Das internationale Marktforschungsinstitut “The NPD Group” zieht in seinem aktuellen Forschungsbericht einen Querschnitt durch die globale Umsatzentwicklung der Spielwarenbranche für die Monate von Januar bis Oktober 2009. Bei der näheren Betrachtung der Spielwarenmärkte in elf Ländern fanden die Marktforscher bereits zwei Monate vor Jahresende deutliche Anzeichen für Wachstum.
Allein in den USA und in Großbritannien verzeichnet die Spielwarenbranche einen moderaten Umsatzrückgang. Spanien verzeichnete gleich bleibende Umsätze, während alle anderen untersuchten Märkte im Vergleich zum Vorjahreszeitraum eine teils deutlich positive Entwicklung zeigten. Die Wachstumsraten in Polen, Australien, Österreich, Belgien und Portugal lagen jeweils zwischen 5 und 10 Prozent, Frankreich und Deutschland erreichten ein Umsatzplus von nahezu 5 Prozent.
Ein Blick auf die Entwicklung der Hauptwarengruppen zeigt, dass Action-Figuren, Rollenspiele & Zubehör, Kreativ- & Bastelmaterial und Baukästen in fast jedem der untersuchten Märkte konstantes Wachstum erzeugten. Die Schlusslichter bilden die Produktbereiche Jugendelektronik und Plüsch. Das Segment der Jugendelektronik war in 10 von 11 Ländern rückläufig, während die Kategorie Plüsch in Italien, Polen und Australien zumindest noch ein leichtes Wachstum verzeichnete.
Das Jahresergebnis wird jedoch stark davon abhängen, wie sich die Branche im November und Dezember entwickeln wird. Denn besonders in der Spielwarenbranche erzielen die letzten beiden Monate des Kalenderjahres die mit Abstand höchsten Umsätze.
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