Toys And Games in Italy
Euromonitor International's Toys And Games in Italy 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.
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Tables: 26 | Publication date: Oct 2006
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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
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Executive summary
Growth driven by video games
For the second consecutive year, value sales of traditional toys in Italy registered a static performance. Italian consumption levels of these games were strongly affected by a difficult economic situation and a low birth rate. In 2005, the video games sector drove growth in the overall toys and games market. Over the forecast period, video games will be influenced by the increase in both software and hardware sales due to the launch of third generation of consoles, namely: Xbox 360, Nintendo Revolution and PS3.
Italian kids have a passion for Christmas and birthday parties
Italian children anxiously wait for two periods of the year: Christmas and birthdays. According to a study by NPD and Duracell, Italian children enjoy the highest number of birthday parties in Europe. This is because Italian children invite all their classmates to their birthday parties (normally 15-20 per class). Party bags with small gifts for guest children are becoming a regular item.
Another important event for children is Christmas. This is the best period for sales of toys and games in Italy. The Christmas season starts in October and the final quarter represents almost 60% of annual sales. At Christmas, Italian parents spend more than the European average on toys and games for their children.
Manufacturers and retailers are trying to make toys and games less seasonal through deals and offers promoted in other periods of the year.
The uncertainty of the legislative climate
The toy industry works closely with legislators to ensure that the law is clear and consistent with regard to safety concerns. Manufacturers need to follow the same rules in order to avoid accidents when children play with their toys and producers need to provide trusted and respected brands.
The competitiveness of the industry and the safety of consumers depend upon clear and consistent regulations that are inspired by sound science combined with an understanding of the complex industry model. However, some manufacturers are not happy because they say that not all the toys and games companies follow the same rules and that there are ways to avoid the laws. Controls are weak and slow.
The Italian retail sector is still highly fragmented
The retail structure for toys and games is still fragmented. Supermarkets/hypermarkets/discounters deal mainly with advertised products, such as dolls, soft/plush toys and activity/construction toys.
Small specialist toy shops and the Toy Center chain are preferred by children and their parents, but the share of shopping outlets, supermarkets/hypermarkets/discounters is still growing in traditional toys to the detriment of small independent outlets.
There is a noticeable difference in the breakdown by distribution channel when video games and traditional toys and games are considered. In the case of video games, the main channels are electronics retailers or audio/video stores. For traditional toys and games, the importance of these channels is far less and most products are sold through supermarkets/hypermarkets and toy specialists.
Table of contents
TOYS AND GAMES IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Growth driven by video games
Italian kids have a passion for Christmas and birthday parties
The uncertainty of the legislative climate
The Italian retail sector is still highly fragmented
KEY TRENDS AND DEVELOPMENTS
Falling birth rate amongst nationals
Increasing in birth rate amongst immigrants
Having children later in life
The economic situation affects Italian expenditure
Increase in the cooperation between manufacturers and retailers
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 - ITALY
CLEMENTONI SPA - TOYS AND GAMES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Clementoni SpA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 Clementoni SpA: Competitive Position 2005
DIGITAL BROS SPA, GROUP - TOYS AND GAMES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Digital Bros: Key Facts
Summary 4 Digital Bros: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Digital Bros: Competitive Position 2005
GIOCHI PREZIOSI SPA - TOYS AND GAMES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Gruppo Giochi Preziosi: Key Facts
Summary 7 Gruppo Giochi Preziosi: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Gruppo Giochi Preziosi: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN ITALY
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 ITALY
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