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市場調査レポート

スマートトイ:ゲーム企業の猛攻から玩具産業の見通しまで

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

発行 IDATE DigiWorld 商品コード 309487
出版日 ページ情報 英文 48 Pages
納期: 即日から翌営業日
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スマートトイ:ゲーム企業の猛攻から玩具産業の見通しまで Smart Toys: From the Onslaught of Gaming Companies to the Prospects for the Toy Industry
出版日: 2015年12月28日 ページ情報: 英文 48 Pages
概要

当レポートでは、スマートトイ市場について調査し、スマートトイの主な動向・成功要因の分析、および地域別のデータ (スマートトイの販売数、市場規模) を提供しており、市場の主な課題、玩具・ビデオゲーム産業の主要企業とその製品、および新規参入企業について、まとめています。

第1章 エグゼクティブサマリー

第2章 調査手法・定義

第3章 イントロダクション:背景

  • スマートトイのコンセプトの定義
  • 2つのエンターテインメント領域、ビデオゲームと玩具のコンバージェンスによって特徴付けられる産業背景
  • 3つの面から構成される市場、連結戦略の追及
  • 産業と技術のコンバージェンスから生まれる部門

第4章 ビデオゲーム産業におけるスマートトイ

  • 主要企業とその実績
    • Activision Blizzard:Skylanders を抱えるスマートトイ市場のリーダー企業
    • Disney:Activisionに対して野心的な競合企業
    • 任天堂:スマートトイ市場における新規参入企業
    • 主な課題
  • ビデオゲーム産業におけるスマートトイの2大分類
    • アクション/アドベンチャースマートトイ
    • ファイティングスマートトイ

第5章 玩具産業におけるスマートトイ

  • スマートトイ部門において、玩具産業の主要企業が採用している戦略
    • Mattel:売上高の急減、スマートトイの提供を無視
    • LEGO:R&Dへの大きな投資およびSkylanders ・ Disney Infinityと直接競合を望む
    • Hasbro:最も人気の玩具・ゲームを再検討するためのスマートトイ
  • 挑戦企業
  • 市場ポジショニング
    • 玩具産業における多様なスマートトイの分類
    • LEGO Dimensions:玩具産業のゲームチェンジャー
  • インターフェースに用いられる技術
  • 玩具は主な収益源

第6章 要点および将来の見通し

  • 要点
  • 機会と課題
  • 市場展望

図表

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目次
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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