Market Analysis, Size, Share and Forecast

8 August 2016

Toys are a treat so shopping for them should reflect this. Going to shop for toys should be great fun, an experience for parents and kids. And stores should be inspiring, lively places which entertain as well as sell. If not people won’t bother to go to a toyshop, they will be more likely to buy online or from a supermarket.

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Table of Content



Executive Summary

The market
Figure 1: Consumer spending on toys and games, 2008-18
Market factors
More children but fewer families
Stronger economy
More convenient internet connections
Kids use home technology to play
44% buy toys for Christmas
Companies, brands and innovation
Figure 2: Share of toys and games, by type of retailer, 2009 and 2013 The consumer
Where they buy toys
Figure 3: Where people buy toys, in-store and online, December 2013 Attitudes to shopping for toys
Figure 4: Attitudes towards toy shopping, December 2013
What would encourage them to buy from a shop?
Figure 5: Factors that would encourage people to shop for toys in-store, December 2013 What they think about toys and games
Figure 6: Attitudes towards toys and games, December 2013
Figure 7: Target groups for toys and games retailers, December 2013 What we think

Issues and Insights

How can retailers escape the discounting trap?
The facts
The implications
Is there a future for specialist toy shops?
The facts
The implications
Will online retailing engulf toys?
The facts
The implications
Do people still value conventional toys and games?
The facts
The implications

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Trend Application

Trend: Never Say Die
Trend: Extend my Brand
Mintel futures: Generation Next

Internal Market Environment

Key points
Family spending on toys and games
Figure 8: Changes in family spending habits on toys/games (including video
games) for child (ren), June 2013 Figure 9: Changes in family spending habits on toys/games (including video games) for child(ren), by financial situation, June 2013 Toys as Christmas presents

Figure 10: People who bought toys as gifts for Christmas 2013, by financial situation, January 2014 Figure 11: Toys and games bought as gifts for Christmas 2013, by age and age of children, January 2014 Children using home technology

Figure 12: Technology that children use in their homes, September 2013 What families do together
Figure 13: Family lifestyles, June 2013

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Broader Market Environment

Key points
Children in the population
Figure 14: Number of children in the UK aged up to 14, by age band, 2008-18 Shifting lifestages
Figure 15: Forecast adult population trends, by lifestage, 2008-18 ABs remain the largest socio-economic group
Figure 16: Forecast adult population trends, by socio-economic group, 2008-18 Personal disposable income will grow
Seven in 10 now own a smartphone
Figure 17: Personal ownership of mobile phones, January 2012-September 2013 Connected and mobile
Figure 18: Household ownership of portable computers, January 2012-September 2013

Competitive Context

Key points
Figure 19: Consumer spend on toys and games in context, 2009-13

Strengths and Weaknesses in the Market


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