Toys & Games

UK - Market Report 2009, 23rd Edition

Publication Date	August 2009
Publisher	Key Note
Product Type	Report
Pages	103
ISBN Number	not applicable
Product Code	KEY00172

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Summary

The UK market for traditional toys and games grew consistently between 2004 and 2007, but recorded a slowdown in sales in 2008, which brought the value of the market to £2.09bn. The main product categories in the market are: infant/pre-school toys and games; activity toys; outdoor and sports toys and games; games and puzzles; dolls; action toys; vehicles; electronic toys; plush toys; and other products.

The child population in the UK has been growing since the early years of the millennium due to the rising birth rate. In addition, smaller average family sizes and the trend of becoming older parents have resulted in a positive environment for the toys and games market. However, the slowdown in the economy from 2008 has had a negative impact on sales. A second successive poor summer in 2008 also limited demand for outdoor toys and seasonal purchases. This was exacerbated by a focus on prices and discounting in the pre-Christmas 2008 season.

Character licensing and branding are key value drivers in the market, with a strong presence across the product categories. The major suppliers in the industry trade internationally and brands often have a global reach. Merchandising from television and films has become an important feature with licenses for toys and games often agreed long before the airing of the related programme or movie. Major merchandising activities in 2008 related to titles such as In the Night Garden, Ben 10 and High School Musical. More established names also continue to perform well, including Barbie, Thomas & Friends and Disney, for example.

The UK market remains fragmented in terms of supply and retail. More than 600 groups are involved in the manufacture of toys in the UK; the majority of these are relatively small operations. However, the market is led by international giants such as Mattel, Hasbro, Lego, Tomy and Bandai.

In 2008, a major name in toys and games retail, Woolworths, disappeared from the UK high street, enabling other players, including independents, to gain a greater share of the market. However, an increasing share of trade is also going online.

43.5% of the UK adults that took part in BMRB International Ltd's Target Group Index (TGI) survey in March 2008 stated that they had bought toys and games in the 12 months preceding the survey. As well as purchasing for one's own children, gift buying is also significant. However, the market is coming under increasing competition from other categories such as clothing, electronic consoles and games, music and mobile phones for a share of consumer expenditure.

The toys and games market is facing another difficult year in 2009, as negative economic growth and inflation are forecast. However, there is expected to be some recovery in sales from 2010.

Content

Executive Summary
1. Market Definition
- Report Coverage
- Market Sectors
- Market Trends
- Demographic Developments
  - Table 1.1: Uk Child Population By Age Group (000), 2003-2007
  - Table 1.2: Number And Rate Of Uk Births (000 And Rate), 2003-2007
  - Economic Downturn
  - Character Merchandising
  - Return Of The Toy Shop
  - Marketing Events
- Economic Trends
  - Gross Domestic Product
  - Table 1.3: Uk Gross Domestic Product At Current And
  - Annual Chain-Linked Prices (£m), 2004-2008
  - Household Disposable Income
  - Table 1.4: Uk Household Disposable Income Per Capita (£), 2004-2008
  - Inflation
  - Table 1.5: Uk Rate Of Inflation (%), 2004-2008
- Market Position
  - The Uk
  - Table 1.6: Total Uk Domestic Consumer Expenditure And Consumer Expenditure
  - On Games, Toys And Hobbies (£m And %), 2004-2008
  - Overseas
2. Market Size
- The Total Market
  - Table 2.1: The Total Uk Market For Traditional Toys And Games
  - By Value At Current Prices (£m At Rsp), 2004-2008
  - Figure 2.1: The Total Uk Market For Traditional Toys And Games
  - By Value At Current Prices (£m At Rsp), 2004-2008
  - Retail Dip
  - Adverse Weather
  - More Positive Outlook
  - Traditional Toys
- By Market Sector
  - Table 2.2: The Total Uk Market For Traditional Toys And Games
  - By Product Sector By Value At Current Prices (£m At Rsp And %), 2008
  - Figure 2.2: The Total Uk Market For Traditional Toys And Games
  - By Product Sector Share By Value At Current Prices (%), 2008
  - Infant/Pre-School Toys And Games
  - Activity Toys
  - Outdoor And Sports Toys And Games
  - Games And Puzzles
  - Dolls
  - Action Toys
  - Vehicles
  - Electronic Toys
  - Plush Toys
  - Other Products
- Overseas Trade
  - Imports And Exports
  - Table 2.3: Uk Imports And Exports Of Games And Toys By Value (£000), 2006 And 2007
3. Industry Background
- Recent History
- Number Of Companies
  - Table 3.1: Number Of Uk Vat- And/Or Paye-Based Enterprises Engaged In The
  - Manufacture Of Toys And Games By Turnover Sizeband (£000 And %), 2008
- Employment
  - Table 3.2: Number Of Uk Vat- And/Or Paye-Based Enterprises Engaged In The
  - Manufacture Of Toys And Games By Employment Sizeband, 2008
- Distribution
  - Figure 3.1: Retail Distribution Of Toys And Games By Sales Value (%), 2008
- How Robust Is The Market?
- Legislation
- Key Trade Associations
  - British Toy And Hobby Association
  - Equitoy
  - Toy Retailers Association
4. Competitor Analysis
- The Marketplace
- Market Leaders - Toy Suppliers
  - Bandai Uk Ltd
  - The Character Group Plc
  - Games Workshop Group Plc
  - Halsall International Ltd
  - Hasbro Uk Ltd
  - Hornby Plc
  - Lego Company Ltd
  - Martin Yaffe International Ltd
  - Mattel Uk Ltd
  - Tomy Uk Ltd
  - Vivid Imaginations Ltd
  - Other Toy Suppliers
  - Flair Products
  - Leapfrog Toys Ltd
  - Mega Brands
  - Vtech
- Market Leaders - Toy Retailers
  - Early Learning Centre Ltd
  - Hamleys Of London Ltd
  - Toys R Us Ltd
  - Other Toy Retailers
- Outside Suppliers
- Marketing Activity
  - Main Media Advertising Expenditure
  - Table 4.1: Main Media Expenditure On Toys And Games
  - (£000), Years Ending March 2008 And 2009
  - Character Options
  - Early Learning Centre
  - Flair
  - Hamleys
  - Hasbro
  - Hornby
  - Lego
  - Mattel
  - Smyths
  - Topps
  - Vivid Imaginations
  - Vtech
  - Exhibitions
5. Strengths, Weaknesses, Opportunities And Threats
- Strengths
- Weaknesses
- Opportunities
- Threats
6. Buying Behaviour
- Consumer Penetration
  - Table 6.1: Purchasing Of Toys And Games (Including Computer Games)In The Past 12 Months (% Of Adults), 1998, 2000, 2006 And 2008
  - Table 6.2: Expenditure On Toys And Games (Including Computer Games)In The Past 12 Months By Age Of Children (% Of Adults), 2008
  - Figure 6.1: Expenditure On Toys And Games (Including Computer Games) In The Past 12 Months By Age Of Children (% Of Adults), 2008
  - By Sex
  - Table 6.3: Purchasing Of Toys And Games (Including Computer Games)In The Past 12 Months By Sex (% Of Adults), 2008
  - By Age
  - Table 6.4: Purchasing Of Toys And Games (Including Computer Games)In The Past 12 Months By Age (% Of Adults), 2008
  - By Social Grade
  - Table 6.5: Purchasing Of Toys And Games (Including Computer Games)In The Past 12 Months By Social Grade (% Of Adults), 2008
  - By Presence Of Children
  - Table 6.6: Purchasing Of Toys And Games (Including Computer Games)In The Past 12 Months By Presence Of Children (% Of Adults), 2008
7. Current Issues
- Brand And Licensing Developments
  - Chad Valley
  - Enviroblox
  - Geotoys
  - Jumbo Games
- Company Developments
  - The End Of The Line For Woolworths
  - Magson Goes Into Administration
  - Popco In Administration
  - Hawkins Bazaar And Letterbox
- Character Licence Developments
  - Hit Films
  - Imc And Nickelodeon
  - Sony Playstation
  - Timmy Time And Shaun The Sheep
  - Thomas And Friends
8. The Global Market
- Global Market Trends
- The European Market
- The Us Market
  - New Us Safety Law
- Chinese Toy Exports
- Mattel Vs Mga (Us)
- Global Marketplace Developments
  - Bandai
  - Build A Bear Closes Doll-Making Stores
  - Geomag Closes
  - Imaginarium (Israel)
  - Kb Toys Closure
  - Legoland (Malaysia)
  - Mattel Lead Payout (Us)
  - Toys R Us And Fao Schwartz (Us)
  - Ugobe (Us)
  - Upper Deck And Trendus Europe (Sweden)
  - Wowwee Acquires Think Tank Toys
9. Forecasts
- Introduction
  - The Economy
  - Gross Domestic Product
  - Table 9.1: Forecast Uk Growth In Gross Domestic Product In Real Terms (%), 2009-2013
  - Inflation
  - Table 9.2: Forecast Uk Rate Of Inflation (%), 2009-2013
  - Population
  - Table 9.3: The Uk Population By Age (000), 2008, 2010, 2012 And 2014
- Forecasts 2009 To 2013
  - Table 9.4: The Forecast Total Uk Market For Traditional Toys And Games By Value At Current Prices (£m At Rsp), 2009-2013
- Market Growth
  - Figure 9.1: Growth In The Total Uk Market For Traditional Toys And Games By Value At Current Prices (£m At Rsp), 2004-2013
- Future Trends
  - Seasonal Effects
  - Retail Trends
  - Supplier Performance
  - Price Issues
  - Brand Development
10. Company Profiles
- Bandai Uk Ltd
- The Character Group Plc
- Halsall International Ltd
- Hasbro Uk Ltd
- Hornby Plc
- Lego Company Ltd
- Mattel Uk Ltd
- Vivid Imaginations Ltd
11. Further Sources
- Associations
- Publications
- General Sources
- Government Publications
- Other Sources
- Key Note Sources
- Understanding Tgi Data
- Number, Profile, Penetration
- Social Grade
- Standard Region
Key Note Research
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