Toys and Games Competitor Strategy

Key Findings

Licensing on the rise in traditional toys

With the growth of streaming services and a glut of media content, toy makers have become more aggressive in the licensing space, with major shifts in agreements like Hasbro taking over Disney Princess and Mattel taking Jurassic World. And with adults getting more into licensed toys, traditional toy makers will dive deeper into licensing to remain competitive.

Video games find fertile soil in the licensing market

With the growth of Twitch and e-Sports, video games are becoming more important to consumers, and therefore licensors. And traditional toy makers are more willing to embrace video game characters, despite the inherent competition, as more family-friendly games gain massive popularity, like Fortnite.

Toy makers move to high-tech products and online sales

Toy makers are increasingly adding technological elements to their products in order to make them more relevant to children, who are increasingly exposed to smartphones and new technology at a younger age. Whether its LEGO Boost or Hasbro’s new AR toy, tech toys have become a key marketing strategy.

Video games becoming fully digitised

Video game publishers are increasingly moving their games into a purely digital space, especially as in-game purchases grow. In addition, console makers are prepping for a future where 5G makes physical consoles obsolete and the companies become digital storefronts.

Acquisitions on the rise throughout toys and games

In both video games and traditional toys, acquisitions have been on the rise as the largest players have lost share to smaller upstarts. In traditional toys this has had mixed success, but could increase with the loss of Toys “R” Us. while in video games console makers prepare to be more software-focused, and the industry as a whole looks for more ways to compete in the mobile space.