WorldCupcollectables
Three lions on a shirt
The 2014 Fifa World Cup is nearly here, and retailers are already planning their pre-event strategies to cater for the anticipated demand. But is everyone aware of just how big a sales opportunity the World Cup offers? Tom Roberts reports.
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ast year’s World Cup was shown in every single country and territory on Earth, including Antarctica and the Arctic Circle, generating record-breaking viewing figures in many TV markets
around the world. The in-home television coverage of the competition reached over 3.2b people around the world (46% of the global population), and those numbers are expected to look even better this year. Excitement is already building around the
tournament with fans eagerly waiting for the matches to begin. Kids across the nation are going to want to collect stickers, mini figures and trading cards featuring their favourite teams and players as the World Cup impacts on the playground, and pocket money gets spent on all things football. It is true that sales of sub-£5 price point collectables fell in value by 12% in 2013, and that much of the lack of growth in the toy industry across the year was attributed to this decline, but this sector is heavily dependent on impulse buys and driven by events and crazes. The World Cup is an event all toy retailers should be looking to take advantage of.
Looking at the potential impact the
World Cup will have, Dom D’altilia of Topps Europe commented: “Major football tournaments have always represented the biggest sales opportunity in the Collectables category. Over 50m packets of Football Stickers and Cards were sold in the UK during the 2010 World Cup. This equates to over £50m in RSV on the World Cup alone.” Also confident, Jess Tadmor of Panini added: “Our key message to toy retailers is that there will be a huge demand for World Cup product, and they should push product to the forefront of their displays and share in the success. We have had an overwhelming response from retail for our products and we’re supporting them in every way possible. Any major sporting
68 Toyworld
event or entertainment event can have a huge impact on sales. The collectables market is a prime sector that benefits from national support of our sporting greats.” Despite the overwhelming
figures and statistics, Mark Hillier of Click Distribution, distributor of both Topps and Panini collectables in the UK, admitted that he still wasn’t sure if all toy retailers were really aware of just how big the opportunity is. He commented: “The impact of the World Cup is going to be huge. The expected RSV of the Panini World Cup Adrenalyn XL cards and Sticker collection alone will be over £45m, add into that
Panini 01604 877 888 |
www.clickdistributionuk.com Panini has brought the 2014 FIFA World Cup Offi cial Licensed Sticker Collection to market. It features 640 stickers including 40 special stickers and 40 holographic glitter cards with a unique code on the back. The collection launched on the 27th March and benefi ts from strong marketing support. The 2014 FIFA World Cup Brazil
Adrenalyn XL collection features eye- catching imagery and limited edition cards for collectors to look out for. Adrenalyn XL is a challenging trading card game which includes a collector’s binder, game board, rules sheet, base cards and special subsets. It has 416 cards to collect featuring the biggest stars and all 32 teams from the FIFA World Cup 2014. The series is available in Flow Packs, Starter Packs and Tins, and was launched on the 20th February with strong marketing support.
Topps’ launches of Match Attax World Stars and Match Attax England and you start to understand just how big the opportunity is. Historically, the FIFA World Cup collections have always eclipsed any other launches during a World Cup year and 2014 will not be any different.”
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