The USA is the single biggest toy market in the world by quite a long way, and when you add on Canada, which is perhaps a surprisingly good sized market in itself you reach a very significant distribution opportunity for toy and board game companies.
NORTH AMERICAN TOYS & BOARD GAMES – MARKET INSIGHTS
The USA retail marketplace is typically split between Specialty and Mass Market.
Mass market retail often gets most of the attention because just a few retailers can drive huge volumes. A listing in Walmart’s physical stores across their store network will often add up to significantly more than the total sales achievable in an entire European country, or even in several European countries. A single product listing can be worth $millions. The challenge though is that Walmart is not that accessible to smaller companies directly, and the difference between 3 or 5 listings from one year to the next can often make or break companies. It can also be very time consuming to handle logistics with such a large retailer across such a large geographical territory.
Specialty distribution in the USA tends to get far less attention, but can still drive what would be very respectable sales levels in any other country. More importantly, with Specialty distribution, the risk is spread across a broader distribution base typically, meaning that you are not so reliant on the whims or directions of a single retailer or single retail buyer. The USA is unique in that even a retailer trading across just a few states can have hundreds of stores. As such, we often advise our consultancy clients to begin with specialty and to build up towards mass market retail as a longer term objective.
In terms of routes to market, there are 4 main options:
- Direct selling to retailers – this is a lot of work to take on in such a vast country. We don’t recommend taking this on lightly!
- Selling via reps/agents – there is a large array of sales reps in the USA who can take your products to either a large spread of independent ‘mom & pop’ stores, right up to presenting your products to Walmart, Target etc. Clearly they take a %age, but they represent a much quicker way to grow your distribution as they have already established relationships.
- Distributors/wholesalers – these are companies who buy your stock & sell it to retailers. A distributor will often take a more strategic brand building approach and may sometimes invest in marketing. A wholesaler tends to just buy & sell stock.
- Direct to consumer – once a pretty much insignificant part of toy and board games sales, selling direct to consumer has grown both in terms of $sales and in terms of importance/influence on the overall industry. Going direct to consumer can justify development costs and open up direct distribution opportunities.
Canada’s toy and board game market deserves a special mention. The retail landscape is somewhat different and the market is not insignificant. Often ignored by toy companies, sales to Canada can be significant. While it is quite common to find Canadian based companies or reps selling into the USA, beware that your USA partners have an eye on the Canadian opportunity if you grant them North America territory!
In summary, North America is a massive opportunity. We often come across clients who chase enquiries from small countries and markets, and then get lost in the minutiae of supplying to a new country with all that entails. Putting the biggest opportunity first is clearly more likely to deliver big rewards.
If you are interested in selling into North American markets we offer a Consultancy service to toy and board game companies across the world (past clients have come from countries as diverse as the USA, Australia, India, China, Bulgaria, Korea etc). Our brand, product and export sales management service allows us to get deep underneath the skin of toy companies and to help them sell more into North America & elsewhere both via effective selling using our extensive toy industry connections, but also by helping them to correctly align their brands and products to the market. We offer this service with a limited capacity with a maximum of 5 spaces at any one time. At the time of writing, we have only 2 spaces left heading into toy fair season. To find out more about working with us on this service & to get our help to grow your business please just drop us a line or visit here for more details: www.KidsBrandInsight.com/services/