Answering the collect call
T
boyscollectables
Toy World takes a look at the Boys Collectables category, and speaks to some of the key players within it to fi nd out more about how the sector performed in 2012, and what we should be looking out for in 2013. Tom Roberts reports...
UK’s marketing manager, Jamie Dickinson, said that for many boys “collectables are the toys they spend their pocket money on, and we anticipate the pocket money price point will continue to drive this sector forward this year.” Agreeing, Anne Marie Noon said that “lower price points seem to have made a difference, and the rise of the micro figure has boosted sales. This has made a difference to the action figure market where the most popular licences are going strong, but perhaps others are not so. It’s all about finding a formula that works.” Pete Fuller, European marketing manager at
he Boys Collectables category has experienced a tough time over the last 12 months. NPD statistics show that Action Figures, Accessories and Action Role-play toys saw a decrease in value from
almost £137m in 2011 down to nearly £123m. The Collectable Trading Toys and Accessories category, however, has seen a huge increase in value from around £20m to over £30m, although this figure encompasses both boys and girls. To put it into context, according to NPD data the fastest-growing categories in 2012 were Building Sets and Dolls, both of which rose by 11% in value. The rise in doll sales is indicative of the success story of the girls’ category, which is now growing faster than ‘boys’ toys. The boys’ category in general is under siege from both sides, and, in terms of split, girls’ toys now account for 47% of the market compared to 53% for boys (in 2011, the split was girls 45%, and boys 55%). The gap appears to be narrowing fast. It’s not like it’s been plain sailing for other
categories, as our feature on the Outdoor Toys category shows; if it wasn’t for certain sub- categories within the overall categories, things may have turned out differently for both market sectors.
NPD statistics point to the fact that toy sales in
general remain pretty consistent, which in this period of economic trials and tribulations can be considered a great achievement. Overall, the money being spent on toys is staying pretty much the same, and one category’s gain can be seen as another’s loss. With that in mind, the success of the Construction Toys category has clearly had a significant impact on the Boy’s Action Figures sector and cannot be underestimated. Anne Marie Noon, marketing manager, Boys Toys, at GP Flair, agreed: “Yes, everyone knows that this is the case. We are looking at how we can add other aspects that construction micro figures cannot, such as battling and trading. Or, if going for a larger five- inch figure it’s about the detail and licences.” Commenting on the data, Neil Bandtock, managing director of Vivid Imaginations, said: “Boys Collectables is not performing well as a category, but the truth is probably that the category has changed in composition with concepts like Moshi and Lego now driving more business, and traditional action figures not being so significant. At Vivid we’re currently enjoying a huge volume gain in this area, with Hobbit and Moshi leading the charge.” The proliferation of pocket money collectables ranges has also had a sizeable impact. Playmobil
Mega Bloks, said: “Boys collectables are becoming increasingly popular, and Mega Brands continues to offer an exciting variety of micro action figures and other buildable collectables.” And what about other forms of collectables such as trading cards and their ilk? Jess Tadmor, head of marketing at Panini UK, said that the company’s trading card and sticker collections “continue to notch up significant sales at retail and ride high in NPD data.” A view that reinforces the notion that the category continues to change in composition, and alter what actually defines a ‘boys toy’ as such.
Retailer options I asked Pete Fuller what his advice to retailers looking to stock Boys Collectables would be; he said that nowadays “there are even more options for boys to choose from, so it is important to stay ahead of the trends with the coolest content.” Neil Bandtock, commenting on where he thought retailers will see the sales, said that “2013 will see more transitioning into blind bags, and inevitably this will steal money from traditional action figures, which arguably aren’t as collectable nowadays with retail prices closer to £9.99.” Commenting on what retailers should keep in mind, Jamie Dickinson added that the Boys Collectables sector “is always growing and evolving”, and to be aware that “much-loved collectables ranges return with new offerings, and there’s always something fresh and different to look out for too.” He added: “Little boys absolutely love to collect things, and to them it’s better still if it’s something they can play with and swap with their friends when they get to school.” Commenting on trends within the category,
Flair’s Anne-Marie Noon added: “A trend we see is that the figures have to have a function. Kids
Toyworld 49
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76