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Main Consumer Goods & Retail Retailing Toy Retailing in the UK 2006
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Toy Retailing in the UK 2006

DateOct, 2006
Pages0
Price / format€2250 / Hard Copy
€2250 / Electronic

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Report Information | Custom-Tailored Research | Product Trade Lead


Abstract:
 Prices have been falling, driven by intense competition between the large multiple groups. The major supermarkets are extending their presence in toys as part of their drive to grow non-food sales. Meanwhile, Woolworths, one of the sector’s major retailers, is fighting back by discounting and running special deals. Argos, which is the UK’s largest non-specialist with toys, continues to trade on an everyday low-price platform, which again puts pressure on prices.

The success of retailers in toys depends on the desirability of the latest ‘craze’ toys, many of which are collectibles. But, with all these toys easily identifiable for price comparisons, many consumers take the lowest price route and desert the toy specialists for the mass merchandisers.








Table of contents:
 Issues in the Market
The market for toys is very challenging
Life for the specialist toy retailers is tough
Traditional toys are no longer the automatic gift for children
Definitions
Abbreviations
Market In Brief
Toy market suffering
Parents will always spend on kids
Core audience shrinking
Supermarkets gaining share
So who is losing share?
Woolworths is on the defensive
Argos rides high
Toys ‘R’ Us
Independents in decline
Escaping the price war
Taking a lifestyle approach
Improving the shopping experience
The Mintel toyshop improvement matrix
Market prospects
How the retailers will fare

Industry Insights

Market conditions
Impact of toy crazes
General retailers vs specialists
Different shopping trips
Differentiate to survive
Seasonality
Toys falling in the pecking order
Price deflation
The role of brands
Deals and special offers
Buying groups
Ambience and environment
Service a key differentiator
Online shopping – opportunity or threat?
Outlook remains challenging

Internal Market Environment

Price discounting
High dependency on current fads
Children losing interest in toys at younger age
Consumers likely to indulge children
Demand for educational toys strong
Toys in supermarkets create more scope for impulse buying
Selective extravagance

Broader Market Environment

Rising costs
Economic growth
Figure 1: PDI and consumer expenditure, at current and constant 2001 prices, 2001-11
Employment levels on the rise
Figure 2: Levels of employment, by gender, 2001-11
Population trends
Figure 3: UK population, by age band, 2001-11
Population shifting upmarket
Figure 4: UK population, by socio-economic group, 2001-11
Divorce rates increasing
Figure 5: Marriage and divorce, UK, 2000-10

The Market in Context

Clothing vs toys
Figure 6: UK consumer expenditure on toys and childrenswear, at current prices, 2001-05
How children spend their money
Figure 7: How pocket money is spent – 7-10s, 2005
Figure 8: UK audio-visual markets, 2000-05
Figure 9: Market for mobile phone handsets, 2000-05
Mobile phones popular with kids
Figure 10: Ownership of mobile phones by children, by age group, 2005
Strengths and Weaknesses in the Market

Market Size and Forecast

Spending on toys
Figure 11: UK spending on toys, games and hobbies, 2001-05
Market segmentation
Figure 12: Spending on toys and games, by type, 2004 and 2005
Specialist toy retailers
Figure 13: UK retail sales, all non-food retail sales and all other non-specialist non-food retailers sales, 2001-05
Outlet data
Few specialist chains
General retailers significant and growing
Some retailers add edited toy ranges
Figure 14: UK toy retailers, store numbers, 2001-05
Forecast
Clouds on the economic horizon
Figure 15: Spending on toys, 2001-11

The Consumer – Where They Buy Toys

Consumers use wide variety of outlets
Supermarkets expanding
Figure 16: Where toys/games bought from for child under 16 in the last 12 months*, June 2006
Males less likely to purchase toys
AB groups favour educational stores
Argos appeals strongly to Ds
Supermarkets mount strong attack on toy retailing
Figure 17: Where toys/games bought from for child under 16 in the last 12 months*, by gender, age and socio-economic group, July 2006
Specialist online retailers favoured by ABC1s
Disney Store attracts young buyers
Boots attracts an older profile
Core audience
Figure 18: Where else toys/games bought from for child under 16 in the last 12 months*, by gender, age and socio-economic group, July 2006
Number of stores used
Figure 19: Number of shops toys bought from, July 2006
Destination stores
ELC shoppers use a wider range of stores
Many stores only used as part of a much wider repertoire
Supermarket shoppers often use at least two other shops
Figure 20: Number of shops toys bought from, by retailer, July 2006
Where They Buy Toys – Detailed Consumer Demographics
Figure 21: Where toys/games bought from for child under 16 in the last 12 months*, by marital status, lifestage, age of children, Mintel's Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing habits, store used regularly for grocery shopping, household size and car ownership, July 2006
Figure 22: Where toys/games bought from for child under 16 in the last 12 months*, by marital status, lifestage, age of children, Mintel's Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing habits, store used regularly for grocery shopping, household size and car ownership, July 2006

The Consumer – What Are They Buying?

Games and puzzles strong
Soft toys very popular
Active lifestyles
High-tech goods
Figure 23: Toys bought for own or someone else’s child in the last 12 months, July 2006
ABC1 groups favour educational toys
25-44s are core target group
Older and female consumers buying board games
Cuddly toys for 25-34s
ABs favour games and creative pastimes
Ds attracted to fashion dolls
35-44s favour sports sets
Figure 24: Top seven toys bought for own or someone else’s child in the last 12 months, by gender, age and socio-economic group, July 2006
Generally the 25-44s buy more often
ABs encourage imagination
Handheld consoles appeal to C2s
Figure 25: Other toys bought for own or someone else’s child in the last 12 months, by gender, age and socio-economic group, July 2006
Influence of age
Figure 26: Toys bought for own or someone else’s child in the last 12 months, by age of child, July 2006
Impress the buyers
ABC1s creative and imaginative
Families have wide sphere to buy for
Bung it in the boot
Encourage the part-timers
M&S and Tesco have potential in educational toys
What bought by where shop
Number of toys purchased
Fairly large group of very active shoppers
Figure 27: Number of toys bought in the last 12 months, July 2006
Toys that come lower in the pecking order
Most toys in a range of four or more
Typical gifts often in smaller repertoire
Figure 28: Number of toys bought in the last 12 months, by type of toy, July 2006
What Are They Buying – Detailed Consumer Demographics
Figure 29: Top seven toys bought for own or someone else’s child in the last 12 months, by marital status, lifestage, age of children, Mintel's Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, store used regularly for grocery shopping, household size and car usage, July 2006
Figure 30: Other toys bought for own or someone else’s child in the last 12 months, by marital status, lifestage, age of children, Mintel's Special Groups, working status, tenure, region, ACORN categories, media usage, commercial TV viewing, store used regularly for grocery shopping, household size and car usage, July 2006
Figure 31: Other toys bought for own or someone else’s child in the last 12 months, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel's Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, store used regularly for grocery shopping, household size and car usage, July 2006
Figure 32: What toys bought, by where conusmers are shopping for toys, July 2006
Figure 33: What toys bought, by where conusmers are shopping for toys, July 2006
Motivations and Wish List – Detailed Consumer Demographics
Figure 43: Top five prompts/occasions for buying toys, by, marital status, lifestage, age of children, Mintel's Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, store used regularly for grocery shopping, household size and car usage, July 2006
Figure 44: Other prompts/occasions for buying toys, by marital status, lifestage, age of children, Mintel's Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, store used regularly for grocery shopping, household size and car usage, July 2006
Figure 45: Top seven improvments that would make shopping easier and more shopping for toys, by marital status, lifestage, age of children, Mintel's Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, store used regularly for grocery shopping and car usage, July 2006
Figure 46: Other improvments that would make shopping easier and encourage more shopping for toys, by marital status, lifestage, age of children, Mintel's Special Groups, working status, region, ACORN categories, media usage, commercial TV viewing, store used regularly for grocery shopping and car usage, July 2006
Figure 47: Improvements wanted, by where shopped for toys, July 2006

Channels of Distribution

Industry associations/buying groups
British Toy & Hobby Association
Toy Retailers Association
Buying groups
Toy Fairs
Market segmentation
Figure 48: UK toy market: channels of distribution, 2005

Retailer Competitor Analysis

The retailing scene
Share of the market
Figure 49: Estimated market shares of leading retailers in toys, 2003 and 2005
Figure 50: Summary of main toy retailers, 2006
Recommendations for retailers to maximise their potential
Retailers
Specialists
The Disney Store Ltd
Figure 51: The Disney Store Ltd: Sales as share of spend on toys, games and hobbies, UK, 2001-05
Strategic evaluation
Background
Financial performance
Figure 52: The Disney Store Ltd: Group financial performance, 2000-05
Store portfolio
Figure 53: The Disney Store Ltd: Outlet data, 2000-05
Retail offering
Market positioning
Brands
Product offer
Operational issues
Advertising and marketing
E-commerce and home shopping
Early Learning Centre Ltd
Figure 54: Early Learning Centre Ltd: Sales as share of spend on toys, games and hobbies in UK, 2001-05
Strategic evaluation
Background
Financial performance
Figure 55: Early Learning Centre Ltd: Group financial performance, 2000-05
Store portfolio
Figure 56: Early Learning Centre Ltd: Outlet data, 2000-05
Retail offering
Market positioning
Brands
Product offer
Operational issues
Advertising and marketing
E-commerce and home shopping
The Entertainer (Amersham) Ltd
Figure 57: The Entertainer (Amersham) Ltd: Sales as share of spend on toys, games & hobbies in UK, 2001-05
Strategic evaluation
Background
Financial performance
Figure 58: The Entertainer (Amersham) Ltd: Group financial performance, 2001-05
Store portfolio
Figure 59: The Entertainer (Amersham) Ltd: Outlet data, 2001-05
Retail offering
Market positioning
Product offer/brands
Advertising and marketing
E-commerce and home shopping
Operating issues
Games Workshop Group
Figure 60: Games Workshop Group: Sales as share of spend on Toys, Games & Hobbies in UK, 2001-05
Strategic evaluation
Background
Financial performance
Figure 61: Games Workshop Group: Group financial performance, 2000-05
Store portfolio
Figure 62: Games Workshop Group: Outlet data, 2000-05
Retail offering
Product offer
Advertising and marketing
E-commerce and home shopping
Gamleys Ltd
Figure 63: Gamleys Ltd: Sales as share of spend on toys, games & hobbies in UK, 2001-05
Strategic evaluation
Background
Financial performance
Figure 64: Gamleys Ltd: Group financial performance, 2001-05
Store portfolio
Figure 65: Gamleys Ltd: Outlet data, 2001-05
Retail offering
Market positioning
Brands/products
Advertising and marketing
E-commerce and home shopping
Hamleys of London Ltd
Figure 66: Hamleys of London Ltd: Sales as share of spend on Toys, Games & Hobbies in UK, 2001-05
Strategic evaluation
Background
Financial performance
Figure 67: Hamleys of London Ltd: Group financial performance, 2001-05
Store portfolio
Figure 68: Hamleys of London Ltd: Outlet data, 2001-05
Retail offering
Market positioning
Brands
Product offer
Advertising and marketing
E-commerce and home shopping
Toys `R’ Us
Figure 69: Toys `R’ Us: Sales as a share of toys, hobbies and games UK, 2001-05
Strategic evaluation
Background
Financial performance
Figure 70: Toys `R’ Us: financial performance, 2002-06
Store portfolio
Figure 71: Toys `R’ Us: Outlet data, 2002-06
Retail offering
Market positioning
Brands
Product offer
Advertising and marketing
E-commerce and home shopping
Toyworld Group plc
Strategic evaluation
Background
Financial performance
Store portfolio
Retail offering
Market positioning
Product offer
E-commerce and home shopping
General retailers with toys
Argos
Figure 72: Argos: Sales as share of all non-food retailers in UK, 2001-05
Strategic evaluation
Background
Financial performance
Figure 73: Argos: Group financial performance, 2001-05
Store portfolio
Figure 74: Argos: Outlet data, 2001-05
Retail offering
Market positioning
Brands
Product offer
Operational issues
Advertising and marketing
E-commerce and home shopping
Space allocation
Woolworths Group plc
Figure 75: Woolworths plc: Sales as share of all non-food retailers in UK, 2001-05
Strategic evaluation
Background
Financial performance
Figure 76: Woolworths plc: Group financial performance, 2000-06
Store portfolio
Figure 77: Woolworths plc: Outlet data, 2000-06
Retail offering
Market positioning
Brands
Product offer
Operational issues
Advertising and marketing
E-commerce and home shopping
WH Smith UK
Figure 78: WH Smith UK: Sales as share of all non-food retailers in UK, 2001-05
Strategic evaluation
Background
Financial performance
Figure 79: WH Smith UK: Group financial performance, 2001-05
Store portfolio
Figure 80: WH Smith UK: Outlet data, 2001-05
Retail offering
Mothercare Plc
Figure 81: Mothercare Plc: Sales as share of all non-food retailers in UK, 2001-05
Strategic evaluation
Background
Financial performance
Figure 82: Mothercare Plc: Group financial performance, 2000-05
Store portfolio
Figure 83: Mothercare Plc: Outlet data, 2000-05
Retail offering
Market positioning
Brands
Product offer
Operational issues
Advertising and marketing
E-commerce and home shopping
Department stores
John Lewis
Debenhams
House of Fraser
Harrods
Grocery retailers
Tesco
Asda
Other retailers with toys
Boots
M&S
Hobbycraft
Mamas and papas
Internet specialist toy retailers
Brightminds.co.uk
Otherlandtoys.co.uk
Letterbox.co.uk
Myfirstyears.co.uk
Knottoys.com
Jigsawpuzzlesdirect.co.uk
Thekidswindow.co.uk
Coolgiftsforkids.co.uk
Other Internet sites retailing toys
Amazon.com
Ebay.co.uk
Big-book mail order companies
Advertising and Promotion
Adverts to reach the kids
But restrictions may increase
Children's TV channels increased opportunities
What the parents think
Figure 84: Leading toy retailers, advertising, 2001-05




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