Custom term paper: International Marketing and Global Kids segment
Nowadays, the traditional toys are replaced by different interactive products. In addition, there are niches, such as the educational toys, intelligent, music, board and sports games where the market participants are not really active.
This is a widespread fact that there are a variety of books and tablet computers for children on the shelves of different supermarkets.
For example, we can mention about “Children iPad” or the Kindle e-book for kids who are just learning to read. You can comfort your children with a colorful “mobile phone” or buy a laptop for them. Therefore, there are a lot of toys on the market to purchase for the children. Another trend is the toys that can sing. Mickey Mouse, colored bears, dolls – cheer up kids and parents. The popular toys are created based on hit movies, such as “Tron” and “Transformers.”
However, the traditional toys without batteries – designers, teddy bears are also in demand with the parents and their children. Ultimately, anything can become a toy for a child – the main thing is that it needs to be interesting and helps to increase the baby. All the above information gives grounds to argue that the global kids market truly exists.
Assessing the evidence of the existence of a global kids segment, it is possible to mention that “according to leading market research company, The NPD Group, U.S. retail sales of toys generated $21.18 billion in 2011” (The NPD Group, 2012: para. 1). It proves the fact that the toys are in demand and popular with the crowds and that is why we can conclude that the global kids segment really exists. Moreover, the kid segment is a very promising area of conducting businesses.
What is more, various video games about Harry Potter, which are made for children, are very popular with them and thus form its own specific segment. “Harry Potter is extremely popular with the kids today. Lots of Harry Potter toys like the Harry Potter LEGO Sets, Harry Potter action figures, Harry Potter merchandise, Harry Potter Games and more are in the market today” (Mirpuri, n.d, para. 1). In turn, Punam Arpita (2009, para. 1) stated that J. K. Rowling’s Harry Potter Series “are targeted to the segment cluster of young generation and of course younger generation appreciate the fun of Adventures and the magic and the supernatural elements”.
Proving the evidence of the existence of a global kids segment, it is necessary to mention about a leading seller of toys, including the Harry Potter LEGO Sets, etc. in the world which proves the fact that a ‘Global Kids’ segment really exists and is a very promising area of business.
Toys R Us, Inc. that is a leading seller of toys in the world and the retail sale of goods for children, offers a differentiated experience in sales through its own brands. The company currently sells products in more than 1550 stores, including 848 Toys R Us and Babies R Us stores in the United States and more than 700 international stores in 33 countries. The company also sells extraordinal toys in some stores in the U.S.
Having a strong portfolio of e-commerce sites, including Toysrus.com, Babiesrus.com, eToys.com, FAO.com and babyuniverse.com, Toys R Us, Inc. offers a huge selection of online buyers of distinctive toys and baby products. The company also owns ePregnancy.com, an online resource for parents and Toys.com, which offers the customers exclusive sales via electronic commerce. Toys R Us, Inc. is located in Wayne, NJ, and it employs nearly 70,000 partners worldwide. For nearly a decade, Toys R Us Times Square, the international flagship store of the company, led to the delight of customers worldwide as one of the main areas of tourism in New York. A Ferris wheel, a lively animated life-sized dinosaur, Barbie doll house, spectacular special attractions in the windows of the world’s largest toy store and toy seller’s unrivaled experience.
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