Table of Contents
- Introduction
- Geographical, national and regional definitions
- Conversion factors
- BMRB Target Group Index sample sizes
- Abbreviations
- Executive Summary
- As families get smaller, there is more expenditure on each child
- Fall in non-parents buying toys but increase in toy purchases by male
parents
- Positive growth for the Irish toy market
- Toy suppliers dominated by few large corporations
- Toy speciality stores face fierce competition
- Middle-aged primary school parents are main buyers
- Toy future set to prosper
- Market Drivers
- Growing number of households
- Figure 1: Growth in number of households with children, RoI and NI,
1991-2006
- Population of children
- Figure 2: Number of children, NI and RoI, 2000-20
- Fall in number of children in NI at all ages
- Figure 3: Number of children, by age, NI, 2000-06
- Potential in RoI as children' s population increases
- Figure 4: Number of children, by age, RoI, 2000-06
- More kids under 4
- More children between 5 and 9
- Decline in children over 10 years
- Family life starts later
- Figure 5: Average age of women at birth of first child, NI and RoI,
1991-2005
- More bills, less toys?
- Figure 6: Health of the economy, NI and RoI, 2002-07
- Rising costs of living in RoI do not indicate that the toys and games
market will suffer
- Irish shoppers watch the pennies
- SSIAs will encourage future spending
- NI consumer may have a slight advantage due to non-EU rule
- Figure 7: Average weekly earnings, by age group, NI, 2000-05
- Parents are the main buyers of toys
- Figure 8: Parents who have bought a toy or game for a child in the last
12 months, NI and RoI, by gender, 2004-06
- Figure 9: Non-parents who have bought toys in the last 12 months, NI and
RoI, by gender, 2004-06
- Children have more pocket money to spend on toys
- Computer games market remains dominant
- Figure 10: Sales of video game consoles, NI, RoI and all Ireland, 2002-05
- Price and playability
- Software
- Consoles promoting a ' lean forward' rather than ' sit back' gaming
experience
- Video games not just for boys
- Toys have changed
- Older child
- Bling generation
- More availability of learning aid toys
- Pre-school market
- Figure 11: What top ten factors people consider important when buying
toys, 2004
- Collector toys
- Figure 12: Christmas 2006 predicted top 12 toys, 2006 (UK)
- Market Size
- Figure 13: Total sales on toys and games/percentage change, RoI and NI,
2001-05
- Market Segmentation
- Figure 14: Total sales, by type of toys and game, NI and RoI, 2005
- NI shows positive growth in most toy types
- Figure 15: Total sales, by type of toys and game, NI, 2001-05
- RoI shows positive growth in toys
- Figure 16: Total sales, by type of toys and game, RoI, 2001-05
- Supply Structure
- Figure 17: Imports and exports of babycare/toy/game/sport, all Ireland,
2000-05
- Global manufacturers
- Mattel
- Figure 18: Worldwide net sales of Mattel, 2001-05
- Background
- New developments
- Hasbro
- Figure 19: Worldwide net revenue of Hasbro, 2001-05
- Background
- Bad news for Irish Hasbro workers
- New developments
- Lego
- Figure 20: Worldwide revenue of Lego, 2001-05
- Background
- New developments
- Lego is back to its original direction
- Tomy
- Figure 21: Worldwide net revenue of Tomy, 2003-05
- Tomy Merger
- New developments
- Irish Manufacturers
- Gosling Games
- Distribution
- Specialist toy stores versus superstores
- Internet shopping may be the toy retail future
- Smyths Toys
- Background
- Future developments
- Products supplied
- Byrne' s World of Wonders
- Background
- Products supplied
- Argos (Subsidiary of Home Retail)
- Background
- Future developments
- Early Learning Centre
- Background
- Toys R Us
- Background
- Little Tiger Toys
- Background
- Products supplied
- Mimitoys
- Background
- Brands supplied
- The Consumer
- RoI sees rise, NI sees fall in adult toy buyers
- Figure 22: Percentage of adults who have bought a toy in the last 12
months, RoI and NI, 2004-06
- Middle-aged parents are most likely to buy toys
- Figure 23: All adults who bought a toy or game in the last 12 months, by
demographic groups, RoI and NI, 2004 and 2006
- Parents most likely to buy toys
- Figure 24: Percentage of adults who have bought a toy in the last 12
months, NI, 2004-06
- Figure 25: Percentage of adults who have bought a toy in the last 12
months, RoI, 2004-06
- RoI consumers spending more on toys and games -- NI consumers spending less
- Figure 26: Adults who bought toys or games in the last 12 months, by
expenditure, RoI and NI, 2004-06
- Figure 27: Percentage of parents and non-parents who bought toys or
games in the last 12 months, by expenditure, NI and RoI, 2004 and 2006
- Figure 28: Percentage of parents and non-parents who bought toys or
games in the last 12 months, by expenditure, NI and RoI, 2006
- Figure 29: Percentage of adult who bought toys or games in the last 12
months, by expenditure, by demographic groups, NI, 2006
- Figure 30: Percentage of type of adult who bought toys or games in the
last 12 months, by expenditure, by demographic groups, RoI, 2006
- The Future
- 2006/07 to be a great year for the toys and games market
- Infant sector will continue success
- Manufacturing in Ireland remains difficult
- Movie sequels to drive toy and merchandise
- New purchasing occasion beyond Christmas and birthdays!
- Forecast
- Figure 31: Total sales of toys and games, NI, 2001-11
- Figure 32: Total sales of toys and games, RoI, 2001-11
- Appendix
- Lifestage
- Figure 33: Lifestage definitions and lifestages as percentage of
population, RoI and NI, 2005
- Figure 34: Gross national disposable income, RoI 2000-05
- Household composition
- Figure 35: Number of households with at least one child, RoI and NI,
1991-2006
- Figure 36: Trend of birth-rate, RoI and NI, 1980-2005*
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