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Toys and Games

Euromonitor International publishes the world's most comprehensive market research on the toys and games industry. Our reports feature a wealth of standardised and cross-comparable statistics including total market sizes, market share and brand share data, distribution and industry trends and sub-category level information.

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      Page 1
        Strategy Briefing

        Licensing: Billion Dollar Character Franchises

        Sep 2016

        The astonishing popularity of Frozen clearly proved that there is still scope for new properties and expansion of existing franchises. While Disney dominates the licensing world with its 11 worldwide famous licences each selling more than US$1 ...

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        Country Report

        Toys and Games in Switzerland

        Sep 2016

        Toys and games in Switzerland struggled in 2015 due to a mixture of market conditions. While traditional toys and games increased in 2015 due to strong consumer confidence in spending, video games declined. Video games is highly influenced by new ...

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        Country Report

        Toys and Games in Thailand

        Sep 2016

        Toys and games showed a solid performance in 2015 thanks to the increasing popularity of online and mobile games. Players continue to shift to digital games for their interactive content and offering of a wide range of titles to choose from. In ...

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        Country Report

        Toys and Games in Japan

        Sep 2016

        Demographic and market conditions continued to have an impact on the toys and games market in Japan during 2015. Unlike in the previous year, traditional toys and games contracted in value sales in 2015 while video games recorded healthy growth. ...

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        Country Report

        Toys and Games in Australia

        Sep 2016

        Toys and games in Australia recorded strong current value growth in 2015, outperforming the CAGR of the review period. In toys and games, video games posted double-digit growth, which drove sales in 2015, while sales of traditional toys and games ...

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        Country Report

        Toys and Games in the Philippines

        Sep 2016

        Toys and games continued to grow in the Philippines, primarily due to the good economic performance which led to increased consumer spending. Traditional toys and games posted stable growth, attributed to growing demand for construction toys and ...

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        Country Report

        Toys and Games in France

        Sep 2016

        In 2015, the toys and games market in France witnessed the highest value growth since 2008. Both traditional and video games recorded growth rates beyond the expectations of market players. In the former, action figures and accessories, plush toys ...

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        Country Report

        Toys and Games in Spain

        Sep 2016

        Toys and games maintained the positive performance registered in 2014 and recorded growth within both traditional toys and games and video games in 2015. Value growth confirmed the improvement of economic conditions and the restored spending power of...

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        Country Report

        Toys and Games in Brazil

        Aug 2016

        Despite the negative economic environment in Brazil in 2015, the category of toys and games performed above expectations in value terms, being able to offset the inflation rate in the country. Industry-related measures such as the migration of ...

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        Country Report

        Toys and Games in the Netherlands

        Aug 2016

        Toys and games in the Netherlands recorded strong growth in 2015, an increase compared to the overall review period, albeit slower than 2014. The strong performance in 2014-2015 was primarily attributable to video games, particularly mobile games. ...

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        Country Report

        Toys and Games in Italy

        Aug 2016

        Toys and games performed well in Italy in 2015, with video games outperforming traditional toys and games due to the larger target audience for these products across several different age groups. Action figures and accessories and construction ...

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        Country Report

        Toys and Games in Germany

        Aug 2016

        The toys and games market recorded another year of success and growth in Germany, with 2015 the 14th consecutive year of growth. Retail value growth was almost as strong as the previous year’s performance due to the continuity of low interest rates, ...

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        Country Report

        Toys and Games in Turkey

        Aug 2016

        Toys and games registered another year of strong current value growth in Turkey in 2015. Modernisation of the retailing landscape continued to have a positive impact on value sales of toys and games products, with the expansion of traditional toys ...

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        Strategy Briefing

        Experiential Licensing: Consumer Fundamentals Falling into Place

        Aug 2016

        Today’s consumers are increasingly redefining their values and priorities, leading to the birth of a new consumerism. “Experiencing is everything” is driving growth in sports/music licensing and theme parks/themed travel. Thus, themed ...

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        Strategy Briefing

        Toys and Games: Global Trends, Developments and Prospects

        Aug 2016

        Macroeconomic instability had a profound negative impact on toy sales in some of the biggest emerging markets in 2015. However, strong sales of licensed toys, particularly Star Wars-related merchandise, have supported growth globally. Licensing, ...

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        Country Report

        Toys and Games in the United Arab Emirates

        Aug 2016

        Toys and games recorded steady growth in the United Arab Emirates in 2015, mainly driven by the large population and an increase in disposable incomes. The United Arab Emirates witnessed high birth rates, as well as an increase in the number of ...

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        Country Report

        Toys and Games in South Africa

        Jul 2016

        South Africa’s lacklustre economic performance continued to impede economic growth in 2015. Consumer goods inflation continued to rise and currency depreciation worsened during the second half of the year. In an attempt to curb inflation, the South ...

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        Country Report

        Toys and Games in Argentina

        Jul 2016

        The Argentinean toys and games industry recorded strong positive current value growth as the ongoing economic instability was reflected in the fourth consecutive year of double-digit inflation. In current value terms, toys and games sales grew by ...

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        Country Report

        Toys and Games in the US

        Jul 2016

        Toys and games saw strong growth in 2015, expanding by 5% in current value terms. Traditional toys and games were particularly strong in 2015, as a result of new licensed property releases coinciding with blockbuster films and their associated ...

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        Country Report

        Toys and Games in the United Kingdom

        Jun 2016

        Whereas traditional toys and games saw another year of strong value growth in 2015, value sales of video games stagnated in the UK. While traditional games mainly benefitted from strong sales of licenced toys, partially thanks to new movie releases, ...

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