European Toy Exports and Imports; What We Can Learn

Richardglobalheader (4)
Cahill_pacific_map
There is a lot to be learned by studying where toy exports and imports flow.  That is why I think this breakdown of European exports and imports by country has a lot to say to Americans (by that I mean all of the Americas), Europeans and Asians.  It was generated by the T.I.E. (Toy Industries of Europe) and it provides an interesting look at from where and to whom the 27 EU Member States are shipping toys.

Let’s look at the exports.

US

17.1%

Switzerland

15.9%

Russia

11.3%

Norway

7.8%

Australia

7.7%

Japan

6.1%

Turkey

2.5%

South-Korea

2.5%

Hong Kong

2.0%

Canada

1.8%

I am not surprised by the U.S. figures but I am very impressed by the exports going to Russia.  I constantly hear that Russia is a growing market but this certainly make the case.  How many companies in Asia and the Americas are exporting to Russia?  It would be interesting to know.

Of the EU member nations, the leading toy exporters are the “Czech Republic (25.6%), Germany (23.1%), Denmark (8.5%), Italy (8.0%) and the United Kingdom (6.3%).”  The Czech Republic; who would have thought?  On the other hand, I was surprised that UK exports were lower than Denmark and Italy.  Shouldn’t that be higher?  If you are from the EU please give us your insights on these figures.

Now let’s look at the imports. 

China

86.2%

Hong Kong

4.1%

US

1.5%

Taiwan

1.4%

Indonesia

1.2%

Thailand

1.0%

Vietnam

0.9%

Mexico

0.4%

Israel

0.4%

Japan

0.4%

Not surprisingly, China massively leads the list.   What is startling, however, is that the Asian countries represent 95.2% of all European imports.  The only non-Asian countries on the list are the US, Mexico and Israel.  South and Central America do not appear at all and the U.S. only represents a disappointing 1.5% (we do have domestic manufacturers like K’Nex and American Plastic Toys). 

If you have insights on these numbers please share them with us.

3 thoughts

  1. What about all the US brands that europeans import but are manufactured in china. I think there are probably quite a high percentage of US designed toys or US brands but that are manufactured in china and imported to europe. Not sure how the reports have recoded this business. I´m sorry to hear Spains not on there even though it still has a small toy manufacturing industry and my company is one of them!

  2. The UK perspective – Denmark is probably skewed by Lego to show a good position, and Italy has some pretty big global brands too, hence their positioning above UK.
    The big US brands will be producing in China, and EU will do its stats based on Country of Origin (manufacture) rather than ownership of IP.
    Just some thoughts…

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