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Market Research on the Toys and Games Industry

Euromonitor International publishes the world's most comprehensive market research on toys and games. We provide data and analysis on everything from total market sizes, market shares and industry trends to specific sub-category level information, including:

Related to this market: consumer electronics, luxury goods, packaged food, hot drinks, soft drinks, dairy drinks and retailing.

In addition we can provide in-depth data and statistics on: consumer lifestyles, income and expenditure, population, cities, households, the digital consumer, economy, finance and trade.

As well as: business dynamics and commercial industrial supply chains.

results

 

Country Report

Toys and Games in Taiwan

Compared to the value CAGR of 13% recorded over the review period, toys and games recorded strong retail value growth of 20% in 2015. Sales were boosted by the growing video gaming population and increasing investment in marketing campaigns, ...

Jun 2016 | US$2,100 | Add to cart | View details

Country Report

Traditional Toys and Games in Taiwan

Value sales of traditional toys and games achieved moderate growth of 3%, after a marginally negative value CAGR over the review period, to reach NT$7.3 billion in 2015. As traditional toys and games gradually matures, this performance can be ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Video Games in Taiwan

Video games recorded strong value growth of 26% in 2015, and a value CAGR of 54% over the review period, to reach NT$29.4 billion in 2015. This dynamic performance can be attributed to strong demand for video games software, driven by growth in the ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Traditional Toys and Games in Malaysia

Toys and games that are licensed from popular animations and films such as Minions, Jurassic World and Star Wars: The Force Awakens have been seen to drive demand from young consumers.

Jun 2016 | US$990 | Add to cart | View details

Country Report

Video Games in Malaysia

Samsung launched its Gear VR in Malaysian video games in October 2015 and the reasonably-priced headset was very popular with some stores selling out of their Gear VR stocks before Christmas 2015.

Jun 2016 | US$990 | Add to cart | View details

Country Report

Toys and Games in Malaysia

Mobile games and computer games in digital format grew fastest in video games in 2015, while construction and action figures and accessories led growth in traditional toys and games. The anticipation for and success of Star Wars: The Force Awakens ...

Jun 2016 | US$2,100 | Add to cart | View details

Country Report

Toys and Games in South Korea

Toys and games in South Korea continued to perform positively in 2015 except for hand-held consoles which declined in both volume and value terms. Video games recorded stronger growth than traditional toys and games due to the significant success of ...

Jun 2016 | US$2,100 | Add to cart | View details

Country Report

Traditional Toys and Games in South Korea

In 2015, the major two categories of action figures and accessories and construction toys recorded the highest value growth of 8% respectively and solidified their position as the leaders of traditional toys and games. The combined value share of ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Video Games in South Korea

Mobile games are the mainstream of video games in South Korea. In terms of value sales, mobile games accounted for 55% of total video games, followed by a 23% value share for online games. Considering the extremely high penetration of smartphones ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Toys and Games in China

As economic slowdown continued to occur in China in 2015, the toys and games market recorded slower growth. The reason for this was the saturated market environment, poor economic conditions, a lower birth rate and the strong impact of internet ...

Jun 2016 | US$2,100 | Add to cart | View details

Country Report

Toys and Games in Sweden

Toys and games in Sweden recorded strong current value growth in 2015, easily outperforming the CAGR of the review period. Both traditional toys and games and video games performed well, more or less doubling their respective review period CAGRs. ...

Jun 2016 | US$2,100 | Add to cart | View details

Country Report

Traditional Toys and Games in Sweden

In 2015, interactive traditional toys and games with an educational positioning represented a clear growth niche. This linked in with broader changes in children’s playing patterns, with technology, specifically competition from video games, coming ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Video Games in Sweden

The total video gaming population continued to increase in 2015 but the number of gamers which accounted for the majority of value sales remained at a similar level. This indicates that video games in Sweden performed well in current value terms due ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Toys and Games in Russia

Overall toys and games saw strong current value growth in 2015 over the previous year, with this being the fastest annual growth of the review period. This was however chiefly due to high inflation in the year and a weakened rouble, which resulted in...

Jun 2016 | US$2,100 | Add to cart | View details

Country Report

Traditional Toys and Games in Russia

Traditional toys and games were impacted by an economic downturn in 2015, with high inflation and falling wages resulting in real household incomes dropping by over 5% in the year. Consumers are also concerned about the future performance of the ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Video Games in Russia

Video games are benefiting strongly from a surge in internet access in Russia, particularly in the country's regions. The percentage of Russians using the internet soared from 43% in 2010 to over 73% in 2015, with this partly due to the widening ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Toys and Games in Romania

Current value sales of toys and games registered another year of healthy growth in 2015. Far from being mature, the market also benefited from economic recovery, product diversification and improved coverage. Rising disposable incomes are encouraging...

Jun 2016 | US$2,100 | Add to cart | View details

Country Report

Traditional Toys and Games in Romania

The popularity of traditional toys and games was positively impacted by the rapid proliferation of specialist retailers and also by the expanding product portfolios of popular outlets such as hypermarkets. Constant product launches and the influence ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Video Games in Romania

Gaming is becoming an increasingly popular practice in Romania, with the country recording one of the highest rates of interest in video games in the region. Increased computer and internet literacy is positively contributing to the evolution of the ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Toys and Games in Poland

Cyclical factors such as positive economic growth and rising incomes accelerated growth in sales of video games in 2015. In addition to macroeconomic factors, positive growth drivers in video games include rising sales of video games software and ...

Jun 2016 | US$2,100 | Add to cart | View details

Country Report

Traditional Toys and Games in Poland

Traditional toys and games increased in current value of 4% in 2015, a rate of growth which was in line with the 4% current value CAGR recorded in the category over the review period. The increasingly wide distribution of traditional toys and games ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Video Games in Poland

Video games in Poland recorded 14% current value growth in 2015. The main reasons behind such strong positive development were the 17% increase recorded in value sales of computer games and console games, the decreasing rate of piracy and strong ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Toys and Games in Hong Kong, China

Despite the low birth rate, toys and games recorded healthy current value growth in Hong Kong in 2015. Video games recorded faster growth than traditional toys and games, with mobile gaming and video games software leading the way. Within traditional...

Jun 2016 | US$2,100 | Add to cart | View details

Country Report

Traditional Toys and Games in Hong Kong, China

Traditional toys and games registered slower current value growth in 2015 than in 2014 and 2013 during a time when Hong Kong also posted the slowest economic growth in a decade. Negative demographic factors also had a direct impact on traditional ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Video Games in Hong Kong, China

Video games current retail value sales grew by 10% in 2015 – a slower rate of growth than in 2014 and 2013. This sluggish performance was mainly due to the slowing of demand for PlayStation 4 and Xbox One. While the upgrade from previous generation ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Toys and Games in Singapore

Toys and games recorded positive value growth in 2015, with licenced products within traditional toys and games as well as mobile gaming revenue driving sales. Licensed Disney ranges were particularly popular, with Marvel Heroes and Star Wars ...

Jun 2016 | US$2,100 | Pages: 34 | Add to cart | View details

Country Report

Traditional Toys and Games in Singapore

Current retail value growth slowed within traditional toys and games in 2015 amidst the worsening economic outlook. In addition, sales fell within dolls and accessories as the main target group of the area shifted towards other categories like arts ...

Jun 2016 | US$990 | Pages: 19 | Add to cart | View details

Country Report

Video Games in Singapore

The shift in preference towards online and mobile games drove down value growth within consoles, both hand-held and static, in 2015. Furthermore, online and mobile games are free-to-play, with an option for in-app purchase, thus increasing ...

Jun 2016 | US$990 | Pages: 22 | Add to cart | View details

Country Report

Toys and Games in Ukraine

Devaluation of the local currency resulted in double-digit price growth within toys and games in 2015. Within traditional toys and games, the change led to a move towards lower-priced products, while the average unit price of video games increased as...

Jun 2016 | US$2,100 | Pages: 38 | Add to cart | View details

Country Report

Traditional Toys and Games in Ukraine

Double-digit devaluation of the local currency in 2015 led to a drop in consumers’ purchasing powers; however, this had little effect on volume sales of traditional toys and games. Instead of purchasing fewer goods, Ukrainians started buying cheaper ...

Jun 2016 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Video Games in Ukraine

Although video games hardware recorded a strong decline in volume terms in 2015, video sales were boosted by video games software. The value share of video games software within video games increased from 75% in 2014 to 88% in 2015. The increase was ...

Jun 2016 | US$990 | Pages: 24 | Add to cart | View details

Country Report

Traditional Toys and Games in China

With the depressed national economy in China the growth of traditional toys and games witnessed a weak performance in 2015. Facing weak potential, some leading traditional toys and games manufacturers turned into entertainment companies, seeking ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Video Games in China

The growth of video games slowed down at the end of the review period, falling from 36% in 2014 to 17% in 2015. This was mainly caused by the stagnant development of online games, which accounted for 65% of the whole video games category. Due to the ...

Jun 2016 | US$990 | Add to cart | View details

Country Report

Traditional Toys and Games in India

Traditional toys and games in India grew by 5% in current value terms in 2015, despite the huge challenge from imports from China. Higher disposable incomes and increased inclination to have better quality toys and games for children is driving the ...

Jun 2016 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Video Games in India

The number of smartphone users in India is increasing at a rapid pace. As per Euromonitor International Economies and Consumers data, the percentage of households possessing a smartphone has increased from 16% in 2012 to 32% in 2015 and this is ...

Jun 2016 | US$990 | Pages: 21 | Add to cart | View details

Country Report

Toys and Games in India

Toys and games in India witnessed moderate growth in 2015 after a slow 2014 and this was mainly driven by the growth in video games. Traditional toys witnessed slow to moderate growth in 2015 due to decreasing demand and an increase in the number of ...

Jun 2016 | US$2,100 | Pages: 34 | Add to cart | View details

Country Report

Toys and Games in Indonesia

As a result of the unstable macroeconomic situation, demand for toys and games slowed down again in 2015, despite the low penetration of such products among Indonesian consumers. Nevertheless, toys and games still benefited from the recovery of ...

Jun 2016 | US$2,100 | Pages: 34 | Add to cart | View details

Country Report

Traditional Toys and Games in Indonesia

Historically, Indonesians used to play collaborative toys and games. This is reflected in the popularity of games such as kelereng, petak umpet, ular naga, and many others. However, collaborative toys and games have gradually diminished in popularity...

Jun 2016 | US$990 | Pages: 18 | Add to cart | View details

Country Report

Video Games in Indonesia

Unlike traditional toys and games, video games were originally targeted at adults, who still account for the majority of the gamer population. Also, like other ASEAN countries, video games was originally dominated by free-to-play online games, which ...

Jun 2016 | US$990 | Pages: 20 | Add to cart | View details

Strategy Briefing

Brexit and the Implications for the Consumer Goods Industry

As the UK heads towards its EU membership referendum, there remains much uncertainty over both the outcome and the implications of a vote to leave. In fact uncertainty is the key challenge in regard to Brexit, and this uncertainty will contribute to ...

May 2016 | US$1,325 | Pages: 24 | Add to cart | View details

Global Briefing

Key Character Licensing Trends Shaping Apparel, Personal Accessories & Toys in Asia Pacific

Growing populations, rising disposable incomes, expanding middle classes & rapid urbanisation are all driving growth in licensed products sales in Asia. Apparel, accessories & toys are the top 3 most licensed industries. The region is home to the ...

Apr 2016 | US$1,325 | Pages: 59 | Add to cart | View details

Company Profile

BANDAI NAMCO Group in Toys and Games

BANDAI NAMCO Group had a mixed performance in 2014, as growth in its toy segment was offset by declines in video games. The company will need to work to make both sides of its business profitable, as well as deal with looming declines in the child ...

Mar 2016 | US$570 | Pages: 35 | Add to cart | View details

Global Briefing

The Future of Video Game Consoles

The console market for both static and hand-held devices is going through a period of dramatic change. Hand-held consoles continue to decline, as consumers eschew the platform for mobile gaming, while the launch of the Xbox One and PlayStation 4 has ...

Feb 2016 | US$1,325 | Pages: 30 | Add to cart | View details

Company Profile

LeapFrog Enterprises Inc in Toys and Games

The growing popularity of tablets and learning toys has contributed to dynamic growth at LeapFrog Enterprises Inc through 2013. However, the company became overreliant on tablets, as a result leading to revenue declines in 2014 and 2015 as tablet ...

Dec 2015 | US$570 | Pages: 42 | Add to cart | View details

Global Briefing

Virtual Reality: The Next Generation of Video Gaming

Augmented and virtual reality gaming are anticipated to become the next major revolution in video gaming, and 2016 will be deciding year for the technology, as a series of long-anticipated headsets make their commercial debuts. This report analyses ...

Dec 2015 | US$1,325 | Pages: 28 | Add to cart | View details

Company Profile

Nintendo Co Ltd in Toys and Games

Nintendo saw its share of global video games sales slip as the Wii U continues to disappoint compared to Xbox One and PlayStation 4. Following another weak performance by the Wii U, Nintendo has started looking to new areas to turn things around and ...

Dec 2015 | US$570 | Pages: 39 | Add to cart | View details

Country Report

Toys and Games in Italy

After three consecutive years of declining value sales, toys and games in Italy managed to show a strong performance in 2014, largely thanks to the launch of the new generation of static video game consoles. There was also a further boost to value ...

Dec 2015 | US$2,100 | Pages: 44 | Add to cart | View details

Country Report

Traditional Toys and Games in Italy

In 2014 traditional toys and games in Italy increased by 1% in current value terms, to reach €1.3 billion. Whilst this performance was slightly positive, it appeared even more positive when compared with other categories within the Italian market, ...

Dec 2015 | US$990 | Pages: 27 | Add to cart | View details

Country Report

Video Games in Italy

Video games follows a somewhat constant pattern of growth and decline, as this tends to be a cyclical category. However, in 2014 video games increased by 15%, reaching €1.7 billion. In 2014 games for hand-held video game consoles and games for ...

Dec 2015 | US$990 | Pages: 26 | Add to cart | View details

Company Profile

Activision Blizzard Inc in Toys and Games

Activision Blizzard Inc is one of the world’s largest and best-known video game publishers with a comprehensive portfolio of console and PC games. With the acquisition of King Digital Entertainment, the company hopes to expand its presence within ...

Nov 2015 | US$570 | Pages: 25 | Add to cart | View details
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