Is There THE European Market For Toys? - PowerPoint PPT Presentation

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Is There THE European Market For Toys?

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Overview of the European Toy market looking at diversity and market by market characteristics. Visit: www.stevenreece.com – PowerPoint PPT presentation

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Title: Is There THE European Market For Toys?


1
Is There THE European MarketFor Toys?
2013 RG Marketing Ltd. All rights reserved.
  • Steve Reece
  • steve.reece_at_vicientertainment.co.uk
  • www.stevenreece.com

2
About Steve
  • Background in Toy Game Brand Commercial
    management, with Hasbro, Activision
    Imagination.
  • Run Toy industry Consultancy.
  • Career Toy industry Sales of 255m. Last 2 Toy
    Industry ventures went from 0-50m 0-3m .
  • Last 2 Brand Portfolios worked on sold for in
    excess of 130m.
  • Managed Hasbro Brands across 43 European markets.
    Set up new Distribution company into 22 European
    markets. Today work across all European
    countries.
  • Toy Industry Blog www.stevenreece.com
  • Virtual World Licensing Blog www.VirtualWorldLice
    nsing.com

3
Brands Worked With / For Include
N.B. All trademarks are the property of their
respective owners.
4
Comparative Context
5
BUT
6
European Markets
7
European Markets
  • Albania, Andorra, Austria, Belarus, Belgium,
    Bosnia Herzegovina, Bulgaria, Croatia, Cyprus,
    Czech Republic, Denmark, Estonia, Finland,
    France, Germany, Greece, Hungary, Iceland,
    Republic of Ireland (Eire), Italy, Latvia,
    Liechtenstein, Lithuania, Luxembourg, Republic of
    Macedonia, Malta, Moldova, Monaco, Montenegro,
    Netherlands, Norway, Poland, Portugal, Romania,
    Russia, San Marino, Serbia, Slovakia, Slovenia,
    Spain, Sweden, Switzerland, Turkey, Ukraine,
    United Kingdom, Vatican City.

8
Languages - Parlez-vous Sprechen English? -
  • 40 Major European Languages (!)
  • Albanian, Basque, Belarusian, Bosnian, Bulgarian,
    Catalan, Croatian, Czech, Danish, Dutch, English,
    Estonian, Finnish, Flemish, French, German,
    Greek, Hungarian, Icelandic, Irish, Italian,
    Latvian, Lithuanian, Luxembourgish, Macedonian,
    Maltese, Moldovan, Norwegian, Polish, Portugese,
    Romanian, Russian, Scottish Gaelic, Serbian,
    Slovak, Spanish, Swedish, Turkish, Ukrainian,
    Welsh.
  • Practically - work with 99 of distributors in
    English, and many Northern European countries in
    English, but Southern Europe likely to need
    French, Spanish, Italian etc.
  • Product wise, this makes things tricky if you
    have text heavy products i.e. board games, expect
    multiple language versions.
  • Some Toys can have 17 languages on (where only
    legal lines needed).

9
The Conclusion
Europe is a large, but highly fragmented region!
10
A Winning Approach
11
Key Toy Companies In Europe
12
Retail Structures
  1. Germany very decentralised, thousands of
    independent stores, department stores etc.
  2. France dominated by Hypermarché, followed by
    Toy specialist chains/groups.
  3. UK Argos No. 1, followed by Grocery, Toy
    Specialists, online.
  4. Spain Hypermarché, plus El Corte Ingles a major
    department store
  5. Italy Hypermarché Toy Specialists, with a Toy
    company owning a significant age of the Toy
    retail market (GP).
  6. Scandinavia very decentralised, and varies
    between countries, but Toy specialists key.

13
UK Toy Retail
14
France Toy Retail
15
Germany Toy Retail
16
Product Differences
  • Germany traditional i.e. Construction play
    (Playmobil/Lego), higher quality, less Licensed.
  • UK very license driven, price more important
    than quality!
  • France global products plus local media driven
    products.
  • Spain license driven. Everything TV advertised.
  • Italy license driven, vehicles.

17
Currencies
  • Fortunately most of Europe (in commercial terms)
    uses the uro.
  • Most notable exception is the British who retain
    the .
  • Other markets who have local currency include
    Denmark, Norway, Poland, Sweden, Switzerland.
  • Most Toy companies will be working in USD, Euro
    and GBP.

18
The European Union
  • In practical, commercial terms, The European
    Union regulates and harmonises so that good can
    move freely across the European Union
    countries.
  • (Theoretically at least!) no import tariffs with
    the European Union.
  • Still quotas tariffs for goods entering the EU
    from outside.
  • Practical commercial law combination of local
    country and EU wide.

19
So is there THE European Market?
20
The Practical Guide To Doing Toy Business In
Europe
  • Virtually impossible to give a good understanding
    of a complex market such as EU Toy market via
    short presentation.
  • For more depth, insights and hints on how to get
    things done, our published report is available
    here http//www.toymarketingacademy.com/practical
    -guide-to-doing-toy-business-in-europe/

21
Is There THE European Market?
2013 RG Marketing Ltd. All rights reserved.
  • Steve Reece
  • steve.reece_at_vicientertainment.co.uk
  • www.stevenreece.com
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