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Country Report

Russia Flag Toys and Games in Russia

| Pages: 51

Price: US$1,100

About this Report

EXECUTIVE SUMMARY

Toys and games sees sound retail value sales growth

Toys and games remained one of the most dynamic markets in Russia in 2013, although its retail value sales growth rate decreased compared to the previous year’s results. The development of traditional toys and games in 2013 was fostered by record birth rates and an increase in the young population. Video games, however, experienced a temporary slowdown in 2013, restrained by an overwhelming shift towards the free-to-play model in mobile games and a declining interest in hand-held video game consoles. As licensing has become more common in toys and games, branded products by international players have remained the most demanded. However, with the adoption of a strategy of development of children’s products at a governmental level, the situation is gradually changing in favour of local manufacturers.

Demographic situation favours toys and games development

In 2013, toys and games producers did not see shortage in an ample consumer base. Following the government’s 2007 birth stimulation programme, positive natural population growth was registered for the first time in two decades in 2013. Alongside the increasing number of young children, the stable economic situation and growing disposable incomes have allowed parents to spend more on traditional toys and games. Following the trend in developed countries, young children are maturing at an increasingly younger age, spurring the development of scientific/educational toys. Video games is becoming less dependent on the demographic situation as it attracts consumers from most age groups, creating products which suit both gamers with sophisticated taste and those who play video games casually.

Toys and games is set to stay highly competitive

Producers of every type of toys and games face a high level of competition, which is expected to intensify further. In toys and games, economies of scale play a significant role, which makes entry on a small scale extremely difficult, unless a new entrant can successfully find an unexplored niche or enter with an innovative product. Toys and games, however, relies more on traditional products backed by licenced brands, which regain popularity with new cartoon or film releases. Complementary to the consumer base, which according to demographic forecasts is expected to slowly decrease, new entrants will have little chance to succeed without offering an innovative product or a larger production scale. Incumbents, on the other hand, will be forced to invest in product quality, widen their assortment and comply with consumers’ expectations. Moreover, fiercer competition between Russian and foreign manufacturers is very likely, as Russian companies have been offered more privileged conditions by the government.

Other Leisure and Personal Goods Specialist retailers is the main distribution channel, with increasing competition from hypermarkets

Other Leisure and Personal Goods Specialist retailers being presented by baby related stores accounted for the biggest share of retail value sales of toys and games and remained the main distribution channel in 2013. Detskiy Mir and Begemot/Begemotik continued to lead in terms of traditional toys and games retail value sales. Many specialist retailers of scientific/educational toys, such as Umnitsa and Imaginarium, have proved to be successful. Disney announced plans to open its specialist retailer store in Russia in 2014. However, more and more sales of toys and games are moving to mass market channels such as supermarkets and hypermarkets, where impulsive purchases take place. In video games, electronics and appliance specialist retailers remains the leading channel. Video games software value sales continued moving steadily online in 2013. However, media products stores remained popular in 2013, as gamers enjoy additional features available with tangible copies of video games.

Macroeconomic instability and demographic forecasts suggest slowdown

Toys and games still holds potential. However, an overall slowdown is expected in the forecast period. Negative structural changes in demographics, smoothed out by the governmental birth stimulating initiative, will take their toll on the industry. The economic situation does not suggest bright prospects for traditional toys and games in Russia. With the rouble plummeting and the geopolitical situation worsening in the first months of 2014, manufacturers became worried about their export potential and consumers can expect increased prices on imported toys and games. This trend, however, is characterised as temporary and the macroeconomic situation may stabilise during 2014. Besides, currency fluctuations, to a large extent, have been caused by global tendencies common to all developing economies, as experts point out. Video games is expected to see a better performance than traditional toys and games in the forecast period. After a slowdown in 2013, video games is set to demonstrate significant growth in 2014, with continuing sales of PlayStation 4 and the release of Xbox One. In addition, Take-Two Interactive Software Inc has announced its plans to release Grand Theft Auto 5 for PC. This may influence overall video games greatly, as the majority of Russian gamers play on PCs rather than on consoles.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in Russia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Toys and Games industry in Russia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in Russia market research report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic values and company shares
  • Five year forecasts of market trends and market growth  
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Toys and Games in Russia?
  • What are the major companies Russia?
  • How was toys and games affected by the global recession?
  • Which product categories performed best in the last year?
  • What are the new any safety regulations affecting the industry?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Toys and Games market research database.

Table of Contents

Toys and Games in Russia - Industry Overview

EXECUTIVE SUMMARY

Toys and games sees sound retail value sales growth

Demographic situation favours toys and games development

Toys and games is set to stay highly competitive

Other Leisure and Personal Goods Specialist retailers is the main distribution channel, with increasing competition from hypermarkets

Macroeconomic instability and demographic forecasts suggest slowdown

KEY TRENDS AND DEVELOPMENTS

Demographics reaches its peak

Licenced products continue expansion within Russian toys and games

Government supports the development of local children’s goods industry

MARKET DATA

  • Table 1 Sales of Toys and Games by Category: Value 2008-2013
  • Table 2 Sales of Toys and Games by Category: % Value Growth 2008-2013
  • Table 3 NBO Company Shares of Toys and Games: % Value 2009-2013
  • Table 4 LBN Brand Shares of Toys and Games: % Value 2010-2013
  • Table 5 Distribution of Toys and Games by Format: % Value 2008-2013
  • Table 6 Forecast Sales of Toys and Games by Category: Value 2013-2018
  • Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2013-2018

SOURCES

  • Summary 1 Research Sources

Toys and Games in Russia - Company Profiles

1C-SoftClub in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 1C-SoftClub: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 3 1C-SoftClub: Competitive Position 2013

Detskiy Mir-Tsentr OAO in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 4 Detskiy Mir-Tsentr OAO: Key Facts
  • Summary 5 Detskiy Mir-Tsentr OAO: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 6 Detskiy Mir-Tsentr: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 7 Detskiy Mir-Tsentr OAO: Competitive Position 2013

Mir Detstva OOO in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Mir Detstva OOO: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 9 Mir Detstva OOO: Production Statistics 2013

COMPETITIVE POSITIONING

  • Summary 10 Mir Detstva OOO: Competitive Position 2013

Nordplast OOO in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 11 Nordplast OOO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 12 Nordplast OOO: Competitive Position 2013

Zvezda OAO in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 13 Zvezda OAO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 14 Zvezda OAO: Competitive Position 2013

Traditional Toys and Games in Russia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 8 Sales of Traditional Toys and Games by Category: Value 2008-2013
  • Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2008-2013
  • Table 10 Sales of Traditional Toys and Games by Type: % Value Breakdown 2008-2013
  • Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2009-2013
  • Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2010-2013
  • Table 13 Distribution of Traditional Toys and Games by Format: % Value 2008-2013
  • Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2013-2018
  • Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2013-2018

Video Games in Russia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 16 Sales of Video Games by Category: Value 2008-2013
  • Table 17 Sales of Video Games by Category: % Value Growth 2008-2013
  • Table 18 Sales of Video Games Software by Type: % Value Breakdown 2008-2013
  • Table 19 NBO Company Shares of Video Games: % Value 2009-2013
  • Table 20 LBN Brand Shares of Video Games: % Value 2010-2013
  • Table 21 NBO Company Shares of Video Games Hardware: % Value 2009-2013
  • Table 22 LBN Brand Shares of Video Games Hardware: % Value 2010-2013
  • Table 23 NBO Company Shares of Video Games Software: % Value 2009-2013
  • Table 24 LBN Brand Shares of Video Games Software: % Value 2010-2013
  • Table 25 NBO Company Shares of Digital Gaming: % Value 2009-2013
  • Table 26 LBN Brand Shares of Digital Gaming: % Value 2010-2013
  • Table 27 Distribution of Video Games by Format: % Value 2008-2013
  • Table 28 Distribution of Video Games Hardware by Format: % Value 2008-2013
  • Table 29 Distribution of Video Games Software by Format: % Value 2008-2013
  • Table 30 Forecast Sales of Video Games by Category: Value 2013-2018
  • Table 31 Forecast Sales of Video Games by Category: % Value Growth 2013-2018

Segmentation

This market research report includes the following:

  • Toys and Games
    • Traditional Toys and Games
      • Action Figures and Accessories
      • Arts and Crafts
      • Baby (0-18 months)
      • Construction Toys
      • Dolls and Accessories
      • Dressing-Up and Role Play
      • Games and Puzzles
      • Infant (19-36 Months)
      • Model Vehicles
      • Outdoor and Sports Toys
      • Plush Toys
      • Pre-School (3-4 Year Old)
      • Radio/Remote Control Toys
      • Ride-On Vehicles
      • Scientific/Educational Toys
      • Other Traditional Toys and Games
    • Video Games
      • Video Games Hardware
        • Hand-Held Video Game Consoles
        • Static Video Game Consoles
        • Video Games Hardware Accessories
      • Video Games Software
        • Games for Hand-Held Video Game Consoles
        • Games for PCs/MACs
        • Games for Static Video Game Consoles
      • Digital Gaming
        • Mobile Games
        • Online Games
        • PC and Console Game Downloads

Statistics Included

For each category and subcategory you will receive the following data in Excel format:

From Passport

  • Market Sizes
  • Company Shares
  • Brand Shares
  • Distribution
  • Pricing
  • Analysis by Demographic
  • Analysis by Price
  • Analysis by Type
  • Analysis by Licencing
  • Video Gaming Population
  • % of Video Gaming Population

Market size details:

  • Retail value retail selling price % growth
  • Retail value retail selling price local currency, USD, EUR, GBP, CHF, JPY
  • Retail value retail selling price per capita local currency, USD, EUR, GBP, CHF, JPY

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