Toys And Games in the US
Euromonitor International's Toys And Games in the US 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: 33 | 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
Traditional toys and games and video markets are disparate markets
The traditional toys and games market and the video game market are at opposite ends of several important dimensions. The former is a conservative struggling sector, trying to find new recipes for innovation and consumer-oriented design. Traditional toys and games manufacturers are developing new identities as family entertainment. In doing so, they have to transform themselves, as well as their supply chain, and retail strategies.
In contrast, the video games sector is one of the most dynamic and lucrative of all consumer markets, yet challenged by high development costs and content that many consider too violent and sexually explicit. Even so, gaming growth will occur on multiple fronts, particularly mobile phones, handhelds and consoles.
Sony and Microsoft wrestle for the living room
2005 also marks the beginning of a technology shakeout as console manufacturers' transition from second to third generation technology. Although the video games sector is growing aggressively, competitive advantage is changing rapidly. Hardware manufacturers, Sony and Microsoft are in a market share war, vying to control the living room. Both the PlayStation 3 and Xbox 360 are capable of competing with mp3 players, television console makers, and PCs, in addition to being a video games player.
Internal and external change within the traditional toys and games sector
Within traditional toys and games, there are a series of key issues, such as price wars initiated by Wal-Mart, which uses toys as loss leaders; lack of product innovation within the industry; competition from electronics; globalisation of the supply chain and changing demographics. Most important of all, are changing patterns of play, particularly in children between the ages of 8-14 years.
The external environment is changing as well as the whole supply chain is experiencing profound changes. Retailers in both traditional toys and games and video games are trying to find multi-channel avenues for reaching busy consumers who are increasingly conscious of travel distances because of the cost of petrol. Sales channels are being fragmented, which means that retailers have to re-organise, and understand how multiple channels will serve their best interests, not only in terms of sales but also brand management.
The internet becomes an increasingly important distribution channel
For the most successful toy retailers, the internet is part of a multi-channel strategy, which also includes stores and catalogues. For video games manufacturers, the internet is an important marketing and community-building medium, which for the long-term is also a threat to companies, such as Activision, which earn from distribution. Internet downloads are also a potential threat to dedicated games retailers, such as Electronic Games.
Table of contents
TOYS AND GAMES IN THE US : MARKET INSIGHT
EXECUTIVE SUMMARY
Traditional toys and games and video markets are disparate markets
Sony and Microsoft wrestle for the living room
Internal and external change within the traditional toys and games sector
The internet becomes an increasingly important distribution channel
KEY TRENDS AND DEVELOPMENTS
Changing business cycles
The millennial generation and age compression
Chains disappear creating new opportunities
Creating new revenue streams
Minority and gender issues
Tweens are the key
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 - USA
ACTIVISION INC - TOYS AND GAMES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 1 Activision Inc: Key Facts
Summary 2 Activision Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 3 Activision Inc: Competitive Position 2005
JAKKS PACIFIC INC - TOYS AND GAMES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 4 JAKKS Pacific Inc: Key Facts
Summary 5 JAKKS Pacific: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 6 JAKKS Pacific Inc: Competitive Position 2005
LEAPFROG ENTERPRISES INC - TOYS AND GAMES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 7 LeapFrog Enterprises Inc: Key Facts
Summary 8 LeapFrog Enterprises Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 9 LeapFrog Enterprises Inc: Competitive Position 2005
RC2 CORP - TOYS AND GAMES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 10 RC2 Corp: Key Facts
Summary 11 RC2 Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 12 RC2 Corp: Competitive Position 2005
THQ INC - TOYS AND GAMES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 13 THQ Inc: Key Facts
Summary 14 THQ Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 15 THQ Inc: Competitive Position 2005
TRADITIONAL TOYS AND GAMES IN THE US
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 THE US
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