Toys And Games in Australia
Euromonitor International's Toys And Games in Australia 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.
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Tables: 25 | Publication date: Nov 2006
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
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Executive summary
Continued growth of the toys and games market
Due to a strong Australian economy during the research period, consumers had high discretionary incomes with which they could spoil their children and increasingly grandchildren. Despite concerns that higher petrol prices over 2005-2006 would reduce consumption of indulgence items such as toys this does not appear to have happened and the overall sales of toys and games is expected to climb further in the future.
Video games grow strong
The video games sector experienced steady growth over 2004-2005, after a period of more dramatic growth in 2002-2003 following the release of the Microsoft X-Box and Sony PS2. Much of the steady growth in 2005 was due to the release of portable consoles, Sony PSP and Nintendo DS. With the release of the next generation of consoles from Microsoft (X-Box 360), Sony (PS3) and Nintendo (Wii) expected over 2006-2007, growth is likely to be kick started again in the short term before returning to steady sales growth.
Age compression
Despite continual growth, the Toys and games market is concerned about the apparent trend of children to growing out of toy categories progressively earlier than was the case in previous generations. Also referred to as KGOY or Kids Growing Older Younger, this phenomenon is of particular concern to manufacturers of traditional toys, such as dolls. Conversely, the video games sector benefited from this trend.
Declining birth rates
Although Australia experienced a slight rise in the birth rate in 2005, this was after decades of steady decline. This means that the target market for toys and games in Australia has been progressively eroded, a trend that is likely to continue in the future.
Increased technology in toys and games
The video games sector saw much greater growth than traditional toys, suggesting an increase in the technological orientation of Australian children. To regain these children’s attention traditional toy manufacturers incorporated technology into their toys. This resulted in several success stories, such as the Roboraptor and the virtual pet Tamagotchi, the two most popular toys in Australia in 2005.
The rise of Funtastic
Over the last five years, one Australian company Funtastic grew to dominate the traditional toys and games market in both Australia and New Zealand. It considers itself to be in the business of creating ‘lifestyle brands for children’ and as such, it gained the licences for ‘hot toys’ from around the globe and marketed them within Australia. The result of this business model was a long run of the best selling toys in the Australian market, including the Roboraptor and Tamagotchi.
Table of contents
TOYS AND GAMES IN AUSTRALIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Continued growth of the toys and games market
Video games grow strong
Age compression
Declining birth rates
Increased technology in toys and games
The rise of Funtastic
KEY TRENDS AND DEVELOPMENTS
Age compression
Declining birth rate
Pocket money pay rise
Technological toys
Licensing, merchandise and pop music tie-ins
Discount stores dominate retail channels
Specialist chains still have crucial role in market
MARKET DATA
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 - AUSTRALIA
COLORIFIC PTY LTD - TOYS AND GAMES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Colorific Pty Ltd: Key Facts
Summary 2 Colorific: Operational Indicators 2006
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
FUNTASTIC LTD - TOYS AND GAMES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Funtastic Ltd: Key Facts
Summary 4 Funtastic Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
IR GURUS PTY LTD - TOYS AND GAMES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 IR Gurus Pty Ltd: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
KROME STUDIOS PTY LTD - TOYS AND GAMES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Krome Studios Pty Ltd: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
MOOSE ENTERPRISES - TOYS AND GAMES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Moose Enterprises: Key Facts
COMPANY BACKGROUND
COMPETITIVE POSITIONING
TRADITIONAL TOYS AND GAMES IN AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
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 AUSTRALIA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
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