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.
Tables: 31 | Publication date: Sep 2008
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Executive summary
Accelerated Growth in the Toys and Games Market
New product launches and a strong economy over the research period has seen very strong growth in the toys and games market. Although inflation reached its highest levels in over a decade and the economy started to feel the effects of higher interest rates, petrol prices and general expenses the toy industry has appeared to avoid the impact. Much of this would be due to significant releases, especially in video games, and with all major manufacturers launching their next generation gaming consoles, the market is expected to continue to grow in the future.
A Booming Economy
Over the 2007 to 2008 period the Australian economy continued to grow rapidly. Spending was at a record high and unemployment at a record low. This has had a very positive affect on consumer confidence and spending. As the major global economies battle with the economic pressures and the credit crisis that rocked the US, Australia has managed to come through relatively well. This, however, is having an effect on driving inflation rates up and has seen constant rises in prices and interest rates that could impact the future growth potential of toys.
Video Games Double
The strongest growing sector by far in 2007 to 2008 was the video game sector, which doubled over this period. This was specifically driven by the next generation of consoles that were launched by all three of the major manufacturers. Microsoft (X-Box 360), Nintendo (Wii) and Sony (PlayStation 3 or PS3) were all launched over the period with state-of-the-art graphics, functionality and ensuring a strong interaction among players. At the same time the base was driven strongly through ongoing Sony PS2 and PSP and Nintendo with the DS system. The growth is expected to continue but it will now be driven by the wave of supporting games for this generation of consoles.
Global Dominance
The market dynamics have not changed much over the last five years in both traditional toys and the gaming market. Both are dominated by three major manufactures in each sector, which whilst swapping market share between them, they still dominate the market as a whole. In traditional toys there was a shift from Funtastic, the largest Australian toy manufacturer, which had a strong market share in 2004/2005. This was on the back of Tamagotchi and the Roborator toys. However, it was Mattel who regained joint market leadership in 2007 with the strong performance of the Fisher Price brand, the Barbie revival, new launches across the range of Hot Wheels and the Cars movie link. Hasbro was the fastest grower of the majors three with the strength of the Transformers action figures movie tie-in. In video games it was a similar story with Sony, Nintendo and Microsoft dominating the market.
Growth to Continue
Growth in the Australian toy and game market will continue for the next two years but then stabilise after that. This will be due to the gaming market where the recently launched consoles will come to the end of their seven year product life cycle and there will be a short time lag before the next generation is launched - likely in 2012/2013. The growth will be driven by the video games sector as traditional toys continue low single digit growth.
Table of contents
TOYS AND GAMES IN AUSTRALIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Accelerated Growth in the Toys and Games Market
A Booming Economy
Video Games Double
Global Dominance
Growth to Continue
KEY TRENDS AND DEVELOPMENTS
Spending Growth
The whole family is playing Video Games
The Importance of Licensing
Video Games Take Over
Technology Revolution
Discounters Dominate
Average Retail Price Dropping
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 - AUSTRALIA
FUNTASTIC LTD - TOYS AND GAMES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Funtastic Limited: Key Facts
Summary 3 Funtastic Limited: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Funtastic Limited: Competitive Position 2007
MATTEL AUSTRALIA PTY LTD - TOYS AND GAMES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Mattel Australia Pty Ltd: Key Facts
Summary 6 Mattel Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Mattel Australia: Competitive Position 2007
NINTENDO AUSTRALIA PTY LTD - TOYS AND GAMES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Nintendo Australia: Key Facts
Summary 9 Nintendo Co Ltd (Global operations): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Nintendo Australia: Competitive Position 2007
SONY COMPUTER ENTERTAINMENT AUSTRALIA PTY LTD - TOYS AND GAMES - AUSTRALIA
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Sony Australia: Key Facts
Summary 12 Sony Computer Entertainment (Global Gaming): Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Sony Computer Entertainment Australia: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN AUSTRALIA
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 AUSTRALIA
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