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Toys and Games - Global Outlook Description:

The global outlook series on Toys and Games provides a collection of statistical findings, market briefs, and concise summaries of research findings. An easy guide to What, Why, When, How, Where, and Who of an industry, the global outlook series enumerates recent developments, mergers, acquisitions, and other strategic industry activities. Laced with 37 supporting market data tables, facts, and figures, the report also provides a prelude to major markets. Major markets discussed in the report include North America, the US, Canada, Japan, Europe, Austria, Belgium, Denmark, France, Germany, Greece, Ireland, Italy, Poland, Portugal, Russia, Spain, The Netherlands, Turkey, The United Kingdom, Asia-Pacific, Australia, China, Hong Kong, India, New Zealand, Singapore, South Korea, Taiwan, Latin America, Argentina, Brazil, Chile, Mexico, and Uruguay. Also included is a directory listing of addresses and contact details of 650 companies worldwide.

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Contents:

1. INDUSTRY OVERVIEW 1 Global Market Analytics 2 Table 1: World Recent Past, Current & Future Analysis for Toys and Games Market by Geographic Region - The United States, Canada, Europe, Asia-Pacific (including Japan), Latin America, and Rest of World Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2010 through 2015 2 Table 2: World 5-Year Perspective for Toys and Games Market by Geographic Region: Percentage Breakdown of Value Sales for the US, Canada, Europe, Asia-Pacific (including Japan) and Latin American Markets for Years 2011 & 2015 3 Facts in Perspective 3 Children More Adult-Like 3 Intelligent Toys - Catering to Today's Smart Generation . 4 Licensed Toys - An Important Growth Driver 4 Technology - The Critical Component 5 Traditional Toys - Still High on the Popularity Charts 5 Video Games - Paving the Path 6 Traditional Toys - Still There, Nevertheless Slowing Down 6 Greater Demand for Pre-Owned Video Game Consoles: Affordability a Major Factor 6 Crucial Factors in Selection of Toys 6 Changing Perspectives in the Industry - A Brief Study 7 The Ultimate Toy Box - Technology Brings Radical Changes 7 ‘The Sims' Online Computer Game Generates Enormous Enthusiasm for MMORG 8 Mobile Gaming Market Develops Rapidly 8 Corporate Advertising - An Essential Component in Success Stories 9 Right Advertisement and Realism - A Potent Mix 9 Co-branding with Sports Titles 9 Toys & Games - Past & Present 10 Down the Time Lane 10 Growth of General Toys Spiraling Downward 10 Factors Influencing the Toys/Games Industry 10

Segments in the Toys & Games Industry - A Review 11 Traditional Toys and Games 11 Infant/Preschool Toys and Games 11 Dolls/Action Figures 12 Dolls 12 Action Figure Toys 12 Activity/Construction Toys 12 Girls' and Boys' Toys 12 Indoor Games 13 Games and Puzzles 13 Soft/Plush Toys 13 Vehicles/Ride Ons 13 Vehicles 13 Ride Ons 13 Other Toys and Games 13 Video Games 13 Video Games - The Craze Driving the Industry 14 How the Market Fares - An Insight 14 Table 3: Global Digital Games Platforms (2010): Percentage Breakdown of Revenues for Console, Online, Wireless, and PC Games 14 Technological Evolution Powers Video Gaming Industry 14 Video Gaming on Internet Boosts Market 15 Intense Competition in the Video Gaming Market 15 Wii and DS Consoles Outsell Xbox 360 and Playstation 3 15 Market Scenario 16 Table 4: World Video Games Market by Platform - Console, Handheld, PC, Online, Wireless, Markets Independently Analyzed with Annual Sales Figures in US$ Million for Years 2010 through 2015 16 Table 5: Global Home Consoles Market by Leading Players (2010): Percentage Market Share Breakdown in Unit Terms for Nintendo Wii, Sony Playstation 3, and Microsoft Xbox 360 17 Console Games - Still Going Strong 17 Table 6: World Videogame Hardware Market (2011): Sales in Million Units for DS/DSi, Wii, Playstation3, Playstation Portable, Xbox 360, and Playstation2 17 2. MARKET TRENDS & ISSUES 18 Peculiar Trends Driving the Industry 18 The Christmas Factor 18 Vulnerability to Changing Fashion/Tastes 18 Erratic Demand 18 Movies, Cartoons, and Toys - A Profitable Equation 18 Video Games - Recent Market Trends 19 Life-Like Interactive Toys - Capturing Fancy of All 19 Corporate Advertising Makes Rapid Inroads into Gaming World 20 Innovative Merchandising Keeps the Business Ticking 20 Video Game Products - Creating a Gaming Mania 20 Violent Video Games - Gross Abuse of Entertainment Concept 21 Rising Game Development Costs Sparks Up Industry Consolidation Worldwide 21 Next-Generation Video Games Gain Ground 22 Winds of Change in the Toy Industry 22 Diversification of Doll Manufacturers 22 Changing Concepts for Girls' Toys 22 Expensive Toys - The New Norm 22 Mobile Games Market 23 Handheld Games: Downloads Gain Popularity over Subscription Fees 23 Table 7: World Mobile Game Users Market by Category (A Recent Past Review) - SIM/ Embedded Games, Online Games (SMS + Internet), Download Games and Multi- Platform

Independently Analyzed with Annual Sales Figures in Million for Years 2003 through 2008 23 Mobile Gaming - A Rapidly Developing Market 24 Online Gaming 24 Broadband Broadens the Online Gaming Market 24 Table 8: Online Game Subscribers by Region (2010) Percentage Breakdown of Cumulative Number of Online Game Subscribers by Region 25 Table 9: World Market for Online Video Games (2010): Percentage Share Breakdown of Dollar Sales for Top Game Titles - World of Warcraft, RuneScape, Lineage, Lineage II, Final Fantasy XI, Dofus and Others 25 Casual Games 25 Competitive Scenario 26 3. INDUSTRY OUTLOOK 27 Changing Dynamics Shaping the Future 27 A Future Perspective 27 Hi-Tech Toys Drive the Market 28 Online Games Gain Popularity 28 4. STRATEGIC CORPORATE DEVELOPMENTS 29 5. PRODUCT INNOVATIONS/ INTRODUCTIONS 71

A REGIONAL MARKET PERSPECTIVE 87 1. NORTH AMERICA 87 Market Overview 87 Licensed Toys Market 87 Table 10: Licensed Toys Market in North America: Annual Sales Figures in US$ Billion for Years 2010 through 2015 87 1a. THE UNITED STATES 88 Moving Ahead 88 Americans Prefer Domestic Toy Products 88 Toys and Games Market - A Review 88 Table 11: US Toys and Games Market by Product Category/Segment (2011) - Percentage Market Share Breakdown for Traditional Toys (Games/Puzzles, Infant/Preschool, Activity/ Construction Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush Toys, and Other Toys and Games), and Video Games 89 Table 12: Leading Toy Retailers in the US (2009): Percentage Market Share for Wal-Mart, Toys R Us, Target, and Others 89 Toy Recalls Demonstrate Downward Graph 90 Table 13: Leading Toy Stores in the US (2011): Percentage Breakdown of Hispanic Americans Accessing Toy Stores - Toys “R” Us, Babies “R” Us, The Disney Store, KB Toys, and Build-A-Bear 90 Table 14: Toys & Games Market in the US (2011): Percentage Breakdown of Hispanics Purchasing Toys/Games by Category Video Games, Childrens Books, Infant Toys, Cars/Trucks, Large/Baby Dolls, Board Games, Pre-School Toys, Plush Dolls/Animals, Fashion Dolls, Play Sports Equipment, Electronic Educational Toys, Action Figures/Robots & Accessories, Construction Toys, Word Games, Electronic Dolls & Animals, and Other Educational Toys 91

Table 15: US Market for Dolls, Toys, and Games (2007 - A Historic Perspective): Market Share Breakdown of Leading Players - Mattel Inc., Hasbro Inc, Mounte LLC, and Others 92 Electronic Games 92 Table 16: Electronic Games Market in the US: Annual Sales Figures in Billion Units for Years 2010 through 2015 92 Video Games Market 93 Rise in 3D Gaming 93 Launch of Halo 3 Breaks Records 93 Table 17: Survey of Online Purchase of Video Games in the US (2011): Percentage Breakdown of Caucasian Americans, African Americans, Hispanic Americans, and Asian Americans 93 Table 18: Survey of Video Game Users in the Age Group of 8-17 yrs in the US (2011): Percentage Breakdown for All Children, Boys, and Girls 94 Table 19: Survey of Computer and Video Game Users in the US (2011): Percentage Breakdown by Gender - Male and Female 94 Table 20: Survey of Computer and Video Game Users in the US (2011): Percentage Breakdown by Age Group - Under 18, 18-35, and Over 35 95 Video Game Consoles 95 Table 21: Video Game Consoles Market in the US: Annual Sales Figures in US$ Million for the Years 2010 through 2015 95 Trends & Issues 96 Cyclical Nature of the US Toy Industry 96 Ethnic Groups and Multicultural Toys 96 The China Factor 96 Declining Costs of Imported Products 96 “Entertoyment” 96 Traditional Toys Still Game 97 Consumer's Gifting Habits Drive Doll Sales 97 Violent Videogames Add to the Concern of Parents 97 All Old Things Become New Again 98 Games Become More Family-Oriented 98 Continued Expansion 99 Competitive Scenario 99 Table 22: Leading Players in the US Toys & Games Market (2005 - A Historic Perspective Builder): Percentage Breakdown of Value Sales for Mattel, Hasbro, Nintendo, Sony, Ty, and Others 99 Outlook 100 1b. CANADA 101 Overview 101 Traditional Toys and Games Market - Plummeting Down 101 Factors Affecting Demand 101 Affluence Levels 101 Child Population 102 Wal-Mart, A Dominant Retailer of Toys and Games 102 2. JAPAN 103 Overview 103 One of the Major Markets Worldwide 103 Popularity of Trading Cards & Increase in Action Figure Sales 104 Ganka Candy Toys - Expanding Market 104 Consumption Trends 104 Video Games Market 105 Table 23: Japanese Video Games Software Market by Platform (2011 & 2015) - Console Games, Handheld Games, PC Games, Online Games, and Wireless Games Independently Analyzed by

Annual Sales in US$ Billion 105 Consolidations Reshape Videogames Market in Japan 105 Introduction of Novel Products 105 Outlook 106 Table 24: Japanese Toys and Games Market by Product Category/ Segment (2011 & 2015)- Traditional Toys (Games/Puzzles, Infant/ Preschool, Activity/Construction Toys, Dolls/Action Figures, Vehicles/Ride Ons, Soft/Plush Toys, Other Toys and Games) and Video Games Markets Independently Analyzed with Annual Demand Figures in US$ Million 106 Regulatory Mechanism 106 Factors Influencing the Industry 107 Levels of Affluence 107 Consumer Expenditure on Leisure and Education 107 Child Population 107 3. EUROPE 108 EU Unveils New Directive Concerning Toys 108 European Union Ensures Safety of Chinese Toys 108 Shift from Traditional Toys 108 Factors Impacting the Market 109 Socio-Economic Factors 109 Interactive Games and Toys 109 Mobile Games Market 109 Table 25: European Recent Past, Current, & Future Analysis for Toys and Games by Geographic Region - France, Germany, Italy, UK, Spain, Russia, Rest of European Markets Independently Analyzed with Annual Sales Figures in US Million for the Years 2010 to 2015 110 Table 26: European 5-Year Perspective for Toys and Games Market by Geographic Region: Percentage Breakdown of Value Sales for France, Germany, Italy, UK, Spain, and Rest of European Markets for Years 2011 & 2015 111 Online Games in Western Europe 111 Table 27: Consumer Expenditure Survey on Games Purchased Online in Western Europe (2011): Percentage Breakdown by Select Country - Denmark, Sweden, UK, Netherlands, France, Spain, and Italy 112 3a. AUSTRIA 113 Overview 113 Trade Structure 113 Imports 113 Table 28: Toys and Games Market in Austria (2011): Percentage Breakdown of Value Imports by Category - Models & Trains, Construction Sets, Plush, Outdoor, Dolls, Animals & Figures, Games & Puzzles, Learning Toys, Mechanical Toys and Others 113 Exports 113 3b. BELGIUM 114 Overview 114 Children Prefer Modern Toys 114 Indoor Games - Showing Good Prospects 114 Video Games - Swinging High 114 Imports-Exports 115 Safety Regulations 115 3c. DENMARK 115 Overview 115 3d. FRANCE 116

Overview 116 Trends 116 Decline in Toy Consumption 117 Demographic Trends - Driving the Traditional Toys and Games 117 Competitive Scenario 117 The Retail Scenario 117 Distribution Dynamics 118 3e. GERMANY 119 Overview 119 Popular Toys 119 Competitive Landscape 119 Distribution Set Up 119 Table 29: Toys and Games Market in Germany (2011): Percentage Breakdown of Value Sales by Distribution Channel - Specialist Toy Stores, Department Stores, Supermarkets/ Hypermarkets, Variety Stores, and Others 119 3f. GREECE 120 Video Games Drive Growth 120 Cheap Imports Affect Domestic Producers 120 Toy Specialists Dominate the Distribution Network 120 Mattel - Largest Supplier 120 3g. IRELAND 120 Overview 120 3h. ITALY 121 Overview 121 Consumer Lifestyle 121 Seasonality Plays a Major Role 121 Consumer Habits and Preferences 121 Distribution Landscape 121 Competitive Scenario - A Historic Perspective 122 Dolls/Figures 122 Table 30: Leading Players in the Italian Dolls/Figures Market (2005) - A Historic Perspective: Percentage Breakdown of Value Sales for Mattel, Giochi Preziosi, GIG, Hasbro, and Others 122 Activity/Construction Toys 122 Table 31: Leading Players in the Italian Activity/Construction Games Market (2005) - A Historic Perspective: Percentage Breakdown of Value Sales for Lego, Quercetti, Gammaplast, and Italocremona 122 Video Games Outlook 122 3i. POLAND 123 Overview 123 Local Production and Distribution 123 Imported Toys - In Greater Demand 123 Exports 124 Video Games Dominating Market 124 Supermarkets - Largest Distribution Channel 124 Major Players in the Polish Market 124 Safety Regulations 124 3j. PORTUGAL 125 Seasonality of Toys and Games 125 Rising Sales of Video Games 125 Distribution Channels 125 Competitive Landscape 125 3k. RUSSIA 126

Overview 126 Gaining Popularity of European Brands 126 Piracy 126 Growth of Toy Specialists and Big Format Stores 126 Increasing Sales of Video Games 126 3l. SPAIN 127 Overview 127 Major Issues 127 Sources of Supply 127 Legislative Issues 127 Piracy 127 Consumer Lifestyle 128 Seasonality 128 Competitive Scenario - A Perspective Builder 128 Activity/Construction Toys 128 Table 32: Leading Players in the Spanish Activity/Construction Games Market (2005) - A Historic Perspective: Percentage Breakdown of Sales for Popular de Juguetes, Famosa, Lego, Hasbro Iberia, Toyland, and Others 128 Console Games 129 Table 33: Leading Players in the Spanish Console Games Market (2005): - A Historic Perspective: Percentage Breakdown of Value Sales for Sony, Nintendo, and Others 129 Infant/Pre-School Toys & Games 129 Table 34: Leading Players in the Spanish Infant/ Pre-School Games Market (2005) - A Historic Perspective: Percentage Breakdown of Value Sales for Hasbro Iberia, Mattel Espana, Smoby Espana, Chicco Espanola, and Others 129 3m. THE NETHERLANDS 130 Overview 130 Seasonal Nature of the Toy Market 130 Toy Shops - The Leading Outlet 130 Key Players 130 3n. TURKEY 130 Economy Impacting Toys And Games Market 130 Toy Specialists Dominate Retail Sales 130 3o. THE UNITED KINGDOM 131 Overview 131 The Volatile Toy Market 131 UK's Top 10 Toys of 2011 131 Consumer Profile 131 Table 35: Leading Players in the UK Toys and Games Market (2005)- A Historic Perspective Builder: Percentage Breakdown of Sales for Hasbro UK, Nintendo, Electronic Arts, Sony, Mattel UK, and Others 132 Distribution Channels 132 Table 36: Traditional Toys and Games Market in the UK (2011): Percentage Breakdown of Value Sales by Distribution Channel Toy Specialists, Mixed Stores, Catalogue Showroom, Mail Order, Supermarkets, and Others 132 Changing Face of the UK Toy Industry 133 Takeover of Domestic Toy Companies 133 Disposable Incomes Fuel Video Game Sales 133 Educational Games Hold Out 133 Fantasy Themes Offer Fantastic Prospects 134 Pop Stars, Music, & Video Games Combo Could Spell Success 134 Piracy: The Biggest Spoilsport 134 The Computer Games Industry 134 Distribution Logistics 135

Entertainment & Leisure Software Publishers Association: Collective Identity 135 TIGA: Independent Games Developers Get Together 135 4. ASIA-PACIFIC 136 Overview 136 Consolidation in Mobile Gaming Market 136 4a. AUSTRALIA 137 Overview 137 Decline in Birth Rates 137 Piracy Problem 137 Entertainment Products Vs. Toys 137 Major Issues 137 Competition 138 4b. CHINA 139 Overview 139 Impact of New EU Rules on Chinas Toy Industry 139 Foreign Toys Preferred by Chinese 139 Major Market for Online Games 139 Video Games Market 140 4c. HONG KONG 141 Overview 141 Exports 141 Provisions Laid Down by CEPA 141 Non-Traditional Playthings Gain Popularity 142 Safety Regulations 142 4d. INDIA 143 Overview 143 Preference of Toys 143 A Few Characteristic Traits of the Indian Toy Industry 143 Imports & Exports 144 Multinational Presence 144 Table 37: Organized Retail Sector in India (2011): Percentage Breakdown of Sales by Sector - Clothes and Fashion Durables and Mobiles Food and Grocery Footwear Home Improvement Food Service Jewelry Books, Toys, & Gifts and Others 144 4e. NEW ZEALAND 145 Regional Production Activity 145 Consumer Traits 145 Video Games Market 145 Competitive Analysis 145 Marketing Opportunities 146 4f. SINGAPORE 146 Overview 146 Factors Affecting the Toys and Games Market 146 Declining Birth Rate 146 Shorter Lifespan of Products 146 Growth in Single Child Families 146

4g. SOUTH KOREA 147 Overview 147 Growing Educational Products 147 Upsurge in Video Games Software 147 4h. TAIWAN 147 Overview 147 5. LATIN AMERICA 148 5a. ARGENTINA 148 Overview 148 Access to Market 148 Distribution Channels 148 Recovery of Toys and Games Market 149 Low Priced Toys - In Demand 149 Outlook 149 5b. BRAZIL 150 Overview 150 Consoles and Computer Games - Niche Sector 150 Fashion Dolls Facing Tough Competition 150 Video Games Growth Hampered by Illegitimate Trade 150 Retail Set Up 150 Factors Affecting the Industry 150 Consumer Expenditure on Leisure and Education 151 Child Population 151 Brazilian Toy Manufacturers Association Sign Market Access Agreement with China 151 A Positive Outlook on the Cards 151 5c. CHILE 152 Overview 152 Video Games - Highly Popular 152 Retail Set Up 152 Imports Scenario 152 Competitive Landscape 152 5d. MEXICO 153 Growing Sales of Video Games 153 Asian Imports - On the Rise 153 5e. URUGUAY 154 Overview 154 Imports 154 Distribution Channels 154 Safety Regulations 154

GLOBAL DIRECTORY

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