Steven ZHAO

American Toys Market Environment in 2006 and Its Prediction in 2007

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By the results of Stat. report of NPD Group, it is revealed that sales volume in American toys market has reached $22,300,000,000 in 2006. The main reason is it sells very well in the 4th season, which ensures the whole year to have a little growth of 0.34% in 2006. However, toy sales of the former 9 months fall by 3% compared with the same period of 2005.

In 2006, the most promising category of toys is electronic toys, which maintains their sales growth by 22%. Especially rc toys in electronic toys market, such as rc helicopter, rc gas boat, nitro rc car, remote control helicopter, remote control car, rc car etc. increase rapidly. And the next is vehicles, arts and crafts, and toys for infants, toddlers and preschoolers, respectively they increase by 5%, 4% and 2%.

The average price of toys is $7.52, and sees year-on-year rises of 5% compared to 2005. The distribution of selling channels is: shopping malls and discount stores take 55%, toy shops take 18%, online sales take 6%, food stores or pharmacies take 5%, and department chain stores take 4%.

Experts predict that the American toys market is expecting a gradual recovery in 2007 because of following main reasons:

Playing toys still is an important part of chindren’ lives. NPD Group consigned by Toys Union Association investigates recently on the topic of Investigations of Children’s Leisure Time which shows that time used to play toys is only little lower than to watch TV and takes 9% of the whole leisure time, and it amounts to an average of more than 9 hours every week.

Parents prefer to buy their children expensive and interesting toys. In 2006, the average retail prices of toys have gone up by 4%. Toy brands, such as Amazing Amanda, Robosapien and Banzai Falls water slide etc. whose unit price is over $100 are the great winners of the full industry last year. And rc toys in electronic toys market, such as rc helicopter, rc gas boat, nitro rc car, remote control helicopter, remote control car, rc car etc. will become especially popular.

Much more children, much bigger market. It is anticipated children under 5 years will grow by 6% between 2007 and 2010 in America, children aged 6-8 will increase by 4% and aged 9-12 will grow by 2%.

It is also anticipated that sales in American toys market will rise by 4.8% in 2007, and rc toys, such as rc helicopter, rc gas boat, nitro rc car, remote control helicopter, remote control car, rc car etc. will rise more than 10%.

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