Toys And Games in 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.
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Tables: 27 | 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
A buoyant year for the market
The toys and games market recorded considerably faster growth in 2005 than in the past five years in constant value terms, when the market experienced something of a slump. The main growth drivers were video games and educational toys. With the emergence of a growing black middle class, spending increased in the economy in general, leading to increased retail sales across all segments.
Electronics and educational toys are the way of the future
The fastest growing sales were electronic toys. Children’s tastes have changed, with younger children now demanding more complex toys and games. With the emergence of PlayStation, staying home to play with the children on the weekend is beginning to replace going out to watch a movie or other activities. Especially with more South Africans choosing to live in gated communities, where children cannot play in gardens or play with toys outside. Educational toys feed on adult guilt to ensure that their child receives the best stimulation and learning tools. Educational toys are seen to be a massive growth area, with great scope to diversify and expand.
A move to specialist stores
Within traditional toys and games there was a growing emergence of specialist toy stores offering greater variety and covering all areas of the market. Consumers are now looking to toy specialists when shopping for toys rather than the large discount stores or supermarkets, which saw their share of sales dwindle. Consumers are also beginning to demand more variety and better pricing and are shopping around. Toy stores are receiving this influx of customers, and are expanding.
Bratz and Robosapien have changed children forever
The introduction of the Bratz collection of dolls has changed girls and Robosapien has changed boys forever, The Bratz doll has ‘attitude’ and replaced Barbie as the number one seller in toy stockists all over the country. Bratz now has 50% of the doll market, while Barbie remains popular with younger girls. The introduction of Bratz brought new consumers into the market, children that would not play with Barbie are now playing with Bratz. Likewise, Robosapien changed the way boys look at figurines. If boys’ figurines do not have an electronic/robotic edge to them, they are not as interesting as those that do. This sub-sector of the market is expected to change quite considerably in the next couple of years, with the inclusion of robotics and electronics in dolls/figurines.
The entrance of Xbox to South Africa
The imminent entry of the second console gaming product to South Africa is causing a stir. Microsoft is negotiating the rights with the expected national distributor. Currently South Africa is a single console market – with PlayStation being the only distributed product on the market, now Xbox 360 is on its way in. The impact of its entry on the toy market is still to be seen, however, it will undoubtedly increase interest, sales and competition in the video games sector.
Table of contents
TOYS AND GAMES IN SOUTH AFRICA : MARKET INSIGHT
EXECUTIVE SUMMARY
A buoyant year for the market
Electronics and educational toys are the way of the future
A move to specialist stores
Bratz and Robosapien have changed children forever
The entrance of Xbox to South Africa
KEY TRENDS AND DEVELOPMENTS
A move towards electronics
A buoyant year for the market
The launch of Xbox in South Africa
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 - SOUTH AFRICA
JUST FUN TOYS (PTY) LTD - TOYS AND GAMES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Just Fun Toys (Pty) Ltd: Key Facts
Summary 2 Just Fun Toys (Pty) Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Just Fun Toys (Pty) Ltd: Competitive Position 2005
PRIMA TOYS LTD - TOYS AND GAMES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 Prima Toy and Leisure Trading (Pty) Ltd: Key Facts
Summary 5 Prima Toy and Leisure Trading (Pty) Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 Prima Toys: Competitive Position 2005
STER-KINEKOR GAMES (PTY) LTD - TOYS AND GAMES - SOUTH AFRICA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Ster-Kinekor Games: Key Facts
Summary 8 Ster-Kinekor Games: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 Ster-Kinekor Games: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
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 SOUTH AFRICA
HEADLINES
TRENDS
COMPETITIVE LANDSCAPE
PROSPECTS
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