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Toys and Games Global Outlook

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Toys and Games - Global Outlook
Description: The global outlook series on Toys and Games provides a collection of statistical findings, market briefs, and concise summaries of research findings. Get a bird’s eye view of the changing dynamics of the toys, and games market, discover the segments/sectors that make-up the market, and single out market-driven themes lending traction to overall growth. Learn about the refining influence of internet/mobile gaming, and get unequivocal views on the market’s outlook. The research also recapitulates trends in the recent past. An easy guide to What, Why, When, How, Where, and Who of an industry, the global outlook series enumerates recent developments, mergers, acquisitions, and other strategic industry activities. The report also provides a prelude to major markets. Major markets discussed in the report include the United States, Canada, Japan, Europe, Asia-Pacific and Latin America. Also included is a directory listing of addresses and contact details of 866 companies worldwide. Please note: Reports are sold as single-site single-user licenses. The delivery time for hard copies is between 3-5 business days, as each hard copy is custom printed for the organization ordering it. Electronic versions require 24-48 hours as each copy is customized to the client with digital controls and custom watermarks. For information on site licence pricing please click on Enquire before buying

Contents:

1. Overview 1 Facts in Perspective 1 Children More Adult-Like 1 Intelligent Toys – Flavor of the Day 1 Licensed Toys – An Important Growth Driver 2 Technology – The Critical Component 2 Traditional Toys – Still High on the Popularity Charts 3 Video Games – Paving the Path 3 Traditional Toys – Still There, Nevertheless Slowing Down 3 Greater Demand for Pre-Owned Video Game Consoles: Affordability a Major Factor 4 Crucial Factors in the Selection of Toys 4 Changing Perspectives in the Industry – A Brief Study 4 The Ultimate Toy Box – Technology Brings Radical Changes 4 ‘The Sims’ Online Computer Game Generates Enormous Enthusiasm for MMORG 5 Mobile Gaming Market Develops Rapidly 5 Corporate Advertising – An Essential Component in Success Stories 5 Right Advertisement and Realism – A Potent Mix 6 Co-branding with Sports Titles 6 Toys & Games – Past & Present 6 Down the Time Lane 6 Current Scenario 6 Factors Influencing the Toys/Games Industry 7 The Segments 7 Traditional Toys and Games 7 Infant/Preschool Toys and Games 7 Dolls/Action Figures 7 Dolls 7 Action Figure Toys 8 Activity/Construction Toys 8 Girls’ and Boys’ Toys 8 Indoor Games 8 Games and Puzzles 8

Soft/Plush Toys 8 Vehicles/Ride Ons 8 Vehicles 8 Ride Ons 8 Other Toys and Games 8 Video Games 8 Video Games – The Craze Driving the Industry 9 How the Market Fares – An Insight 9 Technological Evolution Powers Video Gaming Industry 9 Video Gaming on Internet Boosts Market 9 Intense Competition in Video Gaming Market 10 Wii and DS Consoles Outsell Xbox 360 and Playstation 3 10 Table 1: World Videogame Consoles Market (2006): Sales in Million Units by Console Type – Nintendo DS and PlayStation Portable10 Market Scenario 10 Table 2: World Market Analysis for Video Games by Platform – Console, PC, Handheld, Online, Wireless, and Others Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 10 Console Games – Still Going Strong 11 2. Trends & Issues 11 Peculiar Trends Driving the Industry 11 The Christmas Factor 11 Vulnerability to Changing Fashion/Tastes 11 Erratic Demand 11 Movies, Cartoons and Toys – A Profitable Equation 12 Video Games – Recent Market Trends 12 Life-Like Interactive Toys – Capturing Fancy of All 12 Corporate Advertising Makes Rapid Inroads into Gaming World 13 Innovative Merchandising Keeps the Business Ticking 13 Video Game Products – Creating a Gaming Mania 13 Violent Video Games – Gross Abuse of Entertainment Concept 13 Rising Game Development Costs Sparks Up Industry Consolidation Worldwide 14 Next-Generation Video Games Gain Ground 14 Winds of Change in the Toy Industry 14 Diversification of Doll Manufacturers 14 Changing Concepts for Girls’ Toys 15 Expensive Toys – The New Norm 15 Mobile Games Market 15 Table 3: World Mobile Game Users Market by Category – SIM/Embedded Games, Online Games (SMS + Internet), Download Games and Multi-Platform Independently Analyzed with Annual Sales Figures in Million for Years 2003 through 2008 15 Mobile Gaming – A Rapidly Developing Market 16 Online Gaming 16 Table 4: Leading Players in the Online Gaming Market (2005): Percentage Breakdown of Sales for Yahoo! Games, Pogo, Yahoo! Sports Fantasy Baseball, and Others 16 Casual Games 16 Competitive Scenario 17 3. Industry Outlook 17 Changing Dynamics Shaping the Future 17 A Future Perspective 17 Hi-Tech Toys Drive the Market 18 Online Games Gain Popularity 18 4. Mergers & Acquisitions 18 5. Strategic Corporate Developments 41

6. Product Innovations/Introductions 43 7. North American Market Perspective 47 Market 47 Licensed Toys Market 47 Table 5: Licensed Toys Market in the US and Canada: Annual Sales Figures in US$ Billion for Years 2003 through 2008 47 Table 6: Licensed Trademark/Brand Merchandise Market in the US and Canada by Category – Toys/Games, and Videogames/Software Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 48 7a. The United States 48 Moving Ahead 48 Americans Prefer Domestic Toy Products 48 Toys and Games Market – A Review 48 Table 7: US Toys and Games Market by Product Category/Segment – Traditional Toys (Games/Puzzles, Infant/Preschool, Activity/Construction Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush Toys, and Other Toys and Games); Video/Computer Games; and Console Games Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 49 Table 8: Leading Manufacturers of Doll, Toys, and Games in the US (2007): Percentage Breakdown of Sales for Mattel, Hasbro, & Mounte 50 Table 9: Leading Wholesalers of Toys and Hobby Goods & Supplies in the US (2007): Percentage Breakdown of Sales for Mattel, Hasbro, and JAKKS Pacific 50 Table 10: Leading Retailers of Toys and Games in the US (2005 & 2006): Sales in US$ Billion for Wal-Mart, Toys ‘R’ Us, and GameStop 50 Table 11: Leading Toy Stores in the US (2005 & 2006): Sales in US$ Million for Toys ‘R’ Us, USA; Toys ‘R’ Us, International; and KB Toys 50 Table 12: Leading Toys Stores in the US (2006): Percentage Breakdown of Hispanic Americans Accessing Toy Stores – Toys “R” Us, Babies “R” Us, The Disney Store, KB Toys, and Build-A-Bear 51 Table 13: Toys & Games Market in the US (2006): Percentage Breakdown of Hispanics Purchasing Toys/Games by Category – Video Games, Children's Books, Infant Toys, Cars/Trucks, Large/Baby Dolls, Board Games, Pre-School Toys, Plush Dolls/Animals, Fashion Dolls, Play Sports Equipment, Electronic Educational Toys, Action Figures/Robots & Accessories, Construction Toys, Word Games, Electronic Dolls & Animals, and Other Educational Toys 51 Table 14: Leading Players in the US Toys & Games Market (2005): Percentage Breakdown of Value Sales for Mattel, Hasbro, Nintendo, Sony, Ty, and Others 51 Advertising Expenditure 52 Table 15: Leading Brands in the US Toys Market (2005): Advertising Expenditure in US$ Million for Sony PlayStation, Mattel, Nintendo, Microsoft Xbox, and Hasbro 52

Table 16: Advertisement Spending through Television in the US: Annual Sales Figures in US$ Million for Years 2003 through 2008 52 Electronic Games 52 Table 17: Electronic Games Market in the US: Annual Sales Figures in Billion Units for Years 2003 through 2008 53 Video Games Market 53 Launch of Halo 3 Breaks Record 53 Table 18: Leading Videogame Consoles in the US (2007): Sales in Million Units for Wii, Xbox 360, and Playstation 3 53 Table 19: Leading Nintendo DS Games in the US (2006): Sales in Million Units for New Super Mario Bros, Super Mario 64, Mario Kart DS, Nintendogs: Dalmation and Friends, and Brain Age 54 Table 20: Leading PlayStation Portable Games in the US (2006): Sales in Million Units for Grand Theft Auto: Liberty City Stories, Need for Speed: Most Wanted, Starwars: Battlefront II, Midnight Club 3: Dub, and SOCOM: Fireteam Bravo 54 Table 21: Survey of Online Purchase of Video Games in the US (2005): Percentage Breakdown of Caucasian Americans, African Americans, Hispanic Americans, and Asian Americans 54 Table 22: Household Penetration of Video Games in the US (2005): In Percentage 54 Table 23: Survey of Video Game Users in the Age Group of 8-17 yrs in the US (2005): Percentage Breakdown for All Children, Boys, and Girls 55 Table 24: Survey of Computer and Video Game Users in the US (2005): Percentage Breakdown by Gender – Male and Female 55 Table 25: Survey of Computer and Video Game Users in the US (2005): Percentage Breakdown by Age Group – Under 18, 18-35, and Over35 55 Video Consoles 55 Table 26: Video Games Console Market in the US: Annual Sales Figures in US$ Million for Years 2003 through 2008 56 Table 27: Video Games Hardware Market in the US (2005-2007): Sales in Million Units by Console – Xbox 360, Xbox, PlayStation 2, and PlayStation 3 56 Table 28: Leading Console Game Publishers in the US (2005): Percentage Breakdown of Sales at Retail Level by Publisher – Electronic Arts, Nintendo, THQ, Take 2 Interactive, Sony, Activision, Sega of America, and Microsoft 56 Demographic Trends – 2005 57 Online Gamers – Attitude and Behavior 57 Consumer Lookout – Outcomes 57 Video Games – Impact on Traditional Toy Categories (2005) 57 Trends & Issues 57 Cyclical Nature of the US Toy Industry 57 Ethnic Groups and Multicultural Toys 58 The China Factor 58 Declining Costs of Imported Products 58 “Entertoyment” 58 Traditional Toys Still Game 58 Consumer’s Gifting Habits Drive Doll Sales 58 Violent Videogames Add to the Concern of Parents 59

All Old Things Become New Again 59 Games Become More Family-Oriented 59 Continued Expansion 60 Competitive Scenario 60 Table 29: Leading Players in the US Toys & Games Market (2005): Percentage Breakdown of Value Sales for Mattel, Hasbro, Nintendo, Sony, Ty, and Others 60 Outlook 60 7b. Canada 61 Overview 61 Traditional Toys and Games Market – Plummeting Down 61 Factors Affecting Demand 61 Affluence Levels 61 Child Population 61 Wal-Mart, A Dominant Retailer of Toys and Games 62 8. Japanese Market Perspective 62 Overview 62 One of the Major Markets Worldwide 62 Popularity of Trading Cards & Increase in Action Figure Sales 63 Ganka Candy Toys – Expanding Market 63 Consumption Trends 63 Video Games Market 63 Table 30: Japanese Video Games Market by Platform – Console, PC, Handheld, Online, Wireless, and Others Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 64 Consolidations Reshape Videogames Market in Japan 64 Introduction of Novel Products 64 Outlook 64 Table 31: Traditional Toys & Games Market in Japan by Product Segment – Games/Puzzles, Infant/Preschool, Activity/Construction Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush Toys, and Other Toys & Games Independently Analyzed with Annual Sales Figures in US$ Million for Years 2003 through 2008 65 Competitive Scenario 65 Dolls 65 Table 32: Leading Players in the Japanese Dolls Market (2005): Percentage Breakdown of Sales for Medicom, Bandai, Sekiguchi, Takara, Iwaya, and Others 65 Soft/Plush Toys 65 Table 33: Leading Players in the Japanese Soft/Plush Toys Market (2005): Percentage Breakdown of Sales for Sekiguchi, Bandai, Sun Arrow, Nakajima, Sony Creative, and Others 66 Activity/Construction 66 Table 34: Leading Players in the Japanese Activity/Construction Toys Market (2005): Percentage Breakdown of Value Sales for Takara, Lego Japan, Bandai, People, and Others 66 Regulatory Mechanism 66 Factors Influencing the Industry 66 Levels of Affluence 66 Consumer Expenditure on Leisure &Education 66 Child Population 67 9. European Market Perspective 67 European Union Ensures Safety of Chinese Toys 67 Shift from Traditional Toys 67 Factors Impacting the Market 68 Socio-Economic Factors 68 Interactive Games and Toys 68

Mobile Games Market 68 Table 35: Consumer Spending on Mobile Games in Europe: Annual Sales Figures in € Billion for Years 2003 through 69 Online Games in Western Europe 69 Table 36: Consumer Expenditure Survey on Games Purchased Online in Western Europe (2005): Percentage Breakdown by Select Country – Denmark, Sweden, UK, Netherlands, France, Spain, and Italy 69 9a. Austria 69 Overview 69 Trade Structure 69 Imports 70 Table 37: Toys and Games Market in Austria (2005): Percentage Breakdown of Value Imports by Category – Models & Trains, Construction Sets, Plush, Outdoor, Dolls, Animals & Figures, Games & Puzzles, Learning Toys, Mechanical Toys and Others 70 Exports 70 9b. Belgium 70 Overview 70 Children Prefer Modern Toys 70 Table 38: Toys and Games Market in Belgium (2006): Breakdown of Sales in € Million by Type – Outdoor and Sports, Baby Toys, Family Games/Puzzles, Dolls, Construction Boxes, Vehicles, Pottering Equipment, Stuffed Animals, Action figures and Accessories, Youth Electronics, and Others 71 Indoor Games – Showing Good Prospects 71 Video Games – Swinging High 71 Imports-Exports 71 Safety Regulations 71 9c. Denmark 72 Overview 72 9d. France 72 Overview 72 Trends – 2005 72 Decline in Toy Consumption 73 Demographic Trends – Driving the Traditional Toys and Games 73 Competitive Scenario 73 Activity/Construction Toys 73 Table 39: Leading Players in the French Activity/Construction Toys Market (2005): Percentage Breakdown of Value Sales for Lego, Ravensburger, Meccano, Playmobil, Mega Bloks, and Others 73 Soft/Plush Toys 74 Table 40: Leading Players in the French Soft/Plush Toys Market (2005): Percentage Breakdown of Value Sales for Hasbro, Tomy, Lansay, Mattel, and Others 74 Computer Games 74 Table 41: Leading Vendors in the French Computer Games Market (2005): Percentage Breakdown of Sales for Microsoft, Havas Interactive, Atari, Electronic Arts, and Others 74 The Retail Scenario 74 Distribution Dynamics 75 9e. Germany 75 Overview 75 Popular Toys 75 Competitive Landscape 75 Table 42: Leading Players in the German Toys and Games Market (2005): Percentage Breakdown of Sales for Nintendo, Sony,

Hasbro, Lego, Mattel, and Others 75 Distribution Set Up 75 Table 43: Toys and Games Market in Germany (2006): Percentage Breakdown of Value Sales by Distribution Channel – Specialist Toy Stores, Department Stores, Supermarkets/Hypermarkets, Variety Stores, and Others 76 9f. Greece 76 Video Games Drive Growth 76 Cheap Imports Affect Domestic Producers 76 Toy Specialists Dominate Distribution Network 76 Mattel – Largest Supplier 76 9g. Ireland 76 Overview 76 9h. Italy 77 Overview 77 Consumer Lifestyle 77 Seasonality Plays a Major Role 77 Consumer Habits and Preferences 77 Distribution Landscape 77 Competitive Scenario 77 Dolls/Figures 77 Table 44: Leading Players in the Italian Dolls/Figures Market (2005): Percentage Breakdown of Value Sales for Mattel, Giochi Preziosi, GIG, Hasbro, and Others 77 Activity/Construction Toys 78 Table 45: Leading Players in the Italian Activity/Construction Games Market (2005): Percentage Breakdown of Value Sales for Lego, Quercetti, Gammaplast, and Italocremona 78 Video Games Outlook 78 9i. Poland 78 Overview 78 Local Production and Distribution 78 Imported Toys – In Greater Demand 79 Exports 79 Video Games Dominating Market 79 Supermarkets – Largest Distribution Channel 79 Major Players in the Polish Market 79 Safety Regulations 79 9j. Portugal 79 Seasonality of Toys and Games 79 Rising Sales of Video Games 79 Distribution Channels 79 Competitive Landscape 79 9k. Russia 80 Overview 80 Gaining Popularity of European Brands 80 Piracy 80 Growth of Toy Specialists & Big Format Stores 80 Increasing Sales of Video Games 80 9l. Spain 80 Overview 80 Major Issues 80 Sources of Supply 80 Legislative Issues 80 Piracy 81

Consumer Lifestyle 81 Seasonality 81 Competitive Scenario 81 Activity/Construction Toys 81 Table 46: Leading Players in the Spanish Activity/Construction Games Market (2005): Percentage Breakdown of Sales for Popular de Juguetes, Famosa, Lego, Hasbro Iberia, Toyland, and Others 81 Console Games 82 Table 47: Leading Players in the Spanish Console Games Market (2005): Percentage Breakdown of Value Sales for Sony, Nintendo, and Others 82 Infant/Pre-School Toys & Games 82 Table 48: Leading Players in the Spanish Infant/Pre-School Games Market (2005): Percentage Breakdown of Value Sales for Hasbro Iberia, Mattel Espana, Smoby Espana, Chicco Espanola, and Others 82 9m. The Netherlands 82 Overview 82 Seasonal Nature of Toy Market 82 Toy Shops – The Leading Outlet 82 Key Players 82 9n. Turkey 83 Economy Impacting Toys And Games Market 83 Toy Specialists Dominate Retail Sales 83 9o. United Kingdom 83 Overview 83 The Volatile Toy Market 83 Consumer Profile 83 Competitive Scenario 83 Table 49: Leading Players in the UK Toys and Games Market (2005): Percentage Breakdown of Sales for Hasbro UK, Nintendo, Electronic Arts, Sony, Mattel UK, and Others 84 Distribution Channels 84 Table 50: Traditional Toys and Games Market in the UK (2006): Percentage Breakdown of Value Sales by Distribution Channel – Toy Specialists, Mixed Stores, Catalogue Showroom, Mail Order, Supermarkets, and Others 84 Changing Face of the UK Toy Industry 84 Takeover of Domestic Toy Companies 84 Disposable Incomes Fuel Video Game Sales 85 Educational Games Hold Out 85 Fantasy Themes Offer Fantastic Prospects 85 Pop Stars, Music, & Video Games Combo Could Spell Success 85 Piracy: The Biggest Spoilsport 85 The Computer Games Industry 85 Distribution Logistics 86 Entertainment & Leisure Software Publishers Association: Collective Identity 86 TIGA: Independent Games Developers Get Together 86 10. Asia-Pacific Market Perspective 86 Overview 86 Consolidation in Mobile Gaming Market 86 10a. Australia 87 Overview 87 Decline in Birth Rates 87 Piracy Problem 87 Entertainment Products Vs. Toys 87

Major Issues 87 Competition 87 10b. China 88 Overview 88 Foreign Toys Preferred by Chinese 88 Major Market for Online Games 88 Video Games Market 88 10c. Hong Kong 89 Overview 89 Exports 89 Table 51: Toys Market in Hong Kong (2005-2007): Exports in HK$ Million 90 Provisions Laid Down by CEPA 90 Non-Traditional Playthings Gain Popularity 90 Safety Regulations 90 10d. India 91 Overview 91 Preference of Toys 91 A Few Characteristic Traits of the Indian Toy Industry 91 Imports & Exports 91 Multinational Presence 91 Table 52: Organized Retail Sector in India (2006): Percentage Breakdown of Sales by Sector – Clothes and Fashion; Durables and Mobiles; Food and Grocery; Footwear; Home Improvement; Food Service; Jewelry; Books, Toys, & Gifts; and Others 92 10e. New Zealand 92 Regional Production Activity 92 Consumer Traits 92 Video Games Market 92 Competitive Analysis 92 Marketing Opportunities 92 10f. Singapore 93 Overview 93 Factors Affecting the Toys and Games Market 93 Declining Birth Rate 93 Shorter Lifespan of Products 93 Growth in Single Child Families 93 10g. South Korea 93 Overview 93 Growing Educational Products 93 Upsurge in Video Games Software 93 10h. Taiwan 94 Overview 94 11. Latin American Market Perspective 94 11a. Argentina 94 Overview 94 Access to Market 94 Distribution Channels 94 Import-Export Scenario 95 Table 53: Toys and Games Market in Argentina (2004-2006): Breakdown of Imports in US$ Million for China, USA, Austria, Brazil, Spain, Indonesia, Italy, Malaysia, Pakistan, Taiwan, and Others 95

Table 54: Toys Market in Argentina (2004- 2006): Exports in US$ Million 95 Recovery of Toys and Games Market 96 Low Priced Toys – In Demand 96 Outlook 96 11b. Brazil 96 Overview 96 Consoles and Computer Games – Niche Sector 96 Fashion Dolls Facing Tough Competition 96 Video Games Growth Hampered by Illegitimate Trade 96 Retail Set Up 96 Factors Affecting the Industry 96 Consumer Expenditure on Leisure and Education 96 Child Population 97 Brazilian Toy Manufacturers Association Sign Market Access Agreement with China 97 A Positive Outlook on the Cards 97 11c. Chile 97 Overview 97 Video Games – Highly Popular 97 Retail Set Up 97 Imports Scenario 97 Competitive Landscape 98 11d. Mexico 98 Growing Sales of Video Games 98 Asian Imports – On the Rise 98 11e. Uruguay 98 Overview 98 Imports 98 Table 55: Toys and Games Market in Uruguay (2003-2006): Imports in US$ Million by Country – China, USA, and Others 99 Distribution Channels 99 Safety Regulations 99

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