Toys And Games in 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: 39 | Publication date: Nov 2008
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- Get insight into trends in market performance
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Executive summary
Consecutive years of economic growth
The expansion of the Argentinean economy supported growth in the sales of games and toys, and the market grew strongly for its sixth consecutive year. Value sales were higher than those registered before the 1999-2002 economic crisis and new competitors have appeared, both domestic and foreign. Argentina’s currency devaluation is generating some inflationary signs due to the cost increases both in the country and internationally.
New niches, more consumers
The toys and games market attracts new users and consumers every year. Nostalgic commercial messages, aimed at adult consumers rather than to children, managed to catch the interest of more and more consumers. The video games sector continues to grow in popularity among adults. In a new marketing strategy, domestic firms re-launched with great success games that had been discontinued as long as 20 or 30 years ago. Local companies are seeking to cover unexplored niches.
Video games beat traditional toys
While sales are growing and new products are continually being launched in the overall toys and games market, some subsectors are doing better than others. The video games subsector grew over the review period, and it will continue to grow at a higher rate than the traditional toys and games sector. The appearance of new titles and gaming consoles, together with their growing popularity among young consumers and adults, ensures considerable growth in the subsector.
Another positive factor is that new distribution chains have begun to sell products from this sector. Multinational companies like Sony, Microsoft and Nintendo are starting to explore the market, yet most of their sales still go through importers. The country’s economic expansion helped generate a strong increase in personal computer sales, which benefited the video games software subsector.
A fragmented market
The toys and games market is very fragmented. Competitors include local small and medium manufacturers on one side and importers on the other. Both claim the government opens and closes external markets and generates, in some subsectors, a distortion in prices. During the review period, local companies benefited from public policies that restricted imports and increased their prices. Nevertheless, imports continue to dominate the market.
Piracy and counterfeiting cause inconveniences to all competitors in the market, and they are the main motivators for companies to act together. Video games software is especially affected by piracy, while hardware is a highly distorted product segment due to smuggling. The lack of official control of these issues drives companies to unite in common campaigns, indirectly provoking leading multinational companies’ retirement of the local market.
A growing market headed toward maturity
All subsectors in the toys and games market in Argentina will continue to grow over the forecast period. Regardless, many principal competitors are noticing indications of market maturity. Inflation will continue to affect the market value sales, since it promotes superlative growth rates in certain segments. Nevertheless, the amount of sold units will remain stable with growth rates tracking that of the economy.
Local companies are starting to use their human capital and resources to conquer new foreign markets, especially within Latin America. Domestic firms, which had to shut down their factories a decade ago due to the invasion of imported products, began investing in expanding their production lines during the review period so that they could export products when the local market begins maturing.
Table of contents
TOYS AND GAMES IN ARGENTINA : MARKET INSIGHT
EXECUTIVE SUMMARY
Consecutive years of economic growth
New niches, more consumers
Video games beat traditional toys
A fragmented market
A growing market headed toward maturity
KEY TRENDS AND DEVELOPMENTS
Consumption drives the economy, though uncertainty reappears
Domestic firms’ rebirth and expansion
First steps taken against piracy, smuggling and fake products
Diverse factors affect sales of toys and games
Marketing is not just for multinationals anymore
Distribution channels become concentrated
Toys and games are not just for children
MARKET DATA
Table 1 Sales of Toys and Games by Sector: Value 2003-2008
Table 2 Sales of Toys and Games by Sector: % Value Growth 2003-2008
Table 3 Sales of Toys and Games by Distribution Format: % Analysis 2003-2008
Table 4 Toys and Games Company Shares by Value 2004-2007
Table 5 Forecast Sales of Toys and Games by Sector: Value 2008-2013
Table 6 Forecast Sales of Toys and Games by Sector: % Value Growth 2008-2013
DEFINITIONS
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ARGENTINA
ANTEX ANDINA SA - TOYS AND GAMES - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Antex Andina SA: Key Facts
Summary 3 Antex Andina SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 4 Antex Andina SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 5 Antex Andina SA: Competitive Position 2007
CAUPUR SA - TOYS AND GAMES - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Caupur S.A.: Key Facts
Summary 7 Caupur S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 8 Caupur S.A.: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 9 Caupur S.A.: Competitive Position 2007
DIMARE SA - TOYS AND GAMES - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Dimare SA: Key Facts
Summary 11 Dimare SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 12 Dimare SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 13 Dimare SA: Competitive Position 2007
EDUSOFT SA - TOYS AND GAMES - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Edusoft S.A.: Key Facts
Summary 15 Edusoft S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 16 Edusoft SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 17 Edusoft S.A.: Competitive Position 2007
NEW YETEM SA - TOYS AND GAMES - ARGENTINA
STRATEGIC DIRECTION
KEY FACTS
Summary 18 New Yetem SA: Key Facts
Summary 19 New Yetem SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 20 New Yetem SA: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 21 New Yetem SA: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 7 Sales of Traditional Toys and Games by Subsector: Value 2003-2008
Table 8 Sales of Traditional Toys and Games by Subsector: % Value Growth 2003-2008
Table 9 Sales of Traditional Toys and Games by Distribution Format: % Analysis 2003-2008
Table 10 Traditional Toys and Games Company Shares by Value 2004-2007
Table 11 Forecast Sales of Traditional Toys and Games by Subsector: Value 2008-2013
Table 12 Forecast Sales of Traditional Toys and Games by Subsector: % Value Growth 2008-2013
VIDEO GAMES IN ARGENTINA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 13 Sales of Video Games by Subsector: Value 2003-2008
Table 14 Sales of Video Games by Subsector: % Value Growth 2003-2008
Table 15 Sales of Video Games by Distribution Format: % Analysis 2003-2008
Table 16 Video Games Company Shares by Value 2004-2007
Table 17 Forecast Sales of Video Games by Subsector: Value 2008-2013
Table 18 Forecast Sales of Video Games by Subsector: % Value Growth 2008-2013