Toys And Games in Italy
Euromonitor International's Toys And Games in Italy 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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- Get insight into trends in market performance
- Pinpoint growth sectors and identify factors driving change
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Executive summary
Increased raw materials prices made sales of traditional toys and games grow despite static volumes
After the static performance that characterised the traditional toys and games market in the review period, its value sales grew sharply from 2007 onwards, although this increase was caused by the growth in the price of raw materials rather than by the sector’s own performance. Increasing costs of raw materials and transport caused the prices of toys and games to grow by an average of 6% in 2008 and forced manufacturers to review their price lists in order to maintain their profit margins. As a consequence, the traditional toys and games market grew more in value than in volume in 2008, and this was especially true for the more sophisticated and expensive electronic toys.
Video games drove market growth in 2008
In 2008, the video games sector drove the growth of the overall toys and games market. Video games were influenced by the increase in both software and hardware sales due to the launch of the new consoles, namely the Xbox 360, Nintendo Wii and PlayStation 3.
The new targets for video games are adults and women
The toys and games industry is looking to respond to demographic changes by strengthening its customer base among the older generations, which have the most money in Italy. The baby boomer generation has reached retirement age, and they are now becoming more computer literate and very interested in the possibilities afforded by the Internet. As console manufacturers are increasingly making their products Internet compatible, the demand for online and multi-player games is expected to grow.
Moreover, widespread fears about Alzheimer’s disease are leading to growth in the demand for mental workouts. This will benefit Nintendo, which stormed the family and female audiences with its Nintendo DS and its new Cooking Mama and Brain Training games. In 2008 the video games business became a mass market providing family entertainment.
Toys and games need to be safe
Italian toys have been subject to EU toy safety directives since 1990; these state that toys may not contain dangerous substances and must be designed and constructed so as not to present health hazards or risk of physical injury. In 2008, the EU’s objective of forming a single market under which industries such as toys and games are regulated by one set of European legislation still remained hypothetical, while some Italian manufacturers are convinced that not all toys and games companies follow the same rules and that there are ways to diverge from laws.
Electronic toys and video games will sustain the market
Video games are expected to continue to sustain growth in the toys and games market over the forecast period, thanks to the launch of software for the new generation of consoles, new technologies and better value for money. A wider consumer base interested in video games is also expected to lead to an increase in their sales.
In the traditional toys and games market, Italian consumers will be able to choose from the many new toys incorporating advanced electronics that are expected to flood the toys market during the forecast period. Because of their higher prices, these new electronic toys will be particularly sensitive to consumer confidence and economic conditions. The price of oil will have a major bearing on these conditions.
Table of contents
TOYS AND GAMES IN ITALY : MARKET INSIGHT
EXECUTIVE SUMMARY
Increased raw materials prices made sales of traditional toys and games grow despite static volumes
Video games drove market growth in 2008
The new targets for video games are adults and women
Toys and games need to be safe
Electronic toys and video games will sustain the market
KEY TRENDS AND DEVELOPMENTS
Low birth rates and ageing of population influenced toys and games consumption
Italian spending on toys and games affected by weak consumer confidence and increasing cost of living
Immigrants compensate falling birth rate but their expenditure on toys and games is negligible
Licensed toys are making traditional market lively
A fragmented environment for the toys and games market
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
Summary 1 Research Sources
LOCAL COMPANY PROFILES - ITALY
ARTSANA, GRUPPO - TOYS AND GAMES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 2 Artsana SpA: Key Facts
Summary 3 Artsana SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 4 Artsana SpA: Competitive Position 2007
CLEMENTONI SPA - TOYS AND GAMES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 5 Clementoni SpA Key Facts
Summary 6 Clementoni SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 7 Clementoni SpA : Competitive Position 2007
DIGITAL BROS SPA, GROUP - TOYS AND GAMES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 8 Digital Bros SpA: Key Facts
Summary 9 Digital Bros SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 10 Digital Bros SpA: Competitive Position 2007
GIOCHI PREZIOSI SPA - TOYS AND GAMES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 11 Gruppo Giochi Preziosi SpA: Key Facts
Summary 12 Gruppo Giochi Preziosi SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 13 Gruppo Giochi Preziosi SpA: Competitive Position 2007
TRUDI SPA - TOYS AND GAMES - ITALY
STRATEGIC DIRECTION
KEY FACTS
Summary 14 Trudi SpA: Key Facts
Summary 15 Trudi SpA: Operational Indicators
COMPANY BACKGROUND
PRODUCTION
COMPETITIVE POSITIONING
Summary 16 Trudi SpA: Competitive Position 2007
TRADITIONAL TOYS AND GAMES IN ITALY
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 ITALY
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