Toys And Games in Belgium
Euromonitor International's Toys And Games in Belgium 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: 34 | Publication date: Oct 2008
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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
Strong growth for the toys and games industry in 2008
In a context of economic uncertainty; the Belgian toys and games industry performed well in 2008, with growth rates above its European counterparts such as France and the UK according to the Belgian Trade Federation FEDIS. Sales were driven by the success of under license toys and the video games market. The stable performance of the Belgian toys and games market over the years, is explained by the ability of the distributors to adapt quickly to consumers’ demands, which is made easier in Belgium due to the smaller size of the market compared to other markets.
Licensed toys are boosting sales in the traditional toys market
The popularity of toys under licence has created a strong dynamic in the toys and games market. Licensed toys have grown by around 10% in 2007 and 2008 according to the Belgian Distribution Federation FEDIS, with the most popular licenses being Winnie the Bear, Cars the Movie, Spiderman, Dora and Disney Princess. The success of licenses has benefited the majority of the traditional toys in all segments as they are branding many types of toys such as board games, cars, dolls and electronic toys. The release of these toys is timed to coincide with their respective movies/TV series and benefit from the advertising that surrounds the films.
The video games market is the key driver of the sector growth
The video game market for both hardware and software was the fastest growing segment and the key driver behind the overall growth of the toys and games industry. The video game industry is lead by innovation and the success of newly-launched consoles. Since 2007, the launch of the Wii from Nintendo and awaited popular videos games such as Grand Theft Auto IV or Guitar Hero have created a strong demand. The three leading video games consoles: the Wii, X-box 360 and PlayStation 3 have gained more fans and a new consumer group is now interested in the consoles. Contrary to the toys market which is limited to children, video games have increasingly become an adult purchase with women progressively more interested in them.
The toys and games market is concentrated on few key players
In Belgium, the toy and games market is dominated by three key players, Mattel, Smoby and Hasbro, which share about 30% of the market and leave little space for smaller local manufacturers. Multinational companies are present in nearly every segment of the market. The traditional toys market has become increasingly consolidated and international players continue to absorb smaller players to be present in every segment of the toys and games market. Amtoy is one of the only companies from Belgian that has managed to distinguish itself on its local market and internationally. The video games hardware market is dominated by three players holding over 95% of the market, while the software market is more open but has equally started to consolidate.
Positive outlook for the toys ad games market for the next 5 years
The strong growth experienced by the toys and games market over the review period is set to remain for the next five years; however, it will not be as strong. On the traditional toys market, higher manufacturing costs leading to higher prices will soften the market. The peak of the video games industry in 2007 and 2008 due to the release of new hardware should not be renewed over the review period but a growth will remain healthy with new software released and a decline in hardware price sustaining demand. The video games market is therefore expected to continue driving the toys and games market.
Table of contents
TOYS AND GAMES IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Strong growth for the toys and games industry in 2008
Licensed toys are boosting sales in the traditional toys market
The video games market is the key driver of the sector growth
The toys and games market is concentrated on few key players
Positive outlook for the toys ad games market for the next 5 years
KEY TRENDS AND DEVELOPMENTS
Healthy consumption favours the Belgian toys and games industry
The prices of toys and games are set to increase
Toys safety has become a key issue
Demographics are closely linked to the toys and games market performance
Innovation is the key driver on the toys and games market
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 - BELGIUM
AMTOYS SA/NV - TOYS AND GAMES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Amtoys: Key Facts
Summary 3 Amtoys: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Amtoys: Competitive Position 2007
HASBRO BELGIUM - TOYS AND GAMES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Hasbro: Key Facts
Summary 6 Hasbro: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Hasbro: Competitive Position 2007
LEGO GROUP - TOYS AND GAMES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Lego Belgique: Key Facts
Summary 9 Lego Belgique: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Lego Belgique: Competitive Position 2007
MATTEL EUROPA NETHERLANDS BV - TOYS AND GAMES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Mattel Belgium: Key Facts
Summary 12 Mattel Belgium: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Mattel Belgium: Competitive Position 2007
WEBBYS - TOYS AND GAMES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Webby’s International Key Facts
Summary 15 Webby’s International: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Webby’s International: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN BELGIUM
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 BELGIUM
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