The second quarter of “Hot Toys” survey is now available. TOY INDUSTRY’s research shows that, among representative stores in key cities national wide, animation series serves as powerful impetus for sales of playthings. At the same time, overseas brands do not stick to certain pattern when tapping into domestic markets.

  The latest survey is supported by 16 department stores in 12 cities, covering Beijing, Shanghai, Guangzhou, Nanjing, Hangzhou, Wuhan, Shenyang, Shenzhen, Dalian, Guilin, Dongguan and Zhongshan.

Channel of well-developed brand wins the favor

  Something interesting this time. Some brands with developed business method and smooth distribution channel are considered a good channel for other brands. Quite a few of global names would draw support from existing channel to expand their business into China’s market.

  Until April this year, LeapFrog had not entered domestic market. The famous toy maker in USA ranks third in the list of Beijing Lufthansa Center. Linglibao Toys, authorized distributor for LeapFrog products, has been established for a dozen years in Guangzhou. Hammering at mid- and high-end toys for domestic market, Linglibao Toys has good repute in the trade with relatively complete sales network. When talking about the cooperation with LeapFrog, Zheng Yueming, general manager of Linglibao Toys notes that, branch of the company in Beijing has developed long term cooperative relationship with large toy stores in Beijing. LeapFrog is a famous name in the world with high product quality. But since it may be stranger in domestic market, such a partnership would benefit the both.

  Music computer from VTech rises as the ninth in “Hot Toys” of Beijing Xin Zhong Guo Kid's Store, which is sold by StarMoon Toys. In the year of 2003, Hong Kong based VTech explored domestic market in high profile, setting up several braches. However, it did not see satisfying achievement in the following years. So it has adjusted its strategy in recent years, and market shares pick up to some extent. According to Zheng Weiping, assistant manager of StarMoon, currently, expect Guangzhou which sees direct supplying to stores, VTech’s products in other regions are distributed by authorized agent. One year after their partnership, good operation can be seen.

  In addition, the Ant Artists series from Yantai-based Ant Workshop, which made a name in the 18th session of Guangzhou Int’l Toys & Gifts Fair with the unique and novel lines. With help of Hong Kong-based maker Silverlit, Ant Workshop comes as the first in the ranking of Intime Department Store, a store counted as one of the best toy stores in Hangzhou, Zhejiang. Liu, who is in charge of sales business tells TOY INDUSTRY that, a great number of brands intend to set up special counters in her store, but in view of limited area, it is not possible to satisfy all of them. “Art Artists is available now in Silverlit’s counter. Within more than half a year, it has seen good sales and items around 200 yuan are consumers’ favorite. ”

Fueled by movie

  The blockbuster-Transformers roars related toys to extremely brisk sales. Transformers toys have their names on ranking of Dalian New Mart Shopping Mall, Citic Development-Shenyang Commercial Building and Intime Department Store. Liu Tao, who is responsible for daily business operation, indicates that, release of movie is undoubtedly the greatest impetus for Transformers toys. In fact, toys of favorite leading actors such as Optimus Prime and Bumblebee are most popular.

  Lunched by Bandai and Lindo, Keybots sees great playing value and animation series, games, commercials all coordinate with the products, bringing in good sales achievement.  The line can be found in list of Shanghai The First Yaohan, Kai Xin Guo Toy City and Intime Department Store.

The smaller, the stronger

  Increasingly, die-cast cars come into favor of consumers now. The collectibles are classified by scale and replica of 1:18, 1:24 and 1:43 are most popular. Compared with bigger car that easily costs shoppers several hundreds yuan, small items like Tomy’s are more acceptable. Small die-casts from Tomy rank high in Hot Toys list of Parkson, Shanghai Orient Shopping Centre, Guangzhou Friendship Store, Intime Department stores and Dongguan Toys WPN. A great number of Tomy’s cars are priced at around thirty yuan, which come with precise work in paint, hand feel and modeling.

  In Parkson’s ranking, we can see a fresh face—Bachmann, one of the most reputable scale railway brands in the world. Since its products are all miniature of trains around the world in all ages, they are valuable collectibles with epitome of history. Besides excellent technique, some of these die-cast trains can go backwards and forwards like real trains.

  It has been a long time since the brand enters the store, says Sun, who is working with kids department of Parkson, and newly added models recently have successfully boosted sales. Locomotive is in brisk sales, and items around 200~300 yuan are most receivable.

Hot Toys of the 2nd Qr.