The U.S. Collectibles Market
Apr 1, 1997
149 Pages - Pub ID: LA452
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  1. Executive Summary
    • The Products
    • Historical Overview
    • Product Definition
    • The Market
    • Market Size and Growth
    • Positive Factors Affecting Market Growth
    • Negative Factors Affecting Market Growth
    • Sales to Top $10 Billion in 2001
    • Table 1-1: Retail Sales and Growth of the U.S. Collectibles Market, 1993-2001 (dollars)
    • Market Composition by Product Type
    • Figure 1-1: Share of U.S. Retail Sales of Collectibles by Product Type, 1995 (percent): Figurines, Dolls, Cottages, Prints, Plush, Ornaments, Die-Cast, Steins, Plates, Music Boxes
    • The Marketers
    • Overview of Marketers
    • The Competitive Situation
    • Collector Clubs
    • New Product Trends
    • Consumer Advertising
    • Trade Shows
    • Distribution and Retail
    • At the Distribution Level
    • Specialty Stores Control Over 76% of Market
    • The Consumer
    • The Collector in General
    • Collectors by Product Type
    • Scope and Methodology
    • Market Parameters
    • Report Methodology
  2. The Products
    • Scope of Report
    • Collectibles Sold at Retail and on TV
    • Focus on the "Primary Market"
    • Products Not Included
    • Historical Overview
    • Products of Ancient Lineage, But Market Is Young
    • Plates Were First "Hot" Collectible
    • Collectibles Market Blossomed in the 1970s
    • Product Definition
    • "Collectibles" Originate as Such
    • The Limited-Edition Concept
    • Editions Can Be Limited in Several Ways
    • Supply and Demand
    • Products Included Under Collectibles
    • Collectibles Encompass Many Materials
  3. The Market
    • Figure 3-1: U.S. Retail Sales of Collectibles, 1993-1996 (dollars)
    • Market Size and Growth
    • Source and Methodology for Sales Estimates
    • Retail Sales Approach $7 Billion
    • Table 3-1: U.S. Retail Sales of Collectibles, 1993-1996 (dollars)
    • Figurines Account for Nearly Half of Sales
    • Table 3-2: U.S. Retail Sales of Collectibles by Product Type, 1994 vs. 1995 (dollars and percent): Figurines, Dolls, Cottages, Prints, Plush, Ornaments, Die-Cast, Steins, Plates, Music Boxes
    • Market Composition
    • Collectibles Dominated by Imports
    • Collectibles Stores the Dominant Retail Channel
    • Figure 3-2: Share of U.S. Collectibles Market by Retailer Type (percent): Collectibles Stores, Card and Gift Stores, Doll Stores, Art Galleries/Print Stores, Department Stores, TV Shopping, Other Doll Stores Are Dominant Channel for Collectible Dolls
    • Figure 3-3: Share of U.S. Collectible Doll Market (percent): Doll Stores, Toy Stores and Department Stores, TV Shopping, Collectibles Stores, Card and Gift Stores, Other
    • Fourth Quarter Is Biggest for Sales
    • Price Points Vary Widely
    • Table 3-3: Collectibles Retail Prices by Product Type (dollars): Dolls, Plush, Prints, Figurines, Die-Cast, Steins, Music Boxes, Cottages, Ornaments
    • Factors Affecting Market Growth
    • Hard Times Can Spur Sales
    • Collectibles and Social Change
    • Population Projections Favor Collectibles
    • Middle-Age Households to Grow
    • Table 3-4: Projections of U.S. Households by Age of Householder, 1997 vs. 2001 (number and percent): From Under Age 25 to Age 75 and Older Collectibles and Fiftysomething Women
    • Table 3-5a: Projections of U.S. Population by Gender and Age Bracket, 1997 (number and percent)
    • Table 3-5b: Projections of U.S. Population by Gender and Age Bracket, 2001 (number and percent)
    • Collectors Age 45-54 Projected to Increase 20.5%
    • Baby Boomers as Big Spenders on Collectibles
    • Is New Collector Growth Slowing?
    • Marketers Promoting Collectibles as Gifts and Home Accents
    • The Internet as Growth Opportunity
    • Does TV Home Shopping Hurt or Help Retail Sales of Collectibles?
    • Collectibles Get Steady Television Exposure
    • Will Mass-Market Retail Distribution Help or Hurt?
    • Is Gray Marketing Increasing and Hurting Sales?
    • Collectibles Not Immune to Market Conditions
    • Is the Market Saturated?
    • Is Base of Small Independent Retailers Shrinking?
    • Are Direct-Mail Sales of Collectibles Plateauing?
    • Figure 3-4: Projected Growth in Collectibles Retail Sales, 1996-2001 (dollars): Retail Sales at 12%, 8.5%, and 5.5% CAGR
    • Projected Growth
    • Best-Case Scenario: Collectibles Retail Sales Pass $12 Billion in 2001
    • Table 3-6: Projected Growth in U.S. Retail Sales, 1996-2001 (dollars): Retail Sales at 12%, 8.5%, and 5.5% CAGR
  4. The Marketers
    • The Marketers
    • Numerous and Mostly Small
    • First-Tier Marketers
    • Second-Tier Marketers
    • Third-Tier Marketers
    • Smaller Marketers
    • Leading Direct-Response Marketers
    • Most Majors Are Not Manufacturers
    • Table 4-1: The U.S. Collectibles Market: Selected Marketers and Product Lines (47 Marketers)
    • Competitive Situation
    • A Competitive, Fragmented Market
    • Nature of Distribution Explains Fragmentation
    • Top Marketers Dominant in Certain Product Types
    • Enter Mattel and Disney
    • Lenox and Waterford Target Collectibles
    • Competitive Profile: Enesco Worldwide Giftware Group
    • Enesco Accounts for 60% of Parent Company's Sales
    • Enesco Giftware Group Grows by Acquisitions
    • Sister Company Is Direct-Response Giftware Marketer
    • Enesco Strikes Gold with Precious Moments
    • Enesco Scores Again with Cherished Teddies
    • Other Major Lines and Licenses
    • Enesco Targeting Both Mass and Upscale Retailers
    • Seeks International Dominance as Well
    • Competitive Profile: Department 56, Inc.
    • Helped Create New Collectible: Cottages
    • Inaugurated Village Series in 1977
    • Figurines Are Marketer's Other Major Collectible
    • Department 56 Is Selective About Distribution
    • Terminates 50 Accounts for Distribution Violations
    • Orders and Sales Dropped in 1996
    • Takes Steps to Resume Growth
    • Launches Starter Sets to Attract New Collectors
    • Begins to Cultivate Foreign Markets
    • Does Not Advertise Heavily
    • Competitive Profile: Mattel, Inc.
    • Barbie Sparks Quick Rise to Top
    • Barbie Collectibles Cash in on Barbie Phenomenon
    • You've Come a Long Way, Barbie
    • Success Surprised Even Mattel
    • Upscale Stores Open Barbie Boutiques
    • Mattel Introduces Disney Collector Dolls
    • Competitive Profile: Goebel of North America
    • Hummel Figurines Emerge from Troubled Time
    • Goebel Was Well Established Before Hummel
    • U.S. Market Accounts for 40% of Hummel Product Sales
    • Goebel Marks 125 th Anniversary in 1996
    • Woos Younger Collectors with Berta Hummel Line
    • Looney Tunes Licensing Pact Highlights Stepped-Up Effort to Diversify
    • Seeks to Build Retail Doll Sales Markets Collectibles by Artist Bob Timberlake
    • Competitive Profile: Lladro USA
    • Fine Figurines for Ordinary People
    • Big U.S. Push Began in Late 1980s
    • Figurines Have Art Nouveau Flavor
    • Introductions for 1996 Strike Up the Band
    • Competitive Profile: Swarovski America Ltd
    • Specialist in Animal Figurines of Faceted Crystal
    • Animals Are Frequent Subjects
    • Targets Department Stores
    • Competitive Profile: Roman, Inc.
    • Marketer Began As Mom-and-Pop Store
    • Adds Figurines of Children to Religious Subjects
    • Addresses Popularity of Angels
    • Competitive Profile: Media Arts Group, Inc
    • Thomas Kinkade Art Is Main Line
    • Kinkade's Paintings Create Feeling of Serenity
    • Working to Broaden Distribution
    • Disposes of David Winter Cottages Line
    • Subsidiary Markets Entertainment Products
    • Competitive Profile: Alexander Doll Co., Inc
    • Seeking a Turnaround
    • Helped Create Collectible Doll Category
    • New President Plans to Double Sales
    • Targets Young Collectors
    • Ad Campaign Focuses on Heritage and Quality
    • Competitive Profile: Miller Import Corp.
    • Marketer of Armani Figurines
    • Figurines Are Stylized
    • Competitive Profile: Hallmark Cards, Inc.
    • World's Largest Greeting Card Company
    • Hallmark Far Outspends Other Giftware Advertisers
    • Collectible Ornaments Are Leading Giftware Product
    • New Ornaments Introduced at Two-Day Event in Stores
    • Competitive Profile: Walt Disney Co.
    • Longtime Licensor Enters Giftware Marketer Ranks
    • Disney Artists Create "Animation Art Sculptures
    • Disney Enters Collectible Cottages Category
    • Merges Collectibles Business Units
    • Plans to Involve Outside Artists
    • Targets Collectors through New Stores
    • Competitive Profiles: Third-Tier Marketers
    • Anheuser-Busch: Brewer Turns Collectibles Marketer
    • Annalee Mobilitee Dolls, Inc.: Unusual in Subject and Composition
    • The Boyds Collection, Ltd.: Collectible Bears with a Sense of Humor
    • Cardinal, Inc.: Marketer of Dynasty Dolls
    • Cast Art Industries, Inc.: Popularized Angel Figurines
    • Kurt S. Adler, Inc.: Largest Resource for Holiday Accessories
    • Lance Corp.: Three Brands of Collectibles
    • The Lefton Co.: Pioneer Designer/Importer
    • Lenox Brands: Leader in China Giftware
    • Midwest of Cannon Falls: Full-Line Marketer of Seasonal Decoratives
    • North American Bear Co., Inc.: "The Barbie of the Teddy Bear World"
    • Possible Dreams, Ltd.: Specializing in Santas
    • Royal Doulton USA: Collectibles/Dinnerware Double Threat
    • Chas. Sadek Importing Co., Inc.: Marketer of Andrea by Sadek Figurines
    • Seymour Mann, Inc.: Hobby Evolves into Important Doll Line
    • Steiff USA: Leader in High-End Collectible Plush
    • Steuben Glass: U.S. Manufacturer Is Leader in Luxury Crystal
    • Syratech Corp.: Entrepreneur at the Helm
    • United Design Corp.: From Novelty to Collectible Figurines
    • Waterford Crystal USA: A Company Reborn
    • Competitive Profiles: Smaller Marketers
    • Baccarat, Inc.: Turnaround in Progress
    • CUI Industries: Collectible Steins with Sports Themes
    • Christopher Radko: Ornaments of Old World Quality
    • Flambro Imports, Inc.: Marketer of Emmett Kelly Figurines
    • Gund, Inc.: Collectible Plush Leader and Pioneer
    • Iris Arc Crystal: Faceted Crystal Collectibles
    • Lee Middleton Original Dolls, Inc.: Largest Domestic Doll Manufacturer
    • Maruri USA: Specialist in Porcelain Wildlife Figurines
    • Miss Martha Originals, Inc.: Helped Gain Acceptance
    • for Ethnic Figurines
    • Peggy Mulholland, Inc.: Whimsical Dolls Complement Classic Victorian Collection
    • Reco International Corp.: Teaming up with American Artists
    • Reed & Barton Silversmiths: Collectibles in Silver, China, and Crystal
    • Sandicast, Inc.: Animal Figurines Are Fruit of Direct Observation
    • Sarah's Attic: Figurines Derive from Artist's Childhood
    • Willitts Designs International, Inc.: Finding New Life After Carousels
    • Marketing Trends
    • The Concept of Collectibles: Marketing Magic
    • New Products Drive the Business
    • The Role of Collector Clubs
    • Smaller Collectibles Marketers Take Up Direct Mail
    • Cultivating Foreign Markets
    • Cause-Related Marketing
    • Product Trends
    • Angels Continue to Soar
    • African-American Collectibles Take Hold
    • 1950s Appeal Strongly to Today's Collectors
    • Mass Media Images Proliferate on Collectibles
    • Consumer Advertising Expenditures
    • Special Note
    • Only a Handful of Marketers Advertise
    • Direct-Response Ad Spending Is Many Times Greater
    • Hallmark Is Biggest Spender by Far
    • Crystal Marketers Believe in Advertising
    • Magazines Are Dominant Medium
    • Consumer Advertising Positioning
    • Focus Can Be Brand or Product or Both
    • Nostalgia Is Most Common Theme
    • Ads Evoke Childhood Memories, Bygone Fashion
    • Crystal Ads Are Most Striking Visually
    • Ads Publicize In-Store Events
    • Examples of Consumer Advertising
    • Consumer Promotions
    • Store Events Bring Marketers and Collectors Together
    • Collector Clubs Offer Incentives
    • Trade Advertising and Promotion
    • Trade Ads Focus on Product Introductions
    • Trade Shows Vital to Industry
    • Showroom Buildings/Market Centers
    • Collector Clubs Offer Incentives to Retailers
    • Examples of Trade Advertising
  5. Distribution And Retail
    • Distribution
    • The Importance of Independent Sales Representatives
    • Retailer Cooperatives
    • At the Retail Level
    • Specialty Stores Control Over 76% of Market
    • Figure 5-1: Share of U.S. Collectibles Market by Retailer Type (percent): Collectibles Stores, Card and Gift Stores, Doll Stores, Art Galleries/Print Stores, Department Stores, TV Shopping, Other Department Stores, TV Shopping Are Leading Non-Specialty Channels
    • Doll Stores Are Dominant Channel for Collectible Dolls
    • Figure 5-2: Share of U.S. Collectible Doll Market (percent): Doll Stores, Toy Stores and Department Stores, TV Shopping, Collectibles Stores, Card and Gift Stores, Other Collectibles Play to Specialty Stores' Strengths
    • Price Competition Minimal
    • Focus on Specialty Stores
    • More Sources, More Assortment
    • Specialty Stores Stress Personal Service
    • Building Relationships with Collectors
    • Specialty Stores Vary Widely in Appearance
    • Use of Marketer-Supplied Display Aids
    • Specialty Stores Also Vary Widely in Size
    • Keystone Markup Is Standard
    • Focus on Multi-Category Stores
    • Department Stores Opportunistic
    • Collectibles Offerings of Selected Department Stores
    • Combination of Display Vehicles Used
    • Collectibles in Mass Channels
    • Focus on Television Home Shopping
    • TV Collectibles Sales as Opportunity for Stores
    • QVC Leads in TV Sales of Collectibles
    • Retail Advertising and Promotion
    • Advertising for Holidays, In-Store Events
    • Specialty Stores Stress In-Store Events
    • Offering Incentives for Collectors
    • Some Use Store Catalogs to Advertise Collectibles
    • Examples of Retailer Advertising
    • VI. The Consumer
    • Profile of the Collector
    • All Eyes on the Collector
    • Empty Nesters Are Prime Market
    • Earlier Survey Identifies Younger Collector
    • Table 6-1: Demographic Characteristics Favoring Purchase of Collectibles
    • The Male Collector
    • Younger Customers Raising a New Breed of Collectors?
    • Collectors Are Choosy About Stores, Staff
    • What Do Collectors Want?
    • Collectors by Product Type
    • Consumers Collect Figurines Most
    • Profile of Possible Dreams Santa Claus Collectors
    • Profile of Hummel Collectors
    • Walt Disney Classics Collectors Are (Relatively) Younger
    • 99% of Doll Collectors Are Women
    • Teddy Bear Collectors May Be Most Affluent and Educated
  6. Appendix I: Examples Of Consumer, Trade, And Retail Advertising
  7. Appendix II: Addresses Of Selected Marketers
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