"Fairy Patrol" VS "Masha and the Bear" - 1BiTv.com

"Fairy Patrol" VS "Masha and the Bear"

(Automatic translation)
"Fairy Patrol" VS "Masha and the Bear"

Licensed toys "Fairy Patrol" caught up with "Masha and the Bear"


The sale of dolls, puzzles and sets for creativity, issued under domestic licenses, began to grow on the Russian toy market in large retail *. If in the period from 2016 to 2017 sales of toys with Russian licenses fell by 10-20%, in January-April 2018 they grew by 46% compared to the same period in 2017. At the same time, the market of licensed toys as a whole in January-April 2018 grew by only 4% in monetary terms.
While the segment of domestic licenses is very small. In January-April 2018, its share was 7% of sales from all toy licenses, in 5017 - 5%. At the same time, sales of toys under the licenses of foreign rights holders practically did not grow: + 2% in the first four months of 2018 compared to the same period in 2017. However, the share of licenses in the toy market as a whole continued to decline in 2018. If in 2017, licensed toys (domestic and foreign) accounted for 23% of the market, in January-April 2018, it was 21%.

Until recently, only one Russian license - "Masha and the Bear" (8th place) - was present in the rating of the most popular licenses. However, in 2018, she was added "Fairy Patrol", which is now on the 9th place. It is interesting that the premiere of the animated series, aimed at girls, took place in May 2016, and the goods first appeared on the shelves of stores only at the end of last year.

"There is an unsatisfied demand in the toy market for stories with vivid characters, in which children would like to play," explains the leader of NPD in Russia, Maria Vanifatova. "The potential of the licenses for the girls" Cold Heart "and" Trolls "was exhausted, the niche became vacant." The success of the "Fairy Patrol" license was promoted by the fact that toys under this license are promoted by a large company "Gulliver", which provided its products with marketing support and presence on the shelves of large networks.

Rating of sales of licensed toys, 2018 g (March-April)
1 Star Wars (foreign)
2 Princess Disney (foreign)
3 Cold heart (foreign)
4 Wheelbarrows (foreign)
5 Ninja Turtles (foreign)
6 The Avengers (foreign)
7 Peppa pig (foreign)
8 Masha and the Bear (Russian)
9 Fairy Patrol (Russian)
10 Batman (foreign)

Also, Russian licenses for "Mi-Mi-mi-mishki", "Fixiki", characters of Soyuzmultfilm ("Winnie the Pooh", "Mowgli") and the series "Three cats" are growing. However, on sales, all these toys together are significantly behind the "Fairy Patrol", for example, "Fixiki" is on the 30th place in the rating of sales of licensed toys, and others are even lower.

Traditionally, licenses are strong in toys for boys who like to present themselves as heroes and play Batman and Ninja. However, Russian licenses are still not actively developing the boy's niche and show the greatest growth in the toy segment for girls and toddlers, especially among puppets, table games, puzzles and sets for creativity. In the licensed segment of dolls, the share of Russian franchises was 17%, a large part of which belongs to the Fairy Patrol.

31.05.2018 15:19:15

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