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.
Tables: 34 | Publication date: Oct 2008
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
Market grows with children, grows more with adults
The awareness of the new generation of parents is causing the pre-school and infant toys subsectors to grow more rapidly than other subsectors of the traditional toys and games market, and all of them depend on the number of children aged 0–14. Significant growth can be seen, however, in the market for video games, which is driven not only by children but also by adults. This accounts for the higher growth of the video games sector, which has grown in line with the populations of both children and adults.
“Made in China” rules the traditional toys market
Following the stabilisation of foreign currency rates, Asian-produced toys have retained their price advantage. In particular, the presence of products imported from China in the traditional toys market has begun to increase. Although there is some local toy production in Turkey, the market depends mainly on imports from Asia.
Health concerns affect products imported from China
Towards the end of the review period, it was anxieties about health and safety rather than increasing price competition that became the main concern for toy importers, as growing media coverage led to a significant increase in consumer awareness. Some traditional toys imported from China had to be recalled, because of the high levels of lead contamination found in their paint, although these fears had no effect on video games hardware or software.
Multinationals lead in both traditional toys and video games
Hasbro is the market leader in traditional toys and games in Turkey, and it managed to increase its share as its main rival Mattel struggled with product recalls on account of health and safety concerns.
Sony Eurasia Pazarlama AS leads the video games sector, but its PlayStation 3 had to compete with Nintendo’s Wii and Microsoft’s Xbox 360 towards the end of the review period. All three game consoles were launched at almost the same time in Turkey. Sony remained the market leader, probably on account of consumers’ inertia and brand awareness.
Video games will carry the market
Video games software and hardware will be the driving force behind the market’s growth. Growth in the traditional toys sector is limited by the number of children, but video games are also played by adults. It was reported that Turkish video game players, unlike those in other countries, are playing on their personal computers rather than dedicated game consoles. This is the main reason why significant potential remains in the video games subsector, of which the hardware subsector in particular is not expected to reach saturation in the near future.
Table of contents
TOYS AND GAMES IN TURKEY : MARKET INSIGHT
EXECUTIVE SUMMARY
Market grows with children, grows more with adults
“Made in China” rules the traditional toys market
Health concerns affect products imported from China
Multinationals lead in both traditional toys and video games
Video games will carry the market
KEY TRENDS AND DEVELOPMENTS
Working mothers have more money to spend on toys
Electronics affect sales
China puts traditional toys and games sector under strain
Toy industry focuses on safety of imported products
Online sales booming
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
Summary 1 Research Sources
LOCAL COMPANY PROFILES - TURKEY
ATM DIS TICARET PAZARLAMA AS - TOYS AND GAMES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 ATM Dis Ticaret Pazarlama AS: Key Facts
Summary 3 ATM Dis Ticaret Pazarlama AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 ATM Dis Ticaret Pazarlama AS: Competitive Position 2007
HASBRO INTERTOY - TOYS AND GAMES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Hasbro Intertoy: Key Facts
Summary 6 Hasbro Intertoy: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Hasbro Intertoy: Competitive Position 2007
NORTEC EURASIA AS - TOYS AND GAMES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Nortec Eurasia AS: Key Facts
Summary 9 Nortec Eurasia AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Nortec Eurasia AS: Competitive Position 2007
SONY EURASIA PAZARLAMA AS - TOYS AND GAMES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Sony Eurasia Pazarlama AS: Key Facts
Summary 12 Sony Eurasia Pazarlama AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Sony Eurasia Pazarlama AS: Competitive Position 2007
ULUSLARARASI COCUK CARSILARI AS - TOYS AND GAMES - TURKEY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Uluslararasi Çocuk Çarsilari AS: Key Facts
Summary 15 Uluslararasi Çocuk Çarsilari AS: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Uluslararasi Çocuk Çarsilari AS: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN TURKEY
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 TURKEY
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