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Country Report

South Korea Flag Toys and Games in South Korea

| Pages: 37

Price: US$2,100

About this Report

EXECUTIVE SUMMARY

Toys and games continues to grow positively in 2015

Toys and games in South Korea continued to perform positively in 2015 except for hand-held consoles which declined in both volume and value terms. Video games recorded stronger growth than traditional toys and games due to the significant success of mobile games and the expanded user base of such games.

Television commercials help to push sales for major mobile games

A major characteristic of the changed games environment is that leading players invested heavily in the marketing and promotion of their new games to stay ahead of the competition. Television advertisements of major mobile games led to success, and increased brand awareness greatly among potential users. Clash of Clans started this trend and the leading local players, such as Netmarble Games Corp, also followed with a number of their mobile games.

Netmarble Games Corp becomes the new top player

With the strong growth of mobile games, the leading player changed to Netmarble Games Corp, which owns several hit mobile games in South Korea. NCsoft Corp moved down to second place in 2015. For traditional toys and games, the local player Sonokong Co Ltd moved up several ranks with its hit license toy brands Hello Carbot and Turning Mecard.

Higher concentration of internet retailing

Due to the nature of the video games industry, internet retailing is already a dominant distribution channel for toys and games. The proportion of this channel increased further for both traditional toys and games as well as video games hardware in 2015. The investment in mobile shopping continues to improve in the nation and it is a major contributor to the further growth of internet retailing for toys and games.

Positive outlook

Despite the overall maturity of toys and games and the major threat of the decreasing child population, the outlook is still positive for the forecast period. The new consumer group of ‘kidults’ is becoming an influential target consumer, and the new categories of gaming accessories will also boost sales of video games in the coming years.

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Overview

Discover the latest market trends and uncover sources of future market growth for the Toys and Games industry in South Korea 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 South Korea, our research will save you time and money while empowering you to make informed, profitable decisions.

The Toys and Games in South Korea 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 South Korea?
  • What are the major companies South Korea?
  • 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 South Korea - Industry Overview

EXECUTIVE SUMMARY

Toys and games continues to grow positively in 2015

Television commercials help to push sales for major mobile games

Netmarble Games Corp becomes the new top player

Higher concentration of internet retailing

Positive outlook

KEY TRENDS AND DEVELOPMENTS

‘Kidults’ become the next target group to replace the decreasing child population

Internet retailing increases its influence in 2015

MARKET DATA

  • Table 1 Sales of Toys and Games by Category: Value 2010-2015
  • Table 2 Sales of Toys and Games by Category: % Value Growth 2010-2015
  • Table 3 NBO Company Shares of Toys and Games: % Value 2011-2015
  • Table 4 LBN Brand Shares of Toys and Games: % Value 2012-2015
  • Table 5 Distribution of Toys and Games by Format: % Value 2010-2015
  • Table 6 Forecast Sales of Toys and Games by Category: Value 2015-2020
  • Table 7 Forecast Sales of Toys and Games by Category: % Value Growth 2015-2020

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Toys and Games in South Korea - Company Profiles

Lotte Shopping Co Ltd in Toys and Games (South Korea)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Lotte Shopping Co Ltd: Key Facts
  • Summary 3 Lotte Shopping Co Ltd-Toys R Us: Operational Indicators

COMPANY BACKGROUND

INTERNET STRATEGY

PRIVATE LABEL

  • Summary 4 Lotte Shopping Co Ltd- Toys R Us: Private Label Portfolio

COMPETITIVE POSITIONING

  • Summary 5 Lotte Shopping Co Ltd: Competitive Position 2015

Sonokong Co Ltd in Toys and Games (South Korea)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 6 Sonokong Co Ltd: Key Facts
  • Summary 7 Sonokong Co Ltd: Operational Indicators

COMPETITIVE POSITIONING

  • Summary 8 Sonokong Co Ltd: Competitive Position 2015

Traditional Toys and Games in South Korea - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

LICENCING

CATEGORY DATA

  • Table 8 Sales of Traditional Toys and Games by Category: Value 2010-2015
  • Table 9 Sales of Traditional Toys and Games by Category: % Value Growth 2010-2015
  • Table 10 Sales of Traditional Toys and Games by Demographic: % Value 2010-2015
  • Table 11 Sales of Traditional Toys and Games by Licenced vs Non-Licenced: % Value 2010-2015
  • Table 12 Sales of Traditional Toys and Games by Price: % Value 2010-2015
  • Table 13 Sales of Traditional Toys and Games by Electronic vs Non-Electronic: % Value 2010-2015
  • Table 14 NBO Company Shares of Traditional Toys and Games: % Value 2011-2015
  • Table 15 LBN Brand Shares of Traditional Toys and Games: % Value 2012-2015
  • Table 16 Distribution of Traditional Toys and Games by Format: % Value 2010-2015
  • Table 17 Forecast Sales of Traditional Toys and Games by Category: Value 2015-2020
  • Table 18 Forecast Sales of Traditional Toys and Games by Category: % Value Growth 2015-2020
  • Table 19 Forecast Sales of Traditional Toys and Games by Licenced vs Non-Licenced 2015-2020

Video Games in South Korea - Category Analysis

HEADLINES

TRENDS

COMPETITIVE LANDSCAPE

PROSPECTS

CATEGORY DATA

  • Table 20 Sales of Video Games by Category: Value 2010-2015
  • Table 21 Sales of Video Games by Category: % Value Growth 2010-2015
  • Table 22 Video Gaming Population: Number of People 2010-2015
  • Table 23 Video Gaming Population: % Number of People 2010-2015
  • Table 24 NBO Company Shares of Video Games: % Value 2011-2015
  • Table 25 LBN Brand Shares of Video Games: % Value 2012-2015
  • Table 26 NBO Company Shares of Video Games Hardware: % Value 2011-2015
  • Table 27 LBN Brand Shares of Video Games Hardware: % Value 2012-2015
  • Table 28 NBO Company Shares of Video Games Software: % Value 2011-2015
  • Table 29 LBN Brand Shares of Video Games Software: % Value 2012-2015
  • Table 30 Distribution of Video Games by Format: % Value 2010-2015
  • Table 31 Distribution of Video Games Hardware by Format: % Value 2010-2015
  • Table 32 Distribution of Video Games Software by Format: % Value 2010-2015
  • Table 33 Forecast Sales of Video Games by Category: Value 2015-2020
  • Table 34 Forecast Sales of Video Games by Category: % Value Growth 2015-2020

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
      • Dolls and Accessories
      • Dress-Up and Role Play
      • Games and Puzzles
      • Infant (19-36 Months)
      • Model Vehicles
      • Outdoor and Sports
      • Plush
      • Pre-School (3-4 Year Old)
      • Remote Control Toys
      • Ride-On Vehicles
      • Scientific/Educational
      • Other Traditional Toys and Games
    • Video Games
      • Video Games Hardware
        • Hand-held Consoles
        • Static Consoles
        • Gaming Accessories
          • Toys-to-Life
          • AR/VR Headsets
          • Other Gaming Accessories
      • Video Games Software
        • Video Games Software (Physical)
          • Computer Games (Physical)
          • Console Games (Physical)
        • Video Games Software (Digital)
          • Computer Games (Digital)
          • Console Games (Digital)
          • Online Games
          • Mobile Games
        • Video Games Software by Platform
          • Console Games
            • Console Games (Physical)
            • Console Games (Digital)
          • Computer Games
            • Computer Games (Physical)
            • Computer Games (Digital)
          • Online Games
          • Mobile Games
        • Video Games Software by Format
          • Video Games Software (Game Sales)
            • Computer Games (Game Sales)
            • Console Games (Game Sales)
            • Online Games (Game Sales)
            • Mobile Games (Game Sales)
          • Video Games Software (In-Game Purchases)
            • Computer Games (In-Game Purchases)
            • Console Games (In-Game Purchases)
            • Online Games (In-Game Purchases)
            • Mobile Games (In-Game Purchases)

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
  • Analysis by Demographic
  • Analysis by Licensing
  • Analysis by Price
  • Analysis by Type
  • % of Video Gaming Population
  • Pricing
  • Video Games Software by Format
  • Video Gaming Population

Market size details:

  • Retail volume
  • Retail volume % growth
  • Retail volume per capita
  • 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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