Toys And Games in Taiwan
Euromonitor International's Toys And Games in Taiwan 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: 26 | 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
Retail market recession hurts future growth
There was a pessimistic forecast for the sale of traditional toys and games, as the default loan crisis negatively impacted the retail market. The economic recession means that sales of traditional toys and games will slow starting from 2006.
Challenging situation, declining national birth rate
The birth rate is currently less than ten babies per 1,000 inhabitants, which means that there are only about 220,000 new babies born in each year. To overcome the issue of a shrinking customer base will be a great challenge for players in traditional toys and games.
In addition, the average age of children playing with traditional toys and games is getting younger as older children are more influenced by video games. As much as 90% of traditional toys and games sales are for children under eight years old. As a result, the declining birth rate and competition from video games forced market players to try to enlarge their customer base. To develop products for older age groups and adults became a key strategy. Collection oriented toys are a new product development trends. Exquisite classic toys can attract adults for collection purposes to satisfy their childhood memories, and will be niche products in the future.
Strong influence of Japanese animation
Animation, comic, game, and movie related products are the best sellers in the Taiwanese market. Japanese brand owners took advantage of this by commercialising animation characters into toy products and continue to dominate not only the traditional toys and games market but also video software.
Promising growth in video games
Video games hardware goes through a product life cycle every 5-6 years. Current products, Sony PS2 and Nintendo Game Cube are already in the last phase of their cycle. Following the launch of Microsoft’s Xbox 360, Sony PS3 and Nintendo Revolution will also be on the market in late 2006. Another sales peak can be expected after the product launches of these next generation consoles.
Research shows that new consoles not only influence people to replace old versions but also attract new customers. Market share of video games will grow by taking share from PC and online games. Therefore, local software companies modified their product development and focused on game console platforms.
Variety in game software, enlarge customer base
Developing a new customer base, especially amongst females and older people, will be the next step for video games manufacturers. Hardware design will not only focus on the advanced functions of consoles but also the product outlook. In addition, a new product trend amongst software companies is development of games for females and older people to expand the market share.
Table of contents
TOYS AND GAMES IN TAIWAN : MARKET INSIGHT
EXECUTIVE SUMMARY
Retail market recession hurts future growth
Challenging situation, declining national birth rate
Strong influence of Japanese animation
Promising growth in video games
Variety in game software, enlarge customer base
KEY TRENDS AND DEVELOPMENTS
Retail market slump to hamper growth of traditional toys and games
International Brands Dominate
Japanese animation enjoys high popularity
Promising growth in video games
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 - TAIWAN
GENIUS TOY TAIWAN CO LTD - TOYS AND GAMES - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Genius Toy Taiwan Co Ltd: Key Facts
Summary 2 Genius Toy Taiwan Co Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 3 Genius Toy Taiwan Co Ltd: Production Statistics 2005
COMPETITIVE POSITIONING
Summary 4 Genius Toy: Competitive Position 2005
THUNDER TIGER CORP - TOYS AND GAMES - TAIWAN
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Thunder Tiger Corp: Key Facts
Summary 6 Thunder Tiger Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 7 Thunder Tiger Corp: Production Statistics 2004
COMPETITIVE POSITIONING
Summary 8 Thunder Tiger Corp: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN TAIWAN
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 TAIWAN
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