Toys And Games in Russia
Euromonitor International's Toys And Games in Russia 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: 27 | Publication date: Oct 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
18% of all expenditure on children devoted to toys
One of the most important characteristics of the Russian toys and games market is that poorer families spend higher proportions of their income on toys for their children. This does not mean, however, that they spend the same amount as higher-income families, where the parents are able to buy higher-priced toys for their children.
Strong growth in disposable income to support toys and games sales
During the second quarter of 2004, the average income in Russia was about US$200 per month, but the average monthly income of employees in Moscow already exceeded US$300 in August 2004 and grew to US$400 and US$500 a month in 2005 respectively. The average expenditure per buyer approximately doubled during the last three years.
Traditional toys are losing ground
The structure of the toy market is now rapidly changing. Interactive toys are increasingly replacing traditional toys and games, such as dolls and prams (for girls) and model soldiers and toy cars (for boys). During the last couple of years, the traditional toys and games industry lost out to video and computer games.
Traditional toys and games produced by Russian manufacturers account for no more then 10% of this sector's total value sales. The future prospects of domestic producers will depend on their ability to position themselves in specific market niches. While the producers of plush toys may be unable to compete with foreign suppliers, the innovations being made by producers of toys and games that foster children's development should enable Russian companies not only to survive, but also to increase their sales.
Chinese manufacturers are taking the lead
Russian manufacturers supply approximately 10% of the toys and games market, while the largest national share in this market is held by China.
According to national statistics, there were approximately 1,185 importers and 235 exporters of toys and games operating in the Russian market in 2005. Two regions are regarded as the leaders of the export trade in this sector. The central federal region accounts for 64.0% of exports (with 637 companies), and the north-west federal region for 22.7% with (238 companies). Chinese and Western producers supply the overwhelming majority of toys sold on the Russian market. The share of toys and games supplied by Russian manufacturers is very small, while those supplied by Chinese and European manufacturers account for about 70% and 20% of the market respectively.
Table of contents
TOYS AND GAMES IN RUSSIA : MARKET INSIGHT
EXECUTIVE SUMMARY
18% of all expenditure on children devoted to toys
Strong growth in disposable income to support toys and games sales
Traditional toys are losing ground
Chinese manufacturers are taking the lead
KEY TRENDS AND DEVELOPMENTS
Local toy manufacturers fight back with new designs and product innovation
Russian toy market still lacks a network of specialist retailers
Russian children exert strong influence on toy purchases
Almost complete absence of seasonality in the Russian market provides more opportunities for producers
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 - RUSSIA
MIR DETSTVA - TOYS AND GAMES - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Mir Detstva: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 2 Mir Detstva: Competitive Position 2005
NORDPLAST - TOYS AND GAMES - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 3 Nordplast: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
NOVY DISK - TOYS AND GAMES - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Novy Disk: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 5 Novy Disk: Competitive Position 2005
PLASTWOOD - TOYS AND GAMES - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 6 PlastWood: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 PlastWood: Competitive Position 2005
TOM' - SERVIS - TOYS AND GAMES - RUSSIA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Tom' – Servis: Key Facts
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Tom' – Servis: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN RUSSIA
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 RUSSIA
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