Shelf Space Comparison In Linear Feet at Wal-Mart, Target, and Toys “R” Us 1,200 1,000 800
Dec. 29. 2013
600
Apr. 5, 2014
400
July 4, 2014
200
Aug. 2, 2014 Fig ur es
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figures—a category that represented 6 percent of all toy retail sales in the U.S. last year and that in terms of sales could well be overtaken this year by the hybrids. Needless to say, it is virtually certain that more hybrids will enter the toy space and upset the applecart in other categories, particularly dolls, board games, and vehicles. In addition, there will be more entrants into the action figure and preschool space. To wrap things up—yes, there will be a Christmas, but that is about the only thing you can take for granted. ■
Source: Klosters Retailer Panel
A good way to demonstrate the importance retailers attach to hybrids is to look at the shelf space they give to the two brands today. The chart above compares hybrids with action
Lutz Muller has been active in the global toy and video game market since 1984. He has lived and worked in Europe, Asia, Latin America, Australia, and the U.S. His insights are based on his daily contacts with toy buyers at big-box stores in the U.S. and Europe, his proprietary retailer panel in the U.S., and his third-party manufacturing contacts in China.