Global Toys and Games Industry (PR Newswire)

LONDON, Sept. 7, 2015 /PRNewswire/ — 

This report analyzes the worldwide markets for Toys and Games in US$ Million by the following Product Types: Games and Puzzles, Infant and Preschool, Activity and Construction Toys, Dolls and Action Figures, Vehicle Toys and Ride-Ons, Soft/Plush Toys, and Other Toys and Games. The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Middle East & Africa, and Latin America. Annual estimates and forecasts are provided for the period 2014 through 2020. Also, a seven-year historic analysis is provided for these markets. Market data and analytics are derived from primary and secondary research. Company profiles are primarily based on public domain information including company URLs. The report profiles 204 companies including many key and niche players such as –

Dream International Limited

Hasbro, Inc.

Integrity Toys, Inc.

JAKKS Pacific Inc.

K’NEX Brands, L.P

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I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS

Study Reliability and Reporting Limitations I-1

Disclaimers I-2

Data Interpretation & Reporting Level I-2

Quantitative Techniques & Analytics I-3

Product Definitions and Scope of Study I-3

Games and Puzzles I-3

Infant and Preschool Toys I-4

Activity and Construction Toys I-4

Dolls and Action Figures I-4

Vehicle Toys and Ride-Ons I-4

Soft and Plush Toys I-5

Other Toys and Games I-5

II. EXECUTIVE SUMMARY

1. INDUSTRY OVERVIEW II-1

Toys and Games – Not Just “Playthings” II-1

Down the Time Lane II-1

Global Toys and Games Market Scenario II-1

Current and Future Analysis II-2

Interactive Toys Seizing Market Share at the Cost of

Traditional Toys and Games II-2

Demographics Determine Market Growth II-3

Seasonality in Toy Sales – The ‘Christmas Factor’ II-3

Dynamic Fashion Trends Make Demand Unpredictable II-4

Developed Markets Lead in Per Capita Spending II-4

Table 1: Average Per Kid Spending on Toys in Select Countries

(2014) (includes corresponding Graph/Chart) II-4

Competitive Scenario II-4

Increasing Number of Cross Industry Partnerships II-5

Problems Associated with Outsourcing of Production to Low Cost

Countries II-5

New Toy Design Ideas Come Mostly from Freelance Inventors II-6

Distribution Channel Analysis II-6

Mass Merchandisers Take the Lead II-6

Fragmented Retail Channels- Major Obstacle in Emerging Markets II-6

Online Channels Open New Avenues in Toys Sales II-7

Regulatory Scenario in Key Markets II-7

US II-7

European Union II-7

Japan II-8

Trade II-8

Safety and Environmental Protection Requirements – New

Challenges for Toy Exporters II-8

2. DRIVERS, TRENDS AND ISSUES II-9

Key Global Trends II-9

Innovation Propelling Growth II-9

Movies, Cartoons and Toys – A Profitable Equation II-9

Growth Trends in Emerging Markets II-10

Expanding Population Spells Opportunities for the Market II-10

Table 2: World Population by Geographic Region (2000-2050)

(in Millions) (includes corresponding Graph/Chart) II-11

Growing Middle Class Population & Rising Disposable Incomes

Promise Growth II-11

Table 3: Global Middle Class Population by Geographic

Region: Percentage Share Breakdown for 2010, 2020 & 2030

(includes corresponding Graph/Chart) II-12

Urbanization: A Mega Trend II-12

Table 4: Percentage of Urban Population in Select Countries

(2010 & 2050) (includes corresponding Graph/Chart) II-13

Toy Licensing Gains Prominence II-14

Impact of 3D Printing on Toy Companies II-14

Changing Concepts for Girls’ Toys II-15

Outdoor and Sports Toys Attract Parents II-15

Toys as Collectibles – A Growing Trend II-15

Run Away Success of New Characters and Reality Television Shows II-15

The Retro Way II-16

Construction Craze II-16

Electronic and Intelligent Toys-Transforming Education II-16

Virtualization of Toys – A New Tech Driven Strategy II-17

Growing Preference for Advanced Toys Adversely Impacts Growth

Prospects II-17

3. SEGMENTAL ANALYSIS II-18

Games and Puzzles II-18

Traditional Games Continue to Interest Children in the Video

Game Era II-18

Move towards Digitization – A Challenge to Overcome II-18

Creators of Traditional Games Ally with Digital Game

Developers to Stay Relevant II-18

Manufacturers take Technology Infusion into Games to the Next

Level II-19

Market Trends II-19

Strategies in Board Games Change Gradually II-19

Growing Popularity of Business Board Games II-19

China’s New Found Interest in Physical Board Games II-19

Physical Board Game Parlors Spring up across China II-20

Card Games on the ‘Digital’ Path Too II-20

Infant and Preschool Toys II-20

Table 5: World Toys Market for Baby, Infant and Pre-Schoolers

(2014): Percentage Breakdown of Value Sales by Age Group

(includes corresponding Graph/Chart) II-21

Factors Influencing Infant and Preschool Toy Demand II-21

Latin America and Asia-Pacific to Showcase Impressive Growth II-21

Activity and Construction Toys II-22

Construction Toys – It’s a Boy Thing II-22

Leading Brands in the Market II-22

Leading Construction Toy Brands in the US: Brands Ranked on

the Basis of Distribution (% Shelf-Space Occupied) with

Major Retailers II-22

Dolls and Action Figures II-23

Dolls and Action Figures – A Leading Traditional Toy Segment II-23

Controversies and Growth go Hand-in-Hand in the Dolls Market II-23

Doll Manufacturers Diversify II-23

Dolls Increasingly Used as a Medium to Spread Social Awareness II-24

Life-Like Interactive Dolls – Capturing Fancy of All II-24

Barbie: Mattel’s Trump Card II-24

Soft and Plush Toys II-25

Soft and Plush Toys Still Popular for Gifting Purposes II-25

Infant Plush Toys in Demand II-25

Winter Witnesses Highest Sales II-25

Popularity Grows for Soft Toy Replicas of Endangered Species II-26

Sports Mascots also Drive Growth II-26

4. PRODUCT OVERVIEW II-27

Toys II-27

Games and Puzzles II-27

Board Games II-27

The Inherent Features of Board Games II-28

Card Games II-28

‘Puzzle’ – A Definition II-29

Jigsaw Puzzles II-29

Word Puzzles II-29

Logic Puzzles II-29

Combination Puzzles II-29

Tiling Puzzles II-29

Picture Puzzles II-30

Transport Puzzles II-30

Tour Puzzles II-30

Infant and Preschool Toys and Games II-30

Cognitive Development in Infants II-30

Nurturing Cognitive Development through Toys and Play II-30

Age and Cognitive Connections II-31

What Toys do Infant and preschoolers Like to Play With? II-31

Safety, the Most Important Criteria II-31

Materials for Infant and Preschool Toys II-32

Ideas for New Toy Designs Come Mostly from Freelancers II-32

Health Risks from Unsafe Toys for Infants II-32

Infant and Preschool Toys II-33

Infant Mobiles II-33

Rattles II-34

Toy Pacifiers II-34

Toy Teethers II-35

Playgyms II-35

Infant Electronic Learning II-35

Bath Toys II-35

Musical Instruments II-35

Figures and Play Sets II-35

Talking and Sound Making Toys II-35

Kitchen, Food and Other Role Playing II-36

Activity/Construction Toys II-36

Construction Toys for Toddlers II-36

Foam Stacking Blocks II-36

Alphabet Blocks II-36

Select Products on the Market II-36

Lego Duplo II-36

Mega Bloks II-37

Preschool Construction Toys II-37

Select Products on the Market II-37

Bristle Blocks and Krinkles II-37

Wooden Building Blocks II-37

Gears II-37

Lincoln Logs II-37

Legos II-38

Dolls and Action Figures II-38

Dolls II-38

Nurturing Dolls and Accessories II-38

Fashion Dolls/Figures & Accessories II-38

Fashion Dolls/Figures II-38

Fashion Themed Clothes and Accessories II-39

Playset Themed Figurines and Accessories II-39

Doll Houses and Furniture II-39

Action Figures II-39

G.I. Joe Type II-40

All-Vinyl Figure II-40

Action Figure Accessories II-40

Vehicles/Ride-Ons II-40

Vehicle Toys II-40

Age-Appropriateness of Vehicle Toys II-40

12-18 Months II-40

19 Months – 2 Years II-41

2-3 Years II-41

4-8 Years II-41

9-12 Years II-41

Ride-Ons II-41

Types of Ride-Ons II-42

Pedal Ride-Ons II-42

Powered Ride-Ons II-42

Non-Pedal Ride-Ons II-42

Age-Appropriateness of Ride-on Toys II-43

12-18 Months II-43

19-23 Months II-43

2-3 Years II-43

4-5 Years II-43

6-8 Years II-43

9-12 Years II-43

Soft/Plush Toys II-44

Outer Covering of Soft and Plush Toys II-44

Materials Used for Stuffing Soft and Plush Toys II-44

Accessories II-44

Types of Soft Toys II-44

‘The Teddy Bear’ II-45

Other Toys and Games II-45

Crucial Factors in the Selection of Toys II-45

Toy Safety II-45

List of Standards and Regulations for Toy Safety in Select

Regions II-46

5. PRODUCT INNOVATIONS/INTRODUCTIONS II-47

Little Tikes Introduces New Toys for 2015 II-47

MGA Entertainment Unveils Hispanic Inspired Doll Collection II-47

Alex Brands® Unveils New Collections II-47

Alex Brands® Introduces New World of ZOOB® Line II-47

Ravensburger Unveils New Puzzle Collection for Adults II-47

Simba Toys Unveils Safiras Collection II-47

VTech Unveils New Learning Products for Children II-47

VTech Adds New Collections to its Friends and Animals, Go! Go!

Smart Wheels Lines II-47

VTech Unveils Flipsies™ Collection for Girls II-48

VTech Unveils Kidizoom II-48

K’NEX Unveils K-FORCE II-48

K’NEX Reveals New Collections II-48

Hasbro Unveils New Playskool Line II-48

Disney Unveils “LINE: Disney Tsum Tsum” II-48

LeapFrog Unveils LeapTV II-48

Sago Sago Introduces New Plush Toy Line Reflecting Sago Mini

Characters II-49

Sanrio Unveils New Lineup of Products II-49

Mattel Launches New Toy Lineup II-49

Nickelodeon Rolls Out Dual-Language Preschool Learning Toys

Inspired by Dora the Explorer II-49

Reeves Launches Partnership with Wow Toys® by Unveiling Two

Brand New Lines II-49

BioWare Rolls Out Dragon Age: Inquisition II-49

Hasbro Introduces Toy Box Tools II-49

K’NEX Introduces ” LINCOLN LOGS® Play it Forward” Sweepstakes II-49

K’NEX Introduces New Additions II-50

K’NEX Launches New Additions of K’NEX® Building Sets Line II-50

K’NEX Rolls Out First Line of Titanfall™ Building Sets II-50

K’NEX Joins Hands with PopCap Games, Introduces First Line of

Plants vs. Zombies™ Building Sets II-50

K’NEX Rolls Out New Additions to Super Mario® Building Sets II-50

K’NEX Unveils 25 New Products II-50

Playmates Toys Unveils New Toy Line Based on the TMNT Movie II-50

Disney Launches Disney Infinity II-51

Angry Birds Go Gets Hasbro’s Jenga and Telepods tie-ins II-51

Hasbro rolls out Star Wars Angry Birds Board Games II-51

Anki Unveils Anki Drive II-51

Hasbro Joins Hands with Marvel to Launch Mr. Potato Head Line II-51

Simba Toys Announces Plans to Add Stores II-51

JAKKS Launches miWorld Toy Line II-51

JAKKS Receives Manufacturing Rights for Nintendo Toy and

Costume Line II-51

K’NEX Launches 45 New Products II-52

K’NEX Rolls out New LINCOLN LOGS® Building Set II-52

K’NEX® Unveils K’NEXmen™ Mystery Figures II-52

Playmates Unveils New Ninja Products II-52

6. RECENT INDUSTRY ACTIVITY II-53

Ravensburger Acquires BRIO II-53

LEGO Group Partners with Warner Bros to Launch Lego® Building

Sets Inspired by Classic Animated Series Scooby-Doo™ II-53

Hasbro Calls on Transformers Fans for New Character Designs II-53

JAKKS Pacific Signs Licensing Agreement with Sony Pictures

Consumer Products and LAFIG for Smurf-Tastic Toys II-53

JAKKS Pacific Obtains Licensing Rights for Warcraft II-53

JAKKS Obtains Licensing Agreement for Halo from Microsoft Studios II-53

Hasbro Plans to Buy DreamWorks Animation II-53

Goliath Takes Over Pressman Toy II-54

Rocap Acquires Spiral Toys II-54

Starbreeze Takes Over Geminose II-54

Mattel Acquires MEGA Brands II-54

Asmodee Announces Merger Plans With Fantasy Flight II-54

P.S. XO Joins Hands with Seedling II-54

University Games Takes Over Briarpatch II-54

Propel Equity Acquires Assets of Summit Products II-54

Hasbro Inks Deal With Disney Hasbro II-55

3D Systems Co-Ventures with Hasbro II-55

Scientific Games Expands License Deals with Hasbro II-55

JAKKS Secures Licensing Deal with Microsoft Studios II-55

JAKKS Enters Into Joint Venture with Meisheng Culture II-55

Disguise Secures Licensing Agreement with DreamWorks Animation II-55

JAKKS Signs Agreement with SKECHERS II-55

JAKKS Inks Licensing Agreement with Nickelodeon II-55

Sanrio Joins Hands with Select Los Angeles Restaurants to

Launch Hello Kitty’s Hungry Hunt II-56

Playmates Joins Hands with Nickelodeon to Expand Teenage

Mutant Ninja Turtles Toy Line II-56

Hasbro Acquires Majority Stake in Backflip Studios II-56

TCG Enters Into Strategic Partnership with Ganz II-56

JAKKS Manufactures “El Chavo” Toys Line II-56

JAKKS Signs Agreement with Lucasfilm II-56

DreamPlay Rolls Out Disney-Branded DreamPlay™ Products II-56

7. FOCUS ON SELECT PLAYERS II-57

Dream International Limited ( Hong Kong) II-57

Hasbro, Inc. (US) II-57

Integrity Toys, Inc. (US) II-59

JAKKS Pacific Inc. (US) II-59

Kids II, Inc. (US) II-60

K’NEX Brands, L.P. (US) II-61

Konami Corporation ( Japan) II-61

LeapFrog Enterprises, Inc. (US) II-62

LEGO Group ( Denmark) II-62

Mattel, Inc. (US) II-63

Fisher-Price, Inc. (US) II-64

MEGA Brands, Inc. ( Canada) II-65

MGA Entertainment, Inc. (US) II-65

NAMCO BANDAI Holdings Inc. ( Japan) II-66

Playmates Toys, Inc. (US) II-66

Ravensburger AG ( Germany) II-66

Sanrio Company Ltd. ( Japan) II-67

Tarata Toys Ltd. ( New Zealand) II-67

TOMY Company Ltd. ( Japan) II-68

Toy Quest (US) II-68

VTech Holdings Limited ( Hong Kong) II-68

8. GLOBAL MARKET PERSPECTIVE II-70

Table 6: World Recent Past, Current & Future Analysis for Toys

and Games by Geographic Region/Country – US, Canada, Japan,

Europe, Asia-Pacific (excluding Japan), Middle East & Africa,

and Latin American Markets Independently Analyzed with Annual

Sales Figures in US$ Million for Years 2014 through 2020

(includes corresponding Graph/Chart) II-70

Table 7: World Historic Review for Toys and Games by

Geographic Region/Country – US, Canada, Japan, Europe,

Asia-Pacific (excluding Japan), Middle East & Africa, and

Latin American Markets Independently Analyzed with Annual

Sales Figures in US$ Million for Years 2007 through 2013

(includes corresponding Graph/Chart) II-71

Table 8: World 14-Year Perspective for Toys and Games by

Geographic Region/Country – Percentage Breakdown of Dollar

Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding

Japan), Middle East & Africa, and Latin American Markets for

Years 2007, 2015 and 2020 (includes corresponding Graph/Chart) II-72

Market by Product Type II-73

Table 9: World Recent Past, Current & Future Analysis for

Games and Puzzles by Geographic Region/Country – US, Canada,

Japan, Europe, Asia-Pacific (excluding Japan), Middle East &

Africa, and Latin American Markets Independently Analyzed with

Annual Sales Figures in US$ Million for Years 2014 through

2020 (includes corresponding Graph/Chart) II-73

Table 10: World Historic Review for Games and Puzzles by

Geographic Region/Country – US, Canada, Japan, Europe,

Asia-Pacific (excluding Japan), Middle East & Africa, and

Latin American Markets Independently Analyzed with Annual

Sales Figures in US$ Million for Years 2007 through 2013

(includes corresponding Graph/Chart) II-74

Table 11: World 14-Year Perspective for Games and Puzzles by

Geographic Region/Country – Percentage Breakdown of Dollar

Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding

Japan), Middle East & Africa, and Latin American Markets for

Years 2007, 2015 and 2020 (includes corresponding Graph/Chart) II-75

Table 12: World Recent Past, Current & Future Analysis for

Infant and Preschool Toys by Geographic Region/Country – US,

Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle

East & Africa, and Latin American Markets Independently

Analyzed with Annual Sales Figures in US$ Million for Years

2014 through 2020 (includes corresponding Graph/Chart) II-76

Table 13: World Historic Review for Infant and Preschool Toys

by Geographic Region/Country – US, Canada, Japan, Europe,

Asia-Pacific (excluding Japan), Middle East & Africa, and

Latin American Markets Independently Analyzed with Annual

Sales Figures in US$ Million for Years 2007 through 2013

(includes corresponding Graph/Chart) II-77

Table 14: World 14-Year Perspective for Infant and Preschool

Toys by Geographic Region/Country – Percentage Breakdown of

Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific

(excluding Japan), Middle East & Africa, and Latin American

Markets for Years 2007, 2015 and 2020 (includes corresponding

Graph/Chart) II-78

Table 15: World Recent Past, Current & Future Analysis for

Activity and Construction Toys by Geographic Region/Country –

US, Canada, Japan, Europe, Asia-Pacific (excluding Japan),

Middle East & Africa, and Latin American Markets Independently

Analyzed with Annual Sales Figures in US$ Million for Years

2014 through 2020 (includes corresponding Graph/Chart) II-79

Table 16: World Historic Review for Activity and Construction

Toys by Geographic Region/Country – US, Canada, Japan, Europe,

Asia-Pacific (excluding Japan), Middle East & Africa, and

Latin American Markets Independently Analyzed with Annual

Sales Figures in US$ Million for Years 2007 through 2013

(includes corresponding Graph/Chart) II-80

Table 17: World 14-Year Perspective for Activity and

Construction Toys by Geographic Region/Country – Percentage

Breakdown of Dollar Sales for US, Canada, Japan, Europe,

Asia-Pacific (excluding Japan), Middle East & Africa, and

Latin American Markets for Years 2007, 2015 and 2020 (includes

corresponding Graph/Chart) II-81

Table 18: World Recent Past, Current & Future Analysis for

Dolls and Action Figures by Geographic Region/Country – US,

Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle

East & Africa, and Latin American Markets Independently

Analyzed with Annual Sales Figures in US$ Million for Years

2014 through 2020 (includes corresponding Graph/Chart) II-82

Table 19: World Historic Review for Dolls and Action Figures

by Geographic Region/Country – US, Canada, Japan, Europe,

Asia-Pacific (excluding Japan), Middle East & Africa, and

Latin American Markets Independently Analyzed with Annual

Sales Figures in US$ Million for Years 2007 through 2013

(includes corresponding Graph/Chart) II-83

Table 20: World 14-Year Perspective for Dolls and Action

Figures by Geographic Region/Country – Percentage Breakdown of

Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific

(excluding Japan), Middle East & Africa, and Latin American

Markets for Years 2007, 2015 and 2020 (includes corresponding

Graph/Chart) II-84

Table 21: World Recent Past, Current & Future Analysis for

Vehicle Toys and Ride Ons by Geographic Region/Country – US,

Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle

East & Africa, and Latin American Markets Independently

Analyzed with Annual Sales Figures in US$ Million for Years

2014 through 2020 (includes corresponding Graph/Chart) II-85

Table 22: World Historic Review for Vehicle Toys and Ride Ons

by Geographic Region/Country – US, Canada, Japan, Europe,

Asia-Pacific (excluding Japan), Middle East & Africa, and

Latin American Markets Independently Analyzed with Annual

Sales Figures in US$ Million for Years 2007 through 2013

(includes corresponding Graph/Chart) II-86

Table 23: World 14-Year Perspective for Vehicle Toys and Ride

Ons by Geographic Region/Country – Percentage Breakdown of

Dollar Sales for US, Canada, Japan, Europe, Asia-Pacific

(excluding Japan), Middle East & Africa, and Latin American

Markets for Years 2007, 2015 and 2020 (includes corresponding

Graph/Chart) II-87

Table 24: World Recent Past, Current & Future Analysis for

Soft/Plush Toys by Geographic Region/Country – US, Canada,

Japan, Europe, Asia-Pacific (excluding Japan), Middle East &

Africa, and Latin American Markets Independently Analyzed with

Annual Sales Figures in US$ Million for Years 2014 through

2020 (includes corresponding Graph/Chart) II-88

Table 25: World Historic Review for Soft/Plush Toys by

Geographic Region/Country – US, Canada, Japan, Europe,

Asia-Pacific (excluding Japan), Middle East & Africa, and

Latin American Markets Independently Analyzed with Annual

Sales Figures in US$ Million for Years 2007 through 2013

(includes corresponding Graph/Chart) II-89

Table 26: World 14-Year Perspective for Soft/Plush Toys by

Geographic Region/Country – Percentage Breakdown of Dollar

Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding

Japan), Middle East & Africa, and Latin American Markets for

Years 2007, 2015 and 2020 (includes corresponding Graph/Chart) II-90

Table 27: World Recent Past, Current & Future Analysis for

Other Toys and Games by Geographic Region/Country – US,

Canada, Japan, Europe, Asia-Pacific (excluding Japan), Middle

East & Africa, and Latin American Markets Independently

Analyzed with Annual Sales Figures in US$ Million for Years

2014 through 2020 (includes corresponding Graph/Chart) II-91

Table 28: World Historic Review for Other Toys and Games by

Geographic Region/Country – US, Canada, Japan, Europe,

Asia-Pacific (excluding Japan), Middle East & Africa, and

Latin American Markets Independently Analyzed with Annual

Sales Figures in US$ Million for Years 2007 through 2013

(includes corresponding Graph/Chart) II-92

Table 29: World 14-Year Perspective for Other Toys and Games

by Geographic Region/Country – Percentage Breakdown of Dollar

Sales for US, Canada, Japan, Europe, Asia-Pacific (excluding

Japan), Middle East & Africa, and Latin American Markets for

Years 2007, 2015 and 2020 (includes corresponding Graph/Chart) II-93

III. MARKET

1. THE UNITED STATES III-1

A.Market Analysis III-1

Current and Future Analysis III-1

US Toy Industry – Quick Facts III-1

Increased Focus on License Acquisitions III-2

Ethnic Groups and Multicultural Toys III-2

Cyclical Nature of Toy and Games Demand III-2

Consolidation Rife in the Toy Industry III-2

Table 30: US Toy Industry: Breakup of Number of Companies

by Average Annual Sales III-3

Competition III-4

Table 31: US Toys and Games Market by Leading Players

(2014): Percentage Breakdown for Mattel, Hasbro, and Others

(includes corresponding Graph/Chart) III-4

Table 32: US Construction Toys Market by Leading Players

(2013): Percentage Breakdown for Lego, Mega Brands, K’Nex,

Kre-O, and Others (includes corresponding Graph/Chart) III-4

Companies Move Manufacturing Base to Low Cost Countries in Asia III-4

Hobby and Toy Stores: A Perspective III-5

The Distribution Landscape III-5

Retailing Snapshots III-5

Role of Supercenters in the Retail Sector III-6

Rising Popularity of E-tailers III-6

Consumer and Retail Trends III-6

The Dominance of Mass Retailers III-6

Table 33: US Toys Market by Leading Retailers (2014):

Percentage Value Breakdown for Wal-Mart, Toys R Us, Amazon,

and Others (includes corresponding Graph/Chart) III-7

‘Seasonality Factor’ Impacts Business III-7

The Grandparent Effect III-7

Consumers Become Tech Savvy III-8

App-Versions of Traditional Games Up Against Original Games III-8

Manufacturers Transforming Traditional Games into Digital

Games III-8

Shrinking Games and Puzzle Sales Impacting Toy Manufacturer

Revenues III-9

Technology Usage Increasing in Traditional Games III-9

Table 34: US Toys and Games Market by Type (2014):

Percentage Breakdown for Electronic, Non-Electronic, and

Others (includes corresponding Graph/Chart) III-9

Top 10 Traditional Toys in the US Market (2014) III-10

Segmental Trends III-10

Infant and Preschool Toy Trends III-10

Major Trends III-10

Baby Plush Remains Strong III-10

Electronic Babyplush Catching Up III-10

Plush Toys with Lights and Sounds, a New Phenomenon III-11

Activity Mats and Playgyms Picked up the Most III-11

Colors Make a Come Back III-11

Infant Products Market Grows Commensurate with the Rate of

Birth III-11

Limited Seasonality Creates Year Round Demand III-12

Building and Construction Toys III-12

Building and Construction Toys Drive Retail Growth in the

US Toy Market III-12

Lego Dominates the US Market for Construction Toys III-12

Dolls and Action Figures III-13

Consumers’ Gifting Habits Drive Doll Sales III-13

Demographics Favor Dolls and Action Figures Segment III-13

Table 35: Leading Brands in the US Fashion Dolls Market

(2014): Percentage Share Breakdown of Value Sales for

Barbie, Bratz and Others (includes corresponding

Graph/Chart) III-13

Regulatory Scenario III-14

The Consumer Product Safety Improvement Act of 2008 III-14

Exports and Imports Scenario III-14

Table 36: Leading Importers of Toys and Games from the US

(2013): Percentage Value Breakdown by Country (includes

corresponding Graph/Chart) III-14

Table 37: Leading Exporters of Toys and Games to the US

(2013): Percentage Value Breakdown by Country (includes

corresponding Graph/Chart) III-15

Table 38: Leading Exporters of Toys to the US (2014):

Percentage Value Breakdown by Country (includes

corresponding Graph/Chart) III-15

Product Launches III-16

Strategic Corporate Developments III-20

Key Players III-23

B.Market Analytics III-37

Table 39: US Recent Past, Current & Future Analysis for Toys

and Games by Product Type – Games and Puzzles, Infant and

Preschool Toys, Activity and Construction Toys, Dolls and

Action Figures, Vehicle Toys and Ride Ons, Soft/Plush Toys,

and Other Toys and Games Markets Independently Analyzed with

Annual Sales Figures in US$ Million for Years 2014 through

2020 (includes corresponding Graph/Chart) III-37

Table 40: US Historic Review for Toys and Games by Product

Type – Games and Puzzles, Infant and Preschool Toys,

Activity and Construction Toys, Dolls and Action Figures,

Vehicle Toys and Ride Ons, Soft/Plush Toys, and Other Toys

and Games Markets Independently Analyzed with Annual Sales

Figures in US$ Million for Years 2007 through 2013 (includes

corresponding Graph/Chart) III-38

Table 41: US 14-Year Perspective for Toys and Games by

Product Type – Percentage Breakdown of Dollar Sales for

Games and Puzzles, Infant and Preschool Toys, Activity and

Construction Toys, Dolls and Action Figures, Vehicle Toys

and Ride Ons, Soft/Plush Toys, and Other Toys and Games

Markets for Years 2007, 2015 and 2020 (includes

corresponding Graph/Chart) III-39

2. CANADA III-40

A.Market Analysis III-40

Current and Future Analysis III-40

Market Snapshots III-40

Toy Industry Overview III-40

Puzzle Games on the Rise in Canada III-41

Canadian Parents Spend More on Child III-41

Regulatory Overview III-41

EXIM Statistics III-42

Table 42: Canadian Exports of Toys and Games (2013):

Percentage Breakdown of Export Value by Country of

Destination (includes corresponding Graph/Chart) III-42

Table 43: Canadian Imports of Toys and Games (2013):

Percentage Breakdown of Import Value by Country of Origin

(includes corresponding Graph/Chart) III-42

Strategic Corporate Developments III-43

Key Players III-43

B.Market Analytics III-45

Table 44: Canadian Recent Past, Current & Future Analysis

for Toys and Games by Product Type – Games and Puzzles,

Infant and Preschool Toys, Activity and Construction Toys,

Dolls and Action Figures, Vehicle Toys and Ride Ons,

Soft/Plush Toys, and Other Toys and Games Markets

Independently Analyzed with Annual Sales Figures in US$

Million for Years 2014 through 2020 (includes corresponding

Graph/Chart) III-45

Table 45: Canadian Historic Review for Toys and Games by

Product Type – Games and Puzzles, Infant and Preschool Toys,

Activity and Construction Toys, Dolls and Action Figures,

Vehicle Toys and Ride Ons, Soft/ Plush Toys, and Other Toys

and Games Markets Independently Analyzed with Annual Sales

Figures in US$ Million for Years 2007 through 2013 (includes

corresponding Graph/Chart) III-46

Table 46: Canadian 14-Year Perspective for Toys and Games by

Product Type – Percentage Breakdown of Dollar Sales for

Games and Puzzles, Infant and Preschool Toys, Activity and

Construction Toys, Dolls and Action Figures, Vehicle Toys

and Ride Ons, Soft/Plush Toys, and Other Toys and Games

Markets for Years 2007, 2015 and 2020 (includes

corresponding Graph/Chart) III-47

3. JAPAN III-48

A.Market Analysis III-48

Current and Future Analysis III-48

Market Overview III-48

Classification of Toys and Games by Category III-48

Categorization of Toys and Games by Consumer Segment III-49

Declining Birth Rate, a Major Hurdle III-49

Cyclicality of Demand III-49

Character Merchandising Unpredictable III-49

Online Shopping – The New Way to Shop III-49

Product Launch III-50

Key Players III-50

B.Market Analytics III-52

Table 47: Japanese Recent Past, Current & Future Analysis

for Toys and Games by Product Type – Games and Puzzles,

Infant and Preschool Toys, Activity and Construction Toys,

Dolls and Action Figures, Vehicle Toys and Ride Ons,

Soft/Plush Toys, and Other Toys and Games Markets

Independently Analyzed with Annual Sales Figures in US$

Million for Years 2014 through 2020 (includes corresponding

Graph/Chart) III-52

Table 48: Japanese Historic Review for Toys and Games by

Product Type – Games and Puzzles, Infant and Preschool Toys,

Activity and Construction Toys, Dolls and Action Figures,

Vehicle Toys and Ride Ons, Soft/ Plush Toys, and Other Toys

and Games Markets Independently Analyzed with Annual Sales

Figures in US$ Million for Years 2007 through 2013 (includes

corresponding Graph/Chart) III-53

Table 49: Japanese 14-Year Perspective for Toys and Games by

Product Type – Percentage Breakdown of Dollar Sales for

Games and Puzzles, Infant and Preschool Toys, Activity and

Construction Toys, Dolls and Action Figures, Vehicle Toys

and Ride Ons, Soft/Plush Toys, and Other Toys and Games

Markets for Years 2007, 2015 and 2020 (includes

corresponding Graph/Chart) III-54

4. EUROPE III-55

A.Market Analysis III-55

Current and Future Analysis III-55

European Toy Industry Fact Sheet III-55

Brief Market Overview III-56

The European Toy Industry – Analyzing Differences across

Countries III-56

The European Toy Industry – Organizational Structure III-56

Key Toy Producing Countries in the EU III-57

Distribution Channels III-57

Table 50: Leading Toy Distribution Channels in Top Markets

in the EU (2014): Percentage Share Breakdown of Value Sales

(includes corresponding Graph/Chart) III-57

Toy Manufacturers Move Back Production Facilities to Europe III-57

Socio-Economic Factors Impacting Market Demand III-58

The European Union Toy Safety Directive III-58

B.Market Analytics III-59

Table 51: European Recent Past, Current & Future Analysis

for Toys and Games by Geographic Region/Country – France,

Germany, Italy, UK, Spain, Russia and Rest of Europe Markets

Independently Analyzed with Annual Sales Figures in US$

Million for Years 2014 through 2020 (includes corresponding

Graph/Chart) III-59

Table 52: European Historic Review for Toys and Games by

Geographic Region/Country – France, Germany, Italy, UK,

Spain, Russia and Rest of Europe Markets Independently

Analyzed with Annual Sales Figures in US$ Million for Years

2007 through 2013 (includes corresponding Graph/Chart) III-60

Table 53: European 14-Year Perspective for Toys and Games by

Geographic Region/ Country – Percentage Breakdown of Dollar

Sales for France, Germany, Italy, UK, Spain, Russia and Rest

of Europe Markets for Years 2007, 2015 and 2020 (includes

corresponding Graph/Chart) III-61

Table 54: European Recent Past, Current & Future Analysis

for Toys and Games by Product Type – Games and Puzzles,

Infant and Preschool Toys, Activity and Construction Toys,

Dolls and Action Figures, Vehicle Toys and Ride Ons,

Soft/Plush Toys, and Other Toys and Games Markets

Independently Analyzed with Annual Sales Figures in US$

Million for Years 2014 through 2020 (includes corresponding

Graph/Chart) III-62

Table 55: European Historic Review for Toys and Games by

Product Type – Games and Puzzles, Infant and Preschool Toys,

Activity and Construction Toys, Dolls and Action Figures,

Vehicle Toys and Ride Ons, Soft/Plush Toys, and Other Toys

and Games Markets Independently Analyzed with Annual Sales

Figures in US$ Million for Years 2007 through 2013 (includes

corresponding Graph/Chart) III-63

Table 56: European 14-Year Perspective for Toys and Games by

Product Type – Percentage Breakdown of Dollar Sales for

Games and Puzzles, Infant and Preschool Toys, Activity and

Construction Toys, Dolls and Action Figures, Vehicle Toys

and Ride Ons, Soft/Plush Toys, and Other Toys and Games

Markets for Years 2007, 2015 and 2020 (includes

corresponding Graph/Chart) III-64

4a. FRANCE III-65

A.Market Analysis III-65

Current and Future Analysis III-65

Market Snapshots III-65

Market Overview III-66

Traditional Toys Witness Promising Sales despite Market

Saturation III-66

Varying Consumer Cycles Mark the Industry III-66

The Retail Scenario III-66

Table 57: French Toy Market (2014): Percentage Breakdown by

Distribution Channel (includes corresponding Graph/Chart) III-67

B.Market Analytics III-68

Table 58: French Recent Past, Current & Future Analysis for

Toys and Games by Product Type – Games and Puzzles, Infant

and Preschool Toys, Activity and Construction Toys, Dolls

and Action Figures, Vehicle Toys and Ride Ons, Soft/Plush

Toys, and Other Toys and Games Markets Independently

Analyzed with Annual Sales Figures in US$ Million for Years

2014 through 2020 (includes corresponding Graph/Chart) III-68

Table 59: French Historic Review for Toys and Games by

Product Type – Games and Puzzles, Infant and Preschool Toys,

Activity and Construction Toys, Dolls and Action Figures,

Vehicle Toys and Ride Ons, Soft/Plush Toys, and Other Toys

and Games Markets Independently Analyzed with Annual Sales

Figures in US$ Million for Years 2007 through 2013 (includes

corresponding Graph/Chart) III-69

Table 60: French 14-Year Perspective for Toys and Games by

Product Type – Percentage Breakdown of Dollar Sales for

Games and Puzzles, Infant and Preschool Toys, Activity and

Construction Toys, Dolls and Action Figures, Vehicle Toys

and Ride Ons, Soft/Plush Toys, and Other Toys and Games

Markets for Years 2007, 2015 and 2020 (includes

corresponding Graph/Chart) III-70

4b. GERMANY III-71

A.Market Analysis III-71

Current and Future Analysis III-71

German Toy Industry Trends in a Nutshell III-71

Infant and Preschool Toys III-72

Innovation Drives Demand III-72

Race between Specialist Stores and Internet Retailing III-72

Table 61: German Toy Market (2014): Percentage Breakdown by

Distribution Channel (includes corresponding Graph/Chart) III-73

Product Launches III-73

Key Players III-73

B.Market Analytics III-75

Table 62: German Recent Past, Current & Future Analysis for

Toys and Games by Product Type – Games and Puzzles, Infant

and Preschool Toys, Activity and Construction Toys, Dolls

and Action Figures, Vehicle Toys and Ride Ons, Soft/Plush

Toys, and Other Toys and Games Markets Independently

Analyzed with Annual Sales Figures in US$ Million for Years

2014 through 2020 (includes corresponding Graph/Chart) III-75

Table 63: German Historic Review for Toys and Games by

Product Type – Games and Puzzles, Infant and Preschool Toys,

Activity and Construction Toys, Dolls and Action Figures,

Vehicle Toys and Ride Ons, Soft/Plush Toys, and Other Toys

and Games Markets Independently Analyzed with Annual Sales

Figures in US$ Million for Years 2007 through 2013 (includes

corresponding Graph/Chart) III-76

Table 64: German 14-Year Perspective for Toys and Games by

Product Type – Percentage Breakdown of Dollar Sales for

Games and Puzzles, Infant and Preschool Toys, Activity and

Construction Toys, Dolls and Action Figures, Vehicle Toys

and Ride Ons, Soft/Plush Toys, and Other Toys and Games

Markets for Years 2007, 2015 and 2020 (includes

corresponding Graph/Chart) III-77

4c. ITALY III-78

A.Market Analysis III-78

Current and Future Analysis III-78

Popular Toys III-78

Seasonality Plays a Major Role III-78

Consumer Habits and Preferences III-78

Traditional Stores Struggle to Maintain Ground III-79

Table 65: Italian Toys Market (2014): Percentage Breakdown

by Distribution Channel (includes corresponding

Graph/Chart) III-79

B.Market Analytics III-80

Table 66: Italian Recent Past, Current & Future Analysis for

Toys and Games by Product Type – Games and Puzzles, Infant

and Preschool Toys, Activity and Construction Toys, Dolls

and Action Figures, Vehicle Toys and Ride Ons, Soft/Plush

Toys, and Other Toys and Games Markets Independently

Analyzed with Annual Sales Figures in US$ Million for Years

2014 through 2020 (includes corresponding Graph/Chart) III-80

Table 67: Italian Historic Review for Toys and Games by

Product Type – Games and Puzzles, Infant and Preschool Toys,

Activity and Construction Toys, Dolls and Action Figures,

Vehicle Toys and Ride Ons, Soft/Plush Toys, and Other Toys

and Games Markets Independently Analyzed with Annual Sales

Figures in US$ Million for Years 2007 through 2013 (includes

corresponding Graph/Chart) III-81

Table 68: Italian 14-Year Perspective for Toys and Games by

Product Type – Percentage Breakdown of Dollar Sales for

Games and Puzzles, Infant and Preschool Toys, Activity and

Construction Toys, Dolls and Action Figures, Vehicle Toys

and Ride Ons, Soft/Plush Toys, and Other Toys and Games

Markets for Years 2007, 2015 and 2020 (includes

corresponding Graph/Chart) III-82

4d. THE UNITED KINGDOM III-83

A.Market Analysis III-83

Current and Future Analysis III-83

Key Toy Industry Trends in the United Kingdom III-83

Consumer Profile III-84

Market Dominated by Multinational Companies III-84

Table 69: Leading Player in the UK Toys and Games Market

(2013): Percentage Breakdown for Mattel, Hasbro, Lego, and

Others (includes corresponding Graph/Chart) III-84

Dolls Continue to Remain a Favorite III-85

WWE Action Figures Wrestling it Out III-85

Next Generation Consoles Dampen Growth Prospects III-85

Licensed Construction Toys Ruling the Roost III-85

Tax Breaks Propel Emergence of Startups III-85

Distribution Channel III-86

Table 70: UK Toy Market (2014): Percentage Breakdown by

Distribution Channel (includes corresponding Graph/Chart) III-86

Key Players III-86

B.Market Analytics III-87

Table 71: UK Recent Past, Current & Future Analysis for Toys

and Games by Product Type – Games and Puzzles, Infant and

Preschool Toys, Activity and Construction Toys, Dolls and

Action Figures, Vehicle Toys and Ride Ons, Soft/Plush Toys,

and Other Toys and Games Markets Independently Analyzed with

Annual Sales Figures in US$ Million for Years 2014 through

2020 (includes corresponding Graph/Chart) III-87

Table 72: UK Historic Review for Toys and Games by Product

Type – Games and Puzzles, Infant and Preschool Toys,

Activity and Construction Toys, Dolls and Action Figures,

Vehicle Toys and Ride Ons, Soft/Plush Toys, and Other Toys

and Games Markets Independently Analyzed with Annual Sales

Figures in US$ Million for Years 2007 through 2013 (includes

corresponding Graph/Chart) III-88

Table 73: UK 14-Year Perspective for Toys and Games by

Product Type – Percentage Breakdown of Dollar Sales for

Games and Puzzles, Infant and Preschool Toys, Activity and

Construction Toys, Dolls and Action Figures, Vehicle Toys

and Ride Ons, Soft/Plush Toys, and Other Toys and Games

Markets for Years 2007, 2015 and 2020 (includes

corresponding Graph/Chart) III-89

4e. SPAIN III-90

A.Market Analysis III-90

Current and Future Analysis III-90

Snapshots III-90

A Brief Market Review III-90

Factors Influencing the Market III-90

Sources of Supply III-90

Legislative Issues III-90

Consumer Lifestyle III-91

Seasonality III-91

Evolving Distribution Channels III-91

Table 74: Spanish Toys Market (2014): Percentage Breakdown

by Distribution Channel (includes corresponding

Graph/Chart) III-92

B.Market Analytics III-93

Table 75: Spanish Recent Past, Current & Future Analysis for

Toys and Games by Product Type – Games and Puzzles, Infant

and Preschool Toys, Activity and Construction Toys, Dolls

and Action Figures, Vehicle Toys and Ride Ons, Soft/Plush

Toys, and Other Toys and Games Markets Independently

Analyzed with Annual Sales Figures in US$ Million for Years

2014 through 2020 (includes corresponding Graph/Chart) III-93

Table 76: Spanish Historic Review for Toys and Games by

Product Type – Games and Puzzles, Infant and Preschool Toys,

Activity and Construction Toys, Dolls and Action Figures,

Vehicle Toys and Ride Ons, Soft/Plush Toys, and Other Toys

and Games Markets Independently Analyzed with Annual Sales

Figures in US$ Million for Years 2007 through 2013 (includes

corresponding Graph/Chart) III-94

Table 77: Spanish 14-Year Perspective for Toys and Games by

Product Type – Percentage Breakdown of Dollar Sales for

Games and Puzzles, Infant and Preschool Toys, Activity and

Construction Toys, Dolls and Action Figures, Vehicle Toys

and Ride Ons, Soft/Plush Toys, and Other Toys and Games

Markets for Years 2007, 2015 and 2020 (includes

corresponding Graph/Chart) III-95

4f. RUSSIA III-96

A.Market Analysis III-96

Current and Future Analysis III-96

Russian Toy Industry – An Overview III-96

Imports Rule the Roost III

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