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Belgium Toy market

Explore the latest trends and insights in the Belgium toy market, including global toy overview, Benelux toy market, and Belgium toys and games results.

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Belgium Toy market

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  1. Belgium Toy market Grand Prix du Jouet YTD August 2018

  2. Agenda • Global Toy Overview • Benelux Toy market • Belgium Toys & Games Results

  3. Global toy overview

  4. The global toy market has been growing twice as fast as GDP/capita* over the last five years 2018 $90BN +3,3% CAGR vs. 2013 $57 Source The NPD Group | Global toy report 2018

  5. Industry growth / decline by country 7/13 countries grew $ sales YTD August 2019 ** G13 -4% V 2018 Note: impact of TRU – Last date TRU accounted for in data: UK 3rd March, US 29th June, AUS 24th June 2018 ** Russia New Year’s Eve gift-giving holiday sales fell into January 2019 but December 2017 Source: The NPD Group | Retail Tracking Service | G13 $ Sales adjusted | YTD August 2019

  6. Global performance by super category Action Figures grew thanks to Figures, Collectibles & Battling Market Size ($BN USD) Loss/Gain ($MM USD) Source: The NPD Group | Retail Tracking Service | G13 $ Sales adjusted | YTD August 2019

  7. 2019: boys are back in toys (for now) Entertainment main key driver for first half +45% +18% +6% +10% +6% Battling Toys Strategic Trade Card Games Action Figures Action Figures Collectibles Mechanical/Digital Design Source: The NPD Group | Retail Tracking Service Projected & Adjusted | G13 | YTD August 2019

  8. BENELUX

  9. BN – Key take away 4/11 -10% -6% Super Categories  Toy sales €460M Licensed represented 17% 36% +262% +14% Pony Unicorn Online 26% vs. Offline -4% Source: The NPD Group | Retail Tracking Service | Benelux | YTD August 2019

  10. Belgium Toys & Games Results

  11. Belgium main figures Source: The NPD Group | Retail Tracking Service Belgium| YTD August-19 Toy sales 195M€ Volume -5%; Product-mix +4% Recover ( LY: -3%) Licencesshare (19,7%; -5%) Movies -9% Collectiblesabout 10% of sales Dolls 50% of share Top 10 groups +2% The LEGO Group #1 +3% Super Categories gain share Dolls 58 %of share gains -1% +9% 5/11 Online sales value weight Online +11%; Offline -3% 16%

  12. What’s impacting Toys? Source: The NPD Group | Retail Tracking Service Belgium| YTD August-19x Live birth change 18/17 -9% vs 2010 ( eurostat) -1% -1% Storesselling toys vs 2018 < 2019 Playground craze smaller than WCS/Bunch O ballon/Fidgets Late Summer toys Playground/Houses (-50% in May) vs weather May

  13. Monthly Sales Toys missed Easter period but succeeded to grow during the most important month (June) Monthly sales January-August Evol % Source: The NPD Group | Retail Tracking Service Belgium| YTD August-19

  14. Toyscategories Some bright spots beyond Outdoor which accounted for 60% of the market decline PS Vehicles Evol % Source: The NPD Group | Retail Tracking Service Belgium| YTD August-19

  15. Optimization started 71 600 (-5% references vs Last period Items sold 11% 80% of the market value sales is covered by 11% of the assortment Pareto law Novelties covered 26% of the 2019 assortment & 30% of the market value 1/4 Novelties Source: The NPD Group | Retail Tracking Service Belgium| YTD August-19

  16. Ecology trend The consumers pushed Manufacturers and retailers to consider sustainability Wooden toys Manufacturer Retailer 3.3% of the toys value sales but displayed double digit value growth (+27%) Hasbro is partnering with terraCycle to offer a recycling program of old Hasbro toys & Games Following 2 children petition on social network Mcdonald and Burger king UK will no longer give away plastic toys with they children’s meals Source: The NPD Group | Retail Tracking Service Belgium| YTD August-19

  17. BE - Top 10 properties Top 10 properties represented about 22% of toy market business. Sales (€M) Source: The NPD Group | Retail Tracking Data | Belgium | YTD August 2019

  18. BE - Top 5 new properties 3 movies, 1 VG & 1 Brand 1 2 3 4 5 FORTNITE POOPSIE HARRY POTTER TOY STORY LEGO MOVIE Source: The NPD Group | Retail Tracking Service | Belgium | YTD August 2019

  19. Contacts mouhamathndiaye Nicolas pons E T +33 1 41 97 26 15 T +33 1 41 97 26 37 E Nicolas.pons@npd.com Mouhatmath.ndiaye@npd.com E Account Manager Retail Manager

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