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

Country

Kids population in 2008 (million)

Spending per kid in 2008 (US$)

Total helpful bargain in 2008 (US$)

United States

61.6

$281

$17.31 billion

Japan

17.4

$286

$5 billion

China

267.4

$17

$4.5 billion

United Kingdom

10.3

$348

$3.6 billion

France

11.9

$293

$3.5 billion

Germany

11.4

$223

$2.5 billion

Brazil

52.9

$38

$2.01 billion

India

361.4

$5

$1.8 billion

Mexico

32.6

$53

$1.7 billion

Italy

7.9

$185

$1.5 billion

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

Trifle coercionmr

Traditional trifles disgraces

Consultation games

Video Games

Licensing issue

Mattel

Barbie, Break the Safe™, Hot Wheels®, Matchbox®, American Girl®, Fisher-Price®, Little People®, Rescue Heroes™, Power Wheels®

UNO

Barbie CareNCure, UNO, Barbie Girls, Hot Wheels expectation

Disney, Warner Bros., Pixar, Viacom International Inc., Sesame Workshop

Hasbro

My Little Pony, SpongeBob, Trifle Story

Monopoly, Pictureka, Scrabble

Monkeybar

Transformer, G.I. Joe, Incredible Hulk, Jurassic Park, Spider-Man, Star Wars, Wolverine, Disney, Iron Man

Bai Dan

Ben 10, Power Classr, Dragon Ball, Digimon, Blue Dragon

NIL

Kamen Rider, Harumika, Tamaguchi, Mugen Pop PopTM

Ben 10, Power Classr, Dragon Ball, Ultraman

MGA Entertainment

Bratz class, Zapf Creation, Little Tikes, Baby born, Chou Chou, MGA games, My-ePets 3D, Resue PetsTM

NIL

NIL

NIL

Disney

Disney characters

NIL

Disney characters

Disney characters

LEGO

LEGO bricks

NIL

LEGO

NIL

Takara Tomy

Plarail, Pocker Moser, Transformers, Tomica die-cast vechicles, Yumel and Nerul, Licca tool line

Jinsei Games

Tasinoko Issueion, Game software

Disney characters

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

Bargain

segment

Disgrace

Infant

Pre-school

School Kids

Tweens @ Pre-teens

Teens (12 years & overhead)

Adults / Parents

Barbie

P

P

P

P

Fisher Figure

P

P

P

Hot Wheel

P

P

Tyco Trifles

P

P

P

American Girls

P

P

Sesame Street

P

P

P

UNO

P

P

Scramble

P

P

P

MyScene Tools

P

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.

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