Toys And Games in Canada
Euromonitor International's Toys And Games in Canada 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: 35 | Publication date: Oct 2008
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
- Identify market and brand leaders and understand the competitive environment
Executive summary
Another mediocre year for sales of traditional toys
2008 was another year of lacklustre sales of traditional toys in Canada, following years of stagnating sales which are likely to continue into 2009. Sales of traditional toy were particularly challenged in 2007–2008, as the industry had to deal with numerous toy recalls and new competition from all three seventh-generation gaming consoles. As consumer and media attention focused on the new video games consoles, sales of video games set new records in 2008.
Economic fundamentals remain strong
Canada’s underlying economic fundamentals still remained fairly strong in 2007–2008, as low unemployment, low interest and inflation, cuts in consumption and personal taxes and a growing resource sector all helped to boost consumer confidence. This carried over into strong consumer spending on video games consoles and software, but to a lesser extent for traditional toys. The video games market has proved to be somewhat recession proof, as video games offer a relatively inexpensive home entertainment option.
Video games drive the market
As all three seventh-generation video game consoles competed against each other in 2007, hardware sales took off during the year, outpacing software sales by a wide margin, but new game releases in 2008, including Grand Theft Auto IV, helped to underpin the significantly higher sales of software. As video games draw more children away from traditional toys and games, toy-makers will continue to roll out higher-priced electronic toys.
The major players are still the major players
Despite the fragmentation of the toys and games market, in particular the toys segment, Mattel, Hasbro, Sony, Nintendo, Microsoft and Electronic Arts remain the leading companies in their respective sectors. Fluctuations in market shares tend to be much greater in the video games sector as a result of new console and software launches (e.g. Nintendo’s Wii and Take-Two’s Grand Theft Auto).
Future economic prospects look good
Canada’s solid economic growth is expected to continue throughout the forecast period, buoyed to a large extent by its booming petroleum and commodities sector. While the slow-down in the US economy and rising fuel prices could chip away at consumers’ disposable incomes, the underlying fundamentals of the Canadian economy are expected to remain strong. This in turn will help to support the current high levels of consumer confidence, which will be important if Canadians are to spend hundreds of dollars on video game consoles and software as well as the latest premium-priced electronic toys. Strong consumer demand for these particular products is expected to underpin future sales of toys and video games in Canada.
Table of contents
TOYS AND GAMES IN CANADA : MARKET INSIGHT
EXECUTIVE SUMMARY
Another mediocre year for sales of traditional toys
Economic fundamentals remain strong
Video games drive the market
The major players are still the major players
Future economic prospects look good
KEY TRENDS AND DEVELOPMENTS
Worsening economic storm clouds on the horizon?
The rise of the Canadian dollar
Taking the lead out of toys
Toys continue to take a back seat to video games
The “greening” of toys
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 - CANADA
ACTIVISION INC - TOYS AND GAMES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Activision Canada Inc: Key Facts
Summary 3 Activision Canada Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Activision Canada Inc: Competitive Position 2007
LEAPFROG CANADA - TOYS AND GAMES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 LeapFrog Canada Inc: Key Facts
Summary 6 LeapFrog Canada Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 LeapFrog Canada Inc: Competitive Position 2007
MEGA BRANDS INC - TOYS AND GAMES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Mega Brands Inc: Key Facts
Summary 9 Mega Brands Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Mega Brands Inc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Mega Brands Inc: Competitive Position 2007
NINTENDO OF CANADA LTD - TOYS AND GAMES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Nintendo of Canada Ltd: Key Facts
Summary 13 Nintendo of Canada Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Nintendo of Canada Ltd: Competitive Position 2007
RC2 CORP - TOYS AND GAMES - CANADA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 RC2 Corp: Key Facts
Summary 16 RC2 Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 RC2 Corp: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN CANADA
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 CANADA
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