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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.

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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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