Global and China Toy Industry Report, 2010
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In 2009, influenced by the financial crisis, the global toy sales turned out to be US$80 billion, an increase of 3.6% compared with US$77 billion in 2008. Along with the gradual recovery of global economy in 2010, the toy industry also takes a turn for the better; promisingly, global toy sales in 2010 will be raised by 5.4% compared with the prior year, hitting US$84.3 billion. The USA, Japan, and China rank the Top 3 of toy sales worldwide with the respective sales of US$21.5 billion, US$5.8 billion, and US$4.9 billion, while Britain, France, Germany, Brazil, India, Australia, and Canada take the 4th-10th position. The Top 10 countries occupy 66% of the global total sales of toys. 

Global Toy Sales, 2006-2009 (Unit: US$ bn)
Source: WIND; ResearchInChina

China is the world’s largest toy manufacturer and exporter, and over 2/3 of global toys are made in China; the export value of Chinese toys in 2009 reached US$7.8 billion. Guangdong, Jiangsu, Zhejiang, Shanghai, and Shandong are the foremost production and export bases of toys in China, accounting for more than 90% of the annual sales of Chinese toys, of which, Guangdong gives priority to electric toys and plastic toys; Jiangsu and Shanghai are mainly engaged in plush toys; Zhejiang gives first place to wooden toys.

Distribution of Toy Export in China, 2009 
 Source: WIND; ResearchInChina

In 2009, among the 11 categories of exported toys of China, 8 categories experienced declines; of which, the export value of animal toys was US$1.36 billion, down 24.2%. While the export value of intellectual toys and toy sets amounted to US$520 million and US$500 million, respectively, up 6.6% and 1.5%. In pace with the upgrading of technology, changes have been made to the toy export industry: developed countries have diverted their demands of toys to top-grade types such as adult toys, high-tech electric toys, intellectual & educational toys from traditional medium and low-grade products like plastic toys and stuffed toys. Electric toys and online toys produced with high & new tech become the new development orientation.

China’s plush toys enjoy relatively large shares in European & American market, but the low-price edge and processing trade only brings along meager profits and more than 90% are OEM products. With the appreciation of RMB as well as the rise of labor cost, the manufacturing cost of plush toys goes up and the market share decreases gradually; wooden toys approximately occupy 10% of the market share, with the focus shifting from traditional wooden toys to intellectual wooden toys, pet wooden toys, etc. China’s plastic toys are facing various risks because of the continuously rising price of raw materials, quality and safety issues, etc. And China’s intellectual toys have a broad prospect, but relevant standards need to be released so as to guarantee the healthy development of the market. 

From the perspective of annual average consumption of toys by children worldwide, China sees only US$20, while Australia and the USA reach respective US$401 and US$280. At present, the population of Chinese juvenile and children has hit 300 million, so, there is huge potentiality of toy consumption in domestic market. On the other hand, as we entering 2010, the Echo Boomers born in 1980s will become the main force of toy consumption. It is predicted that the demand of domestic toy industry will increase dramatically in the following several years. 

Facing the rising market demand, major toy enterprises in China have worked out ambitious development plans. 

Guangdong Alpha Animation and Culture Co., Ltd. raised RMB860 million from the IPO in 2009, which enables it to carry out integrated operation of animation industry chain through merging and acquiring excellent domestic enterprises. In March 2010, it invested RMB90 million to acquire a 60% stake in Guangdong Jiajia Cartoon Film Co., Ltd. in an effort to obtain rare media channel resources and promote the release of animated films and the selling of cartoon toys.

Based on the current 21 brands and 190 models of model cars, Xinghui Auto Model Co., Ltd. plans to get the model car authorization of foreign brands including Porsche, and domestic brands including Hongqi, Chery and BYD in the coming three years, striving for the authorization of 26 brands and over 300 models. Restricted by output capacity, the products of Xinghui Auto Model Co., Ltd. are mainly sold to foreign countries and first-tier domestic cities like Beijing and Shanghai; the company will further expand its market in second and third-tier domestic cities after the improvement of its output capacity in the future.

1. Overview of Toy Industry 
1.1 Definition and Category 
1.2 Development History 

2. Global Toy Industry 
2.1 Development 
2.2 Major Countries 
2.2.1 USA
2.2.2 Japan 

3. China Toy Industry 
3.1 Current Development 
3.1.1 Status Quo 
3.1.2 Development in 2009
3.2 Export & Import 
3.2.1 Import 
3.2.2 Export 
3.2.3 Export Predicament

4. Related Industries 
4.1 Plastic Industry 
4.2 Cartoon & Animation Industry
4.3 Game Industry 

5. Sub-industries 
5.1 Plush Toy 
5.1.1 Overview 
5.1.2 Development Predicament of China Plush Toy Industry
5.2 Wooden Toy 
5.2.1 Status Quo 
5.2.2 Market Demand 
5.3 Plastic Toy 
5.3.1 Overview of China Plastic Toy Industry 
5.3.2 Export of Chinese Plastic Toys 
5.3.3 Development Predicament of China Plastic Toy Industry
5.4 Electronic Toy 
5.4.1 Popular Intelligent Electronic Toy
5.4.2 Development of Electric Plush Toy
5.4.3 Influence of RoHS Directive on China Electronic Toy Industry 
5.5 Intellectual Toy 
5.5.1 Mainstream Status 
5.5.2 Industry Standard
5.5.3 Huge Market Potential 

6. Key Toy Enterprises in China 
6.1 Guangdong Alpha Animation and Culture Co., Ltd.
6.1.1 Profile 
6.1.2 Operation 
6.1.3 Strategy 
6.2 Xinghui Auto Model Co., Ltd. 
6.2.1 Profile 
6.2.2 Operation 
6.3 Goldlok Toys Holdings (Guangdong) Co., Ltd.
6.3.1 Profile 
6.3.2 Operation 
6.4 Lung Cheong International Holdings Limited
6.4.1 Profile 
6.4.2 Operation 
6.5 Jiangsu Goodbaby Group
6.6 Lerado Group
6.6.1 Profile 
6.6.2 Operation 
6.7 Intex Toys
6.7.1 Profile 
6.7.2 Operation 
6.8 Guangdong Huawei Toys Craft Co., Ltd.
6.8.1 Profile 
6.8.2 Operation 

7. Key Toy Enterprises Overseas 
7.1 Mattel
7.1.1 Profile 
7.1.2 Operation 
7.2 Hasbro 
7.2.1 Profile 
7.2.2 Operation 
7.3 Takara Tomy
7.3.1 Profile 
7.3.2 Operation 
7.4 LEGO
7.4.1 Profile
7.4.2 Operation 
7.5.1 Profile 
7.5.2 Operation 

8. Development Trend of Chinese Toy Market 
Global Toy Sales, 2006-2010 
Global Toy Market Sales (by Region), 2009 
Global Toy Market Sales, 2008-2009 
Global Toy Sales Structure (by Region), 2007-2009 
Sales of Toys in the USA, 2003-2009 
Sales of Toys in the USA (by Product), 2008-2009 
Import Value and Import Value from China of Toys in the USA, 2003-2008 
Import Source Distribution of Toys in the USA, 2008 
Export Value of American Toys, 2003-2008 
Distribution of Export Destinations of American Toys, 2008 
Sales of Japanese Toys, 2004-2009 
Gross Industrial Output Value and Growth Rate of Chinese Toy Manufacturers, 2005-2009 
Purchase Inclinations of Urban & Rural Consumers in China, 2009 
Annual Average Consumption of Children’s Toys in Some Countries, 2009 
Gross Margin of China Toy Industry, Feb.2007- May 2010 
Export Value of Chinese Toys, Jan.2009-Dec.2009
Prices of the Toys Bought by Chinese Consumers, 2009 
Import Value of Toys in China, 2001-2009 
Export of Chinese Toys (by Product), 2000 VS 2009 
Export Value and Growth Rate of Chinese Toys, 2001-2009 
Distribution of Export Destinations of Chinese Toys, 2009 
Distribution of Export Sources of Chinese Toys, 2009 
Export Value and Growth Rate of Chinese Toys (by Product), 2009 
Gross Output Value of China Plastic Industry, 2000-2009 
Output and Growth Rate of Chinese Plastic Products, 2000-2009 
Export & Import Data of Plastic Industry, 2000-2009 
Sales and Leasing Profits of Japanese Cartoon DVD, 1999-2008 
Output of Domestic TV Animation, 2004-2009 
Market Share of Cartoon & Animation Toys of Developed Countries, 2009 
Market Size of Online Games in China, 2001-2009 
Number of Online Game Players in China, 2006-2009 
Revenue of Top 10 Online Game Manufacturers in China, 2007-2009 
Quantity of Chinese Online Games, 2006-2009  
Sales Volume and Growth Rate of TV Game Platform Hardware in China, 2007-2012 
Sales Volume and Growth Rate of PSP Platform Hardware in China, 2007-2012 
Export Value of Chinese Plush Toys, 2004-2009 
Distribution of Export Destinations of Chinese Plush Toys, 2009 
Partial Export Destinations and Export Value of Plush Toys, Jan.-Nov. 2009 
Import Sources of Wooden Toys in the USA, 2009 
Import Sources of Wooden Toys in Britain, 2009 
Distribution of Export Destinations of Chinese Plastic Toys, 2008 
Import Source Distribution of Plastic Toys in the USA, 2008 
Import Source Distribution of Plastic Toys in Germany, 2008 
Export Destinations and Export Value of Chinese Intellectual Toys, 2008-2009 
Major Export Destinations and Export Value of Chinese Intellectual Toys, Jan.-Nov.2009 
Operating Income and Net Profit of Alpha Animation, 2007-2010Q1 
Operating Income and Growth Rate of Alpha Animation (by Product), 2009 
Operating Income and Growth Rate of Alpha Animation (by Product), 2007-2009 
Revenue Structure of Alpha Animation (by Region), 2006-2009 
Gross Margin of Alpha Animation (by Business), 2007-2009 
Revenue from Cartoon Toys and Its Proportion of Alpha Animation, 2006-2009 
Operating Income and Net Profit of Xinghui Auto Model, 2007-2010Q1 
Operating Income and Growth Rate of Xinghui Auto Model (by Product), 2009 
Revenue Structure of Xinghui Auto Model (by Product), 2006-2009 
Proportion of Revenue from Model Cars of Xinghui Auto Model, 2006-2009 
Gross Margin of Xinghui Auto Model, 2006-2009 
Revenue Structure of Xinghui Auto Model (by Region), 2006-2009 
Authorized Brands Obtained by Xinghui Auto Model 
Operating Income and Net Profit of Goldlok Toys, 2007-2010Q1 
Operating Income Structure of Goldlok Toys (by Product), 2008-2009 
Operating Income Proportion of Goldlok Toys (by Region), 2008-2009 
Segmented Market Competition of Goldlok Toys, 2009 
Revenue Structure of Goldlok Toys by Sales Channel, 2006-2009 
Gross Profit of Lung Cheong International, 2007-2009 
Revenue Structure of Lung Cheong International (by Region), 2007-2009 
Revenue Structure of Lung Cheong International (by Product), 2007-2009 
Operating Income of Lerado Group, 2006-2009 
Revenue Structure of Lerado Group (by Business), 2008-2009 
Operating Income of Dongguan Intex Toys, 2007-2008 
Operating Income and Net Profit of Mattel, 2006-2009 
Revenue Structure of Mattel (by Region), 2007-2009 
Revenue Structure of Mattel (by Product), 2007-2009 
Operating Income of Hasbro, 2001-2009 
Operating Income of Hasbro (by Product), 2007-2009 
Operating Income of Hasbro (by Region), 2007-2009 
Operating Income of Tomy, FY2007-FY2010 
Operating Income of Tomy (by Region), FY2008-FY2009 
Revenue Structure of Tomy (by Product), FY2009 
Operating Income of LEGO Group, 2005-2009 
Net Profit of LEGO Group, 2005-2009 
Sales and Gross Profit of BANDAI, FY2006-FY2010 
Sales of BANDAI (by Product), FY2008-FY2010 
Sales of BANDAI (by Region), FY2006-FY2010 

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