The Asian toy market, is worth US$22.7 billion, with year-on-year growth of 4.5% in 2010, and accounted for 27% of toy sales worldwide. This markets-pace is the second fastest growing globally, registering a CAGR of 8.7% in sales (2006-2010). Japan is the biggest toy market across Asia and is worth US$5.93 billion. Four leading markets (Japan, China, India and Australia) constituted 70% of regional spending on Toys in 2010. China is the largest manufacturer and exporter of toy products worldwide, and accounts for 66% of the total sales volume.


The Australian toy market is one of the most attractive across Asia-Pacific with an average spending of US$600 per child per annum. Further, Asia has the biggest population of children (aged between 0-14) constituting 70% of global population of children. India and China alone have 584 million children. Improved household income and a huge child population are core drivers which encourage international manufacturers and retailers to enhance operations in the fragmented Asian toy market-space.
 

 

Southern China is the biggest manufacturing cluster accounting for 70% of the Christmas toys sold worldwide, and hosting 3,000 enterprises that have a 10 million strong workforce. Currency fluctuation (due to payment credit limit of 3 months), hike in labor overhead expense and shortage of skilled handicraft workers are the core risks faced by Chinese toy manufacturers, which hamper net margins on a long-term basis. The manufacturing risks are predominantly optimized via replacement of 80% of the product portfolio to offer improved margins annually.

 

Animal based toys constitute the largest segment exported from Asia to North America and European continents with an emerging demand for the intellectual toy segment. A majority of Asian toy manufacturers are aggressively updating technological platforms to move up the value chain (i.e., focus on production of green, electrical, intellectual and adult toys instead of low end plastic & wooden ones). There have been growing concerns over the export of plastic toys from Asia to advanced economies, due to the usage of hazardous chemicals and stringent safety norms. Further, intellectual and wooden toys as well as plush exported products have recorded moderate growth rates in the Americas and Western Europe. Thus, it is seen that the dynamics of the global manufacturing market favor Asian toy producers due to cost arbitrage along with knowledge workforce availability.

 

Asian toy manufacturers are aggressively focusing on Tier I and Tier II domestic markets (India, China, Australia, Japan & South Korea) to reduce dependency on export driven revenue mix owing to national government stimuli packages for consumers (especially across Australia and China). Domestic markets in Asia are highly fragmented, with international toy brands (Simba Toys, Fisher-Price and Hamleys) entering unorganized segments in collaboration with local non-grocery retailers, thereby improving long-term value propositions for stakeholders.

 

Finally, although the domestic and leading export market demand has surged in the past 8-10 months for Asian toy manufacturers, they face the long-term requirement of upgrading labor intensive processes to improve low net margins (average of 4%) along with stringent safety governance costs.

 

Sources: International Council of Toy Industries (2011), The NPD Group Inc (2010), Datamonitor (2010), Indian Toy Manufacturers Association, The Japan Toy Association, www.toy-cta.org and www.austoy.com.au



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Mattel Inc

  • Pays : Etats-Unis
  • Group revenue : Global Revenues (2010): US$5.3 billion
  • Position : Toy Manufacturer & Distributor

One of the oldest toy manufacturer & distributor worldwide, with Asia accounting for 5% of group revenues in 2010. Barbie and Hot Wheels are the flagship toy brands of Mattel. It is publicly listed on NASDAQ stock Exchange incepted in 1944. The company operates wholly owned manufacturing facilities in Indonesia and China.


TOMY Co

  • Pays : Japon
  • Group revenue : Global Revenues (2010): US$1.9 billion
  • Position : Toy Manufacturer & Distributor

Oldest toy manufacturer & distributor in Japan, with domestic market contributing 91% of group revenues in 2009-2010. The company focusses on product portfolio targetting baby & toddler and preschool children segments. It is listed on Tokyo Stock Exchange, with market capitalisation of US$846 million (2011). The business was incorporated in 1924.


Namco Bandai Holdings

  • Pays : Japon
  • Group revenue : Global Revenues (2010): US$4.07 billion
  • Position : Toy Manufacturer & Distributor

One of the leading toy producers in Japan, with Asian market accounting for approximately 81% of group revenues in 2009-2010. It is publicly traded on Tokyo Stock Exchange, with market capitalisation of US$2.9 billion (March 2011). Doll & toy is the core segment accounting for 38.5% of total revenues in 2010.


Simba Toys

  • Pays : Allemagne
  • Group revenue : Global Revenues (2010): US$83 million
  • Position : Toy Manufacturer & Distributor

One of the fastest growing arcade and professional toy & game manufacturer across Europe, with strong presence in domestic marketspace i.e. Germany. It was incorporated in 1982. In 2010, the company plans to agressively expand education toy & gaming segments across Asia (especially India).


Aurora World Corporation

  • Pays : Corée du Sud
  • Group revenue : Global Revenues (2010): US$55.1 million
  • Position : Toy Manufacturer & Distributor

Leading character centric toy manufacturer in South Korea established in September 1985. Core toy brands produced stood as Angel Cafe, Micropets, Urago, Sugarbunnies and Love Pet. It has wholly owned production facilities in China and Indonesia. The company is publicly trade on Korean Stock Exchange with market capitalisation of US$23.4 million (2011).


Lelo

  • Pays : Suêde
  • Group revenue : Global Revenues (2010): US$5.4 million
  • Position : Toy Manufacturer & Distributor

One of the biggest adult toy manufacturer and distributor worldwide with presence in 40 countries. The company operates manufacturing facility in China (Suzhou city). It was incepted in September 2003.


HASBRO

  • Pays : Etats-Unis
  • Group revenue : Global Revenues (2010): US$4 billion
  • Position : Toy Manufacturer & Distributor

One of the fastest emerging toy manufacturer in Asia, with North America constituting 60% of group revenues in 2009-2010. Adventure & action based toy brands (GI Joe, Transformer, MASK etc) are the core product portfolio. It is publicly listed on NASDAQ stock Exchange established in 1926. The company has been pioneer in outsourcing manufacturing & assembly operations in China for past 10-15 years.


Hanung Toys and Textiles

  • Pays : Inde
  • Group revenue : Global Revenues (2010): US$180 million
  • Position : Toy Manufacturer & Distributor

One of the largest toy producer & distributor in India with manufacturing facility portfolio of 3 (2011). Play-n-Pets and Splash are the core toy brands marketed in Asia. It is publicly listed on Bombay Stock Exchange incepted in 1990. India accounted for 27% of group revenues in 2009-2010.


Lego

  • Pays : Danemark
  • Group revenue : Global Revenues (2010): US$1.8 billion
  • Position : Toy Manufacturer & Distributor

One of the oldest wooden and plastic toy manufacturer worldwide, with strong market penetration in Western Europe. Star Wars and Harry Potter are core toy brands marketed in past 1-2 years (2009-2010). It is family controlled enterprise with Ole Kirk Christiansen members controlling 100% of equity (March 2011).


Spin Master

  • Pays : Canada
  • Group revenue : Global Revenues (2010): US$32.4 million
  • Position : Toy Manufacturer & Distributor

One of the fastest emerging toy distributor in Asia with strong market presence in Hong Kong and Australia. United Kingdom and France are the core markets incepted in 1994. Hair Hogs & Chaotic are the core toy brands distributed worldwide.


Kiu Hung Energy Holdings

  • Pays : Hong Kong
  • Group revenue : Global Revenues (2010): US$15.7 million
  • Position : Toy Manufacturer & Distributor

One of the vertically diversified business entity publicly traded on Hong Kong Stock Exchange. Toy manufacturing is the core business segment accounting for 99.7% of group revenues. The company ventured into coal mining & extraction via acquisition of Sino View Group in August 2010.


JAKKS Pacific

  • Pays : Etats-Unis
  • Group revenue : Global Revenues (2010): US$747 million
  • Position : Toy Manufacturer & Distributor

One of the leading pet toys manufacturer and distributor worldwide, with Asia accounting for 6% of group revenues in 2010. North America is the core market for Jakks constituting 88% of total revenue mix. It is publicly listed on NASDAQ stock Exchange with market capitalisation of US$522 million (March 2011).


Tiger Electronics

  • Pays : Etats-Unis
  • Group revenue : Global Revenues (2010): US$1.6 million
  • Position : Toy Manufacturer & Distributor

Niche electronic toy manufacturer and distributor worldwide with strong focus on education children leisure segment. The company has secured liceses for Star Wars, Barney and Arthur legends for manufacturing of toy concepts. It has third party electronic toy production agreements with Hasbro and Sega.


Hongma Toys

  • Pays : Chine
  • Group revenue : n.a
  • Position : Toy Manufacturer & Distributor

Horizontally diversified toy manufacturer and retailer in China, with product catalogue of 0.15 million. It is privately held corporation. Electric, doll and car toys are the core business segments for Hongma Toys Co.



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