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.
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Tables: 29 | Publication date: Nov 2006
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- Get insight into trends in market performance
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Executive summary
Healthy growth of toys and games in Belgium
Improvements in the economy enabled healthy growth in the Belgian toys and games market in 2004 and 2005, with 2006 also set to see a continued improvement in sales. Generally, the market for toys and games is less vulnerable during an economic slowdown due to the emotional value attached to such items and the fact that parents do not wish to deprive their children of these gifts.
Toys with music and dance themes, and toys inspired by television programmes such as Idol, and pop bands such as K3 were among the most popular toys on the market.
Sales remain strongly seasonal
According to the Belgian National Institute of Statistics, nearly half of all toy purchases are made in November and December, with a further 8% made in October. Sales during the remaining months were distributed relatively evenly. Overall expenditure per child is expected to see strong growth during 2006-2011 due to the stable economy and higher incomes.
Interactive and learning toys to gain market share
Interactive learning toys saw healthy growth due to the increasing interest of Belgian consumers in interactive learning techniques for their younger children. In response, manufacturers of educational and learning toys started to offer products with simple features.
Nowadays, market leaders, such as Funecole, are expanding within the sector with interactive education tools that target children starting from elementary school, with an emphasis on entertainment. For older children, it is harder to keep their attention, and successful products need to educate and entertain, that’s where interactive learning toys and techniques have an advantage.
Toys do not have to focus on reading, writing and arithmetic. Products like Lego's Mars Exploration Rover rate highly because they teach skills that transcend education. They educate and more importantly they also help children to develop mastery and self-confidence. More parents are becoming aware of the range of skills that can be learned through interactive play boosting sales of these products. Companies that previously focused on pre-school children are now also moving up the age ladder. Parents often search for intellectually stimulating toys for holiday gift giving.
Portable and next generation consoles leading video games market
Sony’s strength since the release of PlayStation Portable (PSP) continues to grow. Belgian consumers are moving towards convenience and portability. Portable consoles are more popular among high school age consumers, while new generation consoles are favoured more by young adults, mostly due to the higher prices that make them more affordable to young adults than to younger children. New games releases are also becoming more common, attracting more consumers to purchase consoles and therefore doubling sales of gaming software.
The future for portable and next generation consoles remains quite promising. Moreover, the fact that games are now playable online through wireless hot spots drives even bigger demand for these consoles.
As well as gaming, most consumers in Belgium also use their consoles for playing DVDs. This is regarded as a cost saving as consumer have no need to buy a DVD player as well, another fact that contributes to additional sales.
Supermarket/hypermarkets and audio-visual stores gain share
Supermarkets/hypermarkets, such as Carrefour, Cora and Colruyt were the leading retailers of toys and games having claimed the lead position from toy specialists in 2004 due to strong sales of traditional toys and games. In response, toy specialist and independent toy stores are continuing to group themselves into buying associations in order to remain competitive.
Audio-visual retailers continued to see their share of overall toys and games distribution rise due to their dominant position in sales of video games.
Table of contents
TOYS AND GAMES IN BELGIUM : MARKET INSIGHT
EXECUTIVE SUMMARY
Healthy growth of toys and games in Belgium
Sales remain strongly seasonal
Interactive and learning toys to gain market share
Portable and next generation consoles leading video games market
Supermarket/hypermarkets and audio-visual stores gain share
KEY TRENDS AND DEVELOPMENTS
Kids are growing up faster
Interactive toys and video games: a threat to traditional alternatives
Belgian parents remains on a tight budget
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 - BELGIUM
JEGRO BV - TOYS AND GAMES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Jegro BV: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 Jegro BV: Competitive Position 2005
MäRKLIN NV - TOYS AND GAMES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Märklin NV: Key Facts
Summary 4 Märklin NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Märklin NV: Competitive Position 2005
MARSIVAL BVBA - TOYS AND GAMES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Marsival BVBA: Key Facts
Summary 7 Marsival BVBA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Marsival BVBA: Competitive Position 2005
PRéMAMAN NV - TOYS AND GAMES - BELGIUM
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Prémaman NV: Key Facts
Summary 10 Prémaman NV: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Prémaman NV: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN BELGIUM
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 BELGIUM
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