Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Kids 12+ age out of the toy category
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- Figure 1: Toy purchases, September 2016
- Older adults have limited exposure to the market
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- Figure 2: Reasons for purchase – select items, by age, September 2016
- Amazon a likely choice for shoppers with older kids
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- Figure 3: Retailers shopped, by age of child, September 2016
- The opportunities
- Toys can embrace the power of silence
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- Figure 4: Expectations for kids toys – select items, by parental status, September 2016
- Word-of-mouth is worth its weight
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- Figure 5: Sources of influence, September 2016
- Some people never grow up
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- Figure 6: Attitudes toward toys and games, September 2016
- What it means
The Market – What you need to know
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- Strong market growth in recent years
- Smaller families may shrink addressable audience
- Outdoor toys lead the market
- Ownership of dolls decreasing, ownership of toy guns increasing
- Entertainment and technology bring promise of future growth
Market Size and Breakdown
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- Growth in the toy market accelerates
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- Figure 7: Total US retail sales of traditional toys and games, at current prices, 2011-16
- Toy segments remain stable
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- Figure 8: Distribution of dollar sales of toys and games, by type, 2013 and 2015
Market Perspective
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- Traditional dolls decline in popularity
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- Figure 9: Doll ownership, May 2005-June 2016
- Barbie continues to dominate the doll segment
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- Figure 10: Doll ownership, by type, April 2011-June 2016
- Sales of toy guns thrive even in a critical environment
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- Figure 11: Toy gun ownership, May 2006-June 2016
- Toy companies expand the “Christmas creep”
- Pokémon Go sets the stage for the next big thing in gaming
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- Figure 12: Use of video games, May 2006-June 2016
- Toy market ebbs and flows with the entertainment industry
Market Factors
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- Americans feeling financially stable
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- Figure 13: Personal financial situations, 2013-15
- Consumer confidence high, albeit a bit uncertain
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- Figure 14: Consumer Sentiment Index, January 2007-June 2016
- Growth in nonfamily households can reduce market potential
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- Figure 15: Family and nonfamily households, 2005-15
- Shrinking family sizes may dampen outlook
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- Figure 16: Average number of children per household (including households with no children), 2005-15
Key Players – What You Need to Know
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- Mattel
- Lego
- Hasbro
- Jakks Pacific
- MGA Entertainment
Key Players
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- Mattel
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- Figure 17: Toys “R” Us ads for Barbie, December 2015
- Lego
- Hasbro
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- Figure 18: Toys “R” Us ad for Disney Princess, March 2016
- Jakks Pacific Inc.
- MGA Entertainment
Key Trends – What You Need to Know
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- Young parents looking for the old and the new
- No one’s a loser with cooperative board games
- Toy companies duke it out over film rights
- Developing new technologies can be a risk for toy companies
- Hot holiday toys
- No such thing as girls’ toys and boys’ toys
What’s Working?
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- 1980s comebacks appeal to young parents
- Kids learn to innovate with STEM based toys
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- Figure 19: How to Use Your Code & Go(TM) Robot Mouse Activity Set
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- Figure 20: Barbie STEM Kit by Thames & Kosmos
- Figure 21: Girls Only! Secret Message Lab: Dancing Man Code
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- Figure 22: Getting Started
- Figure 23: Walmart email for STEM toys, October 2016
- Avoid the family fight with cooperative board games
- Barbie bounces back
- Competition heightens for big-name licenses
- Sales declines push American Girl line into new locations
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- Figure 24: Toys “R” Us email promotion, American Girl, October 2016
What’s Struggling?
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- WiFi-enabled toys spark privacy controversy
- PlayMation products fail to launch
- Jurassic World toys go extinct at Hasbro
- Toys-to-life segment has growing pains
What’s Next?
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- 2016 holiday toys – what to expect
- Out with the old, in with the preowned
- Toy makers blur the lines between boys and girls toys
- Interactive arts and crafts
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- Figure 25: Introducing Osmo Creative Set featuring Monster
The Consumer – What You Need to Know
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- Kids under 12 have all the fun
- Toys are purchased with others in mind
- Amazon fast on the heels of mass merchandisers
- It may be educational, but is it fun?
- Kids are the primary influencer
- A place for gendered, and gender-neutral toys
Types of Toys Purchased
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- Younger children are the most likely toy recipients
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- Figure 26: Toy purchases, September 2016
- Arts appeal to all
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- Figure 27: Types of toys purchased, September 2016
- Board games buoyed by other gaming methods
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- Figure 28: Types of toys purchased – for children, for adults, September 2016
- One toy for you, one toy for dad
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- Figure 29: Purchase of any toy for myself, by key demographics, September 2016
Purchase Motivations
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- The gifts that keep on giving
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- Figure 30: Reasons for purchase, September 2016
- Dad shows pride with a purchase
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- Figure 31: Reasons for purchase – select items, by moms and dads, September 2016
- Older adults buy mainly as gifts
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- Figure 32: Reasons for purchase – select items, by age, September 2016
- Those who have more, are able to give more
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- Figure 33: Reasons for purchase – toy drive, by household income, September 2016
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- Figure 34: Toys for Tots promotion, Toys “R” Us, October 2016
- Parents want to reward kids of all ages
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- Figure 35: Reasons for purchase – rewards, by age of child, September 2016
Retailers Shopped
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- Mass merchandisers have something for everyone
- Low prices encourage impulse purchases
- Catalogs get revamped
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- Figure 36: Retailers shopped, September 2016
- Moms the most likely to shop mass merchandisers
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- Figure 37: Retailers shopped, by parental status, September 2016
- Amazon is winning over prime parent demographic
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- Figure 38: Retailers shopped, by age of child, September 2016
- Hispanic shoppers purchase across retail channels
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- Figure 39: Retailers shopped – select retailers, by Hispanic origin, September 2016
Toy Expectations
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- Kids just wanna have fun
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- Figure 40: Expectations for kids toys, September 2016
- Balancing fun and learning
- Parents invest in peace and quiet
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- Figure 41: Expectations for kids toys – select items, by parental status, September 2016
- Creative and educational toys appeal to female shoppers
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- Figure 42: Expectations for kids toys – select items, by gender, September 2016
- Toys bring adults joy and human connection
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- Figure 43: Expectations for adults toys, September 2016
Sources of Influence
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- Children’s opinions weigh heavily on toy decisions
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- Figure 44: Sources of influence, September 2016
- Online product reviews more impactful for young shoppers
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- Figure 45: Sources of influence – online reviews, by age, September 2016
- Moms go straight to the source – their kids
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- Figure 46: Sources of influence – input from children and recommendations from friends and family, by parental status, September 2016
- Hispanic shoppers consider purchase logistics
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- Figure 47: Sources of influence – select items, by Hispanic origin, September 2016
Attitudes toward Toys and Games
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- Parents split on gender neutrality
- Toy selection is best left to the experts (kids)
- Traditional toys chosen for child development
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- Figure 48: Attitudes toward toys and games – part 1, September 2016
- Watch out, kids. We’re coming for your toys.
- Characters welcome
- Some kids are easy to please
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- Figure 49: Attitudes toward toys and games – part 2, September 2016
- Young shoppers seek out gender neutral toys
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- Figure 50: Attitudes toward toys and games – gender neutral toys, by gender, age, September 2016
- Women find value in traditional toys
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- Figure 51: Attitudes toward toys and games – views on traditional toys, by select demographics, September 2016
- Women are game-night champions
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- Figure 52: Attitudes toward toys and games – views on toys for adults, by select demographics, September 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Consumer survey data
- Consumer qualitative research
- Direct marketing creative
- Abbreviations
Appendix – Market
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- Figure 53: Total US sales and forecast of market, at inflation-adjusted prices, 2011-16
- Figure 54: Distribution of dollar sales of toys and games, by type, 2013 and 2015
- Figure 55: Doll ownership, May 2005-June 2016
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- Figure 56: Doll ownership, by type, April 2011-June 2016
- Figure 57: Toy gun ownership, May 2006-June 2016
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- Figure 58: Use of video games, May 2006-June 2016
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