EXPANDING THE GLOBAL TOY MARKETPLACE

TIA commissioned two market research firms to gather data that would assist TIA members looking to expand their distribution globally. Initial research focused on the Brazilian and Chinese markets. Kidz Global analyzed business opportunities (e.g., demographics, trends, cultural customs and consumer behavior) in both countries to help companies better understand the markets and how best to position their product lines. Altios International, gathered business intelligence (e.g., economic indicators, ideal target audiences and retail channels, promotional opportunities, etc.) and offered insights to help companies develop sound market entry strategies.

Brazilian Markets

  • Brazil: Consumer Research – Wrap-up (.pdf; TIA Members only)
    This report includes an analysis of children's weekly routines and preferences, drawn from consumer surveys conducted in January of 2014. Also included are Christmas 2013 shopping trends and paths to purchase.
  • Brazil: Consumer Insights (.pdf; TIA Members only)
    This report includes an analysis of children's weekly routines and preferences, drawn from consumer surveys conducted from January through October 2013. Also included are Christmas 2012 shopping trends and paths to purchase.
  • Brazil: Market Entry (.pdf; TIA Members only)
  • Brazil: White Paper (.pdf; TIA Members only)

Chinese Markets

  • China: Consumer Research – Wrap-up (.pdf; TIA Members only)
    This report includes an analysis of children's weekly routines and preferences, drawn from consumer surveys conducted in January of 2014. Also included are Christmas 2013 shopping trends and paths to purchase.
  • China: Consumer Insights (.pdf; TIA Members only)
    This report includes an analysis of children's weekly routines and preferences, drawn from consumer surveys conducted from January through October 2013. Also included are Christmas 2012 shopping trends and paths to purchase.
  • China: Market Entry (.pdf; TIA Members only)
  • China: White Paper (.pdf; TIA Members only)

Expanding the Global Toy Marketplace

Financial and Operating Benchmark Survey

The first comprehensive study of its kind since 2004, the confidential Financial and Operating Benchmark Survey collected financial and operations data this past spring from 51 TIA member companies in the United States and Canada – public and private as well as small, mid-size and large organizations – that are engaged directly in the manufacturing, importing and distribution of toys. The report provides easy-to-understand guidelines for analyzing comparative industry totals and identifying business performance improvement opportunities.

Request your copy of the paper.

Financial and Operating Benchmark Survey

Toy and Game Decision Making Study

This TIA-commissioned report — the first fact-based study of its kind — analyzes the changing ways that families make decisions about toy and game purchases, which decision-making styles are currently most prevalent, and the different paths to purchase those styles trigger. The report draws from data collected by experts at The Family Room, a strategic consultancy firm in the child and family marketing arena, after surveying 2,600 moms, dads and kids nationwide in April of 2013.

Toy and Game Decision Making Study

Toy Industry Compensation and Benefits Survey

This TIA Members-Only survey provides detail on compensation levels and companywide benefits packages for more than 70 toy industry position titles in the United States and Canada.  Participants in the survey included more than 50 TIA member companies directly engaged in the manufacture, importing and distribution of toys .Non-members may purchase the results for $695. All access requests must be submitted to TIA at SalBenSurvey@toyassociation.org

2012 Toy Industry Compensation and Benefits Survey

ECONOMIC IMPACT OF THE TOY INDUSTRY IN THE UNITED STATES

This TIA-commissioned study provides an easy-to-understand economic and fiscal analysis of the influence and fiscal affect of the toy industry in the United States. The report defines the toy industry as those firms involved in the production, importation/wholesaling and retailing of toys and related products. The analysis was developed using figures from Dun and Bradstreet, Inc., the U.S. Bureau of Economic Analysis/other government sources, as well as toy industry data provided by TIA, The NPD Group and other private sector sources.

Download the national and individual state reports and the Report Methodology from the “Industry Facts” section of this site (see sidebar at left).