| Edition |
First edition. |
| Description |
1 online resource (xvi, 145 pages) |
|
text rdacontent |
|
computer rdamedia |
|
online resource rdacarrier |
| Series |
Industry profiles collection |
|
2013 digital library.
|
|
Industry profiles collection.
|
| Note |
Part of: 2013 digital library. |
| Bibliography |
Includes bibliographical references (page [141]) and index. |
| Contents |
Acknowledgements -- Introduction -- 1. A brief history of the U.S. toy industry -- 2. The toy industry by size and category -- 3. Product still rules -- 4. Buying and selling -- 5. Creating desire: licensing, advertising & marketing -- 6. The money game: the financial realities of the toy industry -- 7. So you still want to play? -- Epilogue -- Bibliography -- Index. |
| Access |
Access restricted to authorized users and institutions. |
| Summary |
The toy industry is one of the most consistently misunderstood sectors of American business. That's no surprise because on many levels it resists easy definition. It's a commodity business. No, it's a fashion business. No, it's a consumer products business. No, it's an entertainment business. The fact is it's all of these businesses, each of which addresses and responds to market forces differently. And often, especially with the larger, publicly traded companies -- all of these businesses share a balance sheet. Toy consumers are equally diverse, ranging from grandparents planning a splurge, to parents hoping to give their kids a leg up in learning to kids parting with their pocket change. They cross every demographic category. As we often say, if you're going to reproduce and buy stuff -- or if you know someone who is -- you're a toy consumer. And, those consumers have more than 160,000 different toys to choose from at any time -- ranging from the hot, TV-promoted items to inexpensive impulse toys. It's also the only industry where the performance of a multi-billion, multinational company can be largely dependent on the whims of an 8- year-old. |
| Note |
Title from PDF title page (viewed on December 17, 2013). |
| Subject |
Toy industry -- United States.
|
| Indexed Term |
Mattel |
|
operations management |
|
product management |
|
game development |
|
game manufacturing |
|
toy marketing |
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toy merchandising |
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toy retailing |
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toy manufacturing |
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toys |
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Hasbro |
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LeapFrog |
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Spin Master |
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VTECH |
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MEGA |
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LEGO |
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Toys "R" Us |
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Kmart/Sears |
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Target |
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Wal-Mart |
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Amazon |
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eBay |
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hot toys |
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toy design |
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toy promotion |
|
toy consumers |
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toy advertising |
|
Consumer Products Safety Commission |
|
Toy Industry Association |
| Genre/Form |
Electronic books.
|
| Other Form: |
Print version: 9781606495100 |
| ISBN |
9781606495100 (paperback) |
|
9781606495117 (electronic bk.) |
|
