Global toy market

1.0 Background

1.1. Global trifle assiduity Scenario

More than 80% of global trifle bargain is generated by three Continents i.e. Europe, North America and Asia. With the fresh financial turmoil, the appreciate of trifle assiduity has decreased in couple continuous years, from US$78.67 billion in year 2007 to US$75.033 billion. The timid bargain greatness is capaciously signd by Western countries, specially Europe. On the aspect of the universe, Asia registered upward bpurpose in bargain portion-out coercion trifle bargain.

Chart 1 Universe Trifle Bargain Scenario

NPD analysts sign the downward bpurpose in global bargain appreciate coercion trifle assiduity to the succeedingcited reasons

1. Low individual figure specially in year purpose, which strong prefer by the financial crises
2. Cannibalization by other games categories designately video games, electronic games expectation.

In open bargain, the per capita experience coercion trifles is excellent as they are considered to be an leading relieve in a child’s issue vis-a-vis a preposterous compensation in developing nations. The scenario is graphic in lowerneath table:-

Table 1 Trifle compensation

Source: NDP Group, 2009

1.2 Trifle Assiduity Structure

Toys are classified into four generic categories, designately

• Traditional Trifles which halt of enjoyment figures, tools, indicatesets, stuffed animals, patterns, and other kindred issues
• Consultation games
• Video Games
• Casino Games & Accessories.

Globally, the bargain is dominated by four capacious indicateers viz: Mattel, Lego, Hasbro & Bandai with Mattel the capaciousst and selling trifles lower the disgrace Barbie, Hot Wheels, Fisher-Figure expectation.

Table 2 Global trifle coercionmrs’ issue portfolio

There are separate bargain signals accept impacted to trifle bargain.

1. Globally, trifle manufacturers are partnering with companies from other sectors, approve fast-food chains in their commodities advancement campaigns, e.g. McDonald
2. Mushrooming of attached malls/stores coercion trifles is improving increasingly obvious e.g. Trifle “R“ us
3. Retail concert in overseas bargains has modifiable the view coercion trifle exporters.
4. Production of movies domiciled on trifle characters coercion television assembly is a rare bpurpose coercion promoting trifle sales in the US.
5. Trifle coercionmrs are entering into licensing deals with movie studios to coercionm issues in the metaphor of film characters e.g. Disney, Sony Picture, Bai Dan expectation.

1.3 Mattel Inc.

1.3.1

Mattel Inc. founded by Harold Matt Matson and Elliot Handler (heresucceeding the designate “matt-el”) and incorporated in 1948 with Headquarter in Hawethorne, Los Angeles County, California and succeeding relocate to El Segundo, CA in 1990. Barbie was brainchild by Elliot and Ruth Handler co-founders of the Mattel Trifle Company. Ruth came up with the purpose coercion Barbie succeeding watching her daughter, Barbara Handler, indicate with tractate tools. The three-dimensional pattern coercion Barbie was a Germen tool – Mattel refashioned the tool into an all-American statement and designated it succeeding Barbara, who was then a teenager. Barbie’s boyfriend, Ken, was introduced in 1961 and designated succeeding Barbara’s tally.

1.3.2

Since organization, Mattel’s issue portfolio has erad from its flagship disgrace, Barbie, to trifle cars, consultation games, tools, cuddly trifles and command trifles – Mattel offers generic issue lines to yield coercion opposed era groups – innovating born to adult segments. This can encourera reiterate customer and entice opposed customer profiles with its class of opposed trifles.

Table 3 Mattel Inc.’s issue class by bargain segments

1.3.3 Mattel’s Corporate Structure

1.3.4 Business Pattern

Broadly, Mattel Inc.’s businesses are segmented by geographically – domestically and within. Mattel’s intercourse at Canada, Latin America, European, Asian countries, Australia, and Innovating Zealand.