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Edutainment Toys: Not Just Child’s Play, but a Potential Revenue Opportunity for the Semiconductor Industry

Published by: In-Stat

Published: Jun. 1, 2006 - 20 Pages



Table of Contents



Executive Summary

Methodology

Introduction

Manufacturers

Fisher-Price

KidTronics
Hasbro
PLAYSKOOL VIDEONOW JR Portable Video Player
LeapFrog Enterprises
Screen-Based Products
Leapster Multimedia Learning Game System
Leapster L-MAX Learning Game System

FLY Pentop Computer
Sega Toys
PICO
CoCoPad Learning System

VTech
V.Smile TV Learning System
V.Smile Pocket

V.Flash

V.Smile Baby

Component Suppliers

ARC International

Freescale Semiconductor, Inc.

LSI Logic

Major Market Trends for 2006

Parents Are Spending More Money on Infants

Products Are Incorporating “Grow-with-Me” Features

Learning Platforms are Displacing Standalone Toys

Mainstream Technology Entering the Edutainment Market

Kids are Getting Older Younger

Distribution Channel Trends

Mass Market Retailers Grow in Importance

Specialty Toy Retailers Consolidate

Seasonality Increases Manufacturers’ Risks

Forecast

Worldwide Revenue

US Market Share

Average Sale Prices

Worldwide Unit Shipments

Semiconductor Content Forecast




List of Tables




Table 1. Edutainment Product Comparison

Table 2. Worldwide Revenue for Electronic-Based Edutainment Products, 2003 to 2010 ($US in Millions)

Table 3. ASPs for Electronic-Based Edutainment Products, 2003 to 2010

Table 4. Worldwide Unit Shipments of Electronic-Based Edutainment Products, 2003 to 2010 (Units in Millions)

Table 5. Composite Semiconductor Configuration, 2006 to 2010




List of Figures




Figure 1. Worldwide Revenue for Electronic-Based Edutainment Products, 2004 to 2010

Figure 2. Fisher-Price InteracTV DVD-Based Learning System

Figure 3. Fisher-Price Star Station Entertainment System

Figure 4. Hasbro’s VIDEONOW JR.

Figure 5. LeapFrog’s Leapster Multimedia Learning Game System

Figure 6. LeapFrog’s Leapster L-MAX

Figure 7. FLY Pentop Computer

Figure 8. V.Smile TV Learning System

Figure 9. V.Smile Pocket

Figure 10. Freescale’s MC13783 Power Management and User Interface Block Diagram

Figure 11. Vendor Market Share for 2005 US Revenue


Abstract

What are edutainment toys and why is In-Stat covering this market? Edutainment toys are intended to educate children during play. A particular segment of edutainment toys has distinguished itself by incorporating existing technology typically found in higher-end consumer electronics.

Portable, multimedia applications, such as mobile handsets and portable media players, represent some of the strongest revenue opportunities for semiconductor companies. In-Stat believes that portable, multimedia edutainment toys represent an emerging revenue opportunity for the semiconductor industry.

The worldwide market for edutainment toys reached $1.7 billion in 2005, and In-Stat expects this figure to hit $5.5 billion by 2010. The growth in the edutainment toy segment is taking place as the costs of microprocessors and memory chips drop significantly. And semiconductor companies, like LSI Logic, are already poised to take advantage of this opportunity by targeting existing multimedia solutions at the price-sensitive edutainment toy market.

This report includes worldwide forecasts for unit shipments, ASPs, and revenue for edutainment toys. It also includes US market share for the top manufacturers, such as LeapFrog Enterprises and VTech, in this industry. Finally, this report examines the semiconductor content found in a typical, portable edutainment product found on the market today.

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