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: 34 | Publication date: Nov 2008
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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
Problems in Spanish Economy
Spain is beginning to suffer the effects of the economic crisis. The rise of unemployment rates, inflation, oil prices and the decline in economic growth are hurting the previously good figures of the Spanish economy. All the markets have been affected by this. In the case of Toys and Games, the traditional toys and games market has been more affected than the video games market. In spite of, the toys and games market is mature enough to withstand the crisis. Parents continue to buy toys for their children.
The Duality of the Spanish Companies
Spanish companies are very well represented in the traditional toys and games market. Spain has always been a famous toys manufacturer; it has been characterised by quality and low priced products. Nowadays toys companies are focused on improving their technological products. Conversely, Spanish manufacturers of video games are still negligible. Spanish developers only represent 1% of the market value; the industry complains about the almost non-existent support from the Government
New Video Games Players
Companies have managed to attract a wider target of consumers: adults and women. Until now, video games were aimed at teenagers and young men. The Nintendo DS and Wii have attracted more women and adults to video games, especially to video games software relating to culture or brain training. For example, in 2007 the average age of video games users was 29 years old, which shows that video games are gradually shifting to include a consumer group larger than just children and teenagers.
Advertising Campaigns Play a Key Role in the Market
Every day is as important a good ad campaign (especially in television) as a good product. If you have not advertised your product in main channels you do not exist. In the era of image, ad campaigns are indispensable to reach the widest audience. It is important for companies to invest large sums of money on advertising campaigns, especially on television, in order to promote their products. Mattel, Nintendo and Microsoft have invested in advertising on the internet as well the usual TV advertising.
The Future of Toys Distribution
The distribution of toys will change towards major distribution chains, supermarkets, hypermarkets and department stores. Small retailers will face several problems when competing in this environment due to rising costs. Wholesalers will continue to suffer in this new distribution of market. For example, profit margins in comparison with major distribution chains and hypermarkets will decrease the following years and distribution costs (oil is increasing their price) will rise. Obviously, big competitors will be the most beneficiaries of these because the consumers lose points of sales. The following years we will find a different environment in this market.
Table of contents
TOYS AND GAMES IN SPAIN : MARKET INSIGHT
EXECUTIVE SUMMARY
Problems in Spanish Economy
The Duality of the Spanish Companies
New Video Games Players
Advertising Campaigns Play a Key Role in the Market
The Future of Toys Distribution
KEY TRENDS AND DEVELOPMENTS
Nintendo Opens the Field to a Wider Target of Users
Spanish Domestic Video Games Manufacturers Growing but Still Negligible
The Importance of Advertising Campaigns
The Decisive Factors When Choosing a Toy
The New Challenges of Distribution Channels
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
Toys and Games
Sources
Summary 1 Research Sources
LOCAL COMPANY PROFILES - SPAIN
DISET SA - TOYS AND GAMES - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Diset SA: Key Facts
Summary 3 Diset SA: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Diset SA: Competitive Position 2008
EOLO SPORTS INDUSTRIAS SA - TOYS AND GAMES - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Eolo Sport Industrias SA: Key Facts
Summary 6 Eolo Sport Industrias SA: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Eolo Sport Industrias SA: Competitive Position 2007
INDUSTRIAL JUGUETERA SA (INJUSA) - TOYS AND GAMES - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Industrial Juguetera SA: Key Facts
Summary 9 Industrial Juguetera SA: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Industrial Juguetera SA: Competitive Position 2007
UBI STUDIOS SL - TOYS AND GAMES - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Ubi Studios SL: Key Facts
Summary 12 Ubi Studios SL: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Ubi Studios SL: Competitive Position 2007
VIRTUAL TOYS SL - TOYS AND GAMES - SPAIN
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Virtual Toys SL: Key Facts
Summary 15 Virtual Toys SL: Operational Indicators 2005-2007
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Virtual Toys SL: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN SPAIN
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 SPAIN
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