Global toy market: Mattel views Latin America as $1 billion region

Press release   •   May 01, 2013 14:01 BST

n the developed economies, the prevalent demographic trend is population ageing, where children account for a smaller proportion of the total population, and the core consumer group for toys is shrinking. However, when emerging markets are added to the picture, it is apparent that an even higher number of 0-14 year-olds are beginning to buy branded toys for the first time, more than offsetting the trends seen in developed markets.

If households in the emerging economies were to start spending even a fraction of what developed countries spend on toys, this would translate into the world's toy market multiplying a number of times.

Regardless of the demographic advantage, it is the rise in disposable incomes in emerging economies that is contributing most to market size gains. Over 2006-2011, disposable income proved to be a better indicator for toy spending in emerging markets than demographics.

Emerging markets have been the main driver of global traditional toys and games sales for a while. Latin America has repeatedly won the crown as the region with the highest growth rate, and Eastern Europe and Asia Pacific have been not too far behind. This comes in contrast to slowing toy sales in developed economies, in turn meaning that toymakers are repositioning themselves towards emerging markets at an even greater pace.

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