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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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Company Profile

Lego Group in Toys and Games

Mar 2017

LEGO Group once again showed dynamic growth in 2015, with growth coming from its non-licensed and licensed products, in particular LEGO Star Wars. While the strong growth is continued good news for the company, the construction toys category will ...

US$570
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Company Profile

Mattel Inc in Toys and Games

Jan 2017

While 2015 saw another year of over 5% revenue decline for Mattel, the decline in the year was more a factor of exchange rates than underlying brand weakness. In fact, many of Mattel’s core brands appeared to be gaining momentum in 2016, including ...

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Company Profile

Hasbro Inc in Toys And Games

Jan 2017

Hasbro enjoyed one of its strongest years of growth due to Star Wars in 2015. While Star Wars will continue to be a strong area of sales growth for the company, new licences such as Disney Princess and growing its presence in China will also be key ...

US$570
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Strategy Briefing

Virtual Reality and Augmented Reality in Retail - Fad or Future?

Dec 2016

2016 marks the return of virtual reality to the public sphere, alongside burgeoning augmented reality. Both technologies offer an entertaining escape from our everyday reality and as such, have generated a great deal of interest. Gaming is the main ...

US$1,325
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Strategy Briefing

The Shifting Dynamics of Traditional Toys in Emerging Markets

Dec 2016

Emerging markets faced an economic slowdown in 2015, as a turbulent global macroeconomic environment affected numerous countries. Emerging markets are expected to recover as a whole, but the market dynamics of key emerging countries will differ, ...

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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 ...

US$2,100
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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 ...

US$2,100
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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 ...

US$2,100
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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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