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Traditional Toys and Games in the United Kingdom

New C&M report published: United Kingdom Traditional Toys market


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2014-03-25 03:42:04 - Traditional Toys and Games in the United Kingdom - a new market research report on companiesandmarkets.com

There were three strong leaders in traditional toys and games in 2011, with Mattel, Hasbro and Lego accounting for 10%, 8% and 7% value share respectively. These players all gained around a percentage point value share from 2010. Lego benefited from strong licensing, the launch of Lego Ninjago and an effective performance in pocket money products.

Hasbro meanwhile benefited from the breakthrough of Beyblade, which gained over half a percentage point in value share in 2011 to reach almost 1% share. This was thanks to an integrated multimedia campaign in spring/summer linked to the Beyblade: Metal Masters TV series on Nickelodeon. This included terrestrial and satellite TV advertising, a dedicated microsite with blog and competitions and a tour of shopping centres

 

 

and visitor attractions.

Christmas is thus the main sales season for traditional toys and games, accounting for 35% of annual expenditure according to The Grocer magazine. However, summer sales are also typically strong. Summer sales are often linked to licensed products linked to US film blockbusters such as Transformers 3 and Cars 2, which both debuted in UK cinemas in 2011.

2011 saw stronger current value growth over the previous year in comparison to the review period current value CAGR of 1%. Current value sales notably declined in 2008 and 2009 as the initial impact of the global economic downturn resulted in consumers cutting back on expenditure. However much of the stronger current value growth seen in 2011 was linked to the VAT increase introduced at the start of the year.

With the household penetration of video games and consoles reaching high levels, there is expected to be a growing crossover between traditional toys and games and video games at the start of the forecast period. 2012 is for example set to see the launch of Tomys Mario & Donkey Kongs Beach Challenge Building Set and plush toys based on Sonic and Pokémon video games. Mega Bloks will meanwhile launch construction toys based on World of Warcraft.

There is also expected to be a strong performance for video games based on traditional toys and games, however. While Lego Universe failed as an online game towards the end of the review period, there is likely to be growing demand for video games based on popular brands in traditional toys and games. This trend is likely to be particularly strong within online games and mobile games. There could for example be a strong potential for brands to join forces with LeapPad Explorer or Innotab to offer mobile games for popular character-based brands such as Moshi Monsters.

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Mike King
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