TIA to Unveil Global Market Research in 2014; Findings to be Presented at Toy Fair

December 17, 2013 | The Toy Industry Association (TIA) will unveil two commissioned sets of global research to aid small and mid-sized member companies looking to enter or increase activity in the Chinese and Brazilian toy markets. The reports will be available to TIA members in early 2014; findings will also be shared during a webinar and educational sessions at the American International Toy Fair.

As previously reported, research consultancies Kidz Global and Altios International conducted  studies  on TIA’s behalf to collect a vast range of data, including economic indicators, industry influencers, and consumer demographics and habits, as well as opportunities and strategies for entering the Chinese and Brazilian markets.

Preliminary findings from Kidz Global show that the top toy categories for both Chinese and Brazilian children ages three to 14 include games; video games and tablets; construction sets; and dolls and accessories. Chinese children also rank arts & crafts among their preferred types of toys, while Brazilian kids gravitate more toward electronic educational toys.

Detailed data on where, when, how and with whom children play, segmented by gender, is included in the full Kidz Global report, as well as information on macro statistics, retail channels, gift giving occasions, popular entertainment brands, and more. Business intelligence provided by Altios will help companies further assess market trends and access conditions, as well as ideal target audiences, distribution channels, promotional opportunities and more.

“As the toy industry becomes more global in scope, TIA is committed to helping our members expand into international markets,” said Anne McConnell, TIA’s director of market research and data strategy. “The Chinese and Brazilian toy markets are the third and seventh largest in the world and have each experienced significant growth in recent years. This important body of research will provide companies with the quantitative intelligence they need to successfully export into these countries.”

Research findings will be presented during a TIA webinar on Thursday, January 16th from 2 to 3:30 p.m., as well as during educational sessions at Toy Fair. A members-only overview will be offered on Monday, February 17th from 8 to 9 a.m. An in-depth session on Altios’ and Kidz Global’s Brazil research will be held later that day from 10 to 11:30 a.m.; data on the Chinese market will be presented from 2 to 3:30 p.m. Registration details for the webinar and Toy Fair sessions will be announced in the coming weeks.

TIA members will be notified when the full reports are available in early 2014. Questions regarding this research can be directed to Anne McConnell, TIA’s director of market research and data strategy (646.520.4870).