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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

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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

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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.

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April 7, 2015

Independent Board Games Transition from Niche to Mass Market

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

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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.

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March 18, 2015

As Recommended by Euromonitor, Nintendo Ventures into Mobile Gaming

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

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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

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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.

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February 25, 2015

LEGO Tightens Its Grip on Global Construction Toys

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

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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.

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February 24, 2015

Virtual Reality vs Augmented Reality

Matt HudakAnalyst Insight by Matt Hudak - Toys and Games Analyst

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As the video game industry continues to prepare for the arrival of virtual reality (VR) headsets in the next few years, a new headset device has just been unveiled that also has the potential to radically change the gaming landscape: Microsoft’s HoloLens. The new product is an augmented reality (AR) device akin to the Google Glass but is also radically different in many ways, capable of simulating three dimensional images in the real world. And while this product is likely some years away from entering the home it still gives rise to questions about the future of video games. Will we play in a virtual world or an augmented one?

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February 8, 2015

Hong Kong Toys Fair: The Rise of Technology in Toys

Utku_TanselAnalyst Insight by Utku Tansel - Head of Toys and Games

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Utku Tansel, Head of Toys and Games, presented the “Toys and Games: Global Trends, Developments and Prospects” address at Hong Kong Toys Fair and Conference over 12-15 January, highlighting some of the major macro drivers affecting toys and games sales globally, including economic and demographic trends. He also showcased the findings from Euromonitor International’s global research focusing on the performance of traditional toys and games, video games and digital gaming in key markets worldwide, providing data as well as commentary. Furthermore, his keynote speech featured the most recent fundamental developments affecting toys and games’ distribution worldwide. 

% Penetration of Electronics, Traditional Toys and Games, Rsp, Selected Markets

HongKongToyFair1

Source: Euromonitor International

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January 29, 2015

Global Trends, Developments and Prospects in Toys and Games

This presentation, originally given at the Hong Kong Toys and Games Fair 2015, address some of the major macro drivers affecting toys and games sales globally including economic and demographic trends. It also includes findings from Euromonitor International’s global research focusing on the performance of traditional toys and games, video games and digital gaming in key markets worldwide, providing data and commentary.

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January 27, 2015

Estimating Category Leaders in FMCG Industries

Virgilijus NaruseviciusAnalyst Insight by Virgilijus Narusevicius - Senior Data Scientist

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In this article, we have attempted to characterise category leaders across FMCG industries and the typical market shares they achieve. “Category leader” is generally a highly coveted status as it allows price-setting power and a better ability to influence category trends, enables economies of scale and implies a better bargaining power over retailers and suppliers. It also suggests that the company is doing many things right and it is thus rather common to benchmark against the category leaders and study their past strategies. However, category leader shares vary between industries and a successful company in one industry may differ from another.

 

Figure 1: Average Category Leader Share across FMCG Industries

CAMI1

 

Source: Euromonitor International

Note:  Retail value sales

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Recent Posts

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

Virtual Reality vs Augmented Reality

Hong Kong Toys Fair: The Rise of Technology in Toys

Global Trends, Developments and Prospects in Toys and Games

Estimating Category Leaders in FMCG Industries