China Toys and Games Industry Outlook to 2017 - Advent of Mobile Online Games to Accelerate Market Growth" provides a comprehensive analysis of the market size of China toys and games industry, market segmentation of toys, games, online games by different categories on the basis of revenue. The report also entails the market share and company profiles of major international and domestic players and retailers in toys market and online games market in China. The report also provides the major trends and developments of the toy and games industry in China over the years. Future analysis of this market in the country is provided on the basis of revenue over the next five years along with the analysis of all the segments of the market.

With the rising income levels and improvement in the quality of life, the demand for toys among the Chinese people have transformed. There is a shift from traditional, battery-operated toys, construction sets and decorative toys towards unique and innovative electronic toys, intelligent and educational toys as well as plush toys and decorative fabric toys. The key growth drivers of the online games market are increasing use of internet, growth in the number of broadband subscribers over the years, rising personal computer sales, growing advertisements revenues, growth in the number of mobile internet users, diversified products portfolio. The online gaming market in China has grown at a stupendous rate of 30.3% over the period 2007-2012.

China toys and games market has expanded at an unparalleled growth rate over the last few years. The market for toys and games in China was valued at USD ~ million in 2012 as compared to USD ~ million in 2007. It has been able to withstand global economic crunch in the year 2009 and has grown consistently during the recessionary years.

Toys consist of various categories such as constructions and building toys, dolls, electronic toys and remote controlled toys which contributed ~%, ~% and ~% respectively in the domestic market revenue in 2012. Whereas, games consists of two main types of games namely, online games and physical games. Online games are further segmented into sub segments such as client games (MMORPG) with a share of ~%, client games (others) accounting for ~%, web games and mobile games together accounting for ~% in market revenue in 2012.

It was observed that in 2012, online games contributed ~% to the overall games market in China while physical games held a market share of ~% in 2012. Online gaming market in China has been dominated by client games (MMORPGs) which held ~% of the market in 2012, followed by other client games which accounted for ~% share during the year.

Mattel holds the largest market share among all the leading brands in toys market in China with a share of ~%, followed by Hasbro with a contribution of ~%. Goodbaby is the third largest player with a share of ~% to the toys market in China. Lego and Takara Tomy are the other leading players in toys market with market shares of ~% and ~% respectively.

The online games market in China is dominated by Tencent with a share of ~% in the market in 2012. Netease was the second largest player in the market with ~ % share. Shanda and Changyou emerged as the leading players in the market and contributed nearly ~% and ~% to the online games market in China. Perfect World is the fifth largest player in the online games market in China with a share of ~% in 2012.

source:https://www.kenresearch.com/media-and-entertainment/gaming-and-recreation/china-toys-and-games-industry-research-report/386-94.html