KN36095

KEY NOTE REPORT : Toys and Games : May 2005

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This report covers:toys and games, older children, and, younger adults, infant, pre-school, activity toys, games, puzzles, dolls, vehicles, plush toys, ride-ons, other, toys, games, exhibitions, toy fair, JCB Entry, retail developments, retro returns, legislation, current and future developments,

TABLE OF CONTENTS

EXECUTIVE SUMMARY

The UK market for traditional toys and games was valued at £2.13 billion in 2004, following a 21% growth in sales since 2000.

The child population of the UK continues to decline in terms of number. However, expenditure on toys and games has continued to rise. This is due to factors such as the rising age of parents and smaller average family sizes — which means that per capita spending on children has actually risen. The toys and games market — in line with those for other children's products — is being strongly affected by the impact of `kids getting older younger' (KGOY). This means that children are outgrowing toys and games at an earlier age than previously.

Suppliers have been encouraging higher spending in a variety of ways. Branding is one of the most important techniques used, with cross-labelling across a range of children sectors, from toys to soft furnishings, now an established means of brand development for children's products. While the licensing of characters from television programmes and films for use in toys and games has long been commonplace, more recently toys have been featured in their own films. Examples of this trend include Barbie and Hot Wheels. Dedicated websites are also now used by brands such as Lego. These all contribute towards enhancing the brand experience and encouraging a stronger relationship between children and specific toys.

Technology is also now playing a larger part in the UK toys and games market, with functional toys and interactive products often gaining a high profile. However, more traditional products also perform well — as can be witnessed by the success of brands such as Yu-Gi-Oh cards and Bratz dolls.

The UK toys and games market is highly fragmented in both supply and retail terms. On the supply side there is now only limited domestic production. For the most part, manufacturing is outsourced to lower-cost regions, such as the People's Republic of China and the Far East. UK operations are more likely to be limited to distribution, with some assembly and packaging groups remaining. The retail market is also diverse. Mixed retailers, including Woolworths, and department stores take the largest share of sales, although specialist toy retailers continue to pose a challenge. Internet purchases are taking market share from all traditional retail sources.

Key Note predicts that sales of traditional toys and games will continue to rise. However, they will lose out to video and personal computer (PC) games, as well as to other product ranges such as mobile telephones, music and clothing as children continue to mature away from the market for traditional toys and games at ever-younger ages.

Text © 2005Key Note

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Last updated by Amanda Porteous 2005