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TOYS AND GAMES

sector Overview:

The toys and games market is dominated by American children who receive around $400 each of new products a year compared to an average $34 elsewhere. Split into three primary subsectors - games consoles, games software and traditional toys and games – the market is growing at around 5% a year and is expected to be worth over $100bn by the end of 2010. While children have not given up on traditional toys altogether, the introduction of videogames, computers, MP3 players and online gaming has provided fierce competition to established companies for their attention. The traditional subsector is however still over half the market and is lead by the two US based majors Mattel and Hasbro with annual sales in 2007 of $5.7bn and $3.8bn respectively. With brands including everything from Barbie, Polly Pocket, Transformers and My Little Pony through to Matchbox, Tonka, Fisher-Price and Milton Bradley, these two dominate the US market and have extensive sales across many other countries to boot.

Other key players in the sector include Japan’s Bandai Corporation which has a diverse portfolio ranging from products for vending machines, cards and models through to arcade video game machines and software for home and mobile use. Number 4 and 5 in the size league are MGA Entertainment and LEGO. Alongside the manufacturers, several retailers have significant market sway. In the US, the likes of Wal-Mart, Kmart and Target control over 30% of the market while specialist chains such as FAO Schwarz and Toys R Us have had intermittent influence. However with FAO filing for bankruptcy twice in 2003 and several dot.com e-tailers failing, there has been recent realignment between the channels with, for example, Amazon.com now providing shipping and order fulfilment for toysrus.com. Although with $22.1bn sales in 2007, the US is the primary market, 80% of all toy products sold worldwide are made in China. By and large, this transfer of production has been a success but, in 2007, recalls by Mattel due to concerns about unsafe paint raised concerns for the future.

ONES WE ARE WATCHING

 

Embraer
Embraer, the Brazilian manufacturer of regional jets, is going from strength to strength and has now sold over 1000 of its ERJ product. With net sales of over $5bn in 2007 and net income of just under $0.5bn, its 170/190 ranges of commercial airliners have been a huge success with new orders from airlines including KLM, Lufthansa, Virgin Nigeria and TACA. Moreover, riding the fractional ownership wave created by the likes of Net-Jets in the rapidly expanding executive jet market, Embraer’s Phenom family now has over 700 orders. Add to this the recent creation of an after-sales services business, and Embraer is now a major player on the world aviation stage.

EADS
Airbus manufacturer EADS is again in the midst of politically driven reorganisation but it has some excellent new products. Unlike the 787, the A380 is flying, albeit a bit later than promised, and orders for this mammoth product are being fulfilled. At this same time the A350 is in development and, in the military arena, EADS’s probable success in winning the second-biggest military procurement contract of all time for aerial-refuelling tankers is causing ructions in Washington. Yes, EADS is allegedly subsidised by the French and German governments but the Pentagon usually gives Boeing a helping hand. EADS is resurgent and, with a proactive policy towards China, tipped for growth.

 

 

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