Toys And Games in Hungary
Euromonitor International's Toys And Games in Hungary 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: Mar 2009
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Executive summary
Stagnant Market
In Hungary, the toys and games sector and its two subsectors, video games and traditional toys and games, exhibited impressive growth at the beginning of the review period. Nearer the end of the period, however, growth slowed and the market stagnated. At the beginning of the period, the most important factor driving the strong market was the country's stable economic situation. Increased consumer spending, which had a positive effect on sales, was a good indicator of rising living standards among Hungarians. During the last two years of the review period, however, the economic situation changed course, and it was characterized by high levels of consumer credit, increased mortgage debt and declining consumer confidence. Regardless, the video games subsector continued to show significant sales growth.
Moderate Growth in Disposable Income Levels
At the beginning of the review period, the performance of the toys and games market in Hungary was driven by steadily increasing levels of disposable income. At the time, Hungarians were likely to spend more on non-essential items, often in an effort to make up for their frugal past. This pattern changed over the last two years, as the level of real income declined in 2007 and increased only slightly in 2008. Changes in income levels largely determined the dynamics of consumption, as well. The economic situation and, in turn, real income levels are expected to look better in the near future, and this will have a positive influence on toys and games sales over the forecast period.
Birth Rates Declining and Families Delay Having Children
The declining population numbers in Hungary are slowing growth of the toys and games market, as the primary target group has become smaller. The traditional family model is changing in Hungary as more and more families have only one child rather than the average of two children per family. Nevertheless, expenditure on toys and games is expected to increase over the forecast period as parents become more aware of what they buy for their children, increasingly choosing more expensive but higher quality products.
Dominance of Imported Goods
The market share of toys and games produced by Hungarian manufacturers continues to diminish in favour of imported goods. The primary reason for this is the relatively high cost of manufacturing products in Hungary. Once available in the market, the more expensive Hungarian products are not able to compete with cheap, imported goods. In addition, Hungarian toy distributors and Hungarian subsidiaries of international brand owners, such as hypermarkets and supermarkets, often import goods directly from Far Eastern countries.
Growth Is Expected to Continue
Sales of video games are expected to increase over the forecast period, with the rate of growth expected to be more than double that of traditional toys by the end of 2013. Growth in this subsector will be the result of rising disposable incomes, as a growing number of families will be able to afford to buy video games for their children. As well, strong competition among manufacturers will continue to drive down prices of video game hardware. Another key factor is the fact that technology-laden electronic products, such as video games, mobile phones and DVD players, have become increasingly popular among children. Further, video games are starting to become very popular among women, and this is also expected to drive increased sales.
Table of contents
TOYS AND GAMES IN HUNGARY : MARKET INSIGHT
EXECUTIVE SUMMARY
Stagnant Market
Moderate Growth in Disposable Income Levels
Birth Rates Declining and Families Delay Having Children
Dominance of Imported Goods
Growth Is Expected to Continue
KEY TRENDS AND DEVELOPMENTS
Moderate Growth of Real Incomes
Consumer Run Up Debt
Highly Seasonal Sales Patterns
Growing Significance of Video Games
Strong Competition Drives Price Cuts
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
Toys and Games
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - HUNGARY
GULLIVER JáTéK NAGYKERESKEDOI KFT - TOYS AND GAMES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Gulliver Játék Nagykereskedoi Kft: Key Facts
Summary 3 Gulliver Játék Nagykereskedoi Kft: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Gulliver Játék Nagykereskedoi Kft: Competitive Position 2007
KéK KOBRA KFT - TOYS AND GAMES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Kék Kobra Kft: Key Facts
Summary 6 Kék Kobra Kft: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Kék Kobra Kft: Competitive Position 2007
LEGO HUNGARIA KFT - TOYS AND GAMES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 LEGO Hungária Kft: Key Facts
Summary 9 LEGO Hungária Kft: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
Summary 10 LEGO Hungária Kft: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 LEGO Hungária Kft: Competitive Position 2007
RéGIó JáTéKKERESKEDELMI KFT - TOYS AND GAMES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Régió Játékkereskedelmi Kft: Key Facts
Summary 13 Régió Játékkereskedelmi Kft: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Régió Játékkereskedelmi Kft: Competitive Position 2007
SONY HUNGáRIA KFT - TOYS AND GAMES - HUNGARY
STRATEGIC DIRECTION
KEY FACTS
Summary 15 Sony Hungária Kft: Key Facts
Summary 16 Sony Hungária Kft: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 Sony Hungária Kft: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN HUNGARY
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 HUNGARY
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