Toys And Games in Poland
Euromonitor International's Toys And Games in Poland 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: Sep 2006
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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
Toys sales decrease while video games increase
The sales of toys saw a falling trend for much of the review period, due to the economic situation, low birth rates, and imports from China. Consumers still place more importance on price than quality and buy most toys in supermarkets. However companies that produce high quality products claim that the market is developing and that sales are stable, as parents are increasingly want to buy safe and of good quality products for their children.
The age of children interested in computer games is still falling. Very often they are not interested in traditional games and prefer to sit in front of computers or game console and play games. That is why many traditional games producers developed CD versions of their game. Computer games are also popular amongst adults and in spite of high level of piracy in Poland sales of computer and video games are increasing.
Rising birth rates provide promise for future growth
The demographic situation had a huge impact on the toys and games market. The population of Poland is still ageing, but since 2003 the situation improved somewhat. 2005 was the second year in the row to record an increase in the number of births. The change is however unlikely to have a significant impact on the toys and games market in the short term, although the market for traditional toys, which includes those for infants and pre-schoolers saw some improvement in 2005.
Recently a new trend has been observed impact the performance of the overall market. Well-educated people, with higher disposable incomes now want to have children. A recent trade press article stated that wealthy families are deciding to have more children, and women are deciding to have children in their 40s. Parents are aware of products and buy those of the better quality over cheap imports from China. They want to spend money on their baby and provide it with the best aids to development so they also buy toys that stimulate their senses.
Cheap toys imported from China flood the market
Imports from China are growing rapidly. For local companies competition with imported products is very hard, especially in terms of price. Imported toys and games are sold mainly in supermarkets, under private labels. Very often those products are fakes of original toys and have not passed all the safety requirements. Sales of these products are high mainly due to the fact that consumers still value price over quality.
Internet and computers increasingly popular
Every year the number of computers and internet connections is increasing in Polish households. Indicators vary depending on rural or urban location and household income. Of great importance whether there are children in the family. Based on trade interviews, children are very important users of the internet and computers – mainly for playing computer games.
Table of contents
TOYS AND GAMES IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Toys sales decrease while video games increase
Rising birth rates provide promise for future growth
Cheap toys imported from China flood the market
Internet and computers increasingly popular
KEY TRENDS AND DEVELOPMENTS
Economy of Poland determines toys and games market
Demographic situation
Supermarkets gain ground – more selling space for toys and games
Internet – new channel of distribution
Consumers expect more – the quality of toys and games gains in importance
Distribution: mainly hypermarkets closely followed by specialist shops
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
APPENDIX
Table 7 Production of Leading Companies in 2004
DEFINITIONS
Toys and games
LOCAL COMPANY PROFILES - POLAND
CANPOL SP ZOO - TOYS AND GAMES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Canpol Sp zoo: Key Facts
Summary 2 Canpol Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
CD PROJEKT SP ZOO - TOYS AND GAMES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 3 CD Projekt Sp zoo: Key Facts
Summary 4 CD Projekt Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 CD Projekt Sp zoo: Competitive Position 2005
COBI SA - TOYS AND GAMES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Cobi SA: Key Facts
Summary 7 Cobi SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 8 Cobi SA: Competitive Position 2005
GRANNA SP ZOO - TOYS AND GAMES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Granna Sp zoo: Key Facts
Summary 10 Granna Sp zoo: Operational Indicators 2004
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
WADER & WOZNIAK SP ZOO - TOYS AND GAMES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Wader & Wozniak Sp zoo: Key Facts
Summary 12 Wader & Wozniak Sp zoo: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Wader & Wozniak Sp zoo: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 8 Retail Sales of Traditional Toys and Games by Subsector: Value 2001-2006
Table 9 Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2001-2006
Table 10 Retail Sales of Traditional Toys and Games by Distribution Format: % Analysis 2001-2006
Table 11 Traditional Toys and Games Company Shares by Value 2002-2005
Table 12 Forecast Retail Sales of Traditional Toys and Games by Subsector: Value 2006-2011
Table 13 Forecast Retail Sales of Traditional Toys and Games by Subsector: % Value Growth 2006-2011
VIDEO GAMES IN POLAND
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
SECTOR DATA
Table 14 Retail Sales of Video Games by Subsector: Value 2001-2006
Table 15 Retail Sales of Video Games by Subsector: % Value Growth 2001-2006
Table 16 Retail Sales of Video Games by Distribution Format: % Analysis 2001-2006
Table 17 Video Games Company Shares by Value 2002-2005
Table 18 Forecast Retail Sales of Video Games by Subsector: Value 2006-2011
Table 19 Forecast Retail Sales of Video Games by Subsector: % Value Growth 2006-2011