Toys
Toys and Games

Toys And Games in South Africa

South Africa

Euromonitor International's Toys And Games in South Africa 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: 34  |  Publication date: Oct 2008
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GBP560.00

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Executive summary

Resilience in consumption patterns

The market for toys and games in South Africa has continued to experience growth across all sectors over the review period. This indicates a general resilience in consumption patterns in an environment that has been largely characterised by a record high debt/income ratio, persistently rising interest rates, rising inflation and a dampened economic outlook. Consumption patterns have not significantly changed despite unfavourable macroeconomic conditions.

Impact of the “age compression” trend restructures the market

The traditional structure of the toys and games market has been affected by the trend towards “age compression”. Children are leaving behind traditional types of play at an earlier age, which has impacted on sales of children’s toys and games as they begin to demand items such as mobile phones, DVD players, CD players, mp3 devices and other electronic products instead. There has been a tremendous increase in the interest rate and an increased demand for video games, resulting in an upward trend in sales.

Video games sector experiences phenomenal growth

The successful marketing of the PlayStation series of games, followed by the entry of Xbox 360 and the forceful arrival of Nintendo Wii, has resulted in phenomenal growth in the video games sector. While PlayStation 2 and PlayStation 3 may have been perceived as expensive boys’ games, Xbox 360 and Wii are priced significantly lower and are being marketed as interactive family games, which has led to a massive increase in demand for video games hardware and software.

Tight competition persists

The environment remains characterised by high levels of competition and continues to exhibit features of market concentration because of the dominance of just a few players. The toys and games industry relies heavily on imports, and competition is confined to prices, product selection, advertising and promotion, product quality, service levels and the location of retail channels. Proactive distribution strategies are key success factors in a fast-growing market.

Consolidation of emerging trends and the advent of eco-friendly toys

The toys and games market is expected to continue performing well. Growth in the video games sector is likely to be consolidated through launches of new products and new titles to compete in the software subsector. Sales of traditional toys and games will probably be rejuvenated by the development and marketing of eco-friendly toys, which will be marketed in a manner consistent with consumers’ changing lifestyles in order to incorporate more environmentally friendly ideas and purchase more organic and natural products.

Table of contents

TOYS AND GAMES IN SOUTH AFRICA : MARKET INSIGHT

EXECUTIVE SUMMARY

Resilience in consumption patterns

Impact of the “age compression” trend restructures the market

Video games sector experiences phenomenal growth

Tight competition persists

Consolidation of emerging trends and the advent of eco-friendly toys

KEY TRENDS AND DEVELOPMENTS

Robust growth of middle class expands size of toys and games market

Departure from tradition as urban trends impacts on lifestyles

Technology-based innovation reigns supreme

New product development central to competitive success

Emergence of stronger brands key to building consumer loyalty

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 - SOUTH AFRICA

CORE GROUP - TOYS AND GAMES - SOUTH AFRICA

STRATEGIC DIRECTION

KEY FACTS

Summary 2 Core Group: Key Facts

Summary 3 Core Group: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 4 Core Group: Competitive Position 2007

JUST FUN TOYS (PTY) LTD - TOYS AND GAMES - SOUTH AFRICA

STRATEGIC DIRECTION

KEY FACTS

Summary 5 Just Fun Toys: Key Facts

Summary 6 Just Fun Toys: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 7 Just Fun Toys: Competitive Position 2007

MEGAROM INTERACTIVE (PTY) LTD - TOYS AND GAMES - SOUTH AFRICA

STRATEGIC DIRECTION

KEY FACTS

Summary 8 Megarom Interactive (Pty) Ltd: Key Facts

Summary 9 Megarom Interactive (Pty) Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 10 Megarom Interactive (Pty) Ltd: Competitive Position 2007

PRIMA TOYS LTD - TOYS AND GAMES - SOUTH AFRICA

STRATEGIC DIRECTION

KEY FACTS

Summary 11 Prima Toys and Leisure Trading (Pty) Ltd: Key Facts

Summary 12 Prima Toys and Leisure Trading (Pty) Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 13 Prima Toys and Leisure Trading (Pty) Ltd: Competitive Position 2007

STER KINEKOR HOME ENTERTAINMENT (PTY) LTD - TOYS AND GAMES - SOUTH AFRICA

STRATEGIC DIRECTION

KEY FACTS

Summary 14 Ster-Kinekor Games: Key Facts

Summary 15 Ster-Kinekor Games: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

Summary 16 Ster-Kinekor Games: Competitive Position 2007

TRADITIONAL TOYS AND GAMES IN SOUTH AFRICA

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 SOUTH AFRICA

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

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