happenings
Toy Industry Association
TIA to Present
New Global Market Research at Toy Fair 2014
by Ashlee Neuman, communications specialist/content developer, Toy Industry Association
N
ew global market research from the Toy Industry Association (TIA) reveals areas of opportunity for U.S. manufacturers looking to export into the growing Chinese and Brazilian toy markets. From underrepresented toy categories to strategies for reducing high import taxes and more, the findings will be presented during educational sessions at this year’s American International Toy Fair. “The Chinese and Brazilian toy markets are the third and seventh largest in the world, respectively, and have each experienced significant growth in recent years,” says Anne McConnell, TIA’s director of market research and data strategy. “This important body of research will provide companies with quantitative intelligence on opportunities as well as potential challenges they may face as they prepare to enter these increasingly important markets.” After completing studies on behalf of TIA, research firm Altios International found that the arts and crafts category in Brazil is underdeveloped with limited offerings, and could be a niche for manufacturers to explore more deeply. U.S. toymakers should also note that licensing is a powerful sales driver in Brazil, helping to raise the popularity of toy categories such as board games, many of which are based on
38 • THE TOY BOOK
TV series. In fact, among Brazilian children ages 3 to 14, games are one of their top three favorite playthings, according to Kidz Global, an international market research consultancy that developed a second set of data for TIA. But video games and tablets outstrip other categories as the most popular, with 55 percent of kids saying those are their toys of choice when playing at home. This is not surprising, perhaps, as the research report states that Brazilian consumers have a penchant for innovative, tech-based products. The full report also includes data on popular playthings for infants ages 0 to 2. continued on page 295
Source: KIDS GLOBAL
FEBRUARY 2014