Toys And Games in Romania
Euromonitor International's Toys And Games in Romania 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: 22 | Publication date: Nov 2008
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
Market Continues to Expand
The Romanian toys and games market has continued to grow despite of the problem of “no-name” non-branded toys sold on the black market and software piracy. The toy market is benefiting from the overall growth of the national economy and continuing growth in consumer income. These benefits can be seen mostly in the traditional toys sector, where now the black market share is decreasing. The video games market is also growing, but at a slower rate due to software piracy.
Brand vs. Price
Romanian consumers are beginning to prefer brand toys. Recent recorded sales indicate important new trends. For example, when given the choice between a branded toy and a cheaper no-name toy, consumers tend to choose the branded toy. Even when given the choice between a branded toy and a more interesting no-name toy, the branded toy is preferred. This trend has brought major benefits to importers and producers, and it is due primarily to the growth of disposable income for some segments of the population, a developing pattern that will most likely become more significant in years to come. On the other hand, most consumers still see price as the most important factor in the purchase decision.
What Buyers Want
Recent sales figures have indicated that the fastest growth in the market has been in the pre-school toys subsector. This is due to parents looking for toys that have educational features and qualities. The educational potential of a toy, as well as its safety, are among the most important issues for parents, and toy importers and producers have tried to address these issues accordingly.
No-name Toys Lose Ground
Toy safety has been a great concern to the Romanian public and authorities. Most of the toys in the Romanian market are imported no-name toys. In the majority of cases, these toys are dangerous and have never undergone proper safety testing. At the same time, however, major toy producers and importers have shown a more proactive attitude towards toy safety, with Mattel recalling some of its Barbie dolls from the market. This is very important, and consumers now have far more confidence in brand toys and less confidence in no-name toys. For consumers with higher incomes, brand toys have gained important ground. Considering Romania’s economic growth, it has been forecast that the no-name phenomenon will decline over the forecast period, leaving a greater sales potential to brand toys.
Promising Prospects for the Year to Come
The Romanian toys market is projected to continue to grow over the forecast period, and this should provide interesting new sales opportunities for manufacturers and retailers of brand toys. As well, the decline in sales on the black market for both traditional toys and games and video games will prove to be beneficial for consumers, producers and importers. In the coming years, it is anticipated that the Romanian toys market will continue to follow the same positive trend as it did during the review period, leading to more demanding consumers that will put quality before price when considering the purchase of toys.
Table of contents
TOYS AND GAMES IN ROMANIA : MARKET INSIGHT
EXECUTIVE SUMMARY
Market Continues to Expand
Brand vs. Price
What Buyers Want
No-name Toys Lose Ground
Promising Prospects for the Year to Come
KEY TRENDS AND DEVELOPMENTS
Increase in Disposable Income
The Spread of the Internet
Cartoons and Movies Influence Toys and Games
More Sophisticated Toys Begin to Capture More Share
Black Market Phenomenon
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 - ROMANIA
BEST DISTRIBUTION - TOYS AND GAMES - ROMANIA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Best Distribution: Key Facts
Summary 3 Best Distribution: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Best Distribution: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN ROMANIA
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 ROMANIA
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