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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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Country Report

Toys and Games in Mexico

Nov 2016

Traditional toys and games saw its strongest annual current value growth of the review period in 2015. This was thanks to Mexico seeing an improved economic performance in the year, which encouraged stronger spending in this area. Sales growth was ...

US$2,100
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Strategy Briefing

Traditional Toys: Licensing Becomes Core Driver of Growth

Oct 2016

2015 saw licensed toy sales reach new heights due largely to the success of Star Wars, but is there room for further growth? The outlook is positive as the proliferation of smartphones and glut of new media content have made licensed toys more ...

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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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