Clementoni Business case
lunedì 27 settembre 2021 11.13
GUIDO VINGIANO - general director
CLEMENTONI BUSINESS CASE: HOW TO GROW IN A MATURE MARKET
Traditional toy market (without videogames) estimated 95b dollars on the market.
Toys industry during the pandemic had a growth of the 10% , but specifically not everywh
stable.
• The positive trend was tied to the covid 19:
○ More money to spend in toys
○ Families were at home
○ To entertain children during smart working
The toy market has a crisis resilient behaviour: it doesn't have a big growth or decrease -->
money in children
More toys were bought online (95%)
Uk, FRA, GER have very similar trends, as well as ITA , SPA
TOY MARKET:
• Very high seasonality
• High innovation rate: new products (1/3 in renewed every year)
• Short term trends (they depends on movies, tv shows…)
• Product life cicle shorter and shorter (exception barbies…)
• Heavy impact of technology development
• Large numeber segments
• Crisis resilient
We can divide the market in: -->see slide 14
• Preschool segment
• Entertainement and fun segments
HISTORY
1963 Mario Clementony started the business with the "board game" not well known in Ita
Mario had the idea of SAPIENTINO, the idea of learning things through the association of t
He continued to invent products related to Disney and television
"we want to help family to grow better their children, in armony with the world" --> it's th
product has to deliver this message
We want to address both parents and children, giving them both what they want
lunedì 27 settembre 2021 11.13
GUIDO VINGIANO - general director
CLEMENTONI BUSINESS CASE: HOW TO GROW IN A MATURE MARKET
Traditional toy market (without videogames) estimated 95b dollars on the market.
Toys industry during the pandemic had a growth of the 10% , but specifically not everywh
stable.
• The positive trend was tied to the covid 19:
○ More money to spend in toys
○ Families were at home
○ To entertain children during smart working
The toy market has a crisis resilient behaviour: it doesn't have a big growth or decrease -->
money in children
More toys were bought online (95%)
Uk, FRA, GER have very similar trends, as well as ITA , SPA
TOY MARKET:
• Very high seasonality
• High innovation rate: new products (1/3 in renewed every year)
• Short term trends (they depends on movies, tv shows…)
• Product life cicle shorter and shorter (exception barbies…)
• Heavy impact of technology development
• Large numeber segments
• Crisis resilient
We can divide the market in: -->see slide 14
• Preschool segment
• Entertainement and fun segments
HISTORY
1963 Mario Clementony started the business with the "board game" not well known in Ita
Mario had the idea of SAPIENTINO, the idea of learning things through the association of t
He continued to invent products related to Disney and television
"we want to help family to grow better their children, in armony with the world" --> it's th
product has to deliver this message
We want to address both parents and children, giving them both what they want
