Toyuncak Dergisi Ocak 2019

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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
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