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May 24, 2015

Frenemy with Benefits: How can Toys Makers Capitalise on the Rise of Toy Rental in Asia? – Part 2

Jane-NguyenAnalyst Insight by Jane Nguyen - Research Analyst

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As highlighted in the first article, a deep understanding of the factors affecting consumers’ renting behaviour is necessary for toymakers to capitalise on the toy rental trend. In general, consumers choose the rental option if toys have a high price, low usage or take up a lot of space. In Singapore, kitchen sets and playhouses are among the top rented items. Price is not the major concern for local people, but the amount of space these toys occupy really matters. In Indonesia parents often rent bulky toys such as ride-on vehicles and expensive pre-school toys. In Vietnam, branded toys imported from the US, Japan, etc., are high in rental demand as parents do not trust the quality of generic brands in the market.

Toys-and-games-by-category

Note: Preliminary data, based on 11 markets researched

Continue reading "Frenemy with Benefits: How can Toys Makers Capitalise on the Rise of Toy Rental in Asia? – Part 2" »

May 23, 2015

Frenemy with Benefits: How can Toys Makers Capitalise on the Rise of Toy Rental in Asia? – Part 1

Jane-NguyenAnalyst Insight by Jane Nguyen - Research Analyst

View Jane Nguyen's profile on LinkedIn

In 2014 sales of traditional toys and games in Asia hit US$19 billion, marking 7% year-on-year growth and an 8% CAGR over 2009-2014. Being the runner-up in both market size and growth rate, Asia should have boosted its impressive performance in traditional toys and games. However, the rise of digital gaming, age compression and the prevalence of copycat products put mounting pressure on toymakers in the region. New growth avenues should be sought.

Disruption from sharing economy

In late 2005 toy rental services started to make headlines in Western countries. Four years later, when the global financial crisis hit hard in many parts of the world, the Netflix business for toys also stepped into Asia. During that time toy rental met the demand of parents in Asia, who needed to cut discretionary spending due to economic difficulties. Upon the economy recovery toy rental is surprisingly not out of vogue. Instead, it is prospering. In Indonesia the number of online rental companies exceeded 30 in 2014. In Vietnam and India, despite no official statistics, news regarding toy rental services is spreading widely. In Singapore three new toy rental companies entered the market in 2014, bringing the number to six. The success is largely attributed to improved delivery services, favourable return policies, attractive pricing and high standards of sanitation.

Continue reading "Frenemy with Benefits: How can Toys Makers Capitalise on the Rise of Toy Rental in Asia? – Part 1" »

May 15, 2015

Demographics and Income Continue to Shape Demand for Global Toys Sales

Utku_TanselAnalyst Insight by Utku Tansel - Head of Toys and Games Research

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As we explore in our global briefing, "The Impact of Demographics and Income on Toys Spending," although the world’s child population has been declining, this will be a short-lived phenomenon. The trend towards smaller families in many markets ties in with other cultural and income shifts that actually stand the global toys market in good stead. Our briefing analyses two key determinants of demand - demographic and income trends - to understand their impact on toys sales in the future.

More-Children

Continue reading "Demographics and Income Continue to Shape Demand for Global Toys Sales" »

May 12, 2015

Brazil's Business Environment: Consumption in Economic Slowdown

250_brazilBusiness-v1.0On the surface, Brazil looks like an attractive market. It is the seventh largest global economy and has a population of 200 million, with high consumer expenditure and high demand for commodities.
But Brazilians are spending less, industrial confidence is deteriorating, and inflation is rising, meaning a future of slow growth and economic recovery.

Consumer goods companies operating in Brazil need to adapt their strategy to integrate the global market place. What are the reasons behind this slowdown and how can organisations work it to their advantage? 

Download our white paper today to learn:

› How Brazil’s rapid currency depreciation has affected its economy and consumers 

› Which consumer industries are slowing down and which have new opportunities

› Why the middle class is changing Brazil’s economic landscape

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May 4, 2015

Toys and Games Licensing Leaders: Star Wars

Matt HudakAnalyst Insight by Matt Hudak - Toys and Games Analyst

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Star Wars is currently one of the most significant licensed properties in the world, with a fan base that spans generations. Its license can be found in nearly every area of retail, especially toys and games, where there are countless traditional toys and video games based on the property. And, despite the fact that the core Star Wars theatrical film series has not had a new film in roughly a decade, the brand still manages to be a major draw for people around the globe. With a new film coming out in 2015, Star Wars’ already large effect on toys and games might get even bigger.

Star-Wars

Source: Euromonitor International

Continue reading "Toys and Games Licensing Leaders: Star Wars" »

April 17, 2015

The Gadget Show Live Thrills Enthusiasts but Where Were the Toy Companies?

Utku_TanselAnalyst Insight by Utku Tansel - Head of Toys and Games Research

View Utku Tansel's profile on LinkedIn

Euromonitor International attended The Gadget Show Live, held at the NEC, Birmingham, UK’s second largest city, over 7-12 April 2015. Based around the very popular Channel 5 programme in the UK, the event included features such as Game Zone and Super Theatre, where the presenters of the TV show took to the stage to test out some of the latest tech on the market.

The exhibition’s wide demographic range attracted children as well as adults. The specific sections targeting children included the Build Your Own Gadgets zone as well as Kids Tech Toy Trail (sponsored by Vivid), where children were able to play with a number of toys, namely Crayola’s Colour Alive, Real FX Slotless Racing and i-Que Intelligent Robot. While Active Zone focused on wearable technology, Robo Challenge included 2015 Fighting Robots Featherweight World Championships. Drones accounted for a considerable portion of the exhibition, attracting much interest from the attendees. GAME, a video games retailer, was also present, allowing participants to test leading games and consoles in its busy stand.

Continue reading "The Gadget Show Live Thrills Enthusiasts but Where Were the Toy Companies?" »

April 7, 2015

Independent Board Games Transition from Niche to Mass Market

Matt-HudakAnalyst Insight by Matt Hudak - Toys and Games Analyst

View Matthew Hudak's profile on LinkedIn

Historically, the global game and puzzle market has been dominated by major brands that have been on the market for decades. Games like Monopoly, Scrabble, or chess were invented decades or even centuries ago, and have been the board game mainstays for families for generations. However a substantial shift is occurring in the market, and new board games made from smaller independent companies are swiftly gaining influence within games and puzzles.

Craft board games

In recent years numerous niche board games from relatively small sized manufacturers have started to enter the market with great success, with some of them becoming mass market brands. The success comes in large part to the diversity of products that can cater to a wide variety of consumers. Some of these independent board games are designed for the children and parents, such as Asmodee’s Dobble, a visual matching game that was released in 2009 and has gone on to become the second largest game and puzzle brand in France in 2013 with sales of US$15 million. Others cater toward all age groups, like Mayfair Games The Settlers of Catan, which was launched in 1995. Settlers of Catan is currently the fourth largest board game brand in the US with retail value sales of over US$80 million in 2013, even though it was largely an unknown niche brand nearly ten years prior. Finally, some of these niche board games are targeted squarely at adults, like Plaid Hat Games’ Dead of Winter, a zombie themed survival board game.

Continue reading "Independent Board Games Transition from Niche to Mass Market" »

March 18, 2015

As Recommended by Euromonitor, Nintendo Ventures into Mobile Gaming

Utku_TanselAnalyst Insight by Utku Tansel - Head of Toys and Games Research

View Utku Tansel's profile on LinkedIn

Nintendo has just announced a new partnership with Tokyo-based mobile gaming and e-commerce company DeNA to develop game apps for smart devices featuring its iconic characters including Mario and Donkey Kong. As part of the deal, Nintendo will buy around 10% stake in the mobile gaming company marking a major shift in its global strategy.

As Euromonitor International highlighted in its latest company profile, Nintendo’s strategy of software exclusivity has been undermined by the rise of mobile gaming on smartphones and tablets, and ongoing technological improvements to these devices, especially as casual gamers form a core consumer group for the company. In the same profile, Euromonitor International rightly advised Nintendo to look at ways to leverage the strength of its games portfolio to develop apps for mobile devices.

Nintendo-Screenshot

Continue reading "As Recommended by Euromonitor, Nintendo Ventures into Mobile Gaming" »

March 11, 2015

Lessons from Spielwarenmesse 2015

Toys-banner

Analyst Insight by Alexander Hutt - Research Analyst

Spielwarenmesse 2015 is now over, having attracted 2,857 exhibitors and over 70,000 international visitors in the space of five days. Visitors had the opportunity to cast their eyes over thousands of new products that toy manufacturers are set to release this year. With the event now over, let’s take a look at some of lessons we can take from the fair about 2015 and how the toy industry might perform.

Developing toy markets will lead to global growth

The global traditional toys industry is forecast to accelerate in growth over the next few years, with 2015 being the kick-start year for this change in the market. The majority of growth is going to come from developing toy markets, in regions such as Asia-Pacific, Latin America and Eastern Europe. Disposable incomes for many in these regions are improving at fast rates, helping to fuel increased spend on consumer goods.

Continue reading "Lessons from Spielwarenmesse 2015" »

February 25, 2015

LEGO Tightens Its Grip on Global Construction Toys

Utku_TanselAnalyst Insight by Utku Tansel - Head of Toys and Games Research

View Utku Tansel's profile on LinkedIn

As highlighted in our recent global company profile, LEGO, the world’s third biggest manufacturer of traditional toys and games, continues its dynamic expansion bolstered by the success of 2014’s The LEGO Movie. The world’s leading construction toys manufacturer was among the most dynamic toymakers in the world over 2009-2013, more than doubling its sales.

LEGO’s global strength is founded on its dominance of the construction toys category, in which it held a 65% value share in 2013. Construction toys accounted for 94% of the company’s global toys and games value sales during the year, with games and puzzles responsible for most of the remainder. However, LEGO decided to phase out its LEGO Games board game product line in 2013, judging that it did represent a sustainable fit with the company’s core long-term operations.

Continue reading "LEGO Tightens Its Grip on Global Construction Toys" »

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Recent Posts

Frenemy with Benefits: How can Toys Makers Capitalise on the Rise of Toy Rental in Asia? – Part 2

Frenemy with Benefits: How can Toys Makers Capitalise on the Rise of Toy Rental in Asia? – Part 1

Demographics and Income Continue to Shape Demand for Global Toys Sales

Brazil's Business Environment: Consumption in Economic Slowdown

Toys and Games Licensing Leaders: Star Wars

The Gadget Show Live Thrills Enthusiasts but Where Were the Toy Companies?

Independent Board Games Transition from Niche to Mass Market

As Recommended by Euromonitor, Nintendo Ventures into Mobile Gaming

Lessons from Spielwarenmesse 2015

LEGO Tightens Its Grip on Global Construction Toys