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: 31 | Publication date: Oct 2008
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- Get insight into trends in market performance
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Executive summary
Booming toy industry
A positive economic climate in Poland caused by strong investment and rapidly growing exports has had a considerable influence on the Polish market. First of all, the improving economic situation of Poles has allowed consumers to spend more money on various goods related to entertainment such as toys and games. Moreover, an encouraging pro-family programme including increases in maternity leave, extended opening hours for kindergartens and tax breaks for families with children has led to a slight baby boom between 2005 and 2007. These key drivers have affected consumer spending patterns - especially on child related products such as infant toys.
The above mentioned factors and the high standards of innovation, creativity and safety have enabled the toy and game sector to dynamically change and reach high value growth during the review period.
Mummy, Have You Seen My Teddy Bear? A Guide How To Find A Safe Toy.
The year 2007 saw plenty of safety scares that had negative repercussions on the toy market not only in Poland but all over the world. Although Chinese importers sought to improve the quality of products, they still failed to rectify the situation. As a result, parents' trust in Chinese-made toys has faltered. Nowadays, parents are more attentive and aware about the hazards of unbranded cheap toys. A jump in branded toy sales confirms parents' tendency towards adjusting their purchasing choices to toys that will not cause any harm to their children. Even though huge companies such as Mattel have been responsible for most of the recalled toys, they remain best equipped to carry out their own tests and quality control procedures have become stronger. This is why branded toys are gaining more in popularity. However, it is questionable whether this trend will continue in the future.
Value for money
Despite a general positive situation on the market, Poles still consider price as the most basic element in making their purchasing decisions. It has been noticed that the awareness of customers has developed during the last few years. Today, parents not only consider price but also quality, safety, age suitability and the learning qualities of toys. Toys are now perceived as a good investment in a child's development. These additional requirements from the parents’ side have increased the sale of construction and activity toys, indoor games and educational video games.
Polish Dice to Conquer the World
Those who claim that the Polish toys and games market is dominated by imports are in fact not far from reality. While imports from China are in full blossom, local companies are struggling to compete with cheap imported products sold mainly in supermarkets and hypermarkets. Seeing that three out of four toys are made in China, the domestic toy market is finding it extremely difficult to make inroads. However, there is hope for Polish companies seeking to gain a hold in the gaming market and this is especially true in the Polish dice industry where Q-workshop – a small company from Poznan – is slowly gaining world dominance in dice production. It is, however, only a very small part of the whole industry and is not enough to influence the import and export figures.
PC Games Still Reigning Supreme
Poland does not seem to follow the Western European trend: computers for work and consoles for gaming. It is estimated that 80% of the games sold in Poland are from the PC World, which is opposite to the trend that is happening in Western Europe. The PC games' kingdom seems to be unbeatable for two simple reasons: more than two-thirds of Polish households are equipped with a PC and prices of PC games are still much lower than ones for consoles.
Table of contents
TOYS AND GAMES IN POLAND : MARKET INSIGHT
EXECUTIVE SUMMARY
Booming toy industry
Mummy, Have You Seen My Teddy Bear? A Guide How To Find A Safe Toy.
Value for money
Polish Dice to Conquer the World
PC Games Still Reigning Supreme
KEY TRENDS AND DEVELOPMENTS
Strong economic growth
More children, bigger sales figures
Traditional board games still on top
Making Learning Fun. Parents Prefer Educational Toys
Unbeatable PC Kingdom and New Era of Gamers?
Distribution channels highly diversified
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 - POLAND
CANPOL SP ZOO - TOYS AND GAMES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Canpol Sp zoo: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Canpol Sp. z o.o.: Competitive Position 2007
CD PROJEKT SP ZOO - TOYS AND GAMES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 4 CD Projekt Sp z o.o.: Key Facts
Summary 5 CD Projekt Sp z o.o.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 CD Projekt Sp z oo: Competitive Position 2007
CENEGA POLAND SP ZOO - TOYS AND GAMES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Cenega Poland Sp. z o.o.: Key Facts
Summary 8 Cenega Poland Sp. z o.o.: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Cenega Poland Sp. z o.o: Competitive Position 2007
TREFL SA - TOYS AND GAMES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Trefl SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Trefl SA: Competitive Position 2007
WADER & WOZNIAK SP ZOO - TOYS AND GAMES - POLAND
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Wader & Wozniak Sp zoo: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Wader & Wozniak Sp zoo: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN POLAND
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 POLAND
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