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2010 Results --A growing market (up 4.7%)

2010 Results --A growing market (up 4.7%). World Toy Market (billion $). 2. Trends are in USD using foreign exchange rates as of Dec 31 st of each year Source NPD ICTI Report 2010. 2010 toy revenues by region (billions of $) North America, Europe and Asia are now relatively equal in size.

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2010 Results --A growing market (up 4.7%)

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  1. 2010 Results --A growing market (up 4.7%) World Toy Market (billion $) 2 Trends are in USD using foreign exchange rates as of Dec 31st of each year Source NPD ICTI Report 2010.

  2. 2010 toy revenues by region (billions of $)North America, Europe and Asia are now relatively equal in size World Toy Market by Region (billion $) $23.1 +9.2% $23.3 -.7% $23.9 +2.5% $3.1 +5.6% $7.3 +10.7% $2.6 +23% 3

  3. Toy Value Trends 2011 v 10 Europe 5: +3% in 2011 Note: Europe 5 = 65% of European Sales Source: NPD Group Retail Tracking in Europe (Full Year) Consumer Tracking in U.S. (Full Year)

  4. US: 2011 sector growth VIDEO GAMES CONSUMER TECHNOLOGY • US toys under performing some other categories TOYS SOFTWARE 2011 $ % change vs. year ago 2010 -2% -4% -5% -16% +2% -1% -2% +1% +6% +1% Flat +8% +6% +7% +10% +8% +1% Flat ATHLETIC FOOTWEAR FASHION FOOTWEAR SMALL APPLIANCES WATCHES* HANDBAGS Source: The NPD Group / NPD Point of Sale & Consumer Data

  5. Consumer confidencecomparisonbycountryuptoDecember 2011 • Italy, France andthe UK reach a 2-year lowin November / December Source: European Commission, Directorate General for Economic and Financial Affairs

  6. Traditional Toy Trends by CountryYTD % Change (value) 2010 v 2011 • Worsening trend throughout the year in several countries Yr/Yr Source: NPD Group / Retail Tracking in Europe (Full Year) Consumer Tracking in U.S. (Full Year)

  7. Key Highlights

  8. Beyblade Tops Charts In 2 Countries • Top Value Selling Toy By Country 2011 SP UK GE IT FR Mini Figures - LEGO Monster High - Mattel Beyblade Asst - Hasbro Beyblade Asst - Hasbro Toffee - Preziosi Dolls Building Sets Action Figures Action Figures Plush 9 Source: NPD EuroToys / Retail Tracking

  9. Beyblade frenzy – 14th December 2011 • How badly do you want this toy? €100 for a Beyblade stadium…. Source: NPD EPoS Retail Tracking

  10. Tablets for all in continental Europe in 2012? • 1 in every 11 UK kid aged 3-6 received a ‘toy’ tablet for Christmas • Approximately 250,000 tabletsweresold in the UK in 2011 • Preschoolelectronic Learning rose by 43% for the year (Total preschool+2%) Source: NPD EPoS Retail Tracking

  11. Value Trends in Local Currency (2011 versus 2010) • Everywhere, the Big ones are getting Bigger Source: NPD Epos Retail Tracking in Europe and Consumer Service in U.S.

  12. Licensed Sales 2011 & chg vs. 2010 -3% €723m +17% €539m +24% €413m +12% €227m -12% €254m License Value Shares by country– Full Year 2010 v 11 • #1 europeanlicense??…. Cars! License Penetration (%) Source: NPD EPoS Retail Tracking

  13. Top 15 Properties Across Europe (Value)Full Year 2011 • Playmobil remains #1 property for G5 • Definition: a property includes brand and licenses sales. For Barbie it includes Mattel Barbie and toy licensees’ sales for Barbie in all monitored categories Source: NPD EPoS Retail Tracking

  14. Consumer Trends

  15. Traditional toyssalesforchildren 0-11 yearsold in € millions (+4%) January – September 2010 v 2011 • KGOO: Kids Getting Older Older or growth comes from 6 years+ flat -1% +4% +17% +1% flat +13% Source: The NPD Group / Consumer Tacking / £1 = €1,1626

  16. How is the recessionchangingbehaviour? • Lowprice points down • Non-Familypurchasesdecline • Promotionalpurchasesincreaseshare • ‘No Special Occasion’ share down in Europe 5 Source: NPD Group / Consumer & Retail Tracking in Europe Consumer Tracking in U.S. (Full Year)

  17. Price Point % Change2011 v 2010 • High pricepointsfaredbetter France Germany Italy Spain US UK Source: NPD Group Retail Tracking in Europe (Full Year) Consumer Tracking in U.S. (Full Year) – in local currency

  18. Sales change YTD September 2011 v 10 by recipient • Family first: sales plunge for ‘not-related’ 39% €% of spend YTD Sep-11 9% 19% 33% Source: The NPD Group / Consumer Tacking / £1 = €1,1626

  19. Share of Sales on Promotion Online v Offline Value Shares – January – September 2010 v 11 • Sales on promotion have increased by 2% +34% +5% flat Source NPD Consumer Panel YTD September 2010 v 2011 - £1 = €1.1626

  20. Total Online % of Toy Spend by Country 2008 to 2011 (Value sales) • Online is still gaining shares in largest countries YR/YR +28% +12% +54% +29% Note: Online shares in Italy and Spain are below 2% of the total market Source: NPD Group Consumer Tracking Europe (12 mths to Sep’) Consumer Tracking in U.S. (12 mths to Sep’)

  21. Outlook for 2012

  22. 2012 in a nutshell Online Channel growth changing shopping habits Increased Digital Gaming Into Toys & Into Europe Growth in Virtual Shops & Mobile Shopping 23

  23. 2012 in a nutshell App’ Toys & Tablets the new buzz Superheroes come & go… But Spiderman, Avengers etc will save us And of course, England to win the Euro Champs (Ah! Ah!) 24

  24. Thankyou for your time - Any questions? frederique.tutt@npd.comAnalyst Europe nicole.sangari@npd.com Sales U.S. alexander.weber@npdgroup.comSales Europe Source: NPD EPoS Retail Tracking

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