Global and China Toy Industry Report, 2010-2011
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In 2010, the global toy sales achieved USD83.3 billion, up 4.7% YoY, wherein, the Asian toy market climbed to the world’s second largest toy market with the strong growth of 9.2% on average. Meanwhile, influenced by fluctuations in the exchange rate, the European market dropped to the third place. Being as the largest toy market globally, followed by Japan, China, UK and France, the American market contributed the sales of USD21.9 billion in 2010.

Export Value and Growth Rate of Toys Made in China, 2001-2010
Source: UN Comtrade; ResearchInChina

In 2010, the export value of Chinese toys reached USD10.08 billion, up 29.4% from a year earlier. Compared to the YoY fall of 9.9% in 2009, the export value of toy industry witnessed substantial increase in China in 2010, which was beneficial from the gradual recovery of global economy as well as favorable factors such as implementation of economic policies in China and the re-stocking of foreign toy dealers, etc.

In 2010, ten out of 11 categories of exported China-made toys, except toy electric train, experienced rapid growth; of which, the export value of animal toys registered USD1.665 billion, up 22.08% YoY; and that of intellectual toys and toy sets amounted to USD690 million and USD645 million, respectively, increasing by 33.4% and 28.58% from the previous year. In terms of the export ratio, the market shares occupied by traditional toys such as plush toys and plastic toys further shrank, while that of intellectual and electronic & electric toys constantly increased.

Facing the rising market demand, the capital demand of Chinese toy manufacturers keeps growing considerably. The enterprises have successfully sought financing by listing on the stock market in succession, such as Guangdong Alpha Animation and Culture Co., Ltd., Xing Hui Auto Model Co., Ltd., Goldlok Toys Holdings Co., Ltd., Guangdong Huawei Toys Craft Co., Ltd., and Guangdong Qunxing Toys Joint-Stock Co., Ltd. etc.

In Apr. 2011, Guangdong Qunxing Toys Joint-Stock Co., Ltd. raised RMB680 million from the IPO, over collected RMB420 million. Among the fundraising projects, the growth rates of newly increased capacity of child vehicle, electric vehicle and computer learning machine will see over 250%, 70% and 120%, respectively.

Aimed at illustrating the current and future development trend of toy industry in China, this report probes into the status quo of global and China’s toy industry, related policies, market segments and operations of key toy enterprises.
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
2.2.3 France

3. China Toy Industry
3.1 Current Development
3.1.1 Status Quo
3.1.2 Development in 2010
3.1.3 Related Standards and Authentication
3.2 Competition Pattern
3.3 Export & Import
3.3.1 Import
3.3.2 Export
3.3.3 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 Supply & Demand
5.2.3 Related Authentication and Policies
5.3 Plastic Toy
5.3.1 Overview of China Plastic Toy Industry
5.3.2 Market Size of China Plastic Toy Industry 
5.3.3 Development Predicament of China Plastic Toy Industry
5.4 Electronic Toy
5.4.1 Popular Intelligent Electronic Toy
5.4.2 Supply of & Demand of China Electronic Toy Industry
5.4.3 Influence of Related Directive on China Electronic Toy Industry
5.5 Intellectual Toy
5.5.1 Mainstream Status
5.5.2 Export of Chinese Intellectual Toys
5.5.3 Industry Standard
5.5.4 Potential Market Demand

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 Guangdong Qunxing Toys Joint-Stock Co., Ltd.
6.4.1 Profile
6.4.2 Operation
6.5 Guangdong Huawei Toys Craft Co., Ltd.
6.5.1 Profile
6.5.2 Operation
6.6 Lung Cheong International Holdings Limited
6.6.1 Profile
6.6.2 Operation
6.7 Goodbaby International Holdings Limited
6.7.1 Profile
6.7.2 Operation
6.8 Lerado Group
6.8.1 Profile
6.8.2 Operation
6.9 Intex Toys
6.9.1 Profile
6.9.2 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
7.5.3 Strategy
Global Toy Sales, 2006-2011 
Global Toy Sales (by Region), 2009
Toy Sales of Key Countries, 2008-2009
Global Toy Sales Structure (by Region), 2007-2009
Sales of Toys in the USA, 2003-2010 
Sales of Toys in the USA (by Product), 2006-2010
Sales of Toys in Japan, 2004-2010
Sales Structure of Toys in Japan (by Product), 2009-2010
Sales of Toys in France, 2005-2010
Distribution Channels of Toys in France, 2009
Export Destinations of French Toys, 2009
Import Origins of French Toys, 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 
Annual Average Consumption of Children’s Toys in China, 2007-2009 
Gross Margin of China Toy Industry, Feb.2007- May 2010
Toy Distribution Channels in China, 2009-2010
Export Value of Toys in China, Jan.2010-Dec.2010 
Major Toy-related Authentications
Top 10 Toy Brands in China, 2011
Import Value of Toys in China, 2001-2010 
Export of Toys in China(by Product), 2000 vs. 2010
Export Value and Growth Rate of Chinese Toys, 2001-2010 
Export Destinations of China-made Toys, 2010
YoY Growth Rate of China-made Toy Export, Jan. 2010 –May 2011
Export Sources of Toys in China, 2010
Export Value and Growth Rate of China-made Toys (by Product), 2010
Gross Output Value of China Plastic Industry, 2001-2011 
Output and Growth Rate of Chinese Plastic Products, 2001-2010
Export Volume and Value of Chinese Plastic Industry, 2003-2010
Sales and Leasing Profits of Japanese Cartoon DVD, 2000-2010 
Output of Japanese TV Animation, 2003-2010 
Output of Domestic TV Animation in China, 2004-2010 
Market Share of Cartoon & Animation Toys of Developed Countries, 2009
Market Size of Online Games in China, 2006-2013E
Number of Online Game Players in China, 2006-2010 
User Numbers of Large-scale Online Game Operators in China, 2010
Quantity of Online Games in China, 2004-2010
Sales Volume and Growth Rate of TV Game Platform Hardware in China, 2007-2012E
Sales Volume and Growth Rate of PSP Platform Hardware in China, 2007-2012E
Export Value of Plush Toys in China, 2004-2010
Partial Export Destinations and Export Value of Plush Toys, Jan. 2009-Nov. 2009
Export Value and Growth Rate of Plush Toys in China,Jan.2010-Feb.2011 
Export Destinations of China-made Plush Toys, 2009
Export Value and Growth Rate of Toys Made in Zhejiang Province, Jan.2010-Feb.2011
Global Market Size of Plastic Toys, 2006-2012E
Market Size of Plastic Toys in China, 2006-2012E
Export Value of Electronic Toys in China, 2006-2009 
Export Value and Growth Rate of  Intellectual Toys in China, Jan.2010-Feb.2011
Major Export Destinations and Export Value of Intellectual Toys in China, Jan. 2009-Nov. 2009
Attention of Chinese Consumers on Various Toys
Operating Income and Net Income of Alpha Animation, 2007-20110Q1 
Operating Income and Growth Rate of Alpha Animation (by Product), 2007-2010
Revenue Structure of Alpha Animation (by Region), 2006-2010
Gross Margin of Alpha Animation (by Business), 2007-2010
Revenue from Cartoon Toys and Its Proportion of Alpha Animation, 2006-2010
Authorized Brands Obtained by Xinghui Auto Model
Operating Income and Net Income of Xinghui Auto Model, 2007-2011Q1 
Revenue Structure of Xinghui Auto Model (by Product), 2006-2010
Proportion of Revenue from Model Cars of Xinghui Auto Model, 2006-2010
Gross Margin of Xinghui Auto Model, 2006-2010
Revenue Structure of Xinghui Auto Model (by Region), 2006-2010
Global Sales and Growth Rate of Model Car Market , 2004-2012E
Operating Income and Net Income of Goldlok Toys, 2007-2011Q1 
Operating Income Structure of Goldlok Toys (by Product), 2008-2010
Operating Income Proportion of Goldlok Toys (by Region), 2010
Competition of Market Segments of Goldlok Toys, 2009
Revenue Structure of Goldlok Toys by Sales Channel, 2006-2009
Operating Income and Net Income of Qunxing Toys, 2008-2011Q1 
Operating Income Structure of Qunxing Toys (by Product),  2010
Operating Income Proportion of Qunxing Toys (by Region), 2008-2010
Operating Income and Net Income of  Huawei Toys, 2008-2011Q1 
Operating Income of  Huawei Toys(by Product),2010
Output and Sales Volume of Plastic Toys of Huawei Toys, 2007-2010H1
Output and Sales Volume of Intellectual Toys of Huawei Toys, 2007-2010H1
Operating Income  of  Huawei Toys(by Region), 2010
Gross Margin of Lung Cheong International, FY2007-FY2011 
Revenue Structure of Lung Cheong International (by Region), FY2007-FY2011
Operating Income  of Lung Cheong International (by Product), FY2007-FY2011
Operating Income of Lerado Group, 2006-2009
Operating Income of Lerado Group (by Business), 2008-2009
Operating Income of Goodbaby (by Region), 2007-2010 
Operating Income  of Goodbaby  (by Business), 2007-2010 
Operating Income of Lerado Group, 2006-2010 
Revenue Structure of Lerado Group (by Business), 2008-2010
Operating Income of Intex Toys, 2007-2009 
Operating Income and Net Income of Mattel, 2006-2010 
Revenue Structure of Mattel (by Region), 2007-2010 
Revenue Structure of Mattel (by Product), 2007-2010  
Operating Income of Hasbro, 2005-2010  
Operating Income of Hasbro (by Product), 2007-2010 
Operating Income of Hasbro (by Region), 2007-2010  
Operating Income of Tomy, FY2007-FY2011 
Operating Income of Tomy (by Region), FY2008-FY2010  
Revenue Structure of Tomy (by Product), FY2009  
Operating Income of LEGO Group, 2005-2010  
Net Income of LEGO Group, 2005-2010  
Sales and Gross Margin of Bandai, FY2007-FY2011  
Sales of Bandai(by Product), FY2008-FY2011  
Sales of Bandai (by Region), FY2006-FY2010  
Main Strategies of Each Department of Bandai,FY2012

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