UK Toy Retail Survey - Part 4

This year we?ve extended the ToyNews retail survey with the help of Carrick James Market Research, which compiled the results independently for us. Ronnie Dungan analyses the results....
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Has business been up, down or about the same as last year?

Up - 45%
Down - 25%
Same - 27%

Like last year, it’s another categorically positive outlook from retailers with 72 per cent achieving at least parity with the year before. One caveat though – there are more of them experiencing a downturn than last year. More than twice the amount in fact. Let’s hope it’s not a continuing trend.

Did you expect Christmas to be up, down or about the same as last year?

Up - 35%
Down - 16%
Same - 45%
Not Sure - 2%

A cautious response if ever there was one. Last year’s question showed retailers quite ebullient going into Christmas, but those predicting any kind of growth were in the minority this year.

Are you confident about your prospects for 2008?

Yes - 62%
No - 22%
Not sure - 15%

And yet, here they are one question later with renewed vigour for the 12 months ahead. Very upbeat, but again, last year’s survey had 82 per cent expressing confidence for the year of trading to come.

Who would you nominate as your character or personality of the year?

Iggle Piggle - 22%
Doctor Who - 20%
Thomas and Friends - 6%
Ben 10 - 6%
Transformers - 6%
Dora the Explorer - 4%
Roary the Racing Car - 4%
Others - 2%

No hair, unable to speak comprehensibly and it wanders around outdoors – it could only be Iggle Piggle. Or maybe Britney.

Another success for what must be a real contender for Toy of the Year. And a mention too for Ben 10 which has delivered on the high hopes Bandai had for it 12 months ago, with the Omnitrix becoming the must have playground accessory earlier in the year.

Most important trade publication for your business

ToyNews - 69%
Toys N Playthings - 20%
Neither - 11%

Uh oh. We’ll get accused of starting trouble again. But it’s simple market research. All businesses worth their salt do it. The figures tell the story. It’s nothing new.

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