Euromonitor International has found that the global sales of toys and games increased 3.6% in 2014. While traditional toys and games accounted for 56% of global sales, video games sales are increasing due to the popularity of mobile games.
In 2014, video games saw 5.7% growth, with traditional toys and games growing only 2.1%.
One of the biggest trends seen in toys and games is the rise in popularity of toys-to-life products. Toys-to-life allows consumers to take a collectible figure and turn it into a playable character in a computer or video game, and the concept appeals not only to children but to older demographics. The toys-to-life category offers traditional toys and games companies the opportunity to tap into the growing digital game market with key players such as LEGO expected to enter the market this year with their LEGO dimensions series.
“Communication, mobile and computer technology has had an effect on all aspects of consumer behavior including play time, which explains why video games and toys-to-life have performed so well,” says Euromonitor's Senior Toys and Games Analyst, Mykola Golovko.
"As the line between physical and virtual worlds is growing even thinner, the growing popularity of products such as Skylanders and Disney Infinity will continue.”
The global toys and games market is expected to experience 2.7% CAGR over the 2014 to 2019 forecast period with emerging markets in Asia Pacific as well as the Middle East and Africa as the main drivers for growth. The Asia-Pacific market is expected to be the fastest growing region with retail values sales growing at 4.6% CAGR.
In 2014, video games saw 5.7% growth, with traditional toys and games growing only 2.1%.
One of the biggest trends seen in toys and games is the rise in popularity of toys-to-life products. Toys-to-life allows consumers to take a collectible figure and turn it into a playable character in a computer or video game, and the concept appeals not only to children but to older demographics. The toys-to-life category offers traditional toys and games companies the opportunity to tap into the growing digital game market with key players such as LEGO expected to enter the market this year with their LEGO dimensions series.
“Communication, mobile and computer technology has had an effect on all aspects of consumer behavior including play time, which explains why video games and toys-to-life have performed so well,” says Euromonitor's Senior Toys and Games Analyst, Mykola Golovko.
"As the line between physical and virtual worlds is growing even thinner, the growing popularity of products such as Skylanders and Disney Infinity will continue.”
The global toys and games market is expected to experience 2.7% CAGR over the 2014 to 2019 forecast period with emerging markets in Asia Pacific as well as the Middle East and Africa as the main drivers for growth. The Asia-Pacific market is expected to be the fastest growing region with retail values sales growing at 4.6% CAGR.
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