Toys And Games in Greece
Euromonitor International's Toys And Games in Greece 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: 21 | Publication date: Oct 2006
Why buy this report
- 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
Video games help market grow
The toys and games market in Greece continued growing in the 2004-2006 period. This growth, however, is one-sided, as it relies heavily on the good performance of video games software and hardware. Demand for video games is increasing as consumers are becoming more familiar with the use of such devices but also because video games are more adjusted to today’s children entertainment needs. Sales of traditional toys and games, while still representing the largest sector, are stagnating, as the market is turning towards cheaper products and video games.
Imported unbranded toys and games change the market
Penetration of unbranded toys and cheap imitations is the most significant trend in the Greek toys and games market. It is estimated that imported anonymous toys and copies/imitations represent nearly half of total market sales. Especially with regard to the traditional toys and games market, the trend is one of the major reasons behind poor growth in value sales, as Chinese toys and imitations are a lot cheaper than the originals.
Distribution controlled by toy specialists
Toy specialists are the most common distribution channel as far as traditional toys and games are concerned. However, an interesting trend is that the number of toy retailers is shrinking and the field is consolidating to a small number of big retailer chains, such as Jumbo SA and Moustakas SA, controlling most of the toys and games market. This development is attributed to the fact that these chains import products themselves and therefore more profitable but also to their ability to expand their product range to other children-related items and attract more clientele.
Durable goods retailers, such as Kotsovolos, Ilektriniki Athinon, Multirama, Germanos and Expert, are also of increasing significance because video games – unlike traditional toys and games – are extensively distributed through this channel. The ever increasing share of video games and the recent entrance of huge specialised international electronics stores, such as Fnac, Media Markt and Dixons in the Greek market is an indicator that durable goods retailers will become key players in toys and games distribution.
Market shares – New players
Market evolution calls for new players and causes changes in the rankings of top companies. In the traditional toys and games sector, the Greek-owned AS Company SA broke the dominance of the two leading international players, Mattel and Hasbro and now ranks second in market share behind Mattel. The new fast-growing name in the market is Italian company Giocchi Preziosi that has already captured a significant share.
In video games, Sony continues to be the undisputed leader of both for hardware and software subsectors. Nintendo and Microsoft are the only followers in video games hardware. In the video games software subsector, though, a number of software-specialised international companies, such as Electronic Arts are making an impact claiming higher market shares.
Future prospects
Video games are expected to continue being the market’s driving force in the coming years, boosted by new technologies and systems and perhaps better value-for-money. To some extent, their performance should be at the expense of traditional toys and games, but there are still some traditional subsectors that will experience an increase in sales.
Table of contents
TOYS AND GAMES IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Video games help market grow
Imported unbranded toys and games change the market
Distribution controlled by toy specialists
Market shares – New players
Future prospects
KEY TRENDS AND DEVELOPMENTS
Declining birth rates shrink market base
Increasing interest for cheaper products
Distribution channels consolidate
MARKET DATA
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 - GREECE
AS CO SA - TOYS AND GAMES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 1 AS Company SA: Key Facts
Summary 2 AS Company SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 AS Company SA: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
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 GREECE
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
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