Toys And Games in Spain
Euromonitor International's Toys And Games in Spain 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: 28 | 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
Sales improve slightly
The rate of growth for traditional toys and games saw a slight improvement in 2005. The traditional toys and games sector has been suffering from low margins, high product seasonality and stiff competition from a broad range of similar products for a few years.
Video games grew slightly faster than traditional toys and games in 2005 and expected to continue to do so in the coming years. It is gaining new consumers every day and adapting better to a broader target market. However, it does have a major problem in the form of piracy.
Growth methods
Most traditional toys and games are already sold at comparatively low prices. As lowering prices further is not an appropriate way to grow within the market, companies are opting to innovate and differentiate their products from others on the market. Key drivers of growth are technological toys (educational or not) and licensed products.
The situation with video games is different and lower prices could attract more customers. Prices of both consoles and games keep falling. Moreover, most companies have a broad range of cheaper products that are very successful.
Demographic changes
Spain has been undergoing a process of demographic change for the last 4-5 years. The birth rate is increasing and also a very interesting potential market is arriving in the form of immigrants. Manufacturers, distributors and retailers agree in that it is a new market to exploit. The main problem with this new population segment is that most do not have enough resources and currently do not purchase toys at the same rate as the average national consumer.
Video games are attracting consumers at increasingly earlier ages (there are already games for young children) and are in the process of attracting women, traditionally a segment resistant to video games.
Department stores vs. small retailers
Department stores have a power small retailers do not have. The latter complain about the unfair competition posed by the main chains: during the past Christmas campaign the main chains sold products at very low prices, without respecting commercial margins. Naturally, as department stores sell a wide array of products, they can afford this price strategy. Retailers cannot compete in these grounds.
Video games have a higher turnover
The video games sector ranks first among leisure goods, ahead of cinema, music and the traditional toys. These products are also expected to gain importance in future and video games are expected to become the main mass leisure activity of the century. Increasingly more, technologic advances are being applied to video games. Presently, a main problem is that a high proportion of video games sales go through the black market. This is the reason why legal video games sales were smaller than traditional toys.
Table of contents
TOYS AND GAMES IN SPAIN : MARKET INSIGHT
EXECUTIVE SUMMARY
Sales improve slightly
Growth methods
Demographic changes
Department stores vs. small retailers
Video games have a higher turnover
KEY TRENDS AND DEVELOPMENTS
Piracy
Toys and Seasonality
Socialisation of video games
Immigration and toys
World of licences
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 - SPAIN
EDUCA BORRáS SA - TOYS AND GAMES - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Educa Borrás SA: Key Facts
Summary 2 Educa Borrás SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Educa Borrás SA: Competitive Position 2005
IMC TOYS SA - TOYS AND GAMES - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 4 IMC Toys SA: Key Facts
Summary 5 IMC Toys SA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 IMC Toys SA: Competitive Position 2005
PYRO STUDIOS SL - TOYS AND GAMES - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 7 Pyro Studios SL: Key Facts
Summary 8 Pyro Studios SL: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 9 Pyro Studios SL: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 10 Pyro Studios SL: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN SPAIN
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 SPAIN
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