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.
Tables: 29 | Publication date: Oct 2008
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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
Overall market growth with peaks in some areas
The toys and games sector continued to grow over the review period, with an emphasis on the video games sector which has seen several peaks in its sales. The new product launches and the curiosity aroused by technology have kept the video games market very much alive and focused on what the customers want, and led to the reinvention of certain aspects of daily living and a focus on interactivity. The toys industry has also seen some improvements in the review period, especially among products targeted at younger children, which are of course less technology driven.
The age of the Internet
Over the years the Internet has been playing an increasing role in consumers’ choices within Portugal, and the generations now participating in the market are greatly influenced by this new technology. As recently as 2002, it was not easy for consumers to compare prices and quality, review upcoming products and discuss them with their peers; nowadays it is all at the touch of one’s fingertips. The launch in 2008 of a government policy that resulted in a huge increase in the Portuguese stock of computers, especially among teens, was a main factor in the market’s response, especially in the games industry. Social and economic problems such as unemployment, the rising price of oil and inflation have affected Portugal in many ways, but the toys and games industry seems to play an important part in the Portuguese public’s daily lives, which in many ways compensates the hardship that many are experiencing.
From dolls to action
In traditional toys sector, the subsector displaying the fastest growth over the review period was model vehicles. Dolls of course are an icon that is early introduced by the parents and then grows within the child, as for the action figures it’s mainly due to the televised heroes they seek to follow while playing in their homes.
In the video games sector, although the Wii console has achieved significant growth, it is still PlayStation that recorded the greatest growth in sales, since Sony held a 94.0% of the market in consoles in 2007. In the software subsector, networked games are taking the lead, as more people are using them as a way of spending time and interacting with their friends, for example by playing the top-selling game in Portugal, Pro Evolution Soccer.
Mattel, Sony and Ecofilmes still the undisputed leaders
Within the traditional toys segment, the market is distributed among four leading players, but Mattel lost market share after the news broke that its Chinese-made toys were not safe. Famosa took advantage of this development and invested in large-scale publicity in products such as Disney heroes and Spiderman over the Christmas 2007 period. Concentra and Hasbro are next in line with strong market shares. In video games hardware, Sony still dominates the market, overriding all competition for the leading position, and PlayStation is clearly responsible for that success. On the software side of the video games industry, Ecofilmes has maintained its lead, continuing to approach the market with new titles, diversity in terms of genres and a strong concern for the gaming community.
Smooth sailing now but storm clouds ahead
The market’s performance has been healthy over the review period, and it has been open to new developments and products, but the maturing of the market may prove less beneficial in the future. Piracy is on the increase, having grown significantly during recent years, while Chinese products are entering the market and there is a growing belief that they are improving in quality. Social changes will also affect the future of the market concerning the demographic imbalance between the younger and older populations.
Table of contents
TOYS AND GAMES IN PORTUGAL : MARKET INSIGHT
EXECUTIVE SUMMARY
Overall market growth with peaks in some areas
The age of the Internet
From dolls to action
Mattel, Sony and Ecofilmes still the undisputed leaders
Smooth sailing now but storm clouds ahead
KEY TRENDS AND DEVELOPMENTS
Lower birth rates, ageing population, late parenthood
Despite the slight growth in previous years, economy is now declining
Educational and health benefits
Pirates calling: cheap or free
Power to the children
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 - PORTUGAL
CONCENTRA - PRODUTOS PARA CRIANçAS SA - TOYS AND GAMES - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Concentra – Produtos para Crianças SA: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Concentra – Produtos para Crianças SA: Competitive Position 2007
ECOFILMES-IMPORTAçãO E DISTRIBUIçãO DE FILMES LDA - TOYS AND GAMES - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Ecofilmes – Importação e Distribuição de Filmes Lda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Ecofilmes – Importação e Distribuição de Filmes Lda: Competitive Position 2007
ELECTRONIC ARTS-MATERIAL INFORMáTICO-SOCIEDADE UNIPESSOAL LDA - TOYS AND GAMES - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 6 Electronic Arts – Material Informático – Sociedade Unipessoal Lda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Electronic Arts – Material Informático – Sociedade Unipessoal Lda: Competitive Position 2007
HASBRO IBERIA SL - TOYS AND GAMES - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Hasbro Iberia S.L.: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Hasbro Iberia S.L.: Competitive Position 2007
PORTO EDITORA LDA - TOYS AND GAMES - PORTUGAL
STRATEGIC DIRECTION
KEY FACTS
Summary 10 Porto Editora Lda: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 11 Porto Editora Lda: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN PORTUGAL
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 PORTUGAL
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