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Traditional 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 ...

US$570
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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

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, ...

US$1,325
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Country Report

Traditional Toys and Games in Mexico

Nov 2016

In 2015 a stronger US dollar impacted the cost of imports into Mexico. The Mexican peso shifted from Mx$14.73/US$1 on 31 December 2014 to Mx$16.50/US$ in August 2015 and weakened further by the end of the year. Many toys and games are meanwhile ...

US$990
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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 ...

US$1,325
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Country Report

Traditional Toys and Games in Switzerland

Sep 2016

As a result of the appreciation of the Swiss franc since the beginning of 2015, toys and games experienced more difficulties with reduced pricing and reduced margins in 2015, due to the increasing number of cross-border sales and growing share for ...

US$990
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Country Report

Traditional Toys and Games in Thailand

Sep 2016

Traditional toys and games posted current value growth of 10% in 2015, with sales being driven by strong demand for construction toys, dolls and accessories, as well as action figures and accessories. Plush toys, the largest traditional toys and ...

US$990
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Country Report

Traditional Toys and Games in Japan

Sep 2016

Traditional toys and games declined by 1% in 2015 to reach \553 billion. The category contracted due to declining sales of the Yo-kai Watch series, which had helped the category to achieve strong 4% value growth in the previous year. By 2015, sales ...

US$990
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Country Report

Traditional Toys and Games in Australia

Sep 2016

Licensing was a major driver of sales in 2015, heavily influencing growth in dolls, dress-up and role play, and action figures and accessories. Some of the major licensed properties of the year were heavily influenced by major movie releases, ...

US$990
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Country Report

Traditional Toys and Games in the Philippines

Sep 2016

Year-on-year growth of traditional toys and games in 2015 was 7% in current value terms, slightly faster than 2014. This increase in growth was primarily driven by the solid economic performance in 2015, which in turn increased consumer confidence ...

US$990
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Country Report

Traditional Toys and Games in France

Sep 2016

Retail value growth of traditional toys and games was higher in 2015 than the CAGR recorded over the review period. Alongside the boost from licensing, the growing popularity of products from established brands also contributed to additional value ...

US$990
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Country Report

Traditional Toys and Games in Spain

Sep 2016

Licenced toys continued to confirm its position in Spanish traditional toys and games along with scientific/educational toys, among others. Film and TV licences such as Star Wars, Frozen and Paw Patrol drove sales within many different categories and...

US$990
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Country Report

Traditional Toys and Games in Brazil

Aug 2016

Despite the quite negative macroeconomic situation in Brazil, traditional toys and games performed above expectations in 2015, posting current value growth of 10%. Consumers needed to be careful with their budgets during the year and were looking for...

US$990
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Country Report

Traditional Toys and Games in the Netherlands

Aug 2016

Sales of traditional toys and games continued to witness a shift away from traditional physical channels towards greater use of online stores. Internet retailing was the fastest growing channel in recent years, expanding its share of total value ...

US$990
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Country Report

Traditional Toys and Games in Italy

Aug 2016

Traditional toys and games in Italy increased by 3% in current value terms in 2015. Such a positive performance confirms the continuous growth potential of the category, which has experienced a reversal in its fortunes over the last two years, an ...

US$990
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Country Report

Traditional Toys and Games in Germany

Aug 2016

While it might be expected that non-traditional toys, such as computer and video games, would hamper sales of traditional games, this was not the case in the country in 2015. Traditional toys and games continued to see value growth in 2015. Dolls and...

US$990
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Country Report

Traditional Toys and Games in Turkey

Aug 2016

The Turkish lira depreciated strongly against the euro and US dollar during the review period as global liquidity started to flow back to developed economies as they recovered from the global financial crisis. For example, the value of the US dollar ...

US$990
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Strategy Briefing

Toys and Games: Global Trends, Developments and Prospects

Aug 2016

Macroeconomic instability had a profound negative impact on toy sales in some of the biggest emerging markets in 2015. However, strong sales of licensed toys, particularly Star Wars-related merchandise, have supported growth globally. Licensing, ...

US$1,325
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Country Report

Traditional Toys and Games in the United Arab Emirates

Aug 2016

Traditional toys and games continued to register healthy growth in 2015, despite the economic slowdown which occurred during the fourth quarter. The overall stable economy fuelled growth in traditional toys and games. The year 2015 witnessed a ...

US$990
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