Enjoy a 15% discount on all purchases until the 31st of March 2023 using the promo code EOFWEB22 at check out!

Appliances and Electronics Our insights capture shifts in consumer lifestyles and themes impacting the global consumer appliances, electronics, and toys and games markets. Themes include new business models, sustainability, innovation and the future home.

Emerging Markets Hold the Key for Further Success in Toys and Games

Utku Tansel Profile Picture
Utku Tansel Bio

As I explore in Euromonitor International's new global briefing "Toys and Games in Emerging Markets: Consumer Fundamentals Falling into Place", emerging economies already account for a considerable share of the global toy market, and will provide the strongest boost to global toy and games sales between 2012 and 2017. Latin America has been one of the fastest growing toys and games market globally, while in a few short years Asia Pacific is projected to become the largest toys market, overtaking both North America and Western Europe. Hence, all major global toys manufacturers are increasingly seeking ways to enter and expand their presence in these markets. The strategies they adopt now will determine their success in coming years.

TG Emerging 1.png

TG Emerging 2.png

Key Findings:

Disposable income is more important for toys

Nine of the world’s top 10 countries in terms of child population are emerging economies. However, it is the rise in disposable incomes in emerging economies that is contributing most to market size gains.

Latin America among the most dynamic regions in toys and games in 2012

Sales of traditional toys and games in Latin America exceeded US$10 billion for the first time in 2012. Brazil is projected to become the fourth biggest traditional toys market globally by 2017, overtaking both France and the UK along the way. In video games, Mexico accounted for almost 36% of the region’s sales in 2012

Asia Pacific is set to become the largest traditional toys market

In just a few short years, Asia Pacific is forecast to surpass North America, becoming the largest traditional toy market by 2014, accounting for 26% of global sales by 2017. In 2012, China became the second largest traditional toys and games market globally, overtaking Japan. The region is also the digital gaming market capital of the world, accounting for 42% of global sales in 2012.

Eastern Europe – Russia is the country to target

Over 62% of Eastern Europe’s projected growth in overall toys and games is forecast to come from Russia, equating to more than US$1.2 billion, making it the most attractive regional market.

Traditional toy stores remains as the key channel

Although internet retailing is one of the most dynamic sales channels, it represented just a fraction of toys distribution in almost all emerging markets, accounting for less than 10% of traditional toys and games sales in all but two markets.

The right category and price could determine success

Pre-school is generally the category to aim for when considering emerging market expansion. A carefully implemented pricing strategy is also one of they key areas to focus on, as most of these markets are still price sensitive.

Purchase the full global briefing "Toys and Games in Emerging Markets: Consumer Fundamentals Falling into Place"

Interested in more insights? Subscribe to our content

Explore More

Shop Our Reports

Major Appliances in Western Europe

Sales of major appliances slipped into decline across Western Europe in 2022, after most countries had been seeing growth during the pandemic, often in both…

View Report

World Market for Major Appliances

In 2022, major appliances volume sales declined by 2% compared to 2021. Yet, the industry continues to evolve and adapt to the current reality. Emerging…

View Report

Small Appliances in Asia Pacific

After falling for two years, Asia Pacific sales of small appliances recorded positive, albeit very modest, growth in 2022, with the dynamic Indian market…

View Report
Passport Our premier global market research database with detailed data and analysis on industries, companies, economies and consumers. Track existing and future opportunities to support critical decision-making across all functions within your organisation Learn More