Toys And Games in Singapore
Euromonitor International's Toys And Games in Singapore 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: 37 | Publication date: Nov 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
Market rebounds moderately strong
Buoyed by a strong global economic outlook and domestic economic performance, Singapore’s toys and games market is poised to marginally improve upon its performance of the past four years. The entry of new players, new product offerings and rising consumer confidence are expected to ensure that high growth continues throughout the forecast period. After the market rallied in 2004 and 2005, growth of 6.7% in 2006 ensured that the total growth of the market during 2001-2006 amounted to 59.8%. Riding on this momentum, the toys and games market will enjoy an average annual growth rate of 6.9% and total growth of 39.7% during 2006-2011.
Market adjusts to demographic shifts in birth rates and sex ratio
After a steady decline from 1.4% in 2001 to 1.2% in 2004, the birth rate stabilised and remained at 1.2% in 2005. After an initial rush of services catering to infants and pre-school children following the government’s push for more babies which began in 2004, poor performance is likely to return, especially for the infant and pre-school sub-sectors. Distributors and retailers know the market is changing. The marriage rate declined to 40.7 (per thousand unmarried resident females) in 2005 from 43.1 in 2004, and the corresponding increase in the number of singles, together with the relative rise in the female vis-à-vis the male population, is forcing the market to adjust by supplying more toys and games to older children and adults.
Video games leap ahead of traditional toys and games
Video games is the sector to watch as its market growth accelerated to achieve an annual average growth rate of 27.3% during 2001-2006, driven by the consecutive launches of new video game consoles, new revenue opportunities in mobile entertainment, and surging revenues for online gaming. Across the whole of the toys and games market, the top four sub-sectors in terms of market value in 2006 were video games hardware, video games software, dolls/figures, and activity/construction. Setting aside the residual sub-sector, “other traditional toys and games”, these were also the sub-sectors that displayed the highest growth during 2001-2006. The outlook for the video games sector is especially bright, as mobile entertainment and online video games will register the largest market growth for the video games sectors this territory will see during the forecast period. Traditional toys and games continues to dominate the sector as a whole, with 58.6% of the total market in 2006, but video games are expected to overtake the traditional sector soon and to account for 54.0% of all sales by 2011.
Future growth in value added of multifunctional and cross-platform novelties
Sales of toys and games with multifunctional features and cross-platform modes of play will continue to rise, leading to the dynamic growth of the market, amid signs of a stronger economic recovery and evidence of the market’s readiness for cross-platform entertainment. National statistics for 2005 revealed that Singapore had high penetration rates for mobile phone subscriptions and PC ownership, at 97.8% and 74% respectively. Also, at least 37% of Internet subscribers aged 15 or above had downloaded games in the previous year, which is likely to increase the attractiveness of toys and games with multimedia options.
Key players joined by new global and local companies
Recent government initiatives under the Media 21 blueprint have attracted new global and local players to set up operations in Singapore, but the traditional toys and games sector remains dominated by Mattel Southeast Asia, Hasbro Singapore and Lego Singapore. While the video games sector is more volatile, Sony Electronics, Electronic Arts Asia Pacific, Microsoft and Nintendo are the key players in the Singapore video games sector. Emerging players are also increasing the size of the market, adding novelty to both the traditional toys and games and video games sectors, as they compete both domestically and overseas.
Table of contents
TOYS AND GAMES IN SINGAPORE : MARKET INSIGHT
EXECUTIVE SUMMARY
Market rebounds moderately strong
Market adjusts to demographic shifts in birth rates and sex ratio
Video games leap ahead of traditional toys and games
Future growth in value added of multifunctional and cross-platform novelties
Key players joined by new global and local companies
KEY TRENDS AND DEVELOPMENTS
Fluctuating market stabilises as consumption rises and economic recovery continues
Others saturate the market
Department stores, toy specialists, durable goods retailers and audio-visual stores preferred distribution channels
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 - SINGAPORE
ACTIVATE INTERACTIVE PTE LTD - TOYS AND GAMES - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Activate Interactive: Key Facts
Summary 2 Activate Interactive Pte Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Activate Interactive Ltd: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 4 Activate Interactive Ltd: Competitive Position 2005
MAXSOFT PTE LTD - TOYS AND GAMES - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Maxsoft Pte Ltd: Key Facts
Summary 6 Maxsoft Pte Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Maxsoft Pte Ltd: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 8 Maxsoft Pte Ltd: Competitive Position 2005
MIKOISHI PTE LTD - TOYS AND GAMES - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 9 Mikoishi Pte Ltd: Key Facts
Summary 10 Mikoishi Pte Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 11 Mikoishi Pte Ltd: Production Statistics 2005
COMPETITIVE POSITIONING
PLAY IMAGINATIVE PTE LTD - TOYS AND GAMES - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Play Imaginative Pte Ltd: Key Facts
Summary 13 Play Imaginative Pte Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 14 Play Imaginative Pte Ltd: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 15 Play Imaginative Pte Ltd: Competitive Position 2005
STIKFAS PTE LTD - TOYS AND GAMES - SINGAPORE
STRATEGIC DIRECTION
KEY FACTS
Summary 16 Stikfas Pte Ltd: Key Facts
Summary 17 Stikfas Pte Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 18 Stikfas Singapore Pte Ltd: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 19 Stikfas Pte Ltd: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN SINGAPORE
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 SINGAPORE
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