While there is no denying that children are the core consumer group for toys, the relationship between demographic trends and traditional toy market performance is weaker than it may seem. Overall, between 2006-2011, disposable income showed to be a much better indicator for toy spending. Although birth rate is still an important parameter affecting toys sales globally, which has also been proved by the mini baby boom trend in both France and Russia since 2006, the economy counts more.

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