Toyuncak_Ocak_2019v1

BY OZYILDIRIM GROUP
Toys, Stationery and Educational Tools Magazine
January 2019
International Toy Fair opens to host
the world toy industry
23 leading exhibitors will
represent Turkey with a wide
range of products.
Experience the Spirit of Play
at the key meeting point
for the toy industry. As the
largest and most important
event of the year, the toy fair in Nuremberg brings
together all international decision-makers.
The Turkish toy industry plays
the game with the rules
The performance of the Turkish toys and
games market is forecast to accelerate
with an anticipated CAGR of good level
for the five year period 2015 - 2020, which
is expected to drive the market to a higher
value by the end of 2020. Strong market
growth in recent years has alleviated the
level of competition in the Turkish toys and
games market.
www.pilsan.com.tr
www.ikmib.org.tr
www.mgsoyuncak.com
www.fentoys.com
www.zuzutoys.com
www.akcicekoyuncak.com
www.selaytoys.com
www.istanbultoyfair.com
www.edudizayn.com
www.matraxoyuncak.com
www.staroyun.com.tr
www.kingkids.com.tr
www.lolliboni.com
www.akaroyuncak.com
www.erpaoyuncak.com

INTERNATIONAL BI-MONTHLY MAGAZINE
Publisher
H. Ferruh Işık
on behalf of İSTMAG Magazin
Gazetecilik Yayıncılık
İç ve Dış Tic. Ltd. Şti.
Editor
General Manager
Mehmet Söztutan
mehmet.soztutan@img.com.tr
Coordinator
Zekai Şimşek
zekai.simsek@img.com.tr
Editor
İsmail Çakır
ismail.cakir@img.com.tr
Responsible Editor
Cüneyt Aktürk
cuneyt.akturk@img.com.tr
Corporate Communications Manager
Ebru Pekel
ebru.pekel@img.com.tr
Account Manager
Zekai Turasan
zturasan@img.com.tr
Finance Manager
Mustafa Aktaş
mustafa.aktas@img.com.tr
Graphics & Printing Manager
Tayfun Aydın
tayfun.aydin@img.com.tr
Design & Graphics
Sami Aktaş
sami.aktas@img.com.tr
Subscription
İsmail Özçelik
ismail.ozcelik@img.com.tr
Printed By
İhlas Gazetecilik A.Ş.
Merkez Mahallesi 29 Ekim Cad.
İhlas Plaza No:11 A / 41
Yenibosna - Bahçelievler / İstanbul
Tel: 0 212 454 30 00
Head Office
İSTMAG Magazin Gazetecilik Yayıncılık
İç ve Dış Tic. Ltd. Şti. Evren Mah. Bahar Cad.
Polat İş Merkezi B Blok No:3 Kat: 4
Güneşli - Bağcılar - İstanbul / Turkey
Tel: +90 212 604 51 00
Faks: +90 212 604 51 35
70th Toy Fair opens to
trigger trade and set trends
Be there when the Spielwarenmesse ® invites the world of play to
its 70th anniversary. Besides a new product group, you can also
expect fantastic events and activities on each day of the toy fair.
The Turkish toy industry has a market share of about USD 1 Billion.
One of the largest market on the Asian continent, Turkish toy
industry increases. The market players here are young and possess
high spending power. As a consequence the toy industry records
steadily rising sales. The average spending on toys per child in
the Turkey is increasing. Especially the toy market in Turkey offers
great potential, because few toys have been produced there
locally until now. A large niche therefore exists, which is waiting
to be filled. Turkish demographics also offer great opportunities
for the toy market as more than 25.9 % of the population is aged
between 0 and 14 years.
Turkish toy market has a particularly big demand for outdoor
toys. A growing market is also recognizable for playground
equipment Turkish toy exports amounted to 98.44 million U.S.
dollars. In addition the Turkish toy industry experienced a growth
of 6% compared to the previous year. Regarding branded toys
an increase was achieved by even 10%. Especially wooden toys
are on the rise. The market volume for wooden toys has increased
by 10 million U.S. dollars. It is estimated that the market volume will
reach a value of 50 million U.S. dollars over the next five years. Toy
safety is a major issue: Since last five years toys are manufactured
according to CE standards and controlled by the Ministry of
Health. Likewise, the toy imports are controlled by the Ministry
of Health. The toy industry in Turkey grew 20 times during the last
five years. As leading and only magazine in the Turkish toys and
games market, Toyuncak magazine covers a wide range of
trade and logistics-related topics that concern the domestic and
international trade marketplace. The magazine will be distributed
in 70th Spielwarenmesse® International Toy Fair to be held in
Nuremberg, 30 January - 03 February 2019.
I wish lucrative business for all.

The target in chemical exports
is $20 billion in 2019
In the first half of this year, we had the excitement of
elections at İKMİB. After I was elected the President at the
General Assembly held in April, we started to work very
swiftly. As of the day I took office, we have carefully and
primarily focused on the activities that will increase the
exports in the chemical industry as well as any problems
and solutions. In line with this aim, we organized various
national and international events, and we worked
towards our target to become the second most exporting
sector on an annual basis.
2018 was a year of records for the exports despite unfavorable
circumstances such as floating rate, high interest
rate and high inflation in the second half of the year. Providing
the largest contribution to the growth of Turkey, the
export has been the main dimension that has enabled the
companies to survive in this difficult period. In 2018, Turkey
broke a record in exports and chemical industry achieved
to come off second-best sector in export figures for fourth
times on a monthly basis thanks to its performance. The
chemical industry achieved great success in September,
October and December in 2018, and achieved to be the
second most exporting sector in Turkey. As we promised,
we took firm steps to get the second place permanently.
In 2018, the exports of chemical industry, one of Turkey’s
leading sectors, amounted to $17 billion 444 million. Thus,
it exceeded the $17 billion target, getting the third place
after automotive and textile in exports. Compared to
2017, the sector exports increased by 8.23 percent in
terms of value. In 2018, our chemical exports reached 19.5
billion tons with an increase of 7.18 percent compared to
the previous year. When we look at the year 2018 on a
monthly basis, October was the month of highest export
figure with 1 billion 594 million dollars.
In 2018, the countries to which we exported the most were
Egypt, Germany, Iraq, USA, Spain, Italy, England, Netherlands,
Greece and Iran. Also, in 2018, the European Union
Toyuncak Exports Turkey 2019
6

countries ranked first with a share of 6.70 billion dollars in
exports and 38.41 percent among the country groups to
which the most of chemical industry exports were made.
EU countries were followed by Near and Middle East Asian
countries with 3.13 billion dollars of export and a share
of 17.97%. Other European countries came in third with
3.23 billion dollars in exports and a share of 13.04%, North
African countries came in fourth with 1.71 billion dollars in
exports and a share of 9.85%, and other Asian countries
came in fifth with 1.38 billion dollars in exports and a share
of 7.91%.
We have 12 sub-sectors in the chemical industry. Among
the five sub-sectors to which we made the most exports
in 2018, plastics and plastic products was in the first place
with exports of 5 billion 886 million dollars. Mineral fuels,
mineral oils and products came in second with exports
of 3 billion 292 million dollars, inorganic chemicals came
in third with exports of 1 billion 808 million dollars, rubber,
rubber goods came in fourth with exports of 1 billion 363
million dollars, and cosmetics and soap sub-sector came
in fifth with exports of 1 billion 146 million dollars.
Our exports continue to increase but in today’s environment
when the global competition is getting fiercer every
passing day, the value of high value-added production
and unit kilogram value of exports should also be increased.
This depends significantly on the strength of R&D
and innovation. Accounting for about 33% of exports in
the chemical industry, the plastics and plastic products
sub-sector is a foreign-dependent sector on raw materials
at 90%. The STAR Refinery, which was opened this year
to operate in the field of petrochemistry, will support our
industry in terms of chemical exports, but it is not enough.
We need at least 4-5 more facilities operating in the field
of petrochemistry. Moreover, construction of a plant with
a capacity of 450,000 tons of polypropylene production
per year will start in the Ceyhan petrochemical industry
zone in 2019. As these and similar high-volume facilities
start to operate, our dependency on imports will decrease
in the sub-sectors, which will in turn contribute positively
to our exports.
Also, technical obstacles for the introduction of drugs
produced in Turkey to global markets have been lifted
to a large extent thanks to the membership of Turkish
Medicines and Medical Devices Agency (TİTCK) with the
Pharmaceutical Inspection Co-operation Scheme (PIC/S),
which actually started on January 1, 2018, in the pharmaceutical
industry, one of the fields offering the highest
value-added products in the chemical industry. This is an
important development for the increase of exports in the
pharmaceutical industry. We, as İKMİB, follow these important
developments related to our sectors and besides
our efforts to inform our companies about such developments,
we continue to carry out comprehensive activities
as the practitioner of our Union while supporting all kinds
of projects for increasing the exports that are made by
the pharmaceutical and medical sectors to the world.
In addition, we need to give importance to promotion
and marketing activities for sustainable export growth.
We, as İKMİB, support the activities that will increase the
exports of our companies. In this context, we organized
a total of 18 national and international trade and hosted
buyer events, 10 exhibitions with domestic participation,
6 projects for development of sectoral international
competition (UR-GE), 6 sector trainings, 5 seminars and
4 workshops in 2018. We will continue to support our
exporters with might and main by means of 19 exhibitions
with domestic participation, 19 sectoral trade
delegation and 8 hosted buyer events that we plan to
organize in 2019.
In 2018, we concluded the application procedures of
196 member companies that met the conditions for
obtaining green passports. In addition to the supports
provided by TİM and Ministry of Trade, we offered 20%
support for the member companies to benefit from
e-commerce websites, namely Alibaba, Turkish Exporters,
Kompass and Chemorbis. 1380 members benefited
from this support. We cooperated with the NGOs, and
in 2019 we will perform activities to increase the export
of our sectors more extensively. We are pleased that
our government has supported the promises we made
during the election process with the idea that they are
important for our sector. As İKMİB, we are working hard
to improve the sector and exports. In order to increase
our exports and reach the 2023 targets, we need to
guide our SMEs to export more. In this regard, in 2019 we
will focus on expansion of e-commerce network, facilitating
the access of exporters to financing, decreasing the
limit for green passport to 500 thousand dollars in the first
stage, creating container lines, digital transformation,
indigenization in chemical industry, ensuring more fair
share and efficient use of the funds of Turkey Promotion
Group (TTG), and expansion of the network of Turkish
Trade Centers. With the TTG projects, we aim to promote
our country and our exports more effectively.
In particular, e-commerce is among the second 100-day
targets of the Ministry of Trade as the “electronic export
platform”. We will work closely with our government in
this field in order to keep up with the digital transformation
in the global trade, make the processes faster and
contribute to our country’s exports to reach the targets
of 2023. In order to achieve the target export volume
in 2019, we convey our requests to and we hold talks
with the Ministry of Trade to improve the green passport
limit and duration, increase the participation rates of
exhibitors and support our industrialist in establishing a
petrochemical plant. Our task is to work harder to meet
our national target of 200 billion dollar as announced by
the President. Accordingly, we will work hard to exceed
the $20 billion level by increasing our sector exports by
15 percent in 2019.
7
Toyuncak Exports Turkey 2019

Toy industry to gather at
TÜYAP from February 26 to March 1
Organized jointly by TÜYAP and Toy Industry Association (OYDER) between February
26 and March 1, 2019 at TÜYAP, ‘İstanbul Toy Fair’ will be marked by
the interest of foreign procurement teams.
While TÜYAP continues its talks with the procurement
teams via its 7 overseas offices and a representative
network spanning 26 countries, the Turkish Ministry of
Commerce launched its ‘Foreign Procurement Team
Welcoming Program’. The Ministry met with the trade
undersecretariats and attaches’ offices of 35 nations,
inviting them to the event. The Turkish toy industry exerts its
clout in the global market thanks to extensive investment,
a strong focus on design, and its capacity to deliver
reliable products in the shortest period. The
exciting countdown for ‘İstanbul Toy
Fair 2019’ is on: Professionals will feel
once again the pulse of the toy
industry at this trade show organized
by Tüyap Fairs and Fair Services Inc.,
and Toy Industry Association (OYDER),
from February 26 to March 1 at Tüyap Fair and
Congress Center. The fair, which had drawn visitors from
42 countries ranging from the UK to Lebanon, from Jordan
to China last year, has set the bar even higher this year.
Gearing up its preparations, TÜYAP continues to promote
the event via 7 overseas offices in Moscow Russia, Tbilisi
Georgia, Sofia Bulgaria, Skopje Macedonia, Amman
Jordan, Teheran Iran and Cairo Egypt as well as a
representative network spanning 26 nations. These efforts
for inviting more visitors will continue until the last day
so as to enable the industry to attain its export targets.
The most qualified buyers will be visiting the fair as a
result of the powerful organization and TÜYAP’s effective
communication drive. As such, Turkey will further reinforce
its position as the toy industry hub of the Balkans and the
Middle East.
Foreign demand for
Turkish toys on the rise
Objective: Over 50% growth
The visitors who will participate in this fair featuring topnotch
brands will have the chance to examine thousands
of products ranging from plush toys to puzzles, wooden
toys to outdoors products, intelligence-boosting toys to
robots. Last year TÜYAP had succeeded in expanding
the industry’s overall volume by 30% thanks to the fair; this
year TÜYAP set itself the target of over 50% growth.
Promotion drive by the Ministry
On the other hand, the Turkish Ministry of Commerce
extended its support to the event under the scope of
its ‘Foreign Procurement Team Welcoming Program’
set to whet the appetite of foreign visitors for the Turkish
toy industry. In the scope of this program, the Ministry
met with the trade undersecretariats and attaches’
offices of countries across the world such as Azerbaijan,
Turkmenistan, Kazakhstan, Georgia, Russia, Ukraine,
Macedonia, Bosnia and Herzegovina, Serbia, Moldova,
Kosovo, Iran, Iraq, the UK, Israel, Palestine, Croatia, Saudi
Arabia, UAE, Kuwait, Yemen, Jordan, Algeria, Tunisia,
Egypt, Libya, Greece, Bulgaria, Romania, Poland, Spain,
Italy, France, Germany, Italy and the Netherlands, inviting
them to the fair.
Exports on the rise
The Turkish toy industry greatly boosted its
manufacturing capacity by means of
extensive investment and a strong focus
on design, thereby reducing imports to
a large extent. The foreign procurement
teams, which attentively monitor these
developments, now will have the opportunity
to take a closer look at Turkish products at the fair. The
reliability of Turkey’s products is one reason underlying
the procurement teams’ high level of interest. Turkish firms
stand out not only in the domestic but also the global
market, owing to their healthy products in compliance
with meticulous safety regulations, proximity to markets,
and swift shipping capabilities.
The fair continues to attract those firms keen on carrying
out an active marketing campaign towards domestic
and overseas procurement teams, establish one-on-one
contacts, and enhance their brand recognition so as to
expand their dealer and client network.
Toyuncak Exports Turkey 2019
8

www.pilsan.com.tr
Just Like the First Day
As Pilsan, we are very happy to be at
Spielwarenmesse exhibition where the paths of
toy companies intersect each year. This special
toy fair brings together all international decisionmakers
such as well-known brands, buyers for
major chains, and large numbers of media
representatives.
We have the spirit
This year is the 70th anniversary of the fair and
it has a slogan says ’70 years Spirit of Play’. Our
story began in the 1940s; Pilsan is a 79 years old
company and has been participating in this fair
for a long time. Despite our experience, we still
work with the same excitement and our goal is to
continue to leave pleasant marks in children’s lives
by making toys nobody has ever made. We know
that a child’s entire life can change with a toy. We
extremely believe that we have the Spirit of Play.
True colors of life
We love children and although our toys are
multicolored, we know that they are the true
colors of life. Therefore, all our products are
meticulously designed by our professional staff
and they are produced in compliance with child
development and health. Our aim is not only to
entertain children but also to make contributions
to their mental and physical development.
We aim to reach the children all over the world
In 2019, we have designed brand new toys which
help to develop children’s motor functions and
ability to learn, just like our other toys. We aim
to bring our visitors together with our toys during
the fair and then reach the children all over the
world through them. We care about children’s
pleasure and families feedbacks and we are
absolutely delighted to have children with us on
this enjoyable journey because children are the
best partners to work with.
9
Toyuncak Exports Turkey 2019

70 years Spirit of Play
Spielwarenmesse ® International Toy Fair will be held on
30 January - 03 February 2019 in Nuremberg, Germany
Discover 120,000 brand new toys, the top trends
and toy licenses of the year ahead.
Be there when the Spielwarenmesse ® invites the
world of play to its 70th anniversary. Besides a new
product group, you can also expect fantastic
events and activities on each day of the toy fair.
10 reasons for visiting
1. The leading trade fair for toys
2902 exhibitors from 68 countries present their
product highlights each year. A mix of market
leaders and start-ups ensures unique variety across
the 170,000 m 2 exhibition space.
2. All trends and innovations in the toy industry
The TrendGallery in Hall 3A is the display window
for the toy trends. The special show over some
1,000 m 2 presents products that match the trends
Toyuncak Exports Turkey 2019
alongside exhibitor innovations.
3. Lots more than toys
A virtually limitless selection of playthings can be
found across 12 product groups. Besides traditional
toys, you will also find the right products for your
range in the form of festive articles, lifestyle
products, baby toys and outdoor toys, for instance.
4. New business contacts with innovative product
ideas
As a retailer, you can quickly establish new
business contacts and find products for all toy
segments at the New Exhibitor Center (NEC),
the joint pavilion for national and international
exhibitors presenting at the Spielwarenmesse ® for
the first time.
5. Industry knowledge and practical tips
The Toy Business Forum offers you free
12

presentations as well as lots of background
information on the toy business. International
speakers present to you the latest
tips.
6. Award-winning product
innovations
The ToyAward recognises the best
trade fair innovations each year
and serves as a quality label for
retailers. An eleven-member expert
jury selects the products for the
coveted award in four age groups.
7. Experience new technologies
through play
Come join in: at the Tech2Play
activity area, you not only get to
see but also try out the latest tech toys. These four
categories await you: Robot Toys, Virtual Play, RC
Toys, Electronic Learning.
8. Made in Germany toy start-ups
The Innovation made in Germany joint pavilion is
a springboard for creative toy designers. From toy
apps through to sustainable products, you will find
new ideas for your product range here.
9. Playing host to the world in the ToyCity
Nuremberg is the toy city. Besides the goings-on
Coinciding with its
70th anniversary
event from 30 January
to 3 February
2019, the Spielwarenmesse
is poised for
major change, with
some product groups
being restructured or
reconceptualised.
at the trade fair, the picturesque old town offers
special events relating to play and the city’s history.
Business partners enjoy the relaxing
atmosphere in the numerous bars &
restaurants after the trade fair.
10. Everyone plays together at the
Spielwarenmesse ®
Around 90% of the more than
70,000 visitors intend to return to
Nuremberg again in 2019. After all,
a handshake is worth more than
any number of emails here in the
regular meeting place for old friends
and new business partners.
Discover 120,000 brand new toys,
the top trends and toy licenses of
the year ahead. Safe your ticket for
Spielwarenmesse ® 2019 and experience the World
of Play in Nuremberg.

www.akcicekoyuncak.com
We, as Akçiçek Oyuncak, with our
unique experience of more than a half
century, have been manufacturing
educational, informative and amazing
toys under our brand “Matrax Oyuncak”.
All children older than three years of
age and adults simply love and enjoy
playing with the toys we manufacture
under the brand “Matrax Oyuncak”.
Our product portfolio features, inter alia,
mini tabletop/pedestal table soccer and
basketball games, licensed toys and a
wide variety of toys suitable for indoor
or outdoor play to ensure children and
adults who feel young to get the best
experience possible.
Furthermore, our learning and
educational toys intended for
kindergartens will make learning fun for
kids of kindergarten age. In addition to
our sales outlet located in İstoç, we have
also a wide sales network throughout
Turkey. Our range of products covering
five main product lines with over 60
different are displayed in leading chain
stores both in Turkey and world. We
manufacture all of our products offered
for sale in our factory located on a land
of 3.000 m 2 in İkitelli. The production
capacity of the factory is 1.100.000 toys
per year. We are striving to keep pace
with the industry dynamics and for this
purpose we participate in trade fairs and
exhibitions both in Turkey and abroad,
and we closely follow technological
developments and keep our people
up-to-date on the latest technologies. In
the international toy market dominated
by products made in the Far East we
introduce and distribute our hundred
percent domestically manufactured
toys to worldwide markets with “Made in
Turkey” labels and accordingly keep our
national flag flying high.
Toyuncak Exports Turkey 2019
14

www.erpaoyuncak.com
Erpa Toys Ltd. Co was established in 1991 to provide services in dolls and
toy cars groups. We manufacture toys in CE quality standarts and in
compliance with regulations of Ministry of Health, using pediatrically safe
raw materials and semi-products. We also have a wide range of plastic
raw materials used and all these go through many phases in manufacture
before reaching our beloved children. Our domestic customer network
consists of local and national hypermarkets and toy wholesalers,
mannequin manufactures and medical groups. Our international network
is mainly focused on Russia, Iraq, United Arab Emirates, North Africa
and Balkan countries. All the moulds for our manufactured goods are
also produced within our organisation and it is our priority to be open to
renovations and improve our investments in this field.
Toyuncak Exports Turkey 2019
16

As Selay Toys, we have been manufacturing plush products and toys for children and those who do not
want to lose children inside since 1992. Our company was established in Gültepe/Istanbul with a small
workshop in 200 m 2 area by ‘Özdemir Aydın’ as the brand name ‘Kalinka’ in 1992. In the year of 1997, the
first steps of growth was taken in Çaglayan and it was registered with the title of ‘Selay Toys Souvenir and
Manufacturing Marketing Industry and Trade Limited Company’. Our company moved to its own factory in
Arnavutköy in 2007 and it has been carrying on producing, in the departments of baby toys, pillows, bags,
keychains, home slippers, plush toys, manufactured from fabric and plush. We are currently a company, in
the 4-storey building area of 10,000 m 2 , with 200 employees, logistics center at the 3 points, 81 provinces in
Turkey and wholesale to 471 stores. Furthermore we are a company which exports to 27 different countries
throughout the world. We have been manufacturing only ‘PLUSH’ toys for 27 years which points out our
difference among all other companies in the sector. Our company is the biggest in the market which
produce toys from plush. Our customers, which are large market chains in Turkey and overseas, dealers in
the country, wholesale and retail companies, sell our products.
We work really hard to give you a feeling of hugging, when you touch every toy we produce. For this reason,
we produce the raw materials and accessories, that we are using, with conformity tests and we produce
the materials due to the standards. In order to protect the rights of our employees, we use ‘ERP’ software
system prepared by expert teams in our company. With the software, the efficiency of our personnel and
the performance during the production phase can be monitored instantly. In this way, while evaluating
personnel, it takes us to the right conclusion in order to pay attention to personal rights.
As Selay toys, we have a serious share in the world market with our product range and product quality.
Especially being the supplier of chain markets and big brands in our country shows of our quality and
success in our production system. Except large chain stores in Turkey market, 471 points made wholesale
of Selay Toys products.
We do not forget to spoilt ourselves in doing our job. We are proud to be one hundred percent Turkish and
to demolish the fear of parents’ ‘toy cancer’. The most important feature of our company is that we can
supply the promotional product demands and the special production needs of the companies with the
model / design workshop of our companies. Because of this reason 5 professional designers work in our
workshop. Selay toy is the place where high quality and design meet on PLUSH. We are proud of being the
leader in the sector.
Our priority is to ensure that all our staff adopts the concept of ‘always good quality and healthy’ products.
The fact that most of our product group is focused on children, increases our awareness of working. In this
context, our vision is; ‘We are Selay Toys for every child to laugh’. All our toys smile. Selay does not produce
any toys that are not smiling and are not put on sale.
Our company thinks all the age groups and takes the place it deserves in the toy world with its products
manufactured in European standards. Our success has only one secret; faith and work. As long as we
succeed in believing this work, we always reach our goals. This is another feature that shows our difference
from other companies.
Our target; each parent (99% Made in Turkey) will buy our toys for their children without hesitation.
Every child who is happy has our signature on their smiling toy.
Özdemir AYDIN

Firmamız birçok ürün kategorisini bünyesinde bulunduran (Kozmetik,
Temizlik Ürünleri, Unlu Mamüller, Lisanslı Oyuncaklı Şeker) ve 27 yıllık
tecrübesiyle büyüyen, gelişen bulunduğu sektörlerin öncülüğünü
yapan firmalar arasında yer almayı başarmış bir firmadır.
1993 yılında Romanya’da kurulumu gerçekleştiren GRANDE
DOLCERİA Nonfood kategorisinde (ıslak mendiller, kağıt havlular,
kozmetik ürünleri, temizlik ürünleri, oda kokuları) üretimini
gerçekleştiriyor. Kapasitesi her geçen gün büyüyen firmamız birçok
Ulusal ve Zincir Mağazalara Özel Markalı Ürün (Private Label) üretim
gerçekleştiriyor. Sektörde yeni bir ses getiren firmamız, 2015 yılında
yeni bir girişim yaparak, Avrupa damak zevkine hitap eden kaliteli
ürünler üretmeyi vizyon edinerek GRANDE DOLCERİA firmasının
kurulumunu gerçekleştirdi. Kurulduğu günden itibaren vazgeçilmez yeni lezzetleri bünyesine ekleyen
GRANDE DOLCERİA birçok Ulusal Zincir Mağazalarda hem kendi markası ile hem de özel markalı ürün
olarak raflarda yerini aldı. 2014 yılında Türkiye’de sektöre adım atan firmamız Altaylar Group, 2017
yılının sonunda LOLLİBONİ markası ile firmayı özdeşleştirerek LOLLİBONİ A.Ş. olarak yoluna devam etme
kararı aldı. Türkiye’de sağlıklı şeker tüketimini önceliği kabul ederek ve tüm çocukların sevdiği, takip
ettiği karakterlerin ürünlerine erişe bilirliğini hedefleyen ve yerli sermayenin gücüne inanan firmamız
Oyuncaklı Şeker kategorisinde sektörün öncüleri arasında yerini korumak ve gelişerek büyüme hedefi
ile yatırımlarını artırdı. Firmamız üretim kapasitesini arttırırken; 10.000 m 2 kapalı alanı ile de depolama
faaliyetini bir üst kademeye çıkardı. Kaliteli şeker tüketimini vizyon edinen firmamız, çocukların sevdiği
takip ettiği karakterleri ürünleri ile bağdaştırarak ve çocukların gelişimini destekleyici oyuncaklar, ürünler
ile birleştirerek faaliyet gösteriyor. Bu bağlamda çocukların dünyasını takip ediyor ve her geçen gün
lisans anlaşmalarına yenilerini ekliyor. Lolliboni A.Ş. bünyesinde bulunan lisanslar ile (BATMAN, SUPERMAN,
JUSTİCE LEAGUE, PJMASKS, HELLO KİTTY, PEPEE, MAŞA VE KOCA AYI, KUKULİ, TOM JERRY, SCOOBY DOO)
ürün gamını geliştirerek yoluna devam ediyor.
Operating in many categories such as Cosmetics, Cleaning Products,
Bakery Products, Licensed Candytoys with 27 years of experience,
Lolliboni is one of growing, developing companies in the sector and
managed to take place among the leading companies.
Founded in Romania in 1993, the company carries out the production
in nonfood category (wet wipes, paper towels, cosmetics products,
cleaning products, room air fresher) with its GRANDE DOLCERIA
band. Growing its capacity day by day, the company has been
manufacturing Private Label products for many National and Chain
Stores. Giving a new impulse to industry with a new initiative in 2015,
pursuing the vision of producing quality products that appeal to
the tastes of European companies, the company found its Grande
Dolceria brand. Since its inception, GRANDE DOLCERIA has added
new flavors to its structure and has taken its place in shelves of many
National Chain Stores both in its own brand and as private label.
Entering in the industry in Turkey in 2014, Altaylar Group started the
sector as Lolliboni brand at the end of 2017 by identifying with Lolliboni
name. The company gives the priority of healthy consumption of
sugar, aims to offer all of popular products characters to children,
trusts in local capital the power of the company, maintains its place among the pioneers in the
Candytoys industry and develops its investments. Increasing its production capacity, Lolliboni
managed a higher level of storage area with its 10 000 m 2 closed area. With high quality vision of
Candytoys, Lolliboni continues to perform with activities and products followed by children’s favorite
characters by associating and supporting the development of children’s toys. In this context, it follows
the world of children and adds new ones to license agreements every day. With its many licenses
such as BATMAN, SUPERMAN, JUSTIC LEAGUE, PJMASKS, HELLO KITTY, PEPEE, MASHA AND THE BEAR,
KUKULI, TOM JERRY and SCOOBY DOO, Lolliboni continues to develop its product range.
Toyuncak Exports Turkey 2019
20

70th Toy Fair opens
to trigger trade and set trends
Be there when the Spielwarenmesse® invites the world of play to its 70th anniversary. Besides a new
product group, you can also expect fantastic events and activities on each day of the toy fair.
The Turkish toy industry has a market share of about USD 1 Billion. One of the largest market on
the Asian continent, Turkish toy industry increases. The market players here are young and possess
high spending power. As a consequence the toy industry records steadily rising sales. The average
spending on toys per child in the Turkey is increasing. Especially the toy market in Turkey offers great
potential, because few toys have been produced there locally until now. A large niche therefore
exists, which is waiting to be filled. Turkish demographics also offer great opportunities for the toy
market as more than 25.9 % of the population is aged between 0 and 14 years.
Turkish toy market has a particularly big demand for outdoor toys. A growing market is also
recognizable for playground equipment Turkish toy exports amounted to 98.44 million U.S. dollars.
In addition the Turkish toy industry experienced a growth of 6% compared to the previous year.
Regarding branded toys an increase was achieved by even 10%. Especially wooden toys are on the
rise. The market volume for wooden toys has increased by 10 million U.S. dollars. It is estimated that the
market volume will reach a value of 50 million U.S. dollars over the next five years. Toy safety is a major
issue: Since last five years toys are manufactured according to CE standards and controlled by the
Ministry of Health. Likewise, the toy imports are controlled by the Ministry of Health. The toy industry in
Turkey grew 20 times during the last five years.
Toyuncak Exports Turkey 2019
24

10 predictions for the toy industry in the year 2022
The prediction of the future for the toy industry in the year 2022 is subject to numerous
moving parts and none of them seem to want to behave. Still, it is important to prepare
for future developments.
So, before getting into predictions let’s take a look at
some of the forces currently in play:
• Bricks and mortar retail is struggling, particularly
big box. Toys “r” us is in bankruptcy and some have
concerns about the entire concept of bricks and mortar
retailing. Which of the bricks and mortar retailers will be
active and to what degree is anyone’s guess.
• E-commerce is on fire and there is no end in sight to
amazon’s almost exponential growth. Ironically, they
could be the future of bricks and mortar retailing as they
enter the market with new ideas and fresh strategies –
like having stores with no employees.
• Consumers, particularly millennials, are less likely
to drive to a store than their boomer parents and
grandparents. Why because they see a previously
unrecognized opportunity cost in driving to the store and
not finding what was wanted. Simply put, buying on line
saves time and is more efficient.
• An online shopper needs credit and access to the
ınternet and the lowest economic class has neither. It is
for that reason that value operators like dollar general
and family dollar are bright spots in bricks and mortar.
Simply put, they are the place to go for the digitally
and economically disenfranchised. These chains are
prospering and therefore energizing an already dynamic
market for low, low price items offering outsized value to
lowest income shoppers.
• China is emerging as a major consumer market for
toys. In fact, euromonitor predicts that china will replace
the us as the number one country for toy consumption
by 2021.
Based upon that, what is the toy industry going to be like
in 2022?
1. Baby boomers and generation x’ers will have exited
the management ranks with millennials taking their place.
They will change the face of retailing and manufacturing
with new ideas unchained to 20th century notions of
doing business.
2. China will be the #1 consumer market for toys in the
world. Expect to make a lot of trips to china as american
toy companies become increasingly invested in the
chinese domestic toy market.
3. Amazon will be the number one toy retailer in the us
and much of the world.
4. Toys “r” us will still be with us but with different owners,
fewer and smaller stores and some surprisingly strong
competition from independent toy retailers.
5. Independent specialty retail will grow as operators
move into zip codes abandoned by toys “r” us.
6. There will be a return to pre-self service retailing.
7. 3d printing will have evolved to the point that it begins
to cut into traditional factory based production. We will
see this in both digital and physical locations that can
supply personalized products on demand.
8. We are already seeing companies like amc and ımax
offer digital play / entertainment experiences so look
for more competition for play dollars to be coming from
those who offer an experience you cannot get at home.
9. Licensing will still be highly important but an oversupply
of shows plus a continuing parade of blockbuster movies
will make choosing the right license a losing proposition.
10. License royalty fees will come down for everyone
except disney while the entertainment industry goes
through a shakeout.
25
Toyuncak Exports Turkey 2019

Toyuncak Exports Turkey 2019
32