In addition to the classic super IP toys, relatively cheap and full of surprise toys, children are less and less interested in old-fashioned toys.
Lego bricks, Barbie dolls, toys that parents have probably played, it seems difficult to make children who are living in the era of smart phones feel interesting. This Christmas season, the business of several major toy manufacturers is particularly bleak.
From Christmas to the New Year's holiday season in Europe and the United States, people are not waiting for big discounts to sell toys, but the toy bank, Toys "R" Us, which will declare bankruptcy, will at least shut down the United States. 100 stores.
The bad news is pervasive throughout the toy manufacturing industry.
Lego announced sales declines and layoffs, toy company Jakks Pacific (JAKK) has fallen more than half of its share price this year, and that Mattel, which created Barbie, expects sales in the fourth quarter of this year to fall 6% from the same period last year. Its market value has shrunk by nearly 45%. Since July this year, the capital market has gradually lost confidence in the toy manufacturer Hasbro behind the Transformers, and its share price has fallen by nearly 20%. Because of the optimism about the sales of toys during the Christmas season, and the impact of the bankruptcy of R Us, Hasbro believes that the fourth quarter earnings will be lower than expected.
Hasbro is considered to be relatively profitable in toy manufacturers, and its profit source is mainly the Disney Princess series. Looking back at how many superhero movies you have watched in the past year, it is not surprising that Hasbro still earns money in the industry. Disney movie box office will directly affect the sales of toys around. Some people are worried that the "Star Wars" series that will enter the theater will reduce people's interest. "The Last Jedi Knight" may not sell well in "The Force Awakens". However, Susan Anderson, an analyst at investment bank B.Riley FBR, believes that this market concern is a concern from her retailer research. In addition to the Star Wars series, Hasbro has a Marvel series in its hands.
At present, it seems that the most popular toy in this Christmas season will be the hatching egg "Hatchimals" of the Canadian toy company Spin Master. eBay has said that during the Black Friday last year, they could sell a Hatchimals every 30 seconds. This has caused Spin Master's share price to soar this year, up nearly 60%.
Egg hatchings that will hatch themselves
In addition to the classic super IP toys, relatively cheap and full of surprise toys, children are less and less interested in old-fashioned toys, they are starting to play more games on smartphones, tablets and game consoles, such as Nintendo New Handheld Switch. Chris Rogers, a research analyst at data firm Panjiva, also said that manufacturers are starting to spend more on smart toys.
Machine insect toy Kamigami
In order to be a smart toy, Mattel announced that Margaret Georgiadis, who was the president of Google America, succeeded as the new CEO earlier this year. In January of this year, Mattel launched Kamigami, a robotic insect toy that can be programmed with mobile applications.
Digital and innovative toys have become a new trend that toy manufacturers are chasing.
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