The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
Learn moreEuromonitor addresses your unique questions and challenges across all B2B and B2C industries and geographies through custom, tailor-made research projects, designed to your specific goals.
Learn moreNov 2017
US$1,325Added to Cart
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
While developed regions as a whole are getting older and emerging regions are getting younger, the actual dynamics of each market is more complex, with differing growth amongst certain parts of the population, which is impacting the toy market differently. Emerging markets are at different stages of young child and teenage toy growth, while developed markets are seeing an increasing emphasis on young adults who are more willing to purchase toys for themselves.
Files are delivered directly into your account within a few minutes of purchase.
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.
Emerging markets will be the main source of global child population growth over 2016-2021 and have a relatively young audience to sell to, with young children’s toys the main source of growth. At the same time, developed markets are seeing stagnating birth rates, leading toy makers to emphasise toys for adults.
The Middle East and Africa and Emerging Asia are seeing high birth rates and rising incomes that make them a prime area for toys for young children. Russia and Mexico are, however, more focused on toys for pre-teens and older, and demonstrate that high birth rate markets need to prepare for demographic shifts. Toy makers need to work to establish brands that span ages and resonate with local parents and consumers to realise the full potential of emerging toy markets.
Games and puzzles was the fastest growing area of traditional toys in 2016, due to adult interest in the US. Toy makers within the US can look to capitalise on this adult board game trend, like Asmodee has, and even find ways to expand it into other areas of toys if they can be used for decoration or as a social activity.
The impact of adults in traditional toys is most clearly seen with developed Asia Pacific, where adults have a large and growing toy presence. Established local IPs, like Pokémon and Yo-Kai Watch, and more toys made specifically for adults have helped the market and could have applications in other developed countries.
Further demographic segmentation across markets will be seen, and companies will need to position themselves now to create a foothold to capitalise on future growth. This means taking multiple approaches, like partnering or acquiring local licences, or creating new products and licences with multigenerational appeal.
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.