Revenue forecast for the U.S. toys and games market 2009-2014

This graph depicts the revenue forecasts for the U.S. toys and games market from 2009 to 2014. Estimated revenue for 2010 is 21.98 billion U.S. dollars.U.S. Toys and Games MarketThe toys and games market comprises a wide range of products, including art and craft, building and other learning and hobby sets/toys, dolls, jigsaw, board and card games, action figures, die cast models, soft toys and outdoor games and sports toys/games. Traditional toy sales are suffering due to the growing popularity of the computer games market; however, this is somewhat balanced by a constant demand for infants’ toys. Toys and games are not necessities but rather viewed as a treat of which frequency and cost is dependent on the affluence of the buyer. Grandparents of the baby-boomer generations are generally wealthier than in previous generations, especially in developed nations, and are able to spoil their grandchildren to a greater extent. The popularity of many toys and games is short-lived and/or seasonal, which means the retail market is subject to rapid change.It is becoming increasingly challenging for independent toy stores to compete with mass merchandisers and department stores, as these types of stores are able to exploit economies of scale to offer low prices. However, the biggest threat and the most significant substitutes to the toys and games market are computer games. Children are playing computer games at a lower age in an increasingly digital world. Consoles, PCs and mobile phones are playing an ever growing part in children's lives by providing games, education and entertainment. Despite not providing a cheaper alternative on the whole, computer games are becoming more popular to the detriment of traditional toys and games where customer loyalty is low with no switching costs.The toys and games market is generally fragmented, with numerous retailers present, boosting the competition within this market. Some market players are highly dependent on revenues from toys and games sales, with department stores and supermarkets being less dependent than specialized toy stores, due to the variety of goods on offer.

本图描绘了2009年至2014年美国玩具与游戏市场的收入预测。预计2010年的收入为219.8亿美元。美国玩具与游戏市场包括艺术与手工艺、建构及其他学习和爱好套装/玩具、洋娃娃、拼图、桌面与卡牌游戏、动作人偶、模型车、软玩具以及户外游戏和体育玩具/游戏等多种产品。鉴于计算机游戏市场的日益盛行，传统玩具销售正遭受冲击；然而，对婴幼儿玩具的持续需求在一定程度上实现了平衡。玩具与游戏并非生活必需品，而更多被视为一种奖励，其频率与成本取决于购买者的富裕程度。相对于前几代人，婴儿潮一代的祖父母通常更为富裕，尤其是在发达国家，他们能够给予孙辈更多的宠爱。许多玩具与游戏的流行周期短暂且/或季节性明显，这意味着零售市场容易受到快速变化的影响。独立玩具店在与大型零售商和百货商店的竞争中正变得越来越具有挑战性，因为这些类型的商店能够利用规模经济提供低价商品。然而，对玩具与游戏市场构成最大威胁和最显著的替代品的是计算机游戏。在日益数字化的世界中，儿童接触计算机游戏年龄越来越小。游戏机、个人电脑和移动电话在孩子们的生活中扮演着越来越重要的角色，它们提供游戏、教育和娱乐。尽管整体上并未提供更便宜的选择，但计算机游戏却变得越来越受欢迎，这对传统玩具与游戏市场造成了损害，因为客户忠诚度低且转换成本低。玩具与游戏市场通常较为分散，众多零售商的参与使得市场竞争加剧。一些市场参与者高度依赖玩具与游戏销售的收入，而由于提供的商品种类繁多，百货商店和超市的依赖程度低于专业玩具店。