TIA to Release Final Reports on China and Brazil; Research on Australia and Mexico is Underway

July 22, 2014 | As part of its ongoing efforts to provide international market research for toy companies looking to expand distribution globally, the Toy Industry Association (TIA) is preparing to unveil four research reports on children’s routines and consumer holiday shopping habits in Brazil, China, Australia and Mexico.

The reports for Brazil and China, conducted by international research firm Kidz Global, will serve as the final components of TIA’s commissioned research on toy distribution opportunities in those countries, which TIA unveiled for members earlier this year. Previous reports provided economic indicators, industry influencers, consumer demographics and habits, and effective market entry strategies to aid small and mid-sized companies interested in exporting to Brazil and China.

Continuing its efforts to gather data on the foreign toy markets of most interest to members, TIA has again commissioned Kidz Global and Altios International to develop a similar body of research for the Australian and Mexican toy markets. The forthcoming reports on consumer behavior and holiday trends in Australia and Mexico will launch the rollout of this research.        

“TIA is committed to providing up-to-date insights to help companies understand the opportunities and potential obstacles to introducing or expanding sales operations in overseas markets,” said Anne McConnell, TIA’s director of market research and data strategy. “We are pleased to provide members with comprehensive data on Brazil and China, and to begin rolling out research on the increasingly important markets of Australia and Mexico.”  

Preliminary findings from Kidz Global on children’s routines in Brazil, China, Australia and Mexico show that kids dedicate between approximately 14 hours and 17 hours each week to playtime. When playing at home, Brazilian, Australian and Mexican children prefer to play with video, computer and other digital games over other types of toys, while games and puzzles were the most popular toys among Chinese children.

Although the vast majority of children’s households in each country celebrate Christmas, research indicates that consumer shopping habits vary. Most Brazilian, Chinese and Mexican families wait to purchase Christmas presents until closer to the date, but 60 percent of Australians begin their shopping more than a month ahead of time. And while only 44 percent of presents that Australian children receive are requested, approximately 70 percent of the gifts that Brazilian, Chinese and Mexican kids receive are items they have asked for.     

Detailed data on where, when, how and with whom children play, segmented by gender and age, is included in the full country reports; TIA members will be notified when they become available. Questions regarding this research can be directed to TIA’s Anne McConnell (646.520.4870).

Providing Association members with commissioned research on foreign markets is a direct response to one of the goals outlined in TIA’s 2013-2015 Strategic Plan, which highlights the need to proactively address globalization by collecting, analyzing and sharing relevant trade and economic data for overseas markets.