THE NPD GROUP. 2010 Results --A growing market (up 4.7%) World Toy Market (billion $) Trends are in...

THE NPD GROUP

The European Toy Market in 2011Specially prepared for W.I.T.

3rd February 2012

2007 2008 2009 201070.000

72.000

74.000

76.000

78.000

80.000

82.000

84.000

86.000

88.000

90.000

$78.100$77.200

$79.600$83.300

US

D b

illi

on

2010 Results --A growing market (up 4.7%)

World Toy Market (billion $)

Trends are in USD using foreign exchange rates as of Dec 31st of each yearSource NPD ICTI Report 2010.

2

2010 toy revenues by region (billions of $)North America, Europe and Asia are now relatively equal in size

3

World Toy Market by Region (billion $)

$23.9 +2.5%

$23.3 -.7%

$23.1 +9.2%

$7.3+10.7%

$3.1 +5.6% $2.6

+23%

Proprietary and Confidential

Toy Value Trends 2011 v 10

4Note: Europe 5 = 65% of European Sales

Source: NPD Group Retail Tracking in Europe (Full Year)Consumer Tracking in U.S. (Full Year)

U.S. U.K. France Germany Italy Spain

-15%

-10%

-5%

0%

5%

10%

15%

-2%

3%

5%

7%

-3%

-7%

0%

4%

9%

12%

-2%

-9%

Full Year December

Europe 5:+3% in 2011


US: 2011 sector growth

5Source: The NPD Group / NPD Point of Sale & Consumer Data

2011

2010

$ % change vs. year ago

TOYS

+2%

-2%

CONSUMER TECHNOLOGY

-1%

-4%

VIDEO GAMES

-2%

-5%

SOFTWARE

+1%

-16%

SMALLAPPLIANCES

+7%

+6%

ATHLETIC FOOTWEAR

+10%

+1%

FASHION FOOTWEAR

+8%

FlatWATCHES*

+1%

+8%

HANDBAGS

Flat

+6%

US toys under performing some other categories


Consumer confidence comparison by country up to December 2011

-50

-40

-30

-20

-10

0

10

20

Dec09

janv-10

févr-10

Mar10

avr-10

mai-10

juin-10

juil-10

août-10

sept-10

oct-10

nov-10

déc-10

janv-11

févr-11

mars-11

avr-11

mai-11

juin-11

juil-11

août-11

sept-11

oct-11

nov-11

dec-11

Germany Spain France Italy UK EU

Italy, France and the UK reach a 2-year low in November / December

Source: European Commission, Directorate General for Economic and Financial Affairs

6


Traditional Toy Trends by CountryYTD % Change (value) 2010 v 2011

-2%

9% 9% 9%

2%

-6%

-2%

6% 6%

-3%

-7%

-3%

3%4%

7%

-5%

-8%

0%

0

0

0

0

0

0

0

0

0

0

0

US UK France Germany Italy Spain

Run up to Easter (Jan-Apr)

Summer (May-Oct)

Holiday season (Nov-Dec)Yr/Yr

Worsening trend throughout the year in several countries

Source: NPD Group / Retail Tracking in Europe (Full Year)Consumer Tracking in U.S. (Full Year)

7

AUTOMOTIVE

BEAUTY

COMMERCIAL TECHNOLOGY

CONSUMER TECHNOLOGY

ENTERTAINMENT

FASHION

FOOD & BEVERAGE

FOODSERVICE

HOME

OFFICE SUPPLIES

SOFTWARE

SPORTS

TOYS

WIRELESS

http://corpdevnew/image_library/

Key Highlights

8


UK FR GE IT SP

Mini Figures - LEGO

Building Sets

Beyblade Asst - Hasbro

Monster High - Mattel

Beyblade Asst - Hasbro

Toffee- Preziosi

Action Figures Action Figures Plush Dolls

Beyblade Tops Charts In 2 Countries

Source: NPD EuroToys / Retail Tracking

9

Top Value Selling Toy By Country 2011


Beyblade frenzy – 14th December 2011

How badly do you want this toy? €100 for a Beyblade stadium….

Source: NPD EPoS Retail Tracking

10

Proprietary and ConfidentialSource: NPD EPoS Retail Tracking

11

Tablets for all in continental Europe in 2012?

1 in every 11 UK kid aged 3-6 received a ‘toy’ tablet for Christmas

• Approximately 250,000 tablets were sold in the UK in 2011

• Preschool electronic Learning rose by 43% for the year (Total preschool +2%)


Value Trends in Local Currency (2011 versus 2010)

12Source: NPD Epos Retail Tracking in Europe and

Consumer Service in U.S.

Everywhere, the Big ones are getting Bigger

U.S. U.K. France Germany Italy Spain

-10%

-5%

0%

5%

10%

15%

20%

-2%

3%

5%

7%

-3%

-7%

-1%

7%

11%

14%

-1%

-3%

Full Year 2011 Top 5 Groups


13

34,5

21,3

3132,6

28,6

21,7

29,8

18,5

24

27,1

UK FR GE IT SP

2010 2011

License Penetrati

on (%)

Licensed Sales 2011 & chg vs.

2010

+17%

€539m

-3%

€723m

+24%

€413m

+12%

€227m

-12%

€254m

#1 european license??…. Cars!

License Value Shares by country– Full Year 2010 v 11


14

Top 15 Properties Across Europe (Value)Full Year 2011

• Definition: a property includes brand and licenses sales. For Barbie it includes Mattel Barbie and toy licensees’ sales for Barbie in all monitored categories

Playmobil remains #1 property for G5

UK FRANCE GERMANY ITALY SPAIN

1 CARS THE MOVIE PLAYMOBIL PLAYMOBIL BARBIE CARS THE MOVIE

2 STAR WARS BEYBLADE STAR WARS HELLO KITTY & FRIENDS MONSTER HIGH

3 LEGO CITY CARS THE MOVIE CARS THE MOVIE CARS THE MOVIE PLAYMOBIL

4 HELLO KITTY & FRIENDS BARBIE BARBIE BEN 10 BARBIE

5 BARBIE HELLO KITTY & FRIENDS LEGO DUPLO LEGO CITY HELLO KITTY & FRIENDS

6 TOY STORY LITTLEST PET SHOP LEGO CITY MICKEY & FRIENDS NANCY

7 NERF VTECH BABY BEYBLADE BAKUGAN MICKEY & FRIENDS

8 DISNEY PRINCESS STAR WARS LEGO TECHNIC CICCIOBELLO NENUCO

9 SYLVANIAN FAMILIES ZHU ZHU GO GO PETS FILLY DISNEY PRINCESS SPONGEBOB SQUARE PANTS

10 PEPPA PIG WINNIE THE POOH & FRIENDSCARRERA WINNIE THE POOH & FRIENDS BEYBLADE

11 THOMAS AND FRIENDS POKEMON LEGO NINJAGO HOT WHEELS DORA THE EXPLORER

12 VTECH BABY LEGO CITY HELLO KITTY & FRIENDS BEYBLADE GORMITI

13 TRANSFORMERS BAKUGAN HOT WHEELS MOTORAMA DISNEY PRINCESS

14 BEN 10 DISNEY PRINCESS TIPTOI WINX CLUB NERF

15 MOSHI MONSTERS NERF KIDI... LEGO DUPLO STAR WARS

AUTOMOTIVE

BEAUTY

COMMERCIAL TECHNOLOGY

CONSUMER TECHNOLOGY

ENTERTAINMENT

FASHION

FOOD & BEVERAGE

FOODSERVICE

HOME

OFFICE SUPPLIES

SOFTWARE

SPORTS

TOYS

WIRELESS

http://corpdevnew/image_library/

Consumer Trends

15


Traditional toys sales for children 0-11 years old in € millions (+4%) January – September 2010 v 2011

328 325

1 117

975

774

525

337331 326

1 120

966

806

614

382

0

200

400

600

800

1 000

1 200

0-11 MONTHS 12-23 MONTHS 2-3 YRS 4-5 YRS 6-7 YRS 8-9 YRS 10-11 YRS

Mill

ion

s YTD 10 YTD 11

+17%

flat

+1% flat

-1%

+4%

+13%

Source: The NPD Group / Consumer Tacking / £1 = €1,1626

KGOO: Kids Getting Older Older or growth comes from 6 years+

16

http://images.google.co.uk/imgres?imgurl=http://www.ndphs.org/internalfiles/Image/European%20Commission/European%20Flag(1).gif&imgrefurl=http://www.ndphs.org/?language,%D0%A0%D1%83%D1%81%D1%81%D0%BA%D0%B8%D0%B9,partners&h=800&w=1200&sz=16&tbnid=LtZRX-i1M6almM:&tbnh=100&tbnw=150&prev=/images?q=european+flag&um=1&start=2&sa=X&oi=images&ct=image&cd=2


-10%

-6%-5%

4%

8% 8%

6%

-3%

2%3%

5%5%

-10%

0%

10%

US UK France Germany Italy Spain

Non Occasion Occasion

How is the recession changing behaviour?

1. Low price points down

2. Non-Family purchases decline

3. Promotional purchases increase share

4. ‘No Special Occasion’ share down in Europe 5

17

Source: NPD Group / Consumer & Retail Tracking in EuropeConsumer Tracking in U.S. (Full Year)


Total

< 2.50

2.50 to 4.99

5 to 9.99

10 to 19.99

20 to 49.99

>50

Price Point % Change2011 v 2010

UK France Germany Italy SpainUS

18

Source: NPD Group Retail Tracking in Europe (Full Year)Consumer Tracking in U.S. (Full Year) – in local currency

-2

-7

-17

-11

-7

12

17

3

-1

-4

1

4

1

23

5

-4

-13

3

8

5

10

7

0

-8

0

10

9

15

-3

-5

-11

-9

-4

2

-1

-9

-11

-15

-13

-11

-6

-1

High price points fared better


19

Sales change YTD September 2011 v 10 by recipient

Family first: sales plunge for ‘not-related’

39% 19% 33% 9% €% of spend YTD Sep-11

Source: The NPD Group / Consumer Tacking / £1 = €1,1626

73

11

-22

-40

-20

0

20

40

Parents Grand Parents Other Family Not Related



Share of Sales on Promotion Online v Offline Value Shares – January – September 2010 v 11

Sales on promotion have increased by 2%

Source NPD Consumer Panel YTD September 2010 v 2011 - £1 = €1.1626

31,8 30,7

40,6

32,5 30,9

43,1

0

5

10

15

20

25

30

35

40

45

50

G5 - Offline Online

flat

+34%

+5%

20



21

Online is still gaining shares in largest countries

6

18

5

17

7

22

8

20

5 4

13

15 14

6

16

4

US - UK France Germany

2008 2009 2010 2011

Total Online % of Toy Spend by Country 2008 to 2011 (Value sales)

+29% +54% +28%YR/YR

Note: Online shares in Italy and Spain are below 2% of the total market

Source: NPD Group Consumer Tracking Europe (12 mths to Sep’)Consumer Tracking in U.S. (12 mths to Sep’)

+12%


Outlook for 2012


2012 in a nutshell

Online Channel growth changing shopping habits

Growth in Virtual Shops & Mobile Shopping

Increased Digital Gaming Into Toys & Into Europe

23


2012 in a nutshell

App’ Toys & Tablets the new buzz

Superheroes come & go…But Spiderman, Avengers etc

will save us

And of course, England to win the Euro Champs (Ah! Ah!) 24

Proprietary and ConfidentialSource: NPD EPoS Retail Tracking26

Thank you for your time - Any [email protected] Analyst Europe

[email protected] Sales U.S.

[email protected] Sales Europe

mailto:[email protected]




THE NPD GROUP. 2010 Results --A growing market (up 4.7%) World Toy Market (billion $) Trends are in...

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Transcript of THE NPD GROUP. 2010 Results --A growing market (up 4.7%) World Toy Market (billion $) Trends are in...