcom Co., Ltd. (Japan) ..................................................... IV-41          104.   Electronic Arts, Inc. (USA)................................................... IV-67

             Table 166: Annual Sales Analysis: 2003-2004                                                           Table 167: Annual Sales Analysis: 2003-2005
                                                                                                                   (In US$ million) ........................................................... IV-68
             (In US$ million) ........................................................... IV-42
        Capcom Asia Co., Ltd. (Hong Kong)................................ IV-44                     105.   Elli Print, Spol SRO (Czech Republic).................................. IV-73
                                                                                                    106.   Emil Leipold GmbH (Germany) ........................................... IV-73
        Capcom Co., Ltd. (Japan) ................................................. IV-44
                                                                                                    107.   Empire Interactive PLC (London)......................................... IV-74
57.   Carnation Innovations Ltd. (Taiwan) .................................... IV-45
                                                                                                    108.   Enlight Software Ltd. (Hong Kong) ...................................... IV-75
58.   Casa Mora-Viraf SL (Spain) ................................................. IV-45
                                                                                                    109.   Epsitec SA (Switzerland) ...................................................... IV-76
59.   Cassidy Brothers PLC (UK).................................................. IV-46
                                                                                                    110.   Equity Marketing, Inc. (USA) ............................................... IV-77
60.   Cauldron Ltd. (Slovakia)....................................................... IV-46
                                                                                                    111.   ESP Software (UK)............................................................... IV-78
61.   Centresoft Ltd. (UK) ............................................................. IV-47      112.   Etablissement P. Michel (France).......................................... IV-78
62.   Centuri Corporation (USA)................................................... IV-47            113.   Everdidac International (Spain)............................................. IV-78
63.   CH Products (USA) .............................................................. IV-48        114.   Exx, Inc. (USA) .................................................................... IV-79
64.   Chang Yu Electronics Co., Ltd. (Taiwan)............................. IV-49                    115.   Farago & Co (Australia) Pty., Limited (Australia) ................ IV-79
65.   Chi Holding, Inc. (USA) ....................................................... IV-49         116.   Feuerberg Plastics Ltd. (Israel) ............................................. IV-80
66.   Chia Mun Toy Co., Ltd. (Taiwan)......................................... IV-49                117.   Firaxis Games (USA)............................................................ IV-80
67.   Child Friend Wood Toys Co., Ltd. (Taiwan) ........................ IV-50                      118.   Fjeld & Halvorsen A/S (Norway).......................................... IV-81
68.   City Toys & Gift Co., Ltd. (Thailand)................................... IV-50                119.   Flight Avionics Ltd. (UK)..................................................... IV-81
69.   Classic Chess And Games, Inc. (USA) ................................. IV-50                   120.   Flipside, Inc. (USA) .............................................................. IV-82
70.   Clementoni SpA (Italy)......................................................... IV-51         121.   France Jouets (France) .......................................................... IV-82
71.   Co Wise Ent Co., Ltd. (Taiwan)............................................ IV-51              122.   Franz Dumke Spielefabrik (Germany) .................................. IV-83


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                                                                                       CONTENTS
123. Franz Schneider GmbH & CO. KG Spielwarenfabrik                                                 156.   iEntertainment Network, Inc. (USA)................................... IV-108
     (Germany)............................................................................. IV-83   157.   IGN Entertainment, Inc. (USA)........................................... IV-109
124. Full Wisdom Enterprise Co., Ltd. (Taiwan) .......................... IV-84                     158.   Il Brunellesco, Snc (Italy) ................................................... IV-110
125. Funcom GmbH (Switzerland) ............................................... IV-84                159.   IMV Plastics Pty., Ltd. (Australia)...................................... IV-110
126. Gakken Co., Ltd. (Japan) ...................................................... IV-85          160.   Innovative Products Development Ltd. (UAE) ................... IV-110
127. Gamecity GmbH (Switzerland)............................................. IV-85                 161.   Interact Accessories, Inc. (USA) ......................................... IV-111
128. Games Workshop Group PLC (UK) ..................................... IV-86                      162.   Interplay Entertainment Corporation (USA) ....................... IV-112
129. Gameworld Technologies, Inc. (USA).................................. IV-87                     163.   Isratoys Ltd. (Israel) ............................................................ IV-114
130. Geko Belo Kypro Ltd. (Cyprus)............................................ IV-87                164.   Italfama, Snc (Di A Marsili & C) (Italy) ............................. IV-114
131. Genius Toy Taiwan Co., Ltd. (Taiwan) ................................ IV-87                    165.   Jakks Pacific, Inc. (USA) .................................................... IV-115
132. Gigawatt Studios (USA) ....................................................... IV-88                         Table 176: Half Yearly Sales Analysis: 2004-2005 (H1)
133. Giochi Preziosi SpA (Italy)................................................... IV-88                         (In US$ million) ......................................................... IV-115
134. GKB CCTV Co., Ltd. (Taiwan)............................................ IV-89
                                                                                                                  Table 177: Half-Yearly Sales Analysis by Segment:
135. Gniadek Adam Wytwornia Szachow (Poland)...................... IV-89                                          2004-2005 (H1) (In US$ million) ............................... IV-115
136. Goldpfeil Aktiengesellschaft (Germany) .............................. IV-89
                                                                                                                  Table 178: Half-Yearly Sales Analysis by Geographic
137. Goldsieber Spiele Georg Reulein GmbH & Co. KG                                                                Region: 2004-2005 (H1) (In US$ million).................. IV-116
     (Germany)............................................................................. IV-90
138. Goldwiz Holdings Limited (Hong Kong).............................. IV-90                                     Table 179: Half-Yearly Sales Analysis by Product
                                                                                                                  Group: 2004-2005 (H1) (In US$ million) .................. IV-116
139. Gosling Games (Ireland)....................................................... IV-90
140. GPS Cavicchi Srl (Italy) ....................................................... IV-91                       Table 180: Annual Sales Analysis: 2003-2004
141. Granna Sp. Z O.O. (Poland).................................................. IV-91                           (In US$ million) ......................................................... IV-116
142. Great Ball Ent Co., Ltd . (Taiwan)........................................ IV-92                             Table 181: Quarterly Sales Analysis: 2003-2004
143. Habe International Ltd. (Hong Kong) ................................... IV-92                                (In US$ million) ......................................................... IV-116
144. Han-Yen Publishing Co., Ltd. (Taiwan) ............................... IV-92                                  Table 182: Annual Sales Analysis by Segment:
145. Hasbro, Inc. (USA) ............................................................... IV-93                     2003-2004 (In US$ million) ....................................... IV-117
              Table 168: Half Yearly Sales Analysis: 2004-2005 (H1)                                               Table 183: Annual Sales Analysis by Geographic
              (In US$ million) ........................................................... IV-95                  Region: 2003-2004 (In US$ million) .......................... IV-117
              Table 169: Half-Yearly Sales Analysis by Segment:                                                   Table 184: Annual Sales Analysis by Product Group:
              2004-2005 (H1) (In US$ million)................................. IV-95                              2003-2004 (In US$ million) ....................................... IV-117
              Table 170: Half-Yearly Sales Analysis by Product:                                     166.   Jaleco Entertainment (USA)................................................ IV-119
              2004-2005 (H1) (In US$ million)................................. IV-96                167.   Janex international, Inc. (USA) ........................................... IV-120
              Table 171: Annual Sales Analysis: 2003-2004                                           168.   Jean-Marc Bertrand Sprl (Belgium) .................................... IV-120
              (In US$ million) ........................................................... IV-96    169.   Jenny Cheau Ind Co., Ltd. (Taiwan) ................................... IV-121
                                                                                                    170.   Jesmar SA (Spain)............................................................... IV-121
              Table 172: Quarterly Sales Analysis: 2003-2004
              (In US$ million) ........................................................... IV-96    171.   Jinn Dah Ind. Plastic Co., Ltd. (Taiwan) ............................. IV-121
                                                                                                    172.   Joker AG (Switzerland)....................................................... IV-122
              Table 173: Annual Sales Analysis by Segment:
                                                                                                    173.   Jouan Pierre Robert (France)............................................... IV-122
              2003-2004 (In US$ million) ......................................... IV-96
                                                                                                    174.   Jowood Productions Software AG (Austria) ....................... IV-122
              Table 174: Annual Sales Analysis by Product:                                          175.   Joyland Pty., Ltd. (Australia) .............................................. IV-123
              2003-2004 (In US$ million) ......................................... IV-97            176.   Juguetes Cayro, SL (Spain)................................................. IV-123
              Table 175: Annual Sales Analysis by Geographic                                        177.   Jumbo International (The Netherlands) ............................... IV-123
              Region: 2003-2004 (In US$ million)............................ IV-97                  178.   Kayak Interactive (USA)..................................................... IV-124
          Hasbro BV (Netherlands) ............................................... IV-100            179.   Kibri Spielwarenfabrik GmbH (Germany) .......................... IV-126
          Hasbro UK Ltd. (United Kingdom) ................................ IV-100                   180.   Kimble Manufacturing Ltd. (Ireland).................................. IV-127
146.   Henderson McPherson Pty., Ltd. (Australia)....................... IV-101                     181.   Knobel-Hans Bertelsen GmbH (Germany).......................... IV-127
147.   Herald Holdings Limited (Bermuda) .................................. IV-102                  182.   Kod Kod Personnel Services Ltd. (Israel) ........................... IV-128
148.   Hermann Rossberg GmbH & Co.KG (Germany)................ IV-103                               183.   Koei Corporation (USA) ..................................................... IV-128
149.   Hess-Holzspielzeug (Germany) .......................................... IV-104               184.   Konami Corporation (Japan)............................................... IV-129
150.   Hit CZ S R O - Podebradska Papirna (Czech Republic)...... IV-104                                           Table 185: Annual Sales Analysis: 2003-2005
151.   Hopstech Industries Limited (Hong Kong) ......................... IV-105                                   (In ¥ million) .............................................................. IV-131
152.   House Of Marbles (France)................................................. IV-106                          Table 186: Annual Sales Analysis by Segment:
153.   Hudson Soft Company Limited (Japan) .............................. IV-106                                  2004-2005 (In ¥ million) ............................................ IV-131
154.   Id Software, Inc. (USA) ...................................................... IV-107                      Table 187: Annual Sales Analysis by Segment:
155.   Idir Freres, SNC (Algeria) .................................................. IV-107                       2004-2005 (In ¥ million) ............................................ IV-131


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              Table 188: Annual Sales Analysis by Segment:                                         212.   Monte Cristo Multimedia (France)...................................... IV-176
              2003-2004 (In ¥ million) ............................................ IV-131         213.   Moraffware (USA) .............................................................. IV-177
              Table 189: Annual Sales Analysis by Segment:                                         214.   MVP Software (USA) ......................................................... IV-177
              2003-2004 (In ¥ million) ............................................ IV-132         215.   Namco Ltd. (Japan)............................................................. IV-178
         Konami Of America, Inc. (USA) .................................... IV-132                          Namco Europe Ltd. (UK)................................................ IV-179
185.   Krakpol SA (Poland)........................................................... IV-133                Namco Hometek, Inc. (USA).......................................... IV-180
186.   Kuang Cheng Ind Co., Ltd. (Taiwan).................................. IV-133                 216.   Neuron Entertainment, Inc. (USA)...................................... IV-181
187.   LA Manufacture Bernoise (Switzerland) ............................ IV-133                   217.   Neversoft Entertainment (USA) .......................................... IV-181
188.   Lavamind Games (USA)..................................................... IV-134            218.   Newkidco International, Inc. (USA).................................... IV-182
189.   Lego Group (Denmark)....................................................... IV-134          219.   Nintendo Co., Ltd. (Japan).................................................. IV-183
              Table 190: Annual Sales Analysis: 2003-2004                                                   Nintendo Australia Pty. Ltd. (Australia) ......................... IV-184
              (In DKK million)........................................................ IV-134               Nintendo Of Europe GmbH (Germany) .......................... IV-184
                                                                                                   220.   Nokia Corporation (Finland)............................................... IV-185
190.   Lighthouse Toys Ltd. (UK)................................................. IV-135
191.   Limenko Korea Enterprises Corporation Ltd. (Korea) ........ IV-135                                        Table 199: Half Yearly Sales Analysis: 2004-2005 (H1)
192.   Lionel Corporation (USA) .................................................. IV-136                        (in € million) .............................................................. IV-186
193.   Liscianigiochi Srl (Italy) ..................................................... IV-136                   Table 200: Half yearly Sales Analysis by Business
194.   Little Tikes Company (USA) .............................................. IV-136                          Segment: 2004-2005 (H1) (In € million) .................... IV-186
195.   Lucas Arts Entertainment Company (USA)........................ IV-137                                     Table 201: Annual Sales Analysis: 2003-2004
196.   Macplay (USA)................................................................... IV-139                   (In € million) .............................................................. IV-187
197.   Majesco (USA) ................................................................... IV-139                  Table 202: Annual Sales Analysis by Business
198.   Martin Yaffe International Ltd. (UK).................................. IV-140                             Segment: 2003-2004 (In € million)............................. IV-187
199.   Marvel Enterprises, Inc. (USA)........................................... IV-141            221.   Novalogic, Inc. (USA) ........................................................ IV-197
200.   Masenghini SpA (Italy)....................................................... IV-142        222.   Ohio Art Company (USA) .................................................. IV-197
201.   Massive Developments GmbH (Germany) ......................... IV-142                        223.   Patch Products, Inc. (USA) ................................................. IV-198
202.   Mattel, Inc. (USA) .............................................................. IV-143    224.   Piranha Bytes (Germany) .................................................... IV-198
              Table 191: Half Yearly Sales Analysis: 2004-2005 (H1)                                225.   Planet Moon Studios (USA)................................................ IV-199
              (In US$ million) ......................................................... IV-144    226.   Plastics For Games Ltd. (UK) ............................................. IV-199
              Table 192: Half-Yearly Sales Analysis by Segment:                                    227.   Playmates Holdings Limited (Hong Kong) ......................... IV-200
              2004-2005 (H1) (In US$ million)............................... IV-144                              Table 203: Annual Sales Analysis: 2002-2004
              Table 193: Half-Yearly Sales Analysis by Geographic                                                (In US$ million) ......................................................... IV-200
              Region: 2004-2005 (H1) (In US$ million) ................. IV-144                     228.   Playspace, Inc. (USA) ......................................................... IV-201
              Table 194: Annual Sales Analysis: 2003-2004                                          229.   Prasid Toys Pvt., Ltd. (India) .............................................. IV-201
              (In US$ million) ......................................................... IV-144    230.   Professional Games Srl (Italy) ............................................ IV-201
              Table 195: Quarterly Sales Analysis: 2003-2004                                       231.   Puzzleworks Corporation (Taiwan)..................................... IV-202
              (In US$ million) ......................................................... IV-145    232.   Quercetti & C SpA (Italy) ................................................... IV-202
              Table 196: Annual Sales Analysis by Segment:                                         233.   Radica Games Ltd. (Hong Kong)........................................ IV-203
              2003-2004 (In US$ million) ....................................... IV-145            234.   Radio Flyer, Inc. (Japan)..................................................... IV-205
                                                                                                   235.   Random Games, Inc. (USA)................................................ IV-205
              Table 197: Annual Sales Analysis by Geographic
                                                                                                   236.   Rare Ltd. (UK) .................................................................... IV-206
              Region: 2003-2004 (In US$ million).......................... IV-145
                                                                                                   237.   Ratbag Games (Australia) ................................................... IV-206
         Fisher-Price, Inc. (USA) ................................................. IV-147         238.   Raven Software (USA) ....................................................... IV-206
203.   Melazeta Srl (Italy) ............................................................. IV-148   239.   Ravensburger AG (Germany) ............................................. IV-207
204.   Mentari Massen Int'l Co., Ltd. (Taiwan) ............................. IV-148                240.   Raylight Studios Srl (Italy) ................................................. IV-208
205.   MGM Interactive (USA)..................................................... IV-148           241.   Red Storm Entertainment, Inc. (USA)................................. IV-208
206.   Micro Forte (Australia) ....................................................... IV-149      242.   Reflexive Entertainment, Inc. (USA) .................................. IV-208
207.   Microforum Italia SpA (Italy) ............................................. IV-149          243.   Remedy Entertainment Limited (Finland)........................... IV-209
208.   Microids (France) ............................................................... IV-150    244.   Ripcord Games (USA) ........................................................ IV-209
209.   Microsoft Corporation (USA) ............................................. IV-151            245.   Robinson Technologies, Inc. (Japan) .................................. IV-209
              Table 198: Annual Sales Analysis: 2003-2004                                          246.   Russ Berrie And Company, Inc. (USA) .............................. IV-210
              (In US$ million) ......................................................... IV-156                  Table 204: Half Yearly Sales Analysis: 2004-2005 (H1)
210. Midway Home Entertainment, Inc. (USA).......................... IV-174                                      (In US$ million) ......................................................... IV-211
       Midway Games, Inc. (USA) ........................................... IV-175                               Table 205: Quarterly Sales Analysis: 2003-2004
211. Monolith Productions, Inc. (USA) ...................................... IV-176                              (In US$ million) ......................................................... IV-211


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A GLOBAL STRATEGIC BUSINESS REPORT


                                                                                       CONTENTS
              Table 206: Annual Sales Analysis by Segment:                                          281. Vermont Teddy Bear Co., Inc. (The) (USA) ....................... IV-244
              2003-2004 (In US$ million) ....................................... IV-211             282. Thos Holdsworth & Sons Ltd. (New Zealand) .................... IV-245
              Table 207: Annual Sales Analysis by Geographical                                      283. Thq, Inc. (USA) .................................................................. IV-246
              Region: 2003-2004 (In US$ million).......................... IV-212                                 Table 210: First Quarter Sales Analysis:
247.   Sanrio Company Ltd. (Japan) ............................................. IV-216                           2005-2006 (Q1) (In US$ million) ............................... IV-246
248.   Savannah A/S (Denmark) ................................................... IV-217                          Table 211: First Quarter Sales Analysis by Business
249.   SCi Entertainment Group (UK)........................................... IV-217                             Segment: 2005-2006 (Q1) (In US$ million) ............... IV-247
250.   Scientific Toys Of Educational Ind P J S (Iran) .................. IV-217                                  Table 212: Annual Sales Analysis: 2004-2005
251.   Seardel Investment Corporation Ltd. (South Africa)........... IV-218                                       (In US$ million) ......................................................... IV-247
252.   Sega Corporation (Japan).................................................... IV-219                        Table 213: Annual Sales Analysis by Business
              Table 208: Annual Sales Analysis: 2003-2004                                                         Segment: 2004-2005 (In US$ million)........................ IV-247
              (In US$ million) ......................................................... IV-221             Volition, Inc. (USA) ....................................................... IV-248
          Sega Of America, Inc. (USA) ......................................... IV-223              284. Titus Interactive SA (France) .............................................. IV-249
          SEGA-Europe (UK)........................................................ IV-223                   Avalon Hill Games, Inc. (USA) ...................................... IV-250
253.   Selecta Spel EN Hobby (The Netherlands) ......................... IV-225                     285. Top Wonder Development Ltd. (Hong Kong)..................... IV-251
254.   Selegiochi Srl (Italy) ........................................................... IV-225    286. Toptell Technology Int'l Co., Ltd. (Taiwan)........................ IV-251
255.   Sevi SpA (Italy) .................................................................. IV-225   287. Toy Pressman Corporation (USA) ...................................... IV-251
256.   Shenzhen Futime Manufacturing Ltd. (China).................... IV-225                        288. Toy Quest (Honk Kong)...................................................... IV-252
257.   Show Mark Ent Co., Ltd. (Taiwan)..................................... IV-226                 289. Tress A/S (Denmark) .......................................................... IV-252
258.   Sierra Entertainment, Inc. (USA) ........................................ IV-226             290. Troll S R O (Slovakia) ........................................................ IV-252
259.   Smoby SA (France)............................................................. IV-227        291. Ty, Inc. (USA) .................................................................... IV-253
260.   Sobra AB (Sweden) ............................................................ IV-227        292. Ubi Soft Entertainment (USA) ............................................ IV-255
261.   Sony Corporation (Japan) ................................................... IV-228          293. Unique Development Studios AB (Sweden) ....................... IV-255
                                                                                                    294. Venta S R O (Slovakia)....................................................... IV-256
              Table 209: Annual Sales Analysis 2003-2005
                                                                                                    295. Video Networks Ltd. (UK).................................................. IV-256
              (In US$ billion) .......................................................... IV-229
                                                                                                    296. Vilac SA (France) ............................................................... IV-256
          Sony Computer Entertainment Europe (UK) .................. IV-234
                                                                                                    297. Vivendi Universal Entertainment (France).......................... IV-257
          Sony Computer Entertainment America, Inc. (USA)...... IV-234
                                                                                                    298. VTech Holdings Limited (Hong Kong)............................... IV-259
262.   South Peak Interactive (USA) ............................................. IV-235
263.   Spiderweb Software (USA)................................................. IV-235                           Table 214: Annual Sales Analysis: 2004-2005
                                                                                                                  (In US$ million) ......................................................... IV-259
264.   Square Enix Company Ltd. (Japan) .................................... IV-235
265.   Stadlbauer (HK) Ltd. (Hong Kong) .................................... IV-236                               Table 215: Annual Sales Analysis by Geographical
266.   Sterntaler GmbH & CO KG (Germany).............................. IV-236                                     Regions: 2004-2005 (In US$ million) ........................ IV-260
267.   Strategic Studies Group (USA) ........................................... IV-236                           Table 216: Annual Sales Analysis by Product
268.   Sumy Corporation (Taiwan) ............................................... IV-237                           Segment: 2004-2005 (In US$ million)........................ IV-260
269.   Sun Red Co., Ltd. (Taiwan) ................................................ IV-237                         Table 217: Annual Sales Analysis: 2003-2004
270.   Sunstorm Interactive (USA)................................................ IV-238                          (In US$ million) ......................................................... IV-260
271.   Tak On Baby Toys Limited (Hong kong) ........................... IV-238                                    Table 218: Annual Sales Analysis by Geographical
272.   Takara Co., Ltd. (Japan)...................................................... IV-239                      Regions: 2003-2004 (In US$ million) ........................ IV-260
273.   Take Two Interactive Software, Inc. (USA)........................ IV-240                     299.   Wah Shing International Holdings Ltd. (Hong Kong)......... IV-264
274.   Talonsoft (USA) ................................................................. IV-241     300.   Wanadoo Edition (France) .................................................. IV-265
275.   Tarata (New Zealand) ......................................................... IV-241        301.   Westwood Studios (USA) ................................................... IV-265
276.   TDK Mediactive, Inc. (USA).............................................. IV-242              302.   WMS Gaming Incorporation (USA) ................................... IV-266
277.   Team Concepts Europe (France)......................................... IV-242                303.   Wong Kok & Co. (Singapore)............................................. IV-266
278.   Tecmo, Inc. (USA).............................................................. IV-243       304.   Zapf Creation AG (Germany) ............................................. IV-267
279.   Tecnogiochi Srl (Italy) ........................................................ IV-243      305.   Zed Two Games (UK)......................................................... IV-267
280.   Theo Klein GmbH (Germany) ............................................ IV-243                306.   Zooknowlogy (USA)........................................................... IV-268




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