1 The Duracell ® European Toy Survey Results 2005.

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Presentation transcript:

1 The Duracell ® European Toy Survey Results 2005

2 About Duracell Part of the Boston-based Gillette Company, Duracell is the world’s leading manufacturer and marketer of high-performance alkaline batteries. In Europe, its two major brands are Duracell Ultra M3 and Duracell Plus. Duracell also sells primary lithium and zinc air batteries, as well as rechargeable nickel-metal hydride batteries. The Gillette Company is the world leader in male grooming, a category that includes blades, razors and shaving preparations. Gillette also holds the number one position worldwide in selected female grooming products, such as wet shaving products and hair epilation devices. In addition, the Company is the world leader in manual and power toothbrushes.

3 Why a Toy Survey ? Duracell is the #1 battery choice for toys* across Europe. The Toy Survey provides the following : To our consumers : A Top 10 Toy Winner list, as judged by the children themselves in what they would most like to receive for the upcoming Christmas. To our trade partners : A service to their consumers, in store communication and theatre to further drive Toy visibility and sales. Additional insight into toy trends, children’ and parents’ perceptions add further awareness and knowledge into this segment. To our Toy Manufacturer partners : A vehicle to make their new toy product(s) shine – providing an accolade from the children themselves. With additional insight provided in a comprehensive report. The Toy Survey is a multi faceted marketing approach with unique win/win partnership opportunities. * Source : NUS 2004

4 Research : The Approach and The Provider Established in 1989 in the US and now in it’s sixth year in Europe the criteria to entry : Each year, we scout for the latest toys that will be launched for the upcoming Christmas period. Target age 5-10 Boys/Girls Distribution within each country submitted Language specific within each country Open to Battery or non Battery operated toys The USP : The Duracell Toy Survey is the only Pan-European survey of its kind in breadth 9 countries, 18 locations and that the judges are toughest we could find – children, 900 of them! The Research Providers : NPD Eurotoys is the number One provider of information to the Toy Industry across Europe. NPD Eurotoys, a division of the NPD Group, Inc., offers international marketers consistent country-by-country market information on consumer purchasing of traditional toys for strategic and tactical decision-making. Information is collected from both retailers and consumers for richer more actionable insight and total market perspective. The Result : A credible, unbiased survey providing a Top 10 Toy Winner listing + quality insights into Toy habits across Europe. * Source : NUS 2002

5 Study Methodology —The Breadth: 9 countries, 18 locations (2 per) Belgium - Brussels Antwerp France -ParisLille Germany -Munich Frankfurt Italy -MilanNaples Netherlands -AmsterdamBreda Portugal -LisbonPorto Spain-MadridSevilla Sweden -StockholmHelsingborg UK -LondonLeeds —Field Testing: Conducted mid May 2005

6 Study Methodology Two-pronged methodology Children’s Survey 900+ children age 5-10 were surveyed, 100+ per country Even gender split Children played with each toy over a two-hour period, and then decided which was their favourite and why Other topics of the survey included leisure activities, how they find out about toys/games, how they feel about playing outdoor, etc. Parent’s Survey 800+ parents of children age 5-10 were interviewed, 80+ in each country Insights related to toy/game purchasing / influences on decision-making / outdoor play

7 Top Toys for 2005 And the winners are...

8 The Results: Pan European

9 The Results: Pan European - Boys

10 The Results: Pan European - Girls

11 The Results: Pan European years old

12 The Results: Pan European years old

13 The Results: Belgium

14 The Results: Belgium - Girls & Boys

15 The Results: Belgium and 8-10 years old

16 The Results: Germany

17 The Results: Germany - Girls & Boys

18 The Results: Germany and 8-10 years old

19 The Results: France

20 The Results: France - Girls & Boys

21 The Results: France and 8-10 years old

22 The Results: Italy

23 The Results: Italy - Girls & Boys

24 The Results: Italy and 8-10 years old

25 The Results: Spain

26 The Results: Spain - Girls & Boys

27 The Results: Spain and 8-10 years old

28 The Results: Holland

29 The Results: Holland - Girls & Boys

30 The Results: Holland and 8-10 years old

31 The Results: Sweden

32 The Results: Sweden - Girls & Boys

33 The Results: Sweden and 8-10 years old

34 The Results: Portugal

35 The Results: Portugal - Girls & Boys

36 The Results: Portugal and 8-10 years old

37 The Results: UK

38 The Results: UK - Girls & Boys

39 The Results: UK and 8-10 years old