Toys And Games in Turkey
Euromonitor International's Toys And Games in Turkey 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: 18 | Publication date: Oct 2006
Why buy this report
- 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
Video games main growth driver
Both traditional toys and video games realised steady growth during 2001-2006, but the rate of growth in video games was more dynamic. The increasing number of working women led to more children in kindergartens. Therefore, children have contact with technology at earlier ages. In addition, the increasing penetration of digital technologies into homes plays a great role in this respect.
Rising demand for video games, particularly among young men, was the driving force for the market as a whole. As a result, video games are expected to continue to take market share from traditional toys and games and will likely be the main source of growth in overall toys and games.
Imports from Asia continue to increase
Imports from the Far East, especially China, Hong Kong and Taiwan, continued to increase during the review period. At the beginning of 2005, toys imported from China alone accounted for 80% of the overall market. The rise in the number of cheaper Asian products in the market decreased the market share of imported brand name toys along with domestic products, which are not able to compete with the low prices of Asian imports.
Young children's changing preferences
The speed with which young people grow up is also a challenge to toys and games manufacturers. Young people at the age of seven years have different needs than in the past and are more reluctant to play with toys. Most tend towards video games instead. Traditional toy and game manufacturers such as Hasbro tried to attract these children by innovating new games, such as the its Video Now platform is a portable game console, enabling the user to carry it anywhere they go, although this is not yet available in the Turkish market.
Toy specialists still dominate and supermarkets lose strength
Toy specialists are the main distribution channel for traditional toys and games, but audiovisual stores are the key distribution channel for video games. Supermarkets saw their share of sales fall each year. With a low inflation rate, disposable incomes rose and consumers tended to spend more money on toys and games, and supermarkets consequently lost strength against toy specialists and department stores.
Hasbro leads traditional toys and games
Hasbro is the leading company in the traditional toys and games market in Turkey. Hasbro entered the Turkish market by signing co-operation agreements with a strong local company, Intertoy. In 1999, Hasbro bought all the shares of Intertoy and started actively investing in Turkey.
Sony leads the overall market
Sony Eurasia Pazarlama AS led an extremely fragmented Turkish toys and games market in 2005. The PlayStation2 console dominates sales of video games hardware. Despite widespread piracy of video games in Turkey, Sony claimed more than half of overall video games value sales.
Table of contents
TOYS AND GAMES IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Video games main growth driver
Imports from Asia continue to increase
Young children's changing preferences
Toy specialists still dominate and supermarkets lose strength
Hasbro leads traditional toys and games
Sony leads the overall market
KEY TRENDS AND DEVELOPMENTS
Westernisation impacts toy purchases
Video games leading growth in the toys and games market
Domestic manufacturers can't compete with Asian imports
The Power of the Internet
Internet sales still lag behind
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
TRADITIONAL TOYS AND GAMES IN TURKEY
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 TURKEY
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