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U.S. And European Market For Infant, Toddler, And Preschool Toys
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Sep 1, 1996
326 Pages - Pub ID: LA425
Attention: There is an updated edition available for this report.
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- Executive Summary
The Products
Market Size And Growth
- U.S. Retail Sales Reach $2.7 Billion In 1995
- Table 1-1: U.S. Retail Sales Of Itp Toys By Category,
1991-2000 (Dollars): Toddler/Preschool, Infant, Plush
Toddler/Preschool Toys Gain At Healthy Pace
- Infant Toy Sales Growth Respectable
- Plush Products Fuel Growth
- U.S. Retail Sales To Approach $3.8 Billion By 2000
- Discount Stores And Toy Chains Together Claim Nearly
- Three-Fourths Of Retail Sales
- Figure 1-1: Estimated Share Of U.S. Itp Toy Sales By Retail Outlet,
1995 (Percent): Discount Stores, Toy Stores, Department Stores,
Variety Stores, Catalog Showrooms, Food/Drugstores, Other
Factors Affecting Market Growth
- 5-And-Under Age Segment Provides Strong Consumer Base
- Baby Boomlet Pushes Up Birth Rate
- Increased Childbearing Among Older Women
- Rising Number Of Dewk Families
- Ethnic Children Provide Strong Demographic Base
- For "Multicultural" Toys
- Electronic And Computer "Edutainment" Products
- Major Computer And Movie Companies, Publishers, Entering The Field
- Greater Retail Focus
The Marketers
- Hundreds Of Marketers
- Four Companies Dominate
- Marketer Shares
- Second-Echelon Players
- Smaller Players Carve Out Niches
- Innovation And Diversification Are Name Of Game
- Technological Advances Give Old Toys New Appeal
- Licensed Properties/Movie Tie-Ins Still Strong
Distribution And Retail
- Smart Stores Emerging As Retail Factor
- Discount And Toy Chains In Fierce Battle For Same Turf
- Just-In-Time Ordering Has Drawback
The Consumer
- Itp Toy Purchasers
- Users Present Young Family Profile
The European Market
- European Itp Toy Sales Reach $2.4 Billion In 1995
- Table 1-2: Estimated European Retail Sales Of Itp Toys,
1990-2000 (U.S. Dollars)
- A $3.2 Billion Market By 2000
- Sales By Country: Germany, France, And United Kingdom Lead
- Five Countries Claim 85% Of Itp Toy Sales
- Figure 1-2: Estimated Share Of European Itp Toy Retail Sales By
Country, 1995 (Percent): Germany, France, United Kingdom, Italy,
Spain, Other Western European Countries,
- Eastern European Countries
- Growth Of 5-And-Under Age Group Slowing But Steady
- Product Upscaling Trend Hits Eu Countries
- Promotional Toys Expand Market Boundaries
- Educational Play Through Electronic Products
- Eleven Major European Marketers
- Multinationals Discover Europe
- Licensed Properties/Movie Tie-Ins
- Educational Toys
- Retail Situation Intensely Competitive
- An Aware Bunch Of Consumers
Scope And Methodology
- Products Covered
- Scope Of European Market Coverage
- Report Methodology
- The Products
Scope Of Report
- Three Age Groups: Infant, Toddler, And Preschool
- Products Covered
- Products Not Covered
- Abbreviations
Product Categories And Types
- Three Categories
- Types Of Toys By Category
- Significant Cross-Use
Federal Regulations
- Toy Safety
- The U.S. Child Safety Protection Law
- Age Grading And Labeling
- The Market
- Figure 3-1: Estimated U.S. Retail Sales Of Itp Toys,
1991-1995 (Dollars)
Market Size And Growth
- Retail Sales Difficult To Quantify
- Methodology Used To Determine Market Size
- Manufacturers' Shipments Near $2 Billion In 1995
- Table 3-1: Estimated U.S. Manufacturers' Shipments Of Itp Toys,
1991-1995 (U.S. Dollars)
- Retail Sales Reach $2.7 Billion In 1995
- Sales Up More Than 35% Since 1991
- Table 3-2: Estimated U.S. Retail Sales Of Itp Toys,
1991-1995 (U.S. Dollars)
- Market Growth Cyclical
- Toddler/Preschool Toys Gain At Healthy Pace
- Infant Toy Sales Growth Respectable
- Plush Products' Growth Drives Market
- Table 3-3: Estimated U.S. Retail Sales And Growth Of Itp Toys
By Category, 1991-1995 (U.S. Dollars): Toddler/Preschool,
Infant, Plush
Market Composition: Sales By Product Type
- Itp Toys Account For One-Seventh Of Total Toy Retail Dollar
Volume In 1995
- Toddler/Preschool Toys Account For More
- Than Half Of Total Itp Toy Sales
- Table 3-4: Share Of U.S. Itp Retail Toy Sales By Category,
1991-1995 (Percent): Toddler/Preschool, Infant, Plush
Play Furniture/Playground Equipment, Ride-Ons, Role Playing,
And Village/Scenery Sets And Are Leading Toy Segments
- Table 3-5: Share Of U.S. Retail Sales Of Toddler/Preschool Toys
By Product Type, 1991 Vs. 1995 (U.S. Dollars And Percent)
- Traditional Plush Claims Lion's Share Of Sales
- Figure 3-2: Estimated Share Of U.S. Itp Toy Sales By Retail Outlet,
1995 (Percent): Discount Stores, Toy Stores, Department Stores,
Variety Stores, Catalog Showrooms, Food/Drugstores, Other
Market Composition: Sales By Retail Outlet
- A Wide Range Of Outlets
- Discount Stores And Toy Chains Together Claim Three-Fourths Of
- Itp Retail Sales
- Discount Stores And "Other" Outlets Increasing Share
- Table 3-6: Estimated Share Of U.S. Itp Toy Sales By Retail Outlet,
1991 Vs. 1995 (Percent)
Market Composition: Sales By Season And Region
- Itp Toy Sales By Season: Highly Seasonal Business Tempered By
- Year-Round Birthday Purchases
- Sales By Region
- Table 3-7: Regionality Of U.S. Purchase Of Itp Toys, 1994
(Percent And Index): Midwest, South, Northeast, West
Factors Affecting Market Growth
- The 5-And-Under Age Segment: A Strong Consumer
- Base Through 2000
- Table 3-8: U.S. Population Of Children Age 5 And Under,
1980-2000 (Number)
- Baby Boomlet Pushes Up Birth Rate
- Table 3-9: Number Of Births In The United States, 1960-1995 (Number)
Birth Rate Expected To Remain High Through 2005
- Table 3-10: Projected Number Of Births In The United States,
1996-2005 (Number)
- Higher-Than-Expected Fertility Rate Fuels Baby Boomlet
- Increased Childbearing Among Older Women Pushes Up Fertility Rate
- More First Births And The Wanted Child Syndrome
- Working Mothers Have More Money To Spend
- New Mothers Show Favorable Demographics
- Table 3-11: Demographic Characteristics Of Women Who Had A
Child Within The Year, June 1993-June 1994 (Number And Percent)
Rising Number Of Dewk Families
- Grandparents Also A Plus As Key Spending Groups
- Growing Ethnic Population Claims Larger Share Of Itp Children
- Ethnic Children Provide Strong Demographic Base For
- "Multicultural" Toys
- Demographic Trends Expand Boundaries Of Gift-Giving
- Product Upscaling
- Higher-Ticket Items Swell Dollar Sales
- Marketers Aggressively Courting Toddler/Preschool Audience
- Electronic And Computer "Edutainment" Products
- Toddlers As Techies: Mining The Computer-Oriented
- Segment Of Toy Sales
- Blockbuster Toys Can Spur Market
- New Entries May Invigorate Market But Can Lead
- To Erratic Sales Growth
- Major Computer And Movie Companies, Publishers, Entering The Field
- The Proliferation Of Value-Oriented Outlets
- But Discounting Trend Has Mixed Effect
- Specialty Toy Stores Focus On Kids And Fun
- More Emphasis By Retailers
- Toy Sales Swing With The Economy
- Figure 3-3: Projected U.S. Retail Sales Of Itp Toys,
1996-2000 (Dollars)
Projected Market Growth
- Sales To Approach $3.8 Billion By 2000
- Toddler/Preschool Projected To Outpace Other Product Categories
- Infant Toys Will Post Slower Growth Rate
- Plush Will Experience Slightly Slower Growth
- Table 3-12: Projected U.S. Retail Sales Of Itp Toys By Category,
- 1996-2000 (U.S. Dollars): Toddler/Preschool, Infant, Plush
- The Marketers
Industry Overview
- Hundreds Of Marketers
- Diverse Companies Make Up The Mix
- Small Marketers A Vital Force
- Most Players Offer A Range Of Products In The Overall Itp Industry
- Four Companies Dominate
- Second-Tier Marketers
- Minor Marketers
- Major Importers
- Important Foreign Firms
- Direct Marketers A Growing Force
- Table 4-1: Leading Marketers And Brands Of Itp Toys
- Table 4-2: Selected Secondary Marketers And Brands Of Itp Toys
- Figure 4-1: Estimated Share Of U.S. Manufacturers' Sales Of Itp Toys
By Company, 1993 Vs. 1995 (Percent): Mattel, Hasbro, Little Tikes,
Tyco, Others
Marketer And Brand Shares
- Four Top Toy Makers: Mattel Is Number One In Toys For Children
- Of All Ages
- Table 4-3: Share Of U.S. Manufacturers' Domestic Toy Sales
By Company, 1992-1995 (Percent): Mattel, Hasbro, Little Tikes,
Tyco, Others
- Mattel On Top In Itp Toys
- Hasbro Ranks Second In Itp Toys
- Little Tikes And Tyco Follow
- Table 4-4: Estimated Share Of U.S. Manufacturers' Sales Of Itp Toys
By Company, 1992-1995 (Percent): Mattel, Hasbro, Little Tikes,
Tyco, Others
- Second-Tier Marketers
- Table 4-5: Estimated Share Of Selected Second-Tier U.S. Manufacturers'
Itp Toy Sales By Company, 1994 Vs. 1995 (Percent): Ertl, Applause,
Lego, Toy Biz, Playmobil, Binney & Smith, Step 2, Vtech,
Today's Kids, Other
- Other Companies Emerging
The Competitive Situation
- Reshuffling Of Itp Upper-Echelon Players: Mattel Overtakes Hasbro
- Leading Marketers Exercise Control In More Concentrated Industry
- Sales Gains Among Second-Tier Players Tell Another Story
- Table 4-6: Estimated U.S. Manufacturers' Sales Of Itp Toys By
Company, 1994 Vs. 1995 (Dollars): Mattel, Hasbro, Little Tikes, Tyco,
Ertl, Applause, Lego, Toy Biz, Playmobil, Binney & Smith, Step 2,
Vtech, Today's Kids, Other
- Dollar Gains Reflect Move To Itp Toys
- Table 4-7: Selected Companies' U.S. Manufacturers' Sales Of Toys:
Total Toys Vs. Itp Toys Only, 1993-1995 (Dollars):
Four Top Players, Second-Tier Players, And Total
- High Capital Investment Requirements Make It Difficult For Small
- Players To Enter Field
- But Small Companies With Exceptional Products Make Inroads
- In Highly Fragmented Industry
- Smaller Companies Have Edge On Innovation
- Market Undergoing Transformation
- Major Marketers Use Mergers And Acquisitions To
Strengthen Positions
- Table 4-8: Selected Itp Toy Marketers' Acquisition And
Divestiture Activity, 1993-1995
- Technological Advances Give Old Toys New Appeal
- Companies In Related Computer Industries Take First Bite Of
Itp Edutainment Toys
- Table 4-9: Selected Educational Software And Computer
Companies In Itp Edutainment Toy Sector
- Major Itp Toy Marketers Fight Back With Computer Collaborations
- Publishing Companies Enter Itp Edutainment Fray
- Collaborations Extend Distribution Channels
- Licensed Properties/Movie Tie-Ins Still Strong
- Table 4-10: Selected Licensing Ventures And Collaborations
In Itp Toys: Toy Companies
- Table 4-11: Selected Licensing Ventures And Collaborations
In Itp Toys: Film Studios
- Host Of New "Ethnic" Players Enter Itp Toys
- Benefits Of Niche Marketing In Increasingly Diverse Industry
- Quality, Price, Value Still Heart Of Competition
- Company Profiles
Competitive Profile: Mattel, Inc.
- Formidable Force In Toys For Years
- Company Maintains Attractive Growth Pace
- Table 4-12: Mattel Worldwide Revenues, 1991-1995 (Dollars)
Leading Mattel Brands
- Mattel's Acquisition Of Fisher-Price Boosts Marketer
- To New Toy Heights
- Fisher-Price Leading Factor In Itp Toys
- Fisher-Price's Strength Is Child-Testing
- Undermarketed Fisher-Price Franchise Gets Big Boost
- Table 4-13: Fisher-Price Worldwide Revenues, 1992-1995 (Dollars)
Mattel Ties In With Disney
- Mattel Faces Competition From Firmly Entrenched European Players
- Mattel Pursues Aggressive Core Brand Management Program
- Company Focuses On Established Favorites And Movie Tie-Ins
- Mattel Attempts Merger With Hasbro
- Collaborative Effort Marks Mattel's First Full-Scale Foray
- Into Edutainment Arena
- Mattel Media
- Other Mattel New Product Activity
- Table 4-14: Selected Mattel Line Extensions
Fisher-Price New Product Activity
- Table 4-15: Selected Fisher-Price New Product Introductions
International Expansion In The Works
Competitive Profile: Hasbro, Inc.
- Still A Formidable Force
- Sales History Shows Steady Progress Despite Setback
- Table 4-16: Hasbro Worldwide Revenues, 1991-1995 (Dollars)
Playskool Is Hasbro's Core Itp Line
- Leading Playskool Brands
- Changing Corporate Strategy And Structure
- Hasbro Remains Strong And Focused
- Playskool Signs With Viacom's Nickelodeon And Sony Corp.
- Hasbro Partners With Spielberg's Dreamworks
- Joint Venture Moves Playskool Into Ride-Ons
- Playskool Goes To Press
- Hasbro Interactive Worldwide
- Proposed Mattel Merger A No-Go For Hasbro
- Jurassic Park And Stargate Movie Tie-In Ventures
- Tie-Ins Bring In Revenue, But Ultimately Leave Hasbro In The Red
- More Recent Film Ventures Based On Established Favorites
- Hasbro's Star Performers: A Changing Line-Up
- Current Best-Sellers Veer From Barney Franchise
- Recent New Product Activity
- Playskool's Magic Touch
- Table 4-17: Selected Hasbro New Product Introductions
International Efforts
Little Tikes/Rubbermaid, Inc.
- Rubbermaid, Inc.
- Stellar Performer Experiences Trouble In 1995
- Table 4-18: Rubbermaid Worldwide Revenues, 1991-1995 (Dollars)
Rubbermaid's Financial Performance Under Scrutiny
- Rubbermaid's Corporate Turnaround
- Little Tikes A Success Story
- Little Tikes Products Have Staying Power
- Little Tikes Takes On The Competition
- Wins Accolades For Toys For Children With Disabilities
- Aggressive In New Product Introductions
- Table 4-19: Selected Little Tikes New Product Introductions
Competitive Profile: Tyco Toys, Inc.
- Third-Largest Toy Marketer Worldwide
- Sales Down In 1995
- Table 4-20: Tyco Toys Worldwide Revenues, 1991-1995 (Dollars)
Tyco Loses Out During A Difficult Period
- Company Aims For Profitability In 1996
- New Products Bolster Old Ones
- Down-Aging Matchbox
- New Global Strategy
- Other Recent New Product Activity
- Table 4-21: Selected Tyco New Product Introductions
Competitive Profile: The Ertl Co.
- Ertl Targets More Selective Market
- Subsidiary Of Hanson Plc
- Ertl Builds On Basic Strengths
- New Product Activity
- Table 4-22: Selected Ertl New Product Introductions
Competitive Profile: Applause Enterprises, Inc.
- Merger Creates Tremendous Enterprise
- A Merger Made In Stuffed Toy Heaven
- Applause Sets Trends In Many Areas
- Dakin Leads In Plush
- Applause Enterprises Builds On Two Factions' Strengths
- New Product Activity
Competitive Profile: Lego Systems, Inc.
- The Leading Marketer Of Construction Toys
- $1 Billion Enterprise And Growing
- Duplo Is Lego's Main Entry In Itp Sector
- Company Facing Competition From Other Players
- Lego's Growth Strategy
- Lego Mines The Infant Category
- Company Extends Core Lines To Toddlers And Preschoolers
- Lego Enters Play Furniture Segment
- Other Recent Company Activity
- New Global Imperative Focuses On Logistics
Competitive Profile: Toy Biz, Inc.
- From Comics To Toys
- Company On Fast-Growth Track
- Leading Franchises
- Rapid Expansion In Itp Toys
- New Product Activity Emphasizes Novelty
Competitive Profile: Playmobil Usa, Inc.
- Playmobil Emphasizes Classics
- Leading Playmobil Products
- Product Orientation Contrasts With Most In Industry
- Table 4-23: Selected Playmobil New Product Introductions
Competitive Profile: Step 2
- An Aggressive Move To Second Rung Of Ladder
- Company Concentrates On One Material In Select Segments
- New Product Activity
- Table 4-24: Selected Step 2 New Product Introductions
Competitive Profile: Vtech, Inc.
- Upstart Banks On Quality Electronic And Computer Toys
- Overseas Upstart Aims At Compu-Toy Revolution
- Leading Vtech Products
- Toys As Learning Aids
- Strengthening Position By Increasing Retail Profile
- Upping The Ante With New Itp Toys
- Table 4-25: Selected Vtech New Product Introductions
Competitive Profile: Brio Corp.
- Brio's Forte Is Dolls And Wood Toys
- Strategic Reliance On Specialty Retailers
- New Award-Winning Products Set Brio Apart
- Corelle Also Wins Awards
Competitive Profile: Cultural Exchange Corp.
- Small Purveyor Stresses Ethnic Values
- Leading Lines
- Company's Marketing Strategy Highlights Education And
- Positive Ethnic Appeal
- Targeted Promotions Open Distribution Network
- Cultural Exchange In Licensing Realm
Marketing Trends
- Innovation And Diversification Are Name Of The Game
- New Exigencies Of Core Brand Management
- Building Franchises With Staying Power
- Undermarketed Products May Survive Without New Corporate Credo
- Market Is Largely Consumer-Driven
- Segmentation Growing As Marketing Strategy
- Breaking The "Boys Club" Philosophy: Male-Dominated
- Industry Learning To Market To Girls
- Full Product Lines Increase Add-On Sales
- Novelty Still One Key To Success
- But Quality/Value Quotient Critical
- Product Safety Important
- For Infant Toys, Known Brands Rule
- Collaborations With Computer Companies To Access New Segments
- Transforming Itp Youngsters Into Computer Users
- Movie And Tv Licensing Continues
- Television-Based Toys For Toddlers
- Increased Advertising And Promotional Activity
- Catalog Marketing, Toll-Free Numbers, And Internet Web Sites
- Working With Retailers' To Get The Right Products Out Quicker
- Extending Distribution To School Supply Market And
- Other New Venues
New Product Trends
- Thousands Of New Toys Flood Market Yearly
- Licensed Toys
- Disney, Sesame Street, Berenstain Bears, Thomas The Tank,
- And Other Strong Licenses Fare Well
- Movie And Tv Characters Increasingly Popular
- Educational Toys
- Juiced Up Electronic And Computer-Based Educational Toys
- Computer Programs And Cd-Roms
- Dolls For The Itp Set Are Hot
- Activity Action Toys For Preschool Boys
- Ride-Ons Keep Moving
- Backyard Toys And Play Equipment
- Domestic Chore And Activity-Themed Toys
- Sports Products Still Heavy Hitters
- Gyms And Bouncing Balls
- Multicultural Toys
- Versatile Toys
- Mini Toys
- Non-Gender-Specific Toys
- Plush Toys Get Jazzier
- Hailing Back To Baby Boomers' Halcyon Toy Days
- Classics Attract Toddlers And Their Parents
- New Products Represent Array Of Companies
- But Small Portion Of Activity
- Table 4-26: Selected New Product Introductions, 1995-1996
Consumer Advertising Expenditures
- $250 Million Spent In 1995
- Three Companies Account For Three-Quarters Of Total Expenditure
- Hasbro Is Number-One Advertiser
- Mattel Spends Nearly $77 Million
- Tyco In Third Place
- Hanson And Lewis Galoob Spend More Than $10 Million
- Six Companies Spend More Than $2 Million
- Hallmark, Lego, Irwin Toy, And Ohio Art Spend More Than $1 Million
Consumer Advertising Positioning
- Fun Is Main Theme
- Fun-Oriented Ads: Educational Benefits Often Stressed As
- Secondary Positioning
- Product Features Also Emphasized
- Educational Positioning
- Emotional Appeals Comprise Strong Secondary Positioning
- Toys Instead Of Tv
- Political Correctness And Diversity
- Breaking The Gender Barrier...Slightly
- Product Life Span
- Convenience For Parents
- Competitive Positioning
- Examples Of Consumer Advertising
Consumer Promotions
- Consumers Promotions Fairly Infrequent But Growing
- Toll-Free Numbers And Product Literature
- Tie-Ins With Marketers Of Other Products
- Tie-Ins To Publications
- Fisher-Price's Visa Card
- Examples Of Consumer Promotions
Trade Advertising And Promotion
- Trade Promotions Are Standard
- Trade Shows
- Trade Advertising
- Distribution And Retail
Distribution
- Two Primary Distribution Routes
- Direct Sales Generally Province Of Large Marketers
- Wholesalers Growing In Importance
- Direct To Consumers
At The Retail Level
- Discount Stores And Toy Chains Claim Nearly Three-Fourths Of Sales
- Other Retail Outlets Expanding Into Itp Toys
- "Smart Stores" Emerging As Niche Retail Factor
- Stratification Of Outlets By Type
- Discount And Toy Chains In Fierce Battle For Same Turf
- Average Margins Around 31%
- Space Allocation
- Display Strategies A Function Of Selling
- Major Brands Are Top Store Brands
- Retailers Responsive To Market, But Moving More Cautiously
- Just-In-Time Ordering Has Drawback
- Retail Promotions
- Retailer Focus: Toys "R" Us
- Retailer Focus: Baby Superstore
- Retailer Focus: Noodle Kidoodle
- The Consumer
The Consumer
- One In Seven Adults Purchases Infant Toys;
- Women Dominate Purchasing
- One In Nine Adults Buys Preschool Toys; Women Again
- Dominate Purchasing
- Nearly Twice As Many Women As Men Purchase Plush Toys
- Most Purchasers Spend Less Than $50
- Table 6-1: Share Of Purchasers Of Itp Toys By Type And
Amount Spent, 1994 (Percent)
- Users Present Young Family Profile
- Children In Household The Driving Force
- Education, Employment, And Region Also Significant
- Occupation And Income Differ Among Purchasing Groups
- Race A Marker For Purchasing Of Plush Toys
- Table 6-2: Demographic Characteristics Favoring Purchase Of
Itp Toys In Last 12 Months, 1994
- The European Market For Infant, Toddler,
And Preschool Toys
Introduction
- Scope Of Regions Covered
- Itp Toy Products Covered
- Conversion Exchange Rates For U.S. Dollars
- Table 7-1: Exchange Rates For The U.S. Dollar, 1991-1995 (Currency)
The Products
- Types Of Toys By Category
- Significant Cross-Use
- United States And European Definitions Of Itp Toys Vary
- Toy Safety
- Regulatory Issues
- Figure 7-1: Estimated European Retail Sales Of Itp Toys,
1990-1995 (Dollars)
Market Size And Growth
- Retail Sales Difficult To Quantify
- Methodology Of Sales Estimates
- Itp Toy Sales Reach $2.4 Billion In 1995
- Sales Up More Than 40% Since 1990s
- Table 7-2: Estimated European Retail Sales Of Itp Toys,
1990-1995 (U.S. Dollars)
- Market Growth Bolstered By New Products And Retail Trends
- Figure 7-2: Estimated Share Of European Itp Toy Retail Sales By
Country, 1995 (Percent): Germany, France, United Kingdom, Italy,
Spain, Other Western European Countries,
- Eastern European Countries
Market Composition
- Retail Itp Toy Sales By Country: Germany, France, And
- United Kingdom Lead
- Table 7-3: Estimated European Retail Sales Of Itp Toys By Country,
1990, 1994, 1995 (U.S. Dollars): Germany, France,
United Kingdom, Italy, Spain, Other Western European Countries,
Eastern European Countries
- Share Of Sales By Country: Five Countries Claim 85% Of
- Itp Toy Sales In 1995
- Table 7-4: Estimated Share Of European Itp Toy Retail Sales By
Country, 1990 Vs. 1995 (Percent): Germany, France, United
Kingdom, Italy, Spain, Other Western European Countries,
Eastern European Countries
- Share Of Itp Toy Sales By Product Type
- A Wide Range Of Outlets
- Share Of Itp Retail Sales By Country And Outlet
- Table 7-5: Estimated Share Of Retail Toy Sales By Outlet Type:
Selected European Country Markets, 1995 (Percent): Specialty
Stores, Hypermarkets, Department Stores, Discounters,
Mail-Order, Supermarkets, Others
Factors Affecting Market Growth
- A Large Group Of Children Age 5 And Under
- Slowing Birth Rate Still Means Sales
- Fertility Rate Is Low
- ...But Increased Childbearing Among Older Women May
- Push Up Fertility Rate
- Working Mothers Have More Money To Spend
- Lower Income Moms Also In The Itp Toy Purchasing Limelight
- Disposable Income Impacts Toy Spending
- Grandparents Also A Key Spending Group
- Product Upscaling Trend Hits Eu Countries
- Higher-Ticket Items Can Amplify Dollar Sales
- Promotional "Fashion" Toys Push The Itp Age Envelope
- Major Computer, Tv, And Film Companies Lighting Up The Field
- Educational Play Through Electronic And Computer Products
- The "Kids Getting Older Younger" Trend
- Proliferation Of Value-Oriented Outlets Has Mixed Effect
- Specialty And Non-Toy Marketers Invigorating The Field
- Itp Toys Less Seasonal Than Toys For Older Children
- Economy/Recession Has Some Impact
Market Projections
- European Sales To Reach $3.2 Billion In 2000
- Table 7-6: Projected European Retail Sales Of Itp Toys,
1996-2000 (U.S. Dollars)
The Marketers
- Hundreds Of Marketers
- Domestic Production Highly Regional
- Production By Product Type In Top Five Countries
- Also Highly Regional
- Major European Itp Toy Marketers
- Host Of Companies Form Distant But Equally Vital Second Tier
- Third-Tier Players
Company Profiles
- Market Shares Difficult To Determine
- Mattel, Inc.
- Hasbro International
- Lego Group As
- Playmobil Geobra Brandstätter
- Superjouet Group
- Idéal/Majorette
- Tyco Toys, Inc.
- Tomy Company Ltd./Tomy Europe
- Ravensburger Spieleverlag Gmbh
- Vtech Holdings, Ltd.
- Chicco
The Competitive Situation
- Multinationals Discover Europe
- Influx Of Imports Intensifies
- Companies In Computer Toys Entering The Field
- U.S. Top Guns Extending Their European Reach
- Television Companies Broadcast Toy News
- Retailers Enter The Fray
- Licensed Properties/Movie Tie-Ins Gaining Ground
- Mergers And Acquisitions A Means To Growth
- Alliances And Partnerships Also Used To Strengthen Positions
- European Players Incorporating U.S. And Japanese
- Manufacturing Strategies
- Greater Flexibility Needed To Meet Changing Consumer Demands
Marketing And Product Trends
- Creating A Stronger Presence
- Licensing Important But Difficult For Eu Marketers
- Educational Toys
- Product Trends Highly Regional
Advertising And Promotion
- Consumer Advertising Growing In Importance
- Trade Shows
Distribution And Retail
- Distribution Channels
- At The Retail Level: Wide Spectrum Of Retailers
The Consumer
- An Aware Bunch
- Purchasing Habits Vary By Country
Appendix I: Examples Of Consumer And Trade
Advertising And Promotions
Appendix II: Addresses Of Selected Marketers
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