TIA Research Will Analyze Foreign Export Markets

September 3, 2013 | The Toy Industry Association (TIA) has commissioned two pieces of global market research to assist members in identifying opportunities for and obstacles to entering global toy markets. Initial research will offer economic indicators for Brazil and China, as well as insights into consumer habits, industry influencers and market entry strategies, to aid small and mid-sized member companies looking to increase activity in export markets.  

One report is being developed by Kidz Global, a global market research firm that is conducting consumer surveys in Beijing, Shanghai and 15 major cities in Brazil to provide TIA members with a view of local demographics, children’s daily routines and parents’ roles in those routines, primary retail channels, and popular toy and entertainment brands, as well as key drivers in successfully exporting to those markets. Reports will be issued this fall, winter and spring to provide data on consumer habits during the summer, back-to-school and holiday seasons.

The second set of research is from Altios International, a consultancy specializing in international commerce. Reports will offer business intelligence, including demographic data; overarching economic, social and geographic trends; major distribution and retail channels; media options; brand awareness; consumer demand for specific toy categories; summaries of the legal landscape and market stakeholders; and more.

“TIA prides itself on assisting members not only in their domestic activities, but also in expanding their international reach,” said Marian Bossard, TIA’s vice president of meetings and events. “These reports will provide quantitative intelligence that will complement members’ existing foreign resources and relationships.”

The commissioned research is a direct response to the goals outlined in TIA’s 2013-2015 Strategic Plan, which lists the need to proactively address globalization by collecting, analyzing and sharing with members relevant trade and economic data for overseas markets. Through a TIA survey held in January 2013, members indicated that China and Brazil were the foreign markets of most interest.

“Addressing globalization issues is a strategic priority not only for the Association, but also for the industry as a whole,” said Ed Desmond, TIA’s executive vice president of external affairs. “As we prepare to discuss the industry’s needs during TIA’s 6th annual DC Fly-In, top of mind for many members are ways to successfully enter new international markets. This research will be a valuable strategic tool in those efforts.”

Members will be alerted when the reports become available. Questions regarding this research can be directed to Anne McConnell, TIA’s director of market research and data strategy (646.520.4870).