Toys And Games in the United Kingdom
Euromonitor International's Toys And Games in the United Kingdom 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
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Executive summary
Positive growth driven by video games and infant games
In 2008 the video games market saw healthy growth because of the recent launches of new games and hardware consoles, namely the Sony PlayStation 3 and Nintendo Wii, which joined Microsoft’s Xbox 360 in offering gamers a “next-generation” experience. The years 2007–2008 also registered the success of the Nintendo DS portable console and games.
Traditional toys and games also performed well, thanks to the success of licensed toys and the infant subsector. The rise in the birth rate since 2004 has had a positive impact on the infant and pre-school subsectors.
Learning toys and online gaming have gained enormous popularity in the UK, which has enabled toys and games to meet the challenges posed by the market’s overall maturity and increasing living costs.
The adult children and the childlike adults
In the UK, 37% of the population aged between 16 and 49 describe themselves as “active gamers” on a console, hand-held or PC. Toys and games manufacturers are therefore increasingly targeting adults as customers for their games, in order to expand their customer base, including women. On the other hand, many traditional toys now have increased electronic content, which increases their appeal to more sophisticated children who are increasingly interested in mobile phones, computers and fashion.
UK toys and games market dominated by multinational companies
Toys and games in the UK is an international business dominated by global brands. Most of the major companies distribute internationally so that they can benefit from economies of scale (not only in terms of costs but also with regard to marketing). The two largest toy companies are Mattel and Hasbro, both of which have their headquarters in the US. UK-owned companies tend to be smaller in scale and include groups such as Vivid Imaginations and Hornby. The industry in the UK is highly competitive, and an array of exciting new toys is launched each year by both long-established companies and new players.
Future growth driven by new technology and immigration
Value sales of toys and games are expected to continue growing over the forecast period, thanks largely to the dynamic growth in sales of video games, thanks to the recent launches of a new generation of consoles, including portable models.
Moreover, while the UK birth rate is expected to decline during the forecast period, an increase in migration from Europe is likely to lead to a mass market for toys and games. Value sales of infant toys are therefore expected to remain healthy over the forecast period, with learning toys in particular making a strong contribution.
Table of contents
TOYS AND GAMES IN THE UNITED KINGDOM : MARKET INSIGHT
EXECUTIVE SUMMARY
Positive growth driven by video games and infant games
The adult children and the childlike adults
UK toys and games market dominated by multinational companies
Future growth driven by new technology and immigration
KEY TRENDS AND DEVELOPMENTS
Licensed toys continue to boost toys and games sales
European legislation to be implemented
Competition and opportunities in a larger European Union
Innovations and new technologies to boost toys and games
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 - UNITED KINGDOM
FLAIR LEISURE PRODUCTS PLC - TOYS AND GAMES - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Flair Leisure Products plc: Key Facts
Summary 3 Flair Leisure Products plc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Flair Leisure Products plc: Competitive Position 2007
HASBRO UK LTD - TOYS AND GAMES - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Hasbro UK Ltd: Key Facts
Summary 6 Hasbro UK Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Hasbro UK Ltd: Competitive Position 2007
MATTEL UK LTD - TOYS AND GAMES - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Mattel UK Ltd: Key Facts
Summary 9 Mattel UK Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Mattel UK Ltd: Competitive Position 2007
SCI ENTERTAINMENT GROUP PLC - TOYS AND GAMES - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 11 SCI Entertainment Group plc: Key Facts
Summary 12 SCI Entertainment Group plc: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 SCI Entertainment Group plc: Competitive Position 2007
VIVID IMAGINATION LTD - TOYS AND GAMES - UNITED KINGDOM
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Vivid Imaginations Ltd: Key Facts
Summary 15 Vivid Imaginations Ltd: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Vivid Imaginations Ltd: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN THE UNITED KINGDOM
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 UNITED KINGDOM
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