Toys
Toys and Games

Toys And Games in Canada

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
Cost: 
GBP560.00

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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

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