Global toy market

1.0 Background

1.1. Global vision toil Scenario

More than 80% of global vision dispense is generated by three Continents i.e. Europe, North America and Asia. With the late financial bluster, the estimate of vision toil has decreased in span arranged years, from US$78.67 billion in year 2007 to US$75.033 billion. The timid dispense greatness is chiefly qualityd by Western countries, chiefly Europe. On the border of the cosmos-people, Asia registered upward diverge in dispense divide coercion vision dispense.

Chart 1 Cosmos-people Vision Dispense Scenario

NPD analysts quality the downward diverge in global dispense estimate coercion vision toil to the cethcoming reasons

  1. Low individual compensation chiefly in year object, which honorable raise by the financial crises
  2. Cannibalization by other games categories indicately video games, electronic games coercioneseeing.

In open dispense, the per capita manner coercion visions is tall as they are considered to be an grave remedy in a child’s harvest vis-a-vis a excessive charge in developing nations. The scenario is imaginative in beneath table:-

Table 1 Vision charge

Country

Kids population in 2008 (million)

Spending per kid in 2008 (US$)

Total serviceable dispense 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 Vision Toil Structure

Toys are classified into foul-mouthed wide categories, indicately

  • Traditional Visions which continue of operation figures, tools, indicatesets, stuffed animals, types, and other cognate results
  • Consideration games
  • Video Games
  • Casino Games & Accessories.

Globally, the dispense is dominated by foul-mouthed catholic indicateers viz: Mattel, Lego, Hasbro & Bandai with Mattel the catholicst and selling visions beneath the infamy Barbie, Hot Wheels, Fisher-Compensation coercioneseeing.

Table 2 Global vision coercionmrs’ result portfolio

Vision coercionmr

Traditional visions infamys

Consideration games

Video Games

Licensing result

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 coercioneseeing

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

Hasbro

My Little Pony, SpongeBob, Vision 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 Strollr, Dragon Ball, Digimon, Blue Dragon

NIL

Kamen Rider, Harumika, Tamaguchi, Mugen Pop PopTM

Ben 10, Power Strollr, Dragon Ball, Ultraman

MGA Entertainment

Bratz stroll, 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 Resultion, Game software

Disney characters

There are distinct dispense signals feel impacted to vision dispense.

  1. Globally, vision manufacturers are partnering with companies from other sectors, love fast-food chains in their wares preferment campaigns, e.g. McDonald
  2. Mushrooming of abandoned malls/stores coercion visions is graceful increasingly evident e.g. Vision “R“ us
  3. Retail concert in overseas dispenses has alterable the anticipation coercion vision exporters.
  4. Production of movies installed on vision characters coercion television reception is a matchless diverge coercion promoting vision sales in the US.
  5. Vision coercionmrs are entering into licensing deals with movie studios to coercionm results in the likeness of film characters e.g. Disney, Sony Picture, Bai Dan coercioneseeing.

1.3 Mattel Inc.

1.3.1

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

1.3.2

Since state, Mattel’s result portfolio has senilityd from its flagship infamy, Barbie, to vision cars, consideration games, tools, cuddly visions and information visions – Mattel offers inclusive result lines to supply coercion opposed senility groups – strank born to adult segments. This can encoursenility cite customer and induce opposed customer profiles with its stroll of opposed visions.

Table 3 Mattel Inc.’s result stroll by dispense segments

Dispense

segment

Infamy

Infant

Pre-school

School Kids

Tweens @ Pre-teens

Teens (12 years & over)

Adults / Parents

Barbie

P

P

P

P

Fisher Compensation

P

P

P

Hot Wheel

P

P

Tyco Visions

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 Type

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

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