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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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Strategy Briefing

Diverging Demographics Determining the Future of Traditional Toys

Nov 2017

While developed regions as a whole are getting older and emerging regions are getting younger, the actual dynamics of each market is more complex, with differing growth amongst certain parts of the population, which is impacting the toy market ...

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Strategy Briefing

Video Games in Western Europe

Nov 2017

Western Europe’s video games market continued to grow in 2016, as higher software sales were able to offset a slower hardware market. Video games hardware has declined since its peak growth period following the launch of new consoles, while software ...

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Strategy Briefing

Video Games in Asia Pacific

Nov 2017

Asia Pacific was the largest and fastest-growing market for video games in 2016, as mobile gaming continues to see enormous growth within the region. The rapid proliferation of smartphones along with the adoption of free-to-play gaming has brought ...

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Strategy Briefing

Video Games in Latin America

Nov 2017

The Latin American video games market declined in 2016 as macroeconomic and political issues throughout the region hurt incomes and diminished the ability of householders to purchase video games products, particularly static consoles. However, the ...

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Strategy Briefing

Channel Review in Toys and Games

Nov 2017

Internet retailing continues to outpace non-store retailing in toys and games, with some 44% of sales now going through the channel. The high growth of internet retailing has been driven by both video games, which saw a swift rise in mobile gaming, ...

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Company Profile

Hasbro Inc in Toys and Games

Oct 2017

Hasbro enjoyed a year of strong growth due to the addition of Disney Princess to its portfolio in 2016. The acquisition of this major license, as well as continued sales of Star Wars in the first half of the year, provided a significant boost for the...

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Company Profile

Mattel Inc in Toys and Games

Oct 2017

Mattel continues to struggle as the loss of Disney Princess in 2016 and continued soft growth with its core brands is threatening the company’s leading position in traditional toys. However, the company still has iconic brands and upcoming licensed ...

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Company Profile

LEGO Group in Toys and Games

Sep 2017

LEGO Group saw its first revenue decline in over a decade in the first half of 2017 due in large part to the US and Western Europe, an event that was foreshadowed by slowing growth in these areas in 2016. The company must now look to find a way to ...

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Strategy Briefing

Character Licensing in Toys and Games: Emerging Asia Pacific

Sep 2017

Licensed toys are seeing their highest per capita growth of any region in emerging Asia Pacific as the rapid proliferation of smartphones has greatly increased access to media content and driven up the demand for licensed products. Besides the ...

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Strategy Briefing

Character Licensing in Toys and Games: Western Europe

Sep 2017

Licensed toys in Western Europe continued to lead traditional toy sales in 2016 as children in the market increasingly own a smartphone, and have constant access to entertainment media featuring their favourite licensed characters. Through to 2021, ...

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Strategy Briefing

Character Licensing in Toys and Games: Turkey, Eastern Europe, and MEA

Aug 2017

Licensed toys in Turkey, Eastern Europe, and Middle East and Africa are on the rise, as it was the second-fastest growing region for these toys over 2011-2016. Countries with more upper-income households led growth, as they can afford these ...

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Country Report

Toys and Games in Japan

Aug 2017

The performance of toys and games was moderately positive in 2016 as the industry recovered from the negative performance of 2015. The main reason for this was the performance of video games, with a strong sales increase seen in static consoles, ...

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Strategy Briefing

Traditional Toys and Games in Eastern Europe

Aug 2017

Increasing emphasis on child development as well as stabilising economies throughout Eastern Europe helped the region’s market for traditional toys and games rebound in 2016. However, the market still faces significant headwinds due to declining ...

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Country Report

Toys and Games in the United Arab Emirates

Jul 2017

The year 2016 witnessed a slowdown in retail value growth in the toys and games market in the United Arab Emirates. This was mainly driven by the economic slowdown in the country, which negatively affected consumer spending on products such as toys ...

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Strategy Briefing

Traditional Toys and Games in Latin America

Jul 2017

Macroeconomic and political instability along with currency devaluation pushed Latin American traditional toys and games sales growth into negative territory in 2016, disrupting the years of high sales growth the region had been experiencing. The ...

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Strategy Briefing

Traditional Toys and Games in Western Europe

Jul 2017

Traditional toys and games sales have rebounded in Western Europe as stabilising economies throughout the region as well as the growing interest in licensed products have helped to lift the market. However, declining birth rates will continue to ...

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Strategy Briefing

Toys and Games Global Industry Overview

Jul 2017

Toys and games sales rebounded in 2016 as recovering emerging markets, surging games and puzzles sales, and new VR introductions propelled the industry forward. Traditional toys saw major changes as games and puzzles became the fastest growing ...

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Country Report

Toys and Games in Australia

Jul 2017

In 2016 overall toys and games experienced positive current value growth despite the slowdown in sales of licensed toys, and some of the traditional toys and games categories as compared with the previous year. This was due to the strong performance ...

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Country Report

Toys and Games in Indonesia

Jul 2017

Value growth of toys and games remained in double-digits in 2016, faster than in 2015. This was supported by new product launches, aggressive promotions by key players, and the rapid expansion of modern retailers. These factors led to great awareness...

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Country Report

Toys and Games in Thailand

Jun 2017

Toys and games recorded a positive performance with double-digit value growth in 2016. Actual value sales of video games outweighed those of traditional toys and games for the third consecutive year thanks to online games and mobile games. ...

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