Toys
Toys and Games

Toys And Games in Argentina

Argentina

Euromonitor International's Toys And Games in Argentina report offers a comprehensive guide to the size and shape of the traditional toys and games and the video games market at a national level. It provides the latest retail sales data, allowing you to identify the sectors driving growth. It identifies the leading companies, the leading brands and offers strategic analysis of key factors influencing the market- be they new product developments, distribution or pricing issues. Forecasts illustrate how the market is set to change.

Tables: 38  |  Publication date: Sep 2006
Cost: 
GBP450.00

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Executive summary

Another year of strong recovery, after having it hard

Sales of toys and games sales registered a strong improvement in 2005, for the third year in a row. The country’s economic recovery after the worst crises of its history has had a strong positive impact on almost every area of the market.

Activity and construction sets and indoor games displayed excellent performance. Sales of games for infants and pre-school children also grew, becoming star performers among light industrial products in 2005. Their sales are continuing to grow, and have not yet reached their ceiling.

Better quality and lower prices spur growth

Supermarket aisles and specialist toy shops are now packed with good-quality products at accessible prices. The demand has grown on account of changes in consumption patterns and an improvement in consumers’ purchasing power. After several years of economic crises, and consequent irritation, millions of consumers used loans to stop buying low-quality products. Nonetheless, much of the population continues to live in poverty, without access to entertainment products.

The improvement in the sales index, while partly due to inflation, also reflects the effects of incorporating technological elements and value added. This applies to both imported and domestically produced toys.

A battle unleashed between local producers and importers

During the 1990s, the Convertibility Law that dictated parity between the peso and the dollar effectively destroyed the local toys and games industry in the face of competition from imports. The currency devaluation enabled domestic producers to reopen their factories for new production, so they came to enjoy a strong position relative to foreign companies, and even made plans for future exports. In 2005, this process was aided by protectionism, as the government sought to apply new barriers to imported products.

Imported goods returned to the shops in 2005, however, at the behest of the multinational Mattel and the local importer Ditoys, which was in part on account of their greater ability to cater to the growth in demand for high-quality products. Meanwhile, local producers were unable to broaden their offer immediately and are now seeking finance to re-equip and upgrade their factories.

Distribution in the limelight

Following significant market growth and the re-establishment of domestic production, distribution is becoming a key issue for industry leaders. The market is maturing and diversifying, and new distribution channels were becoming established in 2005. The reactivation of sales throughout the country led to an expansion of Internet sales and the establishment of specialist retailers for the audio-video sector, which affected the distribution patterns for toys and games. Specialist toy shops nevertheless maintain their traditional leadership position.

No one wins when piracy is dominating the market

The extremely high piracy rates that characterise the Argentine market have not prevented the growth of the market as a whole, but they have effectively destroyed the market for video games. Nintendo decided to withdraw its official representation in the country in 2005, while Microsoft and Sony maintain representation for the sale of other products or services, but without innovating in the local video games market or importing their own products. At the same time, the popularity of consoles continues to grow and this demand is met by smaller importers. PC video games have also maintained their strong performance and are starting to recover lost ground.

Table of contents

TOYS AND GAMES IN ARGENTINA : MARKET INSIGHT

EXECUTIVE SUMMARY

Another year of strong recovery, after having it hard

Better quality and lower prices spur growth

A battle unleashed between local producers and importers

Distribution in the limelight

No one wins when piracy is dominating the market

KEY TRENDS AND DEVELOPMENTS

Optimism after the country’s worst ever crises

Devaluation brings new players to market

Piracy and contraband win the battle

Rich children, poor children

Table 1 Retail Sales of Toys and Games by Sector: Value 2001-2006

Table 2 Retail Sales of Toys and Games by Sector: % Value Growth 2001-2006

Table 3 Retail Sales of Toys and Games by Distribution Format: % Analysis 2001-2006

Table 4 Toys and Games Company Shares by Value 2002-2005

Table 5 Forecast Retail Sales of Toys and Games by Sector: Value 2006-2011

Table 6 Forecast Retail Sales of Toys and Games by Sector: % Value Growth 2006-2011

DEFINITIONS

Toys and games

LOCAL COMPANY PROFILES - ARGENTINA

CAUPUR SA - TOYS AND GAMES - ARGENTINA

STRATEGIC DIRECTION

KEY FACTS

Summary 1 Caupur S.A.: Key Facts

Summary 2 Caupur S.A.: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 3 Caupur S.A.: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 4 Caupur S.A.: Competitive Position 2005

DITOYS SA - TOYS AND GAMES - ARGENTINA

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Ditoys S.A.: Key Facts

Summary 6 Ditoys S.A.: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 7 Ditoys S.A.: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 8 Ditoys S.A.: Competitive Position 2005

EDUSOFT SA - TOYS AND GAMES - ARGENTINA

STRATEGIC DIRECTION

KEY FACTS

Summary 9 Edusoft S.A.: Key Facts

Summary 10 Edusoft S.A.: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 11 Edusoft S.A.: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 12 Edusoft S.A.: Competitive Position 2005

LIONEL'S SA - TOYS AND GAMES - ARGENTINA

STRATEGIC DIRECTION

KEY FACTS

Summary 13 Lionel’s S.R.L.: Key Facts

Summary 14 Lionel’s S.R.L.: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 15 Lionel’s S.R.L.: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 16 Lionel’s SRL: Competitive Position 2005

RUIBAL HNOS SA - TOYS AND GAMES - ARGENTINA

STRATEGIC DIRECTION

KEY FACTS

Summary 17 Ruibal Hnos. S.R.L.: Key Facts

Summary 18 Ruibal Hnos. S.R.L.: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

Summary 19 Ruibal Hnos. S.R.L.: Production Statistics 2005

COMPETITIVE POSITIONING

Summary 20 Ruibal Hnos. S.R.L.: Competitive Position 2005

TRADITIONAL TOYS AND GAMES IN ARGENTINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

Table 7 Retail Sales of Traditional Toys and Games by Subsector: Value 2001-2006

Table 8 Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2001-2006

Table 9 Retail Sales of Traditional Toys and Games by Distribution Format: % Analysis 2001-2006

Table 10 Traditional Toys and Games Company Shares by Value 2002-2005

Table 11 Forecast Retail Sales of Traditional Toys and Games by Subsector: Value 2006-2011

Table 12 Forecast Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2006-2011

VIDEO GAMES IN ARGENTINA

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

Table 13 Retail Sales of Video Games by Subsector: Value 2001-2006

Table 14 Retail Sales of Video Games by Subsector: % Value Growth 2001-2006

Table 15 Retail Sales of Video Games by Distribution Format: % Analysis 2001-2006

Table 16 Video Games Company Shares by Value 2002-2005

Table 17 Forecast Retail Sales of Video Games by Subsector: Value 2006-2011

Table 18 Forecast Retail Sales of Video Games by Subsector: % Value Growth 2006-2011

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