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According to the report “Toys & Games: Market Report 2009, 23rd Edition” available at http://www.reportbuyer.com/
The child population in the UK has been growing since the early years of the millennium due to the rising birth rate. In addition, smaller average family sizes and the trend of becoming older parents have resulted in a positive environment for the toys and games market. However, the slowdown in the economy from 2008 has had a negative impact on sales. A second successive poor summer in 2008 also limited demand for outdoor toys and seasonal purchases. This was exacerbated by a focus on prices and discounting in the pre-Christmas 2008 season.
Character licensing and branding are key value drivers in the market, with a strong presence across the product categories. The major suppliers in the industry trade internationally and brands often have a global reach. Merchandising from television and films has become an important feature with licenses for toys and games often agreed long before the airing of the related programme or movie. Major merchandising activities in 2008 related to titles such as In the Night Garden, Ben 10 and High School Musical. More established names also continue to perform well, including Barbie, Thomas & Friends and Disney, for example.
The 103 page report states that the UK market remains fragmented in terms of supply and retail. More than 600 groups are involved in the manufacture of toys in the UK; the majority of these are relatively small operations. However, the market is led by international giants such as Mattel, Hasbro, Lego, Tomy and Bandai.
In 2008, a major name in toys and games retail, Woolworths, disappeared from the UK high street, enabling other players, including independents, to gain a greater share of the market. However, an increasing share of trade is also going online.
The toys and games market is facing another difficult year in 2009, as negative economic growth and inflation are forecast. However, there is expected to be some recovery in sales from 2010.
The report “Toys & Games: Market Report 2009, 23rd Edition” is available from Report Buyer at:
http://www.reportbuyer.com/
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