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Strategy Briefing
Character Licensing in Toys and Games: Emerging Asia Pacific
19 pages, Sep 2017
US$1,325Added to Cart
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Licensed toys are seeing their highest per capita growth of any region in emerging Asia Pacific as the rapid proliferation of smartphones has greatly increased access to media content and driven up the demand for licensed products. Besides the popularity of major global licences such as Star Wars, the region also has a variety of local licences, such as China’s Armor Hero, that are increasingly capable of spreading across countries within Asia Pacific.
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Overview
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Star Wars
Star Wars will continue to be a prominent force within the region as every year through 2020 will have some sort of major motion picture release for the franchise. In addition, there will be a variety of associated television shows, video games, and other media content to further drive licensed traditional toy demand.
Transformers
Transformers remained one of the larger brands in the region despite the lack of a major motion film release since 2014 to drive toy sales, and will likely see a significant uptick in toy sales with the release of Transformers: The Last Knight in 2017. While the brand has other areas of media content, such as cartoons, to drive toy sales, the fast drop in interest following film releases indicates that it will still be highly reliant on blockbuster films to drive interest.
Disney Princess/ Frozen
Disney Princess and Frozen products will likely see steady sales with large spikes during the release of major film releases, in particular the release of Frozen 2, which will primarily impact dolls and accessories, plush, and dress-up and role play products.
Armor Hero
The popularity of Armor Hero within emerging Asia Pacific comes almost entirely from China, where the brand is produced by Alpha Group. The brand is an original creation from the Chinese media company and will likely be able to maintain its significance for some time due to the brand’s ability to offer a recognisable media-driven action figure priced lower than most major international licensed products such as Marvel or Star Wars.
Thomas & Friends
Given the very young target audience of Thomas & Friends, the brand is well positioned for growth in the region. Emerging Asia Pacific is expected to see higher than average growth in the number of children aged 0-4, and many of these new families with new children will have higher incomes and be better able to afford premium-priced products such as Thomas & Friends.
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Scope
Franchises shaping character licensing in Emerging Asia Pacific
Character licensing in emerging Asia Pacific in a global context
Global character licensing by category
Licensed vs non-licensed toys in the region
Expected performance of licensed toys
Counterfeiting will be a major hurdle in licensed toy growth
Country snapshot: China
Local licence highlight: Armor Hero content and product strategy
Country snapshot: Malaysia
Local licence highlight: BoBoiBoy content strategy
BoBoiBoy product strategy
Country snapshot: Thailand
Local licence highlight: PangPond content strategy
PangPond product strategy
Country snapshot: India
Country snapshot: Indonesia
Country snapshot: Philippines
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.
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