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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