Toys And Games in Chile
Euromonitor International's Toys And Games in Chile 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: 32 | 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
Growth continue increasing in the toys and games market
During recent years the toys and games market has continued to grow, and the growth of this sector during 2007 was in accordance with market predictions. All subsectors showed slight increases and this trend is expected to continue. This growth is mainly attributable to the entry of an enormous number of toys from Asian countries at very affordable prices, and also to the entry of many new companies into the marketplace on account of the many trade agreements that have been signed that enable the import of more products free of taxes. Although toys and games is a seasonal market, this pattern is changing as people’s spending power increases and toys and games are becoming affordable for more Chileans.
Important presence of retail stores
The importance of the retail sector has increased enormously in recent years, new department stores are always opening, and every new mall that opens has branches of the three main department stores within it.
Department stores and supermarkets are currently the most significant importers of toys and games. Their own credit cards offer lower interest rates, require less data and are very easy to obtain in comparison with those offered by the banks. In fact retail stores have changed the shopping habits of Chilean customers. Retailers have not only increased their operations in Chile but also all opened in other countries such as Peru, Argentina, Bolivia, Paraguay and now Colombia, where retailers are investing heavily.
Recall of toys for lead paint hazards and design flaws
In 2007, the two main multinationals were obliged to recall large numbers of toys on account of lead paint hazards and design flaws world-wide, but this problem was less severe in Chile where most of these toys were not present. Nevertheless, the quality control authorities in Chile ordered an exhaustive inspection and looked for seal certificates on every toy imported from China. In Chile nine toys in the Fisher-Price range were recalled from the market. These problems did not greatly affect the multinationals, which together accounted for a market share of almost 50%.
Growth of the video games sector
The video games sector has seen a rise in the rate of growth in sales of both software and hardware. The launch of the Wii led to a real craze among Chile’s Nintendo fans, and Nintendo launched Wii fit at a very affordable price in May 2008. All video games are imported and a great percentage of them from Asian countries. Small stores still have their niche and not all of them have been absorbed by the main retailers. The expansion of the laptops and personal computers market has brought enormous growth to the video games sector. Piracy is still a threat to this sector, which has not been eradicated despite the implementation of numerous strategies to combat it.
Traditional toys and games and video games’ future performance
Consumers of traditional toys and games will remain loyal to traditional products, especially among younger children, while the increased penetration of educational toys will affect this market as some stores specialise in selling to schools and other educational institutions and fostering the development of children’s senses. Dolls such as Barbie and Bratz, which have recently launched new models and specific sectors of development such as princess and veterinarian Barbies, will continue to display high sales. Also infant and young kids movies will also lead to a new successful toy. Christmas and Children’s Day celebrations account for almost half of total annual sales, but this will change slightly as monthly toys sales indicate an increasing demand during the rest of the year
Table of contents
TOYS AND GAMES IN CHILE : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth continue increasing in the toys and games market
Important presence of retail stores
Recall of toys for lead paint hazards and design flaws
Growth of the video games sector
Traditional toys and games and video games’ future performance
KEY TRENDS AND DEVELOPMENTS
Commodity exports key to development
Strong presence of multinationals in toys and games sector
One in three Chilean homes with Internet access
Increasing consumer credit stimulates sales
TV and Internet enterprises tempting young kids
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 - CHILE
ANSALDO SA - TOYS AND GAMES - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Ansaldo S.A.: Key Facts
Summary 3 Ansaldo S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Ansaldo S.A.: Competitive Position 2007
COMERCIAL E INDUSTRIAL SILFA SA - TOYS AND GAMES - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Comercial e Industrial Silfa S.A.: Key Facts
Summary 6 Comercial e Industrial Silfa S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Comercial e Industrial Silfa S.A.: Competitive Position 2007
IMEXPORTA LTDA - TOYS AND GAMES - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Distribuidora Comercial Imexporta Ltda: Key Facts
Summary 9 Distribuidora Comercial Imexporta Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Distribuidora Comercial Imexporta Ltda: Competitive Position 2007
IMPORTADORA Y DISTRIBUIDORA AUKINKO LTDA - TOYS AND GAMES - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Importadora y Distribuidora Aukinko Ltda: Key Facts
Summary 12 Importadora y Distribuidora Aukinko Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
JUGUETES Y REGALOS KINDERTOYS LTDA - TOYS AND GAMES - CHILE
STRATEGIC DIRECTION
KEY FACTS
Summary 13 Juguetes y Regalos Kindertoys Ltda: Key Facts
Summary 14 Juguetes y Regalos Kindertoys Ltda: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
TRADITIONAL TOYS AND GAMES IN CHILE
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 CHILE
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