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: 34 | Publication date: Oct 2008
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- Get insight into trends in market performance
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Executive summary
Market growth thanks to video games
After a rather long period of stagnated performance, the toys and games market in Greece started to show signs of recovery towards the end of the review period as both traditional toys and video games subsectors experienced growth. In fact, traditional toys and games had a better performance during 2007-2008 compared to the previous two to three years. However, the data collected once again indicates that video games are the driving force behind market development in Greece, despite the fact that traditional toys and games still represent the largest segment.
Great contribution of sports, movies and comics
Big sports events, best-selling films and TV series, figures adapted from popular comics and movies were at the forefront of the toys and games market, inspiring manufacturers to design, produce and distribute a variety of products in both traditional and video games. Toy licensing has become a common practice among manufacturers as they are to a certain extent ensured of the product’s success in the market while at the same time they take advantage of advertising campaigns run for the launch of a movie or a sports show. Experience from the review period indicates that toys and games categories that were not licensed products generally show negative results.
Video games hardware speeding up
Video games were the fastest growing subsector in 2008 with video games hardware performing slightly better than software, due to the gradual penetration of next generation consoles by Sony (PS3) and Nintendo (Wii) aside of older models like Sony PS2, Microsoft Xbox 360 and Nintendo DS. Improved technical specifications promised to offer unique gaming experiences (online interactive games, almost “real” graphics) and operated as an extra motive for potential customers for both hardware as well as software games.
High market concentration
Toys and games remain a rather concentrated market in terms of market shares and distribution patterns across both subsectors. Traditional toys and games are a mature market dominated by three major manufacturers (Mattel, Hasbro and the local AS Company) and excessively by leisure and personal goods retailers. Video games are a more developing market, highly concentrated in hardware (primarily Sony) but extremely fragmented with software. Distribution is divided to leisure/personal goods retailers and other store-based retailers.
Future performance on the same track
Sales of traditional toys and games during the forecast period are expected to demonstrate a performance similar to the review period. On the other hand, high demand for video games hardware and software is expected to continue being the driving force of the Greek toys and games market. Advanced technologies, online gaming and new product developments for both consoles and game titles should increase consumer interest and set higher standards in the market. The growth of video games is expected to slow down compared to the review period as the market enters a more mature stage.
Table of contents
TOYS AND GAMES IN GREECE : MARKET INSIGHT
EXECUTIVE SUMMARY
Market growth thanks to video games
Great contribution of sports, movies and comics
Video games hardware speeding up
High market concentration
Future performance on the same track
KEY TRENDS AND DEVELOPMENTS
Lowering Fertility Rates Shrink Toy Market
Tight disposable incomes favour cheaper toys
Large retail chains take control of distribution
Contribution of licensed 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 - GREECE
AS CO SA - TOYS AND GAMES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 2 AS Company S.A.: Key Facts
Summary 3 AS Company S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 AS Company S.A.: Competitive Position 2007
CENTRIC MULTIMEDIA SA - TOYS AND GAMES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Centric Multimedia S.A.: Key Facts
Summary 6 Centric Multimedia S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Centric Multimedia S.A.: Competitive Position 2007
DIONIC SA - TOYS AND GAMES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Dionic S.A.: Key Facts
Summary 9 Dionic S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Dionic S.A.: Competitive Position 2007
JUMBO HELLAS SA - TOYS AND GAMES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Jumbo S.A.: Key Facts
Summary 12 Jumbo S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Jumbo S.A.: Competitive Position 2007
NORTEC MULTIMEDIA SA - TOYS AND GAMES - GREECE
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Nortec Multimedia S.A.: Key Facts
Summary 15 Nortec Multimedia S.A.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Nortec Multimedia S.A.: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN GREECE
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 GREECE
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