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市場調查報告書

智能玩具:從遊戲企業的猛攻到玩具產業預測

Smart Toys: From the Onslaught of Gaming Companies to the Prospects for the Toy Industry

出版商 IDATE DigiWorld 商品編碼 309487
出版日期 內容資訊 英文 48 Pages
商品交期: 最快1-2個工作天內
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智能玩具:從遊戲企業的猛攻到玩具產業預測 Smart Toys: From the Onslaught of Gaming Companies to the Prospects for the Toy Industry
出版日期: 2015年12月28日 內容資訊: 英文 48 Pages
簡介

本報告提供智能玩具市場相關調查,提供您智能玩具的主要趨勢·成功因素分析,及各地區的資料 (智能玩具銷售數,市場規模) ,並彙整市場主要課題,玩具·電玩遊戲產業的主要企業與其產品,及新加入企業等資訊。

第1章 摘要整理

第2章 調查手法·定義

第3章 簡介:背景

  • 智能玩具的概念定義
  • 產業背景特點是兩個娛樂區,視頻遊戲和玩具的融合
  • 3個表面所構成的市場,追求組合策略
  • 融合產業及技術所創造出的部門

第4章 電玩遊戲產業上的智能玩具

  • 主要企業及其實際成果
    • Activision Blizzard:擁有Skylanders 的智能玩具市場領導企業
    • Disney:對Activision具有野心性的競爭企業
    • 任天堂:智能玩具市場上新加入企業
    • 主要課題
  • 電玩遊戲產業上智能玩具的2大分類
    • 動作/冒險智能玩具
    • Fighting智能玩具

第5章 玩具產業上的智能玩具

  • 在智能玩具部門中,玩具產業的主要企業所採用的策略
    • Mattel:銷售額的急劇減少,忽視智能玩具的提供
    • LEGO:R&D的大投資及希望與Skylanders · Disney Infinity直接競爭
    • Hasbro:為了重新評估最受歡迎的玩具·遊戲的智能玩具
  • 挑戰企業
  • 市場定位
    • 玩具產業上各種智能玩具的分類
    • LEGO Dimensions:玩具產業的改變遊戲規則者
  • 介面所採用的技術
  • 玩具主要的收益來源

第6章 要點及未來預測

  • 要點
  • 機會與課題
  • 市場展望

圖表

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目錄
Product Code: M15275IN1

The second edition of this report identifies the main challenges faced by the 'smart toy' market, also known as 'toys-to-life', over the next two years.

It highlights this fledgling sector's major players from the toy and video game industries, examines their offerings, and also looks at new entrants looking to challenge them.

It analyses the main trends and key success factors of smart toys, and provides data (volume of smart toys sold, market value) for the period between 2015 and 2020, broken down per geographical region.

Table of Contents

1. Executive Summary

2. Methodology

  • 2.1. General methodology of IDATE reports
  • 2.2. Methodology for estimating the market

3. Introduction: context

  • 3.1. Definition of the smart toy concept
  • 3.2. Industry context characterised by the convergence of two entertainment areas, video games and toys
  • 3.3. A three-sided market, pursuing combinatorial strategies
  • 3.4. A sector born of industrial and technological convergence

4. Smart toys in the video game industry

  • 4.1. The major industry players and their results
    • 4.1.1. Activision Blizzard, the smart toy market leader with Skylanders
    • 4.1.2. Disney: an ambitious competitor to Activision
    • 4.1.3. Nintendo, the new entrant in the smart toys market
    • 4.1.4. Some of the challengers
  • 4.2. Two major smart toy categories in the video game industry
    • 4.2.1. Action/adventure smart toys
    • 4.2.2. Fighting smart toys

5. Smart toys in the toy industry

  • 5.1. Strategy adopted by the major toy industry players in the smart toy sector
    • 5.1.1. Mattel: turnover in sharp decline, negligible smart toy offering
    • 5.1.2. LEGO: heavy investment in R&D and a desire to compete directly with Skylanders and Infinity
    • 5.1.3. Hasbro: smart toys for revisiting the most popular toys and games
  • 5.2. Some of the challengers
  • 5.3. Market positionings
    • 5.3.1. The various smart toy categories in the toy industry
    • 5.3.2. LEGO Dimensions, a game changer for the toy industry
  • 5.4. Technologies used for interfacing
  • 5.5. The toy is the main source of value

6. Industry takeaways and future prospects

  • 6.1. The main industry takeaways
  • 6.2. Ten opportunities and challenges for 2016-2017
  • 6.3. Market outlook
    • 6.3.1. Industry context
    • 6.3.2. Methodology
    • 6.3.3. Market estimates

Tables

  • Table 1: Games available as part of the Skylanders franchise in 2015
  • Table 2: amiibo features in Splatoon
  • Table 3: Notable smart toys developed by video game start-ups
  • Table 4: Description of the two major smart toy categories in the video game industry
  • Table 5: Description of the pricing and business models used by action/adventure smart toys
  • Table 6: Turnover of the 8 largest players in the toy industry, in 2013 and 2014
  • Table 7: Notable smart toys developed by major toy industry players
  • Table 8: Notable smart toys developed by toy industry start-ups
  • Table 9: Number of smart toys sold by geographic region
  • Table 10: Smart toy market growth

Figures

  • Figure 1: Geminose by Starbreeze
  • Figure 2: Tiggly Toys by Tiggly
  • Figure 3: How Skylanders works
  • Figure 4: Skylanders: SuperChargers
  • Figure 5: Disney Infinity 3.0
  • Figure 6: Amiibo figurines
  • Figure 7: Compatibility of various amiibo figurines with Nintendo video games
  • Figure 8: Apptivity Cut the Rope
  • Figure 9: View-Master Sizzle
  • Figure 10: LEGO's R&D spending, 2010-2014
  • Figure 11: LEGO Fusion
  • Figure 12: LEGO Dimensions starter pack on Xbox One
  • Figure 13: Rankings for entertainment software in the United Kingdom, week ending 3 October 2015
  • Figure 14: Monopoly zAPPed
  • Figure 15: Connection technologies used between the mobile device and toy for smart toys in the toy industry
  • Figure 16: Growth in value of the video game and toy markets
  • Figure 17: Hasbro Interactive's problem and solution
  • Figure 18: Bowser and Donkey Kong in Skylanders: SuperChargers
  • Figure 19: Donkey Kong and Bowser amiibo
  • Figure 20: The steps to success for smart toys
  • Figure 21: Geographical distribution of figurines sold in 2015
  • Figure 22: Geographical distribution of figurines sold in 2020
  • Figure 23: Growth in the number of smart toys sold
  • Figure 24: Growth in average price of a figurine
  • Figure 25: Smart toy market growth
  • Figure 26: Relative share of the smart toy market compared with its reference markets

Players examined / mentioned in the report

  • Activision Blizzard
  • Disney Games
  • Hanakai
  • Hasbro
  • Identity Game Talpa
  • Jakks Pacific
  • LeapFrog
  • LEGO
  • Marbotic
  • Mattel
  • Melissa & Doug
  • MGA Entertainment
  • Nintendo
  • Nordeau Creative
  • NukoToys
  • Playmobil
  • Roam & Wander
  • Seebo
  • Spinmaster
  • StarBreeze Studios
  • Tiggly
  • Ubooly
  • Vivid
  • WowWee

Slideshow contents

  • A market halfway between the video game industry and the toy industry
  • An oligopoly that will change gear in 2016
  • Endless potential for content
  • Four main business models
  • Key success factors
  • Ten opportunities and challenges for 2016-2017
  • Ten opportunities and challenges for 2016-2017
  • More than 660 million smart toys sold by 2020
  • A global market worth 8.4 billion EUR in 2020
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