Toys And Games in Portugal
Euromonitor International's Toys And Games in Portugal 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: 22 | Publication date: Oct 2006
Why buy this report
- 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
Healthy growth but traditional areas still losing ground
Toys and games have continued to deliver healthy growth over the review period. This has been most evident among video games in Portugal, while traditional toys and games have suffered from the fact that the market for them is now more mature. The demand for interactive games and more technologically developed products is the main reason for the success of video games in Portugal.
Gaming arrives
Specialiat retail chains have entered the Portuguese market with highly ambitious plans for the period to the end of 2007. This is potentially a major boost for the video games sector as a whole as, for the first time, Portugal now has a specialised approach to the sector. This offers the potential to attract customers, who have not experienced video gaming as well as reinforcing the loyalty and attracting additional spending from those who are already customers.
Interactivity and technology the key factors
Portuguese consumers are technology friendly and can be classified as first movers in terms of new products provided they are technology-based. This tends to occur more as a way to observe new technology in action rather than to be involved first hand. This approach can prove beneficial for companies addressing the demand for technology-based games. Children are particularly important in this process as they are increasingly taking a decisive role in the purchase decision-making, as well as being more familiar with technology from a younger age.
Mattel, Sony and Ecofilmes the market leaders
Mattel has remained the leader in the traditional toys and games sector, mainly due to sales of its Barbie doll. However, Bratz has started to have an impact on Mattel, which has been losing ground to its direct competitors. In video games hardware, Sony enjoys a virtual monopoly, with its direct competitors finding themselves in a very difficult situation. Sony's domination is more evident in static consoles than in portable consoles. Ecofilmes has maintained and reinforced its leadership in video game software, due to its diversified strategy.
A bright future for video at the expense of traditional toys and games
The future looks bright for video games that are likely to benefit from the technological convergence set to occur over the forecast period. The growth rate is expected to reach similar levels as were achieved in the review period, making it the most important sector in the industry. The continued performance of traditional toys and games over the same period will also have an impact. The main reasons for the gloomy outlook are the lack of ability to address consumers' technology and interactivity needs and the demographic trend for lower births levels.
Table of contents
TOYS AND GAMES IN PORTUGAL : MARKET INSIGHT
EXECUTIVE SUMMARY
Healthy growth but traditional areas still losing ground
Gaming arrives
Interactivity and technology the key factors
Mattel, Sony and Ecofilmes the market leaders
A bright future for video at the expense of traditional toys and games
KEY TRENDS AND DEVELOPMENTS
Falling birth rate, lower marriage rates, higher level of divorces, becoming parents later in life and ageing population
Poor economic performance limits growth
Copyright infringement and the weak legal framework
Technology and interactivity key critical factors of success
Children rule on shopping
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 - PORTUGAL
CONCENTRA - PRODUTOS PARA CRIANçAS SA - TOYS AND GAMES - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Concentra – Produtos para Crianças SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 Concentra – Produtos para Crianças SA: Competitive Position 2005
ECOFILMES-IMPORTAçãO E DISTRIBUIçãO DE FILMES LDA - TOYS AND GAMES - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Ecofilmes – Importação e Distribuição de Filmes Lda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Ecofilmes – Importação e Distribuição de Filmes Lda: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN PORTUGAL
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 PORTUGAL
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