european market UPDATE Innovative Toys, Classic Brands Set to Boost European Toy Market During Holidays
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etween January and mid-October 2013, toy sales in Europe were flat compared with the same period in 2012, which is due to the combination of declining sales in the UK and Italy, as well as growth in France and Germany. Meanwhile, Spain seems to have stabilized at least for the first nine months of the year. The UK’s decline might come as a surprise since the country’s economy is in rather good shape compared to the Euro zone. But post-Olympics sales declines, poor outdoor toy sales (due to bad spring weather), and the absence of a big summer movie blockbuster to compensate for some failing licenses all contributed to a slight decrease in consumer spending. That said, Europe is expected to stay flat or even slightly up for the full year as an array of new, exciting products are coming into the market. “Thanks to strong innovation in the hightech sector, as well as solid performances in more traditional segments, we expect the year to end on a positive note for the toy market,” says Frédérique Tutt, global toy analyst for The NPD Group. “The increase of ‘special occasion’ toy spending combined with the growth of sales in the more expensive categories are great news for the sector, and should have a positive impact this Christmas.’’ Furby, from Hasbro, illustrates this trend perfectly. The
furry little icon has only just been introduced in continental Europe, and, after making it to No. 1 in the UK in December 2012, it is already in a strong position in several other countries. No. 1 in both Spain and the UK again this year, and No. 2 in France for week 46, Furby is competing with Storio 2/Innotab, from VTech, for the most coveted European toy of the year spot. Christmas 2013 leaned toward the tech side and tablets for kids ages 18 months to 10 years were piling up under the trees. Connected toys that link and share content with tablets are slow to take off (aside from Furby). Sales of Spin Master’s Flutterbye Fairy, Manley Toys’ Teksta, and Spin Master’s Zoomer are comparable to what we’ve seen in the U.S. Classic European brands and play patterns are doing equally well. Lego and Playmobil are as popular as ever with boys and girls alike. The extended range of Lego Friends is further growing the brand and Playmobil is enjoying the success of its City Life brand thanks to the new City Life Shopping Centre, its best-selling item in week 46 behind the Advent Calendar. The roll out of the line in the rest of Europe during 2014 is likely to create a stir in the girls’ category. All in all, we expect the last three weeks of the year to beat all previous records for a late Christmas. ■
TOP 10 TOYS WEEK 46 (THROUGH NOV. 17)
TOP 10 TOYS WEEK 46 (THROUGH NOV. 17)
FRANCE
GERMANY
RANK 1 2 3 4 5 6 7 8 9 10
TITLE Storio 2/Innotab Tablet, VTech Furby Hot & Cool, Hasbro Cicciobello Bobo, Preziosi New Xoomy Maxi, Ravensburger Kidi Secrets Diary, VTech Storio 2/Innotab Games, VTech Big Hotel, Playmobil Chima Lion Chi Temple, Lego Chass Fantomes, Megableu Advent Calendar, Playmobil
Source: EuroToys Retail Tracking Service
DECEMBER/JANUARY 2014
RANK 1 2 3 4 5 6 7 8 9 10
TITLE Advent Calendar, Playmobil Storio 2/Innotab Tablet, VTech Technic Mobile Crane, Lego Star Wars Advent Calendar, Lego City Life Shopping Centre, Playmobil Tiptoi Starter Set, Ravensburger Friends Yacht, Lego City Advent Calendar, Lego Furby Hot & Cool, Hasbro Star Wars Republic Gunship, Lego
Source: EuroToys Retail Tracking Service
THE TOY BOOK • 7