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Country Report

South Korea Flag Toys and Games in South Korea

| Pages: 46

Price: US$1,100

About this Report

EXECUTIVE SUMMARY

Growth in 2012 supported by sharp growth in digital gaming

Toys and games in South Korea performed well in 2012, mainly due to digital gaming market expansion. Even though the healthy growth was mainly derived from video games, traditional toys and games supported the growth as well. With major game titles launched and new licensed traditional toys and games introduced, the total toys and games market in South Korea was able to post its highest value growth despite enjoying double-digit growth over the entire 2007-2012 review period.

Domestically grown licensing takes significant role in toys and games

In toys and games in South Korea, local home-grown licensing brands have been and are more prosperous compared to global ones. Local licensing brands have an advantage over global ones because they have higher exposure to children. Local licensing brands are mostly spread through TV animation and global brands through blockbuster movies. The animation series come in a number of episodes, thus keep children’s interest for a long time. Blockbuster movies do attract attention for a short period, but since it is only a one-time show with short exposure, children’s initial interest in them eventually fades away. Also, local manufactures prefer to make products using home-grown license brands due to government encouragement, lower licensing fees and the like.

Online game publishers lead toys and games

Online game publishers such as NC Soft and Blizzard Entertainment are leading toys and games in South Korea because the market size difference between traditional toys and games and video games has become significant. Traditional toys and games manufacturers will need to take considerable amount of market share in order to stand out in total toys and games market. Amongst the top five leading players, four were game publishers in 2012. Traditional toys and game manufactures such as Bandai Korea are growing in sales value, but since the market size of the two markets are incomparable, the market share remains low.

Internet retailing is a key and growing channel

The retail landscape of toys and games in South Korea is heavily dominated by internet retailing. This is due in part to the prominence of digital gaming sales in relation to overall toys and games. Given that internet retailing is the leading channel for digital games its lead is mirrored in overall toys and games. Internet retailing’s rising importance is also attributable to the convenience it offers with its anytime, anywhere shopping premise. At the same time, prices of toys and games tend to be highly competitive in this channel. These factors have contributed to internet retailing being a key and growing channel in toys and games in South Korea.

Positive growth to continue over the forecast period

Toys and games in South Korea is expected to see steady constant value sales growth over the forecast period. Digital games will continue to drive sharp general market growth until 2014 and then slow down. Conversely, video games hardware and software are expected to show negative growth rates due to competition from a diversity of other new gaming platforms and, in the case of video games software, from piracy. However, as free-to-play games are expanding at the expense of games for pay, the market growth of digital games may slow down more suddenly in the forecast period.

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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

Growth in 2012 supported by sharp growth in digital gaming

Domestically grown licensing takes significant role in toys and games

Online game publishers lead toys and games

Internet retailing is a key and growing channel

Positive growth to continue over the forecast period

KEY TRENDS AND DEVELOPMENTS

Home-grown licensing is dominant in South Korea’s backyard

Digital games head to socialising method and publishers lure users by adopting free-to-play format

Traditional toys and games marketing method evolves in more sophisticated form

Competitive landscape features a different map under each toys and games category

Video games hardware and software stays stagnant, showing very little possibility of recovery

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

DEFINITIONS

SOURCES

  • Summary 1 Research Sources

Toys and Games in South Korea - Company Profiles

Aurora World Corp in Toys and Games (South Korea)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 2 Aurora World Corp: Key Facts
  • Summary 3 Aurora World Corp: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 4 Aurora World Corp: Competitive Position 2012

E-Mart Co Ltd in Toys and Games (South Korea)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 5 E-Mart Co Ltd: Key Facts

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

  • Summary 6 E-Mart Co Ltd: Private Label Portfolio

COMPETITIVE POSITIONING

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

STRATEGIC DIRECTION

KEY FACTS

  • Summary 7 Lotte Shopping Co Ltd: Key Facts
  • Summary 8 Lotte Shopping Co Ltd – Toys “R” Us: Operational Indicators

INTERNET STRATEGY

COMPANY BACKGROUND

PRIVATE LABEL

COMPETITIVE POSITIONING

Mimiworld Co Ltd in Toys and Games (South Korea)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 9 Mimiworld Co Ltd: Key Facts
  • Summary 10 Mimiworld Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 11 Mimiworld Co Ltd: Competitive Position 2012

NC Soft Co in Toys and Games (South Korea)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 12 NC Soft Co: Key Facts
  • Summary 13 NC Soft Co: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 14 NC Soft Co: Competitive Position 2012

Nintendo of Korea Co Ltd in Toys and Games (South Korea)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 15 Nintendo of Korea Co Ltd: Key Facts
  • Summary 16 Nintendo of Korea Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 17 Nintendo of Korea Co Ltd: Competitive Position 2012

Sonokong Co Ltd in Toys and Games (South Korea)

STRATEGIC DIRECTION

KEY FACTS

  • Summary 18 Sonokong Co Ltd: Key Facts
  • Summary 19 Sonokong Co Ltd: Operational Indicators

COMPANY BACKGROUND

PRODUCTION

COMPETITIVE POSITIONING

  • Summary 20 Sonokong Co Ltd: Competitive Position 2012

Traditional Toys and Games in South Korea - Category Analysis

HEADLINES

TRENDS

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 South Korea - 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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