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WWW.IBISWORLD.COM
Zeeshan Haider
16 International Trade
34 Key Statistics
Industry Definition
19 Business Locations
34 Industry Data
Main Activities
Similar Industries
21 Competitive Landscape
Additional Resources
34 Annual Change
3 Industry at a Glance
34 KeyRatios
4 Industry Performance
24 Barriers to Entry
Executive Summary
25 Industry Globalization
Current Performance
26 Major Companies
Industry Outlook
26 Hasbro Inc.
30 Operating Conditions
13 Products & Markets
30 Capital Intensity
13 Supply Chains
31 Revenue Volatility
15 Demand Determinants
15 Major Markets
33 Industry Assistance
WWW.IBISWORLD.COM
Main Activities
Similar Industries
Additional Resources
WWW.IBISWORLD.COM
Industry at a Glance
Toy, Doll & Game Manufacturing in 2015
Key Statistics
Snapshot
Revenue
Profit
Exports
Businesses
$1.9bn
-4.8%
-1.7%
573
$102.5m $1.6bn
% change
Hasbro Inc.
9.7%
20
0.36
10
0.34
0.32
-10
Market Share
0.30
-20
0.28
-30
-40
Year 07
09
11
Revenue
13
15
17
19
21
0.26
Year 07
09
11
13
15
17
19
21
Employment
SOURCE: WWW.IBISWORLD.COM
p. 26
4.0%
4.0%
10.1%
Trade-weighted index
Demand from hobby
and toy stores
Per capita disposable
income
16.9%
p. 4
Industry Structure
41.7%
Demand from
department stores
23.3%
SOURCE:
WWW.IBISWORLD.COM
SOURCE:
WWW.IBISWORLD.COM
Decline
Regulation Level
Heavy
Revenue Volatility
High
Technology Change
Medium
Capital Intensity
Low
Barriers to Entry
Medium
Industry Assistance
Low
Industry Globalization
High
Concentration Level
Low
Competition Level
High
FOR ADDITIONAL STATISTICS AND TIME SERIES SEE THE APPENDIX ON PAGE 34
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Industry Performance
Despite
WWW.IBISWORLD.COM
Industry Performance
115
0.34
105
0.32
95
Index
0.36
0.30
0.28
0.26
Year 07
85
75
09
11
13
15
17
19
21
65
Year 07
09
11
13
15
17
19
21
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Industry Performance
Current
Performance
Diving demand
Operators
reliance on
retail demand resulted
losses during the recession
owning their distribution and retail outlets,
or by selling directly to third-party retailers,
manufacturers can better manage
production volumes and maximize profit
margins. Unfortunately, operators
increasing reliance on retail demand
resulted in painful losses during the
recession and immediately after, when
retail spending plummeted.
Fortunately, demand for toys, dolls and
games has been rebounding as the economy
has gradually recovered. In 2010, consumer
sentiment and household disposable income
rose, encouraging consumers to increase
spending that they withheld at the height of
the recession. Revenue for the Hobby and
Toy Stores industry (IBISWorld report
45112) also increased in 2010 and has been
on the rise ever since. Such increases in
downstream demand are expected to bolster
demand at the manufacturing level.
WWW.IBISWORLD.COM
Industry Performance
Produced in China
To
remain buoyant in
a contracting industry,
operators were forced to
reduce markups
WWW.IBISWORLD.COM
Industry Performance
Changing tastes
In
response to a changing
market, operators
focused on electronic and
interactive toys
on electronic and interactive toys. In
addition, operators have invested
millions of dollars in attempts to spur
more demand for traditional toys by
bringing them into the 21st century. For
example, Mattel debuted its Barbie
Digital Dress Doll at the New York Toy
Fair in February 2013. The doll features a
dress with an LED touch screen on which
children can create custom designs.
Other plans for Barbie in 2013 included
three full-length animated features, as
well as a comprehensive digital
experience, including online games and
Barbie webisodes.
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Industry Performance
Industry
Outlook
Downstream demand
picks up
Increasing pressure
from retailers
Industry revenue
10
% change
0
-10
-20
-30
-40
Year 07
09
11
13
15
17
19
21
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Industry Performance
Increasing pressure
from retailers
continued
Due
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Industry Performance
Life Cycle Stage
20
Maturity
Quality Growth
Company
consolidation;
level of economic
importance stable
15
10
Quantity Growth
-5
Decline
Shrinking economic
importance
-10
-10
-5
10
15
20
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Industry Performance
industry
is D
eclining
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Supply Chain
45112
45322
32221
32614
32619
32629
33121
Electronic toys
Electronic toys make up the largest
product segment within the Toy, Doll
and Game industry, and are expected to
generate an estimated 41.7% of total
industry revenue in 2015. This product
segment includes electronic pets,
hand-held games, radio-controlled toy
cars and internet plug-and-play games.
Over the past five years, this product
segment has grown in response to
changing consumer demand. Kids
between the ages of eight and 12 are
increasingly demanding more
sophisticated toys, such as cell phones,
laptops and learning-oriented video
games. While youth-oriented electronic
toys continue to grow in popularity, this
product segment was badly hit during the
recession, as unemployment shot up and
disposable income dipped for the first
time in nearly two decades. Unfortunately,
WWW.IBISWORLD.COM
4.0%
10.1%
4.0%
41.7%
16.9%
23.3%
Total $1.9bn
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Demand
Determinants
Major Markets
Exports
Exports make up the largest segment,
accounting for an estimated 85.0% of
industry revenue in 2015. This segments
proportion of revenue has increased over
the past five years, from 70.0% in 2010. In
the aftermath of the financial crisis, the
US dollar initially weakened, making US
products more competitive in the
WWW.IBISWORLD.COM
Major Markets
continued
9.8%
Mass merchandizers
2.0%
Wholesalers
Total $1.9bn
Free Trade Agreement. However, as the
dollar began to strengthen from 2011
onward, exports began decreasing, with this
trend expected to continue.
Retailers
This segment makes up an estimated
13.0% of industry revenue in 2015.
Retailers include toy and hobby stores,
electronic retailers and mass
merchandiser stores, such as Walmart
and Target. Over the five years to 2015,
revenue in this segment has experienced
some growth due to the rising prevalence
of wholesale bypass. By purchasing
directly from manufacturers, retailers
have been able to better control costs,
operating margins and product
availability, thereby increasing their
inventory sourcing from manufacturers.
Manufacturers have also benefited from
this trend. By being in direct contact with
International Trade
Imports
The influx of imported toy, doll and game
products into the United States has
significantly altered the domestic market
during the past five years. Imported toys
and games from Asia have increased
competition within the industry. This has
3.2%
Hobby and
toy stores
85.0%
Exports
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
industry are H
igh
and S
teady
Imports
in the
industry are H
igh
and D
ecreasing
Exports To...
$ billion
International Trade
continued
-10
-20
-30
Year 07
Exports
09
11
13
Imports
3.2%
12.1%
Canada
17
19
21
Balance
SOURCE: WWW.IBISWORLD.COM
Exports
Exports of industry products are
estimated to total $1.6 billion in 2015,
marking a 1.0% average annual decline
since 2010. In 2015, exports are expected
to account for 85.0% of industry revenue.
This seemingly steep decline reflects
drop-offs from the extreme growth of the
mid-2000s, when exports grew by double
Imports From...
3.8% 1.3%
Vietnam
4.7% Mexico
Paraguay
15
Other
1.5%
Indonesia
3.4%
United
Kingdom
18.4%
Other
62.9%
Mexico
88.7%
Year: 2015
Total $1.6bn
China
Total $18.5bn
SOURCE: USITC
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International Trade
continued
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West
New
England
AK
0.0
Great
Lakes
WA
ND
MT
3.0
Rocky
Mountains
ID
OR
4.4
West NV
1.5
2.6
SD
0.2
WY
0.7
MN
0.4
1.1
Plains
CO
2.0
KY
0.7
OK
0.0
NC
1.5
TN
AZ
NM
1.7
0.4
Southwest
TX
3.1
HI
0.2
2 NH
3 MA
4 RI
5 CT
6 NJ
7 DE
8 MD
1.3
1.6
0.7
2.6
3.5
0.4
SC
Southeast
0.6
MS
AL
0.4
0.4
GA
1.7
0.2
LA
0.0
FL
4.6
Establishments (%)
0.4
1.3
AR
0.3
0.9
15.8
WV VA
0.6
0.7
2.8
CA
West
4.2
MO
KS
4.2
OH
2.2
5.0
5.0
IN
IL
0.6
UT
PA
4.4
1.1
1.1
1 2
3
NY
5.9
5 4
MI
1.7
IA
NE
0.3
WI
ME
MidAtlantic
9 DC
0.0
Less than 3%
3% to less than 10%
10% to less than 20%
20% or more
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
20
10
Southwest
Southeast
Plains
New England
Rocky Mountains
Establishments
Mid-Atlantic
Great Lakes
0
West
Business Locations
Population
SOURCE: WWW.IBISWORLD.COM
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21
Competitive Landscape
in
this industry is L ow
identifies
250 Key Success
Factors for a
business. The most
important for this
industry are:
Cost Structure
Benchmarks
Profit
Profit is measured as income before
interest and taxes. Declining downstream
demand and falling revenue over the past
five years has impaired Toy, Doll and Game
Manufacturing industry profit margins
(earnings before interest and taxes). Falling
revenue has caused industry operators to
experience a higher cost per unit, since
expenses, such as rent and salaried wages,
WWW.IBISWORLD.COM
22
Competitive Landscape
Industry Costs
(2015)
5.5
7.0
10.7
18.3
56.7
42.0
80
Percentage of revenue
Cost Structure
Benchmarks
continued
60
n Profit
n Wages
n Purchases
n Depreciation
n Marketing
n Rent & Utilities
n Other
40
1.5
20
2.5
2.8
19.3
3.5
1.0
2.7
26.5
0
SOURCE: WWW.IBISWORLD.COM
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23
Competitive Landscape
Cost Structure
Benchmarks
continued
Basis of Competition
Level & Trend
ompetition
C
in this
industry is H
ighand
the trend is S
teady
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24
Competitive Landscape
Basis of Competition
continued
Barriers to Entry
Level & Trend
arriers to Entry
B
High
Low
Decline
Low
Medium
Heavy
Low
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
25
Competitive Landscape
Barriers to Entry
continued
Industry
Globalization
International trade is a
major determinant of
an industrys level of
globalization.Exports offer
growth opportunities
for firms. However there
are legal, economic and
political risks associated
with dealing in foreign
countries.Import
competition can bring a
greater risk for companies
as foreign producers satisfy
domestic demand that
local firms would otherwise
supply.
Trade Globalization
200
Export
150
100
50
0 Local
0
Import
40
80
120
Imports/Domestic Demand
160
200 Export
Exports/Revenue
in
this industry is
Highand the trend
is I ncreasing
Exports/Revenue
Global
150
100
2015
50
0 Local
0
2004
40
80
Import
120
160
Imports/Domestic Demand
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Major Companies
Hasbro Inc. | Other Companies
Major players
(Market share)
90.3%
Other
Player Performance
Hasbro Inc.
Market share: 9.7%
Industry Brand Names
Playskool
Transformers
My Little Pony
SOURCE: WWW.IBISWORLD.COM
Revenue
($ million)
Operating Income
($ million)
(% change)
2010
199.6
2011
228.2
N/C
2.4
N/C
14.3
2.5
4.2
2012
171.9
2013
194.0
-24.7
-1.8
N/C
12.9
0.8
N/C
2014
175.0
-9.8
1.7
112.5
2015
180.7
3.3
2.7
58.8
(% change)
*Estimates
SOURCE: ANNUAL REPORT AND IBISWORLD
WWW.IBISWORLD.COM
Major Companies
Player Performance
continued
Other Companies
Alivans
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Major Companies
Other Companies
continued
Mattel Inc.
KNex Brands LP
Little Tikes
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Major Companies
Other Companies
continued
WWW.IBISWORLD.COM
Operating Conditions
of capital
intensity is L ow
Capital intensity
Economy
Manufacturing
Information, Communications,
Mining, Finance and Real
Estate. To increase revenue
firms need superior debt
management, a stable
macroeconomic environment
and a sound investment plan.
Capital Intensive
Labor Intensive
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Operating Conditions
Capital Intensity
continued
of
Technology Change
is M
edium
Revenue Volatility
Level
The level
of
Volatility is H
igh
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Operating Conditions
Volatility vs Growth
1000
Revenue Volatility
continued
Hazardous
100
Rollercoaster
10
1
0.1
Stagnant
30
10
Blue Chip
10
30
50
70
Regulation is
Heavyand the
trend is S
teady
WWW.IBISWORLD.COM
Operating Conditions
Industry Assistance
Industry Assistance
is L owand the
trend is S
teady
WWW.IBISWORLD.COM
34
Key Statistics
Industry Data
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
Sector Rank
Economy Rank
Industry
Revenue Value Added
($m)
($m)
4,621.5
996.6
3,320.3
639.2
3,413.6
517.8
2,373.3
580.7
2,377.0
527.0
2,417.0
595.2
1,740.1
443.5
1,716.3
393.9
1,726.8
434.5
1,863.5
470.7
1,828.3
469.2
1,786.9
451.2
1,751.7
448.4
1,728.6
436.8
1,711.7
435.0
288/405
285/405
1075/1364 1116/1364
Annual Change
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
Sector Rank
Economy Rank
Revenue
(%)
-28.2
2.8
-30.5
0.2
1.7
-28.0
-1.4
0.6
7.9
-1.9
-2.3
-2.0
-1.3
-1.0
30/405
129/1364
Industry
Value Added
(%)
-35.9
-19.0
12.1
-9.2
12.9
-25.5
-11.2
10.3
8.3
-0.3
-3.8
-0.6
-2.6
-0.4
39/405
155/1364
Key Ratios
2006
2007
2008
2009
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
Sector Rank
Economy Rank
IVA/Revenue
(%)
21.56
19.25
15.17
24.47
22.17
24.63
25.49
22.95
25.16
25.26
25.66
25.25
25.60
25.27
25.41
187/405
883/1364
Establishments
787
777
712
667
598
594
563
545
563
577
574
563
562
560
560
134/405
941/1364
Enterprises Employment
776
16,075
770
12,349
705
11,044
660
9,814
593
8,800
589
7,828
560
7,481
543
6,538
559
7,292
573
7,621
566
7,724
559
7,246
558
7,277
555
7,184
554
7,213
123/405
244/405
879/1364
1054/1364
Exports
($m)
1,568.4
2,286.7
1,757.8
1,775.8
1,663.6
1,561.4
1,410.9
1,255.3
1,256.4
1,584.0
1,553.8
1,561.8
1,536.0
1,516.0
1,538.3
121/373
139/428
Imports
($m)
20,087.1
25,102.5
25,810.8
22,915.7
23,759.5
20,627.8
19,060.3
18,241.0
18,552.6
18,529.3
18,892.0
19,332.3
19,800.6
20,028.0
20,061.9
36/373
38/428
Wages
($m)
712.8
517.6
463.0
419.6
394.9
408.2
349.5
287.5
322.3
340.3
341.2
326.1
327.6
319.3
320.3
267/405
1067/1364
Price of plastic
Domestic materials and resin
Demand
(Index)
23,140.2
198.4
26,136.1
195.9
27,466.6
215.0
23,513.2
190.8
24,472.9
210.1
21,483.4
229.9
19,389.5
235.2
18,702.0
245.3
19,023.0
257.8
18,808.8
223.0
19,166.5
211.7
19,557.4
221.5
20,016.3
228.9
20,240.6
233.3
20,235.3
236.1
108/373
N/A
126/428
N/A
Establishments
(%)
-1.3
-8.4
-6.3
-10.3
-0.7
-5.2
-3.2
3.3
2.5
-0.5
-1.9
-0.2
-0.4
0.0
87/405
411/1364
Enterprises Employment
(%)
(%)
-0.8
-23.2
-8.4
-10.6
-6.4
-11.1
-10.2
-10.3
-0.7
-11.0
-4.9
-4.4
-3.0
-12.6
2.9
11.5
2.5
4.5
-1.2
1.4
-1.2
-6.2
-0.2
0.4
-0.5
-1.3
-0.2
0.4
82/405
48/405
371/1364
218/1364
Exports
(%)
45.8
-23.1
1.0
-6.3
-6.1
-9.6
-11.0
0.1
26.1
-1.9
0.5
-1.7
-1.3
1.5
8/373
9/428
Imports
(%)
25.0
2.8
-11.2
3.7
-13.2
-7.6
-4.3
1.7
-0.1
2.0
2.3
2.4
1.1
0.2
294/373
336/428
Wages
(%)
-27.4
-10.5
-9.4
-5.9
3.4
-14.4
-17.7
12.1
5.6
0.3
-4.4
0.5
-2.5
0.3
42/405
200/1364
Imports/
Demand
(%)
86.81
96.05
93.97
97.46
97.08
96.02
98.30
97.54
97.53
98.51
98.57
98.85
98.92
98.95
99.14
5/373
6/428
Exports/
Revenue
(%)
33.94
68.87
51.49
74.82
69.99
64.60
81.08
73.14
72.76
85.00
84.99
87.40
87.69
87.70
89.87
5/373
6/428
Revenue per
Employee
($000)
287.50
268.87
309.09
241.83
270.11
308.76
232.60
262.51
236.81
244.52
236.70
246.61
240.72
240.62
237.31
331/405
702/1364
Wages/Revenue
(%)
15.42
15.59
13.56
17.68
16.61
16.89
20.09
16.75
18.66
18.26
18.66
18.25
18.70
18.47
18.71
109/405
699/1364
Employees
per Est.
20.43
15.89
15.51
14.71
14.72
13.18
13.29
12.00
12.95
13.21
13.46
12.87
12.95
12.83
12.88
355/405
684/1364
Average Wage
($)
44,342.15
41,914.33
41,923.22
42,755.25
44,875.00
52,146.14
46,718.35
43,973.69
44,199.12
44,652.93
44,174.00
45,004.14
45,018.55
44,445.99
44,405.93
305/405
799/1364
Share of the
Economy
(%)
0.01
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
0.00
285/405
1116/1364
SOURCE: WWW.IBISWORLD.COM
WWW.IBISWORLD.COM
Industry Jargon
IBISWorld Glossary
WWW.IBISWORLD.COM
IBISWorld Glossary
continued
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