Contents• Introduction• Background of the toy industry• Small vs. large Companies• Indian vs. International companies• Frequency of play type• Toy retailers market share• Major Players

– Common Trends Among Major Players– Mattel – Hasbro – Bandai – Lego

• Fun facts• Common trends among major players

The Toy Industry• Term used to describe industries

that produce small number of goods in any material– Hinges, buttons, belts, hooks,

etc.• “Playthings”

• 1st based on small-cottage manufactories– (India) Rise of the middle

class, a demand that led to rapid expansion of the industry• Mid-18th century

– Later, a number of very large manufactories were built.

Background • The INDIAN toy

manufacturing industry includes:– About 500 companies and– Has annual revenue of 1300

billion• Most manufacturing is

conducted in overseas factories– Primarily in China.

• Highly concentrated industry– Top 50 companies generate

about 75%of revenue

Differences betweenSmall vs. Large Companies

Small Companies: Competitive Specialize in product

segment Respond faster to

market trends

Large Companies: Wide selection of toys Have scale advantages

in: Purchasing Manufacturing Distributing Selling Marketing

Indian vs. InternationalCompanies (List)

Indian• F.N. Toys• TAITMA• NIRMAL Enterprises• KC Enterprises.

International• Hasbro, global• Mattel, global• Bandai, Japan

Major Players

1. Mattel2. Hasbro3. Bandai4. Lego5. Tiger Electronics

Mattel• World’s largest toy

company– Barbie

• Generates 80% of revenue sales

– Hot Wheels– American Girl– Polly Pocket– Matchbox

Hasbro• 2nd largest global toy

maker– Long-lasting toy

franchises since the 1920s• Mr. Potato Head• G.I. Joe• Transformers• My Little Pony

– Board Games• Monopoly• Candy Land• Scrabble• Trivial Pursuit• Pictionary• Recently, Cranium Inc.

for $77.5 million

Bandai

• Business Philosophy:– to provide timeless

entertainment through endless creativity

• 3rd largest toy manufacturer– Based in Japan

• Popular video games for– Nintendo– Sega– PlayStation– Game Boy– Wii– Xbox

Lego

• 1934, Danish toymaker– Ole Kirk Christiansen

• 1st line of wooden toys, then produced plastic bricks (legos)

• Popular culture phenomena– Star Wars– Harry Potter

Tiger Electronics

• American electronic-toy manufacturer

• Subsidiary of Hasbro– Handheld games– Furby– Giga Pets

• Leading electronic toys for:– Star Trek– Neopets– Barney– Jeopardy– Who Wants to Be a

Millionare?– Winnie the Pooh

Common Trends AmongMajor Players

• Budget Toys– Basic, nostalgia

• i.e. remote controlled cars

• Movie Toys– Movie-licensed toys

• Iron Man, Superman, Batmam

• Organic & Green Toys– Eco-friendly raw

materials from reused & recycled materials

• Interactive and Digital Toys– Computerized-

virtual world

Fun Facts• The word "toy" comes from an Old English word meaning "tool".• The yo-yo is believed to be the second-oldest toy in the world.

The name yo-yo comes from a Filipino expression meaning "come come".

• McDonald's is the world's largest distributor of toys!• Dolls are considered to be the oldest toys in history.• The first toy advertised on television was Mr. Potato Head.• The world’s children spend 5 billion hours a year playing with

LEGO bricks.

Any Questions???

Presented By -- BHAWNA DEVJANI

Presented to--

Ma’am BHAWNA SHARMA