Toy retail sales tracking group NPD is looking to extend its coverage to emerging markets – namely Russia and Turkey – to offer new opportunities to clients and retailers.
Russia and Turkey and are currently number 14 and 15 respectively in terms of spend per child (for kids aged 0 to 14 years old).
NPD will be running an online study for the very first time in Turkey and for the second time in Russia, with a view to start tracking those markets on a more regular basis, should they become even bigger. It will also be launching a Retail Tracking Service in Mexico in Q1 2014.
The Russia/Turkey online surveys for parents will find out the main characteristics of each market. For example, where do consumers buy toys? How are their buying habits changing? What brands do children own? Etc.
The results will be available in August for Russia and September/October for Turkey.
NPD currently covers 11 markets: the US, UK, Australia, France, Germany, Italy, Spain, Belgium, Austria, Poland and Portugal.
"We find that the major toy markets in the world are now mature," NPD’s Jez Fraser-Hook told ToyNews.
"Since all businesses are looking for growth, it is only natural to look outside the core markets to make the most of the ever-increasing middle-class population in emerging or developing countries. The global players in the market are very interested in quantifying the opportunity these countries represent and are looking at increasing their presence if the financials adds up.
"We will always try to increase our global footprint if there is client interest and if the proposition is viable.
"The toy spend per child in Turkey in 2010 was just below Russia and a quarter of Spain, but we have reasons to believe this market is growing fast and this raises interest with our clients and retailers."
For more information, contact NPD’s Jez Frazer-Hook on 01932 355 580