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: 35 | Publication date: Oct 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
Tough times for traditional toys, not so for video games
Sales of traditional toys continued to take a back seat to video games in both 2007 and 2008, but 2007 proved especially challenging for the toy industry as it faced numerous high-profile toy recalls affecting millions of toys. In addition, there was a renewed focus on video games, as 2007 was the first year in which all three seventh-generation video game consoles competed in the US market for the whole year. While toy-makers countered with ever more sophisticated electronic toys, such as stunt-performing aerial planes and hydrogen-fuelled, remote-controlled cars, this was not enough to boost sales of traditional toys and games.
America’s changing demographics
Shifting demographic trends in the US continue to play a significant role in shaping sales of toys and video games. While the population aged 0–14 in the US stood at an estimated 60.9 million in 2008, this is expected to increase to 63.2 million by 2013, providing a much-needed stimulus for sales of traditional toys. At the other end of the age spectrum, baby boomers also continue to have a profound impact on the market, since they are much wealthier than their parents were and have shown a strong aptitude for spoiling their grandchildren.
No stopping video games
If it were not for strong sales of video games, the overall toys and games market would be in the doldrums. With all three seventh-generation video game consoles competing against each other for the first time in 2007, demand for video games hardware went through the roof, and sales of hardware continued to grow sharply in 2008. Instead, the key sales driver in 2008 was the wide array of software releases, such as Grand Theft Auto IV and Nintendo’s Wii Fit. As video games draw more children away from traditional toys and games, toy-makers will continue to roll out higher-priced electronic toys.
Leading players stay the same
Mattel, Hasbro, Sony, Nintendo, Microsoft and Electronic Arts continue to hold the leading market shares within their respective sectors. Fluctuations in market shares among the other major players tend to be small, and largely reflect the fortunes of one or two popular toys or video games, such as MGA Entertainment’s Bratz line and Take-Two’s Grand Theft Auto series.
Will toys continue to take a back seat?
While the US economy showed signs of sustained weakness in 2007, the economic storm clouds grew much darker in 2008, with some economists predicting that the US will continue to face a recession, although the video games market has shown resilience to economic downturns. Instead of spending less on video games, many consumers may cut back on other optional activities such as travel, which is more expensive because of higher oil prices. Depending on the severity of the economic slow-down, the years 2009–2010 may prove particularly difficult for the traditional toys and games industry as consumers spend more disposable income on everyday essentials.
Table of contents
TOYS AND GAMES IN THE US : MARKET INSIGHT
EXECUTIVE SUMMARY
Tough times for traditional toys, not so for video games
America’s changing demographics
No stopping video games
Leading players stay the same
Will toys continue to take a back seat?
KEY TRENDS AND DEVELOPMENTS
Video games sales show resilience in the midst of tough economic times
The year of the recall
Electronics help to underpin toy sales
New gaming technology takes market by storm
The growing popularity of “eco toys”
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 - USA
ACTIVISION INC - TOYS AND GAMES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Activision Inc: Key Facts
Summary 3 Activision Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Activision Inc: Competitive Position 2007
LEAPFROG ENTERPRISES INC - TOYS AND GAMES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 5 LeapFrog Enterprises Inc: Key Facts
Summary 6 LeapFrog Enterprises Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 LeapFrog Enterprises Inc: Competitive Position 2007
MEGA BRANDS INC - TOYS AND GAMES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Mega Brands Inc: Key Facts
Summary 9 Mega Brands Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
Summary 10 Mega Brands Inc: Production Statistics 2007
COMPETITIVE POSITIONING
Summary 11 Mega Brands Inc: Competitive Position 2007
NINTENDO OF AMERICA INC - TOYS AND GAMES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 12 Nintendo of America Inc: Key Facts
Summary 13 Nintendo of America Inc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 14 Nintendo of America Inc: Competitive Position 2007
RC2 CORP - TOYS AND GAMES - USA
STRATEGIC DIRECTION
KEY FACTS
Summary 15 RC2 Corp: Key Facts
Summary 16 RC2 Corp: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 17 RC2 Corp: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN THE US
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 THE US
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