Corporate Strategies in Emerging Toy Markets


Despite higher demand for toys in emerging markets, global toymakers have found difficulties in converting market growth into actual sales. Latin America may be the talking point for Mattel, and LEGO is doing well in Eastern Europe; nevertheless, emerging markets, in particular Asia Pacific, have yet to reveal their true potential for multinational toy manufacturers. This briefing investigates the common strategies of global toymakers in emerging markets, looking at success stories and failures.

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