International Toy Industry Juguetes B2B, the International Toy Magazine Association (ITMA) member from Spain, reached out to editors of toy magazines around the world to get a global perspective on the state of the toy industry. We take a look at two of these profiles here.
Industry Snapshot: Belgium Jeroen Coteur, editor, Toys and Games
What are the main characteristics of the toy sector in Belgium? Most big toy manufacturers have an office in Belgium, some of them combining their Belgium and Holland offices. Other large and small brands are distributed by dozens of toy distributors. These range from companies with some 20 collaborators to one-person enterprises. On the retail side, the independent toy stores seem to be disappearing, and large chains (with up to 30 stores all over the country) are getting bigger and bigger. Independent stores try to set themselves apart by offering other products (wooden toys, baby) and focusing on quality instead of price. The Belgian toy sector is a very small world in which people know each other very well, a bit like a family. You often see people switching companies but staying in the toy industry.
in Wallonia. Dutch groups such as Intertoys and Bart Smit are also spread throughout the whole country.
Who are the key players in the industry (manufacturers and distributors)? On the manufacturing side, the biggest players are classic companies, including Hasbro, Mattel, Lego, VTech, and Playmobil. The recent opening of a Benelux Spin Master office in Holland has given that company a major boost. The biggest retailers are Fun and Dreamland on the Flemish side (two Belgianbased companies); and Broze, Maxitoys, and La Grande Recrée
What are the major trends in product development? The product development in Belgium is rather limited, although there are companies, such as SmartGames, that manage to get international recognition for their clever products. Cartamundi is another Belgian company with a solid reputation.
SEPTEMEBER/OCTOBER 2012
What are the top-selling products or categories of products? The Beyblade spinners and the Disney Pixar Cars vehicles were among the best-selling products last year. In general, construction toys, action figures, dolls, arts and crafts, and vehicles are all getting good results recently. Do licensed toys make up a significant share of the market? Which are the most important properties for licensed toys? Licensed toys make up approximately 23 percent of the Belgian toy market. The top licenses are Disney Pixar Cars, Beyblade, Star Wars, Hello Kitty, and Disney Princess.
What are the main changes in consumer habits caused by the current economic situation? It’s remarkable that the Belgian consumer has never stopped buying toys, resulting in positive market figures, even in difficult economic circumstances. ■
THE TOY BOOK • 127