Table of Contents
Issues in the Market
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- Key themes
- Definitions
- Abbreviations
Insights and Opportunities
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- Where’s the fun?
- Be the specialist
- It’s a gift
- Visiting time
Market in Brief
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- Steady and stable
- Show time
- The big three
- Independents lose out
- It’s a squeeze
- Multichannel pull
- Toys lose favour
- Make it an experience
- Tough and tumble
Fast Forward Trends
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- Trend 1: Agelessness
- Definition
- What’s next?
- Trend 2: Learning Through Play
- What's it about?
- What’s next?
- Trend 3: Hyper-Parenting
- What's it about?
- What’s next?
Industry Insights
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- Key points
- Flat or falling
- New kids on the block
- Brands still strong
- Winners and losers
- Seasonality
- Getting the range right
- Price discounting and promotions
- Average prices falling
- Rip-off Britain?
- Opportunities in the marketplace
- Wow service
- The impact of the credit crunch
- Outlook for the market
Internal Market Environment
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- Key points
- Rising costs for retailers
- Downward pressures on retail pricing
- Independents lose out to multiples
- Ten weeks
- Price discounting and promotions by retailers
- Supermarkets help impulse purchase
- Growth in the internet as sales channel
- Multichannel
- New and exciting
- Crazy crazes
- TV and film fame
- Product recalls
Broader Market Environment
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- Key points
- Christmas is coming later
- Recession-proof?
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- Figure 1: Trends in PDI and consumer expenditure, 2003-13
- Growing younger
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- Figure 2: Child population, by age, 2003-13
- Older kids have expensive taste…
- …but more oldies than teens
- Rich kids
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- Figure 3: Socio-economic breakdown of population, 2003-13
- Kids growing older younger
- Nanny state
- Made in Britain
- Reduce, reuse and recycle
- Split sales
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- Figure 4: Change in the number of divorces, 2003-13
- Unfavourable exchange
Market in Context
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- Key points
- Spending on children
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- Figure 5: Consumer expenditure spending on toys and games compared to other areas, 2003-07
- Kids love toys
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- Figure 6: Children’s spending – 7-10-year-olds, 2004-08
- Older kids prefer snacks
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- Figure 7: Older children’s spending – 11-14-year-olds, 2004-08
- Super savers
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Something quirky
- Something new
- Something special
- Science and space
- Toyshop for adults
- Smyths comes to England
- The net widens
- Seasonal Selfridges
Market Size and Forecast
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- Key points
- Solid and stable
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- Figure 8: UK sales of toys, 2003-13
- Price vs. passion
- The future
- Factors used in the forecast
The Consumer – Where They Buy Toys and Games
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- Key points
- Consumers love the book
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- Figure 9: Outlets used for buying toys and games, September 2008
- Any place will do
- Changing preferences
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- Figure 10: Outlets used for buying toys and games, 2006 and 2008
- ELC pull
- Supermarkets expand in non-foods
- Destination Disney
- Who shops where?
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- Figure 11: Market positioning of toy retailers, by age and affluence of buyers, September 2008
- It’s a family affair
- Choose a gift from the book
- Preschoolers love ELC
- Mothercare for mummies
- Toys are all of us
- Supermarkets still have more to gain
- Internet broadens appeal
- Where’s the loyalty?
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- Figure 12: Number of retailers used for buying toys and games, by retailer used, September 2008
- Average toy buyers shop at 3.4 retailers
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- Figure 13: Number of retailers used for buying toys and games, by retailer used, September 2008
The Consumer – Factors That Would Encourage More Shopping
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- Key points
- The wish list
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- Figure 14: Factors that would encourage more shopping at a particular store, 2006 and 2008
- Time to choose
- Ease of evaluation
- No hassle
- Information
- Who wants what?
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- Figure 15: Factors that would encourage more shopping at a particular store, by outlets used for buying toys and games, September 2008
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- Figure 16: Factors that would encourage more shopping at a particular store, by outlets used for buying toys and games, September 2008
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- Figure 17: Factors that would encourage more shopping at a particular store, by outlets used for buying toys and games, September 2008
Children’s Playing and Leisure Habits and Typologies
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- Key points
- Toys compete for share of children’s time
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- Figure 18: Children’s playing and leisure habits, September 2008
- Top of their game
- Bookworms
- Hyper-parenting
- Sociable or solo
- Identifying targets
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- Figure 19: Toy retailing typologies, September 2008
- Group 1: Studious (25%)
- Who are they?
- Group 2: No Views (19%)
- Who are they?
- Group 3: Tech Kids (35%)
- Who are they?
- Group 4: Traditional Child (22%)
- Who are they?
- ELC attracts buyers for Tech Kids
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- Figure 20: Consumer make-up of selected toy retailers, by typology, September 2008
- Buyer for the Traditional Child want the most improvements
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- Figure 21: Factors that would encourage more shopping at a particular store, by typology, September 2008
Channels of Distribution
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- Key points
- Dynamic distribution changes
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- Figure 22: Toys and games distribution channel, 2003-07
- The big three
- Specialists going
- Good news for generalists
- Not just doctor’s orders
- Supermarkets shining
- Department stores are not destinations
- Buying groups
- Others
- Home shopping
Brand Elements
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- Brand map
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- Figure 23: Brand map for toy retailers, October 2008
- The Disney Store
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards The Disney Store brand, October 2008
- Early Learning Centre
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 25: Attitudes towards the Early Learning Centre brand, October 2008
- Tesco
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 26: Attitudes towards the Tesco brand, October 2008
- Toys ‘R’ Us
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 27: Attitudes towards the Toys ‘R’ Us brand, October 2008
- Woolworths
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 28: Attitudes towards the Woolworths brand, October 2008
- Brand qualities for toy retailer brands
- ELC most expert, but Disney more fun
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- Figure 29: Personality of various toy retailer brands, October 2008
- Experience of toy retailer brands
- Argos leads the way
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- Figure 30: Consumer usage of various toy retailer brands, October 2008
- Brand intentions for toy retailer brands
- Strong consideration means everything to gain
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- Figure 31: Consideration of various toy retailer brands, October 2008
- Brand momentum for toy retailer brands
- Tesco gaining ground
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- Figure 32: Momentum of various toy retailer brands, October 2008
- Brand satisfaction for toy retailer brands
- ELC tops the positive satisfaction ratings
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- Figure 33: Satisfaction of various toy retailer brands, October 2008
- Brand commitment to toy retailer brands
- Hamleys most seen as worth paying more for
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- Figure 34: Commitment to various toy retailer brands, October 2008
- Round up
Retail Competitor Analysis
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- Key points
- Specialists under pressure from mass merchandisers and supermarkets
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- Figure 35: Estimated market share of major players, 2003-07
- Multichannel success
- Tough competition
- Tesco going after Argos
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- Figure 36: Review of major players, 2008
- Rationalisation
- Learn a lesson from ELC
- Difficult times
- The Entertainer aims high
Retailer Profiles
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- The Disney Store Ltd
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- Figure 37: The Disney Store Ltd: Group financial performance, 2003-07
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- Figure 38: The Disney Store Ltd: Outlet data, 2004-08
- Early Learning Centre Ltd
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- Figure 39: Early Learning Centre Ltd: Group financial performance, 2004-08
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- Figure 40: Early Learning Centre Ltd: Outlet data, 2004-08
- The Entertainer (Amersham) Ltd
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- Figure 41: The Entertainer: Group financial performance, 2004-08
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- Figure 42: The Entertainer: Outlet data, 2003-08
- Games Workshop
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- Figure 43: Games Workshop: Group financial performance, 2004-08
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- Figure 44: Games Workshop Ltd: Outlet data, 2004-08
- Hamleys
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- Figure 45: Hamleys of London Ltd: Group financial performance, 2003-07
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- Figure 46: Hamleys: Outlet data, 2004-08
- Toys ‘R’ Us
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- Figure 47: Toys ‘R’ Us UK Ltd: Group financial performance, 2004-08
- Figure 48: Toys ‘R’ Us UK Ltd: Outlet data, 2004-08
- Smyths
- Build-A-Bear
- Non-specialists
- Argos
- Woolworths
- WH Smith
- Mothercare
- Boots
- Tesco
- Asda
- J Sainsbury
- Department stores
- Home shopping
Retail Advertising and Promotion
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- Key points
- Spending more for less
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- Figure 49: Main media advertising expenditure by toy stores, 2004-07
- Reliant on manufacturers
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- Figure 50: Main media advertising expenditure, by retailer, 2004-07
- At any cost
- Other forms of advertising
- What works best?
- Online restrictions
Appendix – Where They Buy Toys and Games
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- Figure 51: Outlets used for buying toys and games, by demographic sub-group, September 2008
- Figure 52: Outlets used for buying toys and games, by demographic sub-group, September 2008
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- Figure 53: Outlets used for buying toys and games, by demographic sub-group, September 2008
- Figure 54: Number of different outlets used for buying toys and games, by demographic sub-group, September 2008
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Appendix – Factors That Would Encourage More Shopping
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- Figure 55: Factors that would encourage more shopping at a particular store, by demographic sub-group, September 2008
- Figure 56: Factors that would encourage more shopping at a particular store, by demographic sub-group, September 2008
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- Figure 57: Factors that would encourage more shopping at a particular store, by demographic sub-group, September 2008
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Appendix – Children’s Playing and Leisure Habits and Typologies
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- Figure 58: Children’s playing and leisure habits, by demographic sub-group, September 2008
- Figure 59: Children’s playing and leisure habits, by demographic sub-group, September 2008
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- Figure 60: Children’s playing and leisure habits, by demographic sub-group, September 2008
- Figure 61: Children’s playing and leisure habits, by outlets used for buying toys and games, September 2008
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- Figure 62: Children’s playing and leisure habits, by outlets used for buying toys and games, September 2008
- Figure 63: Children’s playing and leisure habits, by outlets used for buying toys and games, September 2008
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- Figure 64: Toy retailing typologies, by detailed demographics, September 2008
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