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Country Report

Toys and Games in Russia

| Pages: 63

Price: US$1,100

About this Report

EXECUTIVE SUMMARY

Toys and games in Russia remains dynamic

Toys and games in Russia continued to record fast retail value sales growth in 2012, though more moderate development is expected in the short term. The launches of new software and hardware and the increasing penetration of broadband internet resulted in very strong sales results for video games. Traditional toys and games also generated double-digit retail value sales growth, though a slowdown is anticipated in the forecast period. The year-on-year improvement in the demographic situation is pushing the demand for toys and games. Branded products by international players attract the biggest audience. Licensing adaption and marketing investment have increased the interest in toys and games among Russian parents.

The baby boom and higher spending spur development

The baby boom, following the government’s 2007 birth stimulation programme, is ongoing. The growing population of young children provides fertile ground for the demand for traditional toys and games. Stable economic conditions have encouraged higher expenditure on children. Moreover, rising health and safety concerns have seen parents shift to branded and easily recognisable toys. Finally, the ongoing tendency of children to age faster has boosted the demand for high-tech, educational toys and games. Thus games and puzzles, scientific/educational toys and arts and crafts are developing fast. Construction toys have also remained among the best-selling traditional toys and games in Russia.

Regional expansion of retailing supports the development of toys and games

While the affluent consumer base, which supports high-priced toys, is concentrated in central Russia, the development of toys and games is also aided by consumers in other regions. After years of a deficit in branded products, even consumers in more remote areas aspire to buy and play Monopoly, Barbie and Lego. The potential of Russian regions is being tapped into by the main retail chains specialising in children’s goods. The rapid development of Detskiy Mir and Begemot/Begemotik is possible because of their penetration of new cities. This has resulted in the growth of modern retailing and shrinkage of traditional formats such as kiosks and open markets. Nonetheless, “other” non-grocery retailers continued to account for a strong share of retail value sales, despite often poor quality products and a lack of promotion, largely because of the absence of alternatives and significantly lower prices.

Parents seek educational toys while children prefer licensed products

Russians have always paid high attention to the education of their children. However as the economy improves and incomes grow, the purchase of educational products is more affordable. Thus children are receiving such toys and games at an earlier age. Moreover, increasingly hectic lifestyles are making early education essential for a child’s development. This is supported by the fast growth in technologies and children’s environment, which require constant updates in a child’s knowledge. Thus the worldwide concept of children getting older at a younger age is apparent in Russia. These conditions stimulate parents to pay more attention to the educational possibilities of the toys their children play with. The aspiration to raise little Einsteins correlates with the demand for educational toys and leads to fast sales growth.

Future opportunities for toys and games in Russia

Toys and games in Russia has not reached maturity; therefore, the prospects for further development are bright. The key trends have already been adopted by Muscovites, but they have yet to reach more remote areas. The expenditure on toys and games in Russia is still far below that of Western European markets, which are usually taken as the benchmark. Thus further improving economic conditions, changing consumption habits and better standards of living will support high growth rates in toys and games in Russia. The development of broadband internet and the increasing number of smartphone users, in addition to the formation of coherent digital data legislation, will boost video games. Moreover, the government has set-out a strategy for the development of children’s goods up to 2020. This will enhance the provision and sales of safe and qualitative toys, making them more accessible. The strategy is also aimed at enhancing the sales and shares of local manufacturers. The government’s attention to children’s goods is likely to have a positive impact on the development of toys and games in Russia.

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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 in Russia remains dynamic

The baby boom and higher spending spur development

Regional expansion of retailing supports the development of toys and games

Parents seek educational toys while children prefer licensed products

Future opportunities for toys and games in Russia

KEY TRENDS AND DEVELOPMENTS

The baby boom boosts toys and games in Russia

The government paves the way for industry development

Licensed toys remain the most desirable among local children

Big companies support sales through entertainment businesses

Modern retailing brings branded toys to remote Russian regions

MARKET DATA

  • Table 1 Sales of Toys and Games by Category: Value 2007-2012
  • Table 2 Sales of Toys and Games by Category: % Value Growth 2007-2012
  • Table 3 NBO Company Shares of Toys and Games: % Value 2008-2012
  • Table 4 NBO Brand Shares of Toys and Games: % Value 2009-2012
  • Table 5 Distribution of Toys and Games by Format: % Value 2007-2012
  • Table 6 Forecast Sales of Toys and Games by Category: Value 2012-2017
  • Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2012-2017

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 2012

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

STRATEGIC DIRECTION

KEY FACTS

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

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 6 Detsky Mir-Tsentr OAO: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 7 Detsky Mir-Tsentr OAO: Competitive Position 2012

Grand Toys Group in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 8 Grand Toys Group: Key Facts
  • Summary 9 Grand Toys Group: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 10 Grand Toys Group: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 11 Grand Toys Group: Competitive Position 2012

Mir Detstva OOO in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 Mir Detstva OOO: Key Facts

COMPANY BACKGROUND

PRODUCTION

  • Summary 13 Mir Detstva OOO: Production Statistics 2012

COMPETITIVE POSITIONING

  • Summary 14 Mir Detstva OOO: Competitive Position 2012

Nordplast OOO in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 15 Nordplast OOO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 16 Nordplast OOO: Competitive Position 2012

Vesna Fabrika Igrushek OAO in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 17 Vesna Fabrika Igrushek OAO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 18 Vesna Fabrika Igrushek OAO: Competitive Position 2012

Zvezda OAO in Toys and Games (Russia)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 19 Zvezda OAO: Key Facts

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 20 Zvezda OAO: Competitive Position 2012

Traditional Toys and Games in Russia - Category Analysis

HEADLINES

TRENDS

CONSUMER LIFESTYLES

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 8 Sales of Traditional Toys and Games by Category: Value 2007-2012
  • Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2007-2012
  • Table 10 Sales of Traditional Toys and Games by Type: % Value Breakdown 2007-2012
  • Table 11 NBO Company Shares of Traditional Toys and Games: % Value 2008-2012
  • Table 12 LBN Brand Shares of Traditional Toys and Games: % Value 2009-2012
  • Table 13 Distribution of Traditional Toys and Games by Format: % Value 2007-2012
  • Table 14 Forecast Sales of Traditional Toys and Games by Category: Value 2012-2017
  • Table 15 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2012-2017

Video Games in Russia - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 16 Sales of Video Games by Category: Value 2007-2012
  • Table 17 Sales of Video Games by Category: % Value Growth 2007-2012
  • Table 18 Sales of Video Games Software by Type: % Value Breakdown 2007-2012
  • Table 19 NBO Company Shares of Video Games: % Value 2008-2012
  • Table 20 LBN Brand Shares of Video Games: % Value 2009-2012
  • Table 21 NBO Company Shares of Video Games Hardware: % Value 2008-2012
  • Table 22 LBN Brand Shares of Video Games Hardware: % Value 2009-2012
  • Table 23 NBO Company Shares of Video Games Software: % Value 2008-2012
  • Table 24 LBN Brand Shares of Video Games Software: % Value 2009-2012
  • Table 25 NBO Company Shares of Digital Gaming: % Value 2008-2012
  • Table 26 LBN Brand Shares of Digital Gaming: % Value 2009-2012
  • Table 27 Distribution of Video Games by Format: % Value 2007-2012
  • Table 28 Distribution of Video Games Hardware by Format: % Value 2007-2012
  • Table 29 Distribution of Video Games Software by Format: % Value 2007-2012
  • Table 30 Forecast Sales of Video Games by Category: Value 2012-2017
  • Table 31 Forecast Sales of Video Games by Category: % Value Growth 2012-2017

Segmentation

This market research report includes the following:

  • Toys and Games
    • Traditional Toys and Games
      • Baby (0-18 months)
      • Infant (19-36 Months)
      • Pre-School (3-4 Year Old)
      • Action Figures and Accessories
      • Arts and Crafts
      • Construction Toys
      • Dolls and Accessories
      • Dressing-Up and Role Play
      • Games and Puzzles
      • Model Vehicles
      • Outdoor and Sports Toys
      • Plush Toys
      • 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
        • PC and Console Game Downloads
        • Online Games
        • Mobile Games

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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