Toy and games industry

Including growing parental interest in green toys, the resurgence of traditional toys and video games, the recognition of the cognitive benefits of making toys, expansion of mobile games, and growing popularity of traditional leisure activities among the younger generation.

These factors are driving the growth of the market. Increasing attachment to old school games at millennial get-togethers and the increase in the resurgence of retro games are expected to drive market growth. Seasonal demand and the short lifespan of goods and collectibles are the factors restraining the market growth of the product.

Market trends and challenges are analyzed and compiled in the report. The data of is considered for a better understanding of the client. Moreover, Analytics of the market is based on real numbers of past years from to with market forecast until Technological advances have significantly increased consumer spending on video content, virtual reality articles, and video game tournaments. The segment is growing majorly due to the proliferation of mobile and online games and the shift from digital software distribution.

Many toy makers have invested heavily in the production of content centered on their flagship products, using the content as a lead generator to create an interactive gaming experience and moving the product to a more service-oriented model.

These factors are driving the segment growth in the market. Increasing parenting awareness of the benefits of the puzzle is expected to provide growth opportunities for segments through the forecast period. These factors are expected to drive the segment through the forecast period. Sports toys such as skateboards and scooters outperformed building sets such as fashion dolls, accessories, and Lego. Families in developed countries are increasingly buying educational and interactive multifunctional toys as a tool for child development.

The growing popularity of movie and cartoon characters such as Spider-Man, Batman, Iron Man, etc and the increasing popularity of games among children. These factors are expected to drive the segment growth in the market through the forecast period. By Distribution Channel, the Offline segment dominated the market with Increased product awareness in hypermarkets and supermarkets and due to the growing popularity of educational games in regions such as Asia Pacific, North America, and Europe, toymakers are increasing their retail stores.

The US government gives supermarkets and hypermarkets the flexibility to continue to function until midnight. These factors are driving the growth of the segment in the market. Manufacturers are hosting shopping websites to better meet customers, increasing popularity of the Internet in some countries and online retailers such as Flipkart and Amazon are adding new play and toy products to their main category. Online channels provide the convenience of finding and purchasing products anytime, anywhere with the click of a product and also offer a diverse range.

This region is one of the leading suppliers of products and raw materials, with India and China being the major markets. Increase in the number of retail stores along with increased customer disposable income. These factors are driving the demand for the product in this region. Growing consumer awareness of physical fitness and the growing importance of educational games, increasing disposable income, etc. The objective of the report is to present a comprehensive analysis of the Toys and Games market to the stakeholders in the industry.

The past and current status of the industry with the forecasted market size and trends are presented in the report with the analysis of complicated data in simple language. The report covers all the aspects of the industry with a dedicated study of key players that include market leaders, followers, and new entrants.

External as well as internal factors that are supposed to affect the business positively or negatively have been analyzed, which will give a clear futuristic view of the industry to the decision-makers. The report also helps in understanding the Toys and Games market dynamics, structure by analyzing the market segments and project the Toys and Games market size.

Mattel Inc. Ltd, Bandai Namco Holdings Inc. Market Overview and Definitions 2. Introduction to Global Toys and Games Market 2. Summary 2. Key Findings 2. Recommendations for Investors 2. Recommendations for Market Leaders 2. Recommendations for New Market Entry 3. MMR Competition Matrix 3. Market Structure by region 3. Competitive Benchmarking of Key Players 3. Consolidation in the Market 3. Key Developments by Companies 3. Market Drivers 3. Market Restraints 3. Do you need help to grow sales for your toy company?

We help people from all around the world to sell more toys, both in their home markets and into export markets. For more information on how we do this, check out our services here: www. Have you listened to our Playing At Business podcast? Yu Gi Oh has been a massive thang in trading card games for a couple of decades or more.

The franchise is centred around manga style animation content featuring a boy and a trading card game. Kreiz succeeded former Google exec Margo Georgiadis, and in doing so took over a company with softening sales, an iconic flagship brand in Barbie which had not embraced and updated the brand image for the social media age and a company massively behind long term rival Hasbro in terms of transitioning from toy company to entertainment company.

One thing you can guarantee in the toy business is that every few years Yo-Yos will make a comeback. But unlike most iconic toys we have today, the Yo-Yo did not come to the fore in the 20 th century…in fact, according to Wikipedia, there is an ancient Greek vase which was found well preserved showing a child playing with a Yo-Yo way back in 44BC!

The Yo-Yo therefore proves that classic play patterns are truly timeless. COP 26 has been and gone. While some of the solutions to global warming are beyond the ability of the toy business to resolve, there are clearly some actions we can all take which will help. As we head towards another year it is perhaps a good time to take a look at where we are at on sustainability in the toy business.

In the first article in this series we take a look at plastic:. Clearly the majority of toy products on sale are either mostly made from plastic or contain some plastic. Plastic being derived from oil and causing significant ocean pollution and other challenges has been very much in the public dialogue in recent years. Toy companies are increasingly aware of this. The low hanging fruit has been excess plastic in packaging, because plastic is cheap comparatively it has always been a large component of toy packaging including the ties and fittings used to secure product during transit in pack.

Much of that type of needless plastic has already been removed, but there is more still to do on that front. Solutions include clever packaging engineering to remove or at least reduce plastic usage, using sustainable materials such as cardboard and removing unnecessary shrink wrap on some products.

Lego has made large strides in this area, and is committed to going much, much further. Without getting too far into material science, we do know that there are some drawbacks with bioplastics, at least currently. We also know that bio plastics are considerably more expensive — from talking to people in the business, we have heard costs to be c.

At this stage it is not clear whether this is a price variance which can be reduced over time with volumes of scale, but it is clear that consumers are going to need to be willing to pay more for a greener product, and that retailers are going to need to support that also to get mass adoption of toys made from bio plastics.

We predict big change ahead in this space — plastic is so clearly in the environmental firing line, that bioplastics are an inevitability. As always, some companies will lead the charge, and others will lag, following far behind, but over the next decade we predict a mass transition from fossil fuel-based plastics to bio plastics in the toy business.

Superheroes like Wolverine have been a strong presence in the toy aisle since the original movie trilogy released between and The impact Microsoft has thus had on the video game space is therefore massive.

Aside from cannibalising toy sales due to kids putting Xbox consoles high up on their wish lists for Christmas, Xbox and Microsoft also own some key video gaming IP which has driven huge toy sales — not least of which would be Minecraft, acquired by Xbox in , which has moved large quantities of toys off shelves in recent years.

X-Shot is the toy blaster brand owned by Zuru, a toy company originating from New Zealand with owned manufacturing facilities in China. The question we get asked the most often in our Consultancy business is how to find distributors internationally and how to secure distribution deals with them. At this stage, we have been working with distributors for more than 20 years, with a fair degree of both success and failure!

The distributor buys products, warehouses them and ships them to the customer on typically thin margins. In addition, to balance out the risks, prudent distributors will run a fairly broad portfolio of products. Those distributors who are over reliant on one brand or partner tend to be at greatest risk of going bust if those products are taken away from them as quite often happens in this business.

As a result, distributors tend to be perhaps surprisingly cautious about taking on new product lines. This is one reason why you might find it hard to get them on board to distribute your products.

If you are good buddies with a distributor they will no doubt take a meeting with you at every trade show and be happy to take a look at new product lines you are pushing. However, in the end their business success depends on selecting the right products.

A good distributor will not take a commercially unviable product from a friend, as that is just bad business. Occasionally we have secured major distribution deals from the first company we approached — this though had absolutely nothing to do with our selling skill — the product in those instances was so hot it effectively sold itself. On the flip side we have worked on products which are a really, really hard sell. Instead of falling in love with your product due to your high level of emotional investment, start with making sure you have a commercially viable product and you will be far more likely to succeed!

It is usual to take years to build up a global distributor network. Each selling cycle you might bring on a few more partners, but the selling cycle is yearly, so it takes multiple selling cycles and therefore years to get things set up.

Sometimes you can be having the same conversation with a distributor in trying to persuade them to take your products over several years. One product we worked on was finally adopted for distribution by the distributor ten years after we first pitched it to them.

They were interested from year one but kept having other bigger more attractive products come along just as we were going to nail the deal! The toy trade show circuit is long established. Which shows to attend depends quite a lot on your business and location, but there are often national toy trade shows e. In addition, for toy distributors, Distoy in the UK is growing in importance. Attending these shows costs money, exhibiting costs even more, but there is no surer way of accelerating growth.

For TV advertising distributors it should hopefully go without saying that you need a really compelling TVC to provide them, they would normally add their own local language voiceovers. Needless to say, it can cost quote a lot of money to TV advertise, so these distributors need to have enough margin and potential profit to merit the investment. Therefore, these TV advertising distributors tend to focus on product lines from major toy companies or hot easy to sell licenses.

Offering distributors more marketing support in terms of managing pay per click advertising, content and supplying in store merchandising solutions again makes your success more likely. Our Managing Director, Steve Reece, works with a limited number of companies as a non-executive director, independent board director and as a board advised.

If you are interested in finding out more about this, check out the link to our service above. We need to do some of these things no doubt, because we need to generate revenue and pay our overhead, but while doing all this we also need to think about and ensure organisational focus on creating something ownable with longevity. Take a longer perspective — so often companies focus on the next annual selling cycle or even next quarter, but brand building takes tenacity and above all time.

Some brands are flyaway successes from the start, but most take time to build. A good solid brand may take 5 years to build to maturity, so we might need to avoid heaping massive year 1 sales pressure on our own I.

By focusing more on organic growth we can build brands and branded products with an upwards sales trajectory which will stick in market. If we follow the standard toy launch model of dump and run i. Create compelling products with timeless appeal — there is a reason why certain things keep making a comeback i. Create a clear, distinctive and ownable visual identity — to make brands ownable, you need distinctive visual identifiers i.

Use partnerships to level up your brands — for those trying to bootstrap their way up, partnerships can be really effective. A successful cross-promotional partnership benefits both sides and works best where there is an obvious fit between the products.

For example, you can find Monopoly branded scratch cards in retail, which is an obvious fit with the classic Monopoly game brand being all about accumulating money.

Needless to say, if you have a small hardly established brand you may not get a massive global deal, but with some ingenuity and persuasiveness you may be surprised what kind of partnerships you can create. Help your retailers build a point of differentiation — there are many retailers who hate having to sell the same products as the major mass market retailers who trash the price on everything and make it hard to maintain profitability. Can you find some exclusive iterations or brand extensions of your core products to help ensure retail support with smaller retailers who will better nurture your up and coming brand versus the mass market box shifters?

To find out more about what we do and how we do it, please check out KidsBrandInsight. We have helped more than companies to grow, and over half of them were fairly new companies. Think through your plan. In the end you have to sell a product but telling a compelling story can be a powerful way to influence even the most cynical of retail buyers.

Answer some really basic questions: Is your product conceptually appealing to the target audience? Is there already some other product they know like yours? Create effective sales collateral: Catalogues which clearly show the products, benefits, functions, and key data e.