The U.S. Collectibles Market

Published by: Packaged Facts

Published: Apr. 1, 1997 - 149 Pages

Table of Contents

1. Executive Summary
   
   • The Products
     
   • Historical Overview
     
   • Product Definition
     
   • The Market
     
   • Market Size and Growth
     
   • Positive Factors Affecting Market Growth
     
   • Negative Factors Affecting Market Growth
     
   • Sales to Top $10 Billion in 2001
     
   • Table 1-1: Retail Sales and Growth of the U.S. Collectibles Market, 1993-2001 (dollars)
     
   • Market Composition by Product Type
     
   • Figure 1-1: Share of U.S. Retail Sales of Collectibles by Product Type, 1995 (percent): Figurines, Dolls, Cottages, Prints, Plush, Ornaments, Die-Cast, Steins, Plates, Music Boxes
     
   • The Marketers
     
   • Overview of Marketers
     
   • The Competitive Situation
     
   • Collector Clubs
     
   • New Product Trends
     
   • Consumer Advertising
     
   • Trade Shows
     
   • Distribution and Retail
     
   • At the Distribution Level
     
   • Specialty Stores Control Over 76% of Market
     
   • The Consumer
     
   • The Collector in General
     
   • Collectors by Product Type
     
   • Scope and Methodology
     
   • Market Parameters
     
   • Report Methodology
     
2. The Products
   
   • Scope of Report
     
   • Collectibles Sold at Retail and on TV
     
   • Focus on the "Primary Market"
     
   • Products Not Included
     
   • Historical Overview
     
   • Products of Ancient Lineage, But Market Is Young
     
   • Plates Were First "Hot" Collectible
     
   • Collectibles Market Blossomed in the 1970s
     
   • Product Definition
     
   • "Collectibles" Originate as Such
     
   • The Limited-Edition Concept
     
   • Editions Can Be Limited in Several Ways
     
   • Supply and Demand
     
   • Products Included Under Collectibles
     
   • Collectibles Encompass Many Materials
     
3. The Market
   
   • Figure 3-1: U.S. Retail Sales of Collectibles, 1993-1996 (dollars)
     
   • Market Size and Growth
     
   • Source and Methodology for Sales Estimates
     
   • Retail Sales Approach $7 Billion
     
   • Table 3-1: U.S. Retail Sales of Collectibles, 1993-1996 (dollars)
     
   • Figurines Account for Nearly Half of Sales
     
   • Table 3-2: U.S. Retail Sales of Collectibles by Product Type, 1994 vs. 1995 (dollars and percent): Figurines, Dolls, Cottages, Prints, Plush, Ornaments, Die-Cast, Steins, Plates, Music Boxes
     
   • Market Composition
     
   • Collectibles Dominated by Imports
     
   • Collectibles Stores the Dominant Retail Channel
     
   • Figure 3-2: Share of U.S. Collectibles Market by Retailer Type (percent): Collectibles Stores, Card and Gift Stores, Doll Stores, Art Galleries/Print Stores, Department Stores, TV Shopping, Other
     Doll Stores Are Dominant Channel for Collectible Dolls
     
   • Figure 3-3: Share of U.S. Collectible Doll Market (percent): Doll Stores, Toy Stores and Department Stores, TV Shopping, Collectibles Stores, Card and Gift Stores, Other
     
   • Fourth Quarter Is Biggest for Sales
     
   • Price Points Vary Widely
     
   • Table 3-3: Collectibles Retail Prices by Product Type (dollars): Dolls, Plush, Prints, Figurines, Die-Cast, Steins, Music Boxes, Cottages, Ornaments
     
   • Factors Affecting Market Growth
     
   • Hard Times Can Spur Sales
     
   • Collectibles and Social Change
     
   • Population Projections Favor Collectibles
     
   • Middle-Age Households to Grow
     
   • Table 3-4: Projections of U.S. Households by Age of Householder, 1997 vs. 2001 (number and percent): From Under Age 25 to Age 75 and Older
     Collectibles and Fiftysomething Women
     
   • Table 3-5a: Projections of U.S. Population by Gender and Age Bracket, 1997 (number and percent)
     
   • Table 3-5b: Projections of U.S. Population by Gender and Age Bracket, 2001 (number and percent)
     
   • Collectors Age 45-54 Projected to Increase 20.5%
     
   • Baby Boomers as Big Spenders on Collectibles
     
   • Is New Collector Growth Slowing?
     
   • Marketers Promoting Collectibles as Gifts and Home Accents
     
   • The Internet as Growth Opportunity
     
   • Does TV Home Shopping Hurt or Help Retail Sales of Collectibles?
     
   • Collectibles Get Steady Television Exposure
     
   • Will Mass-Market Retail Distribution Help or Hurt?
     
   • Is Gray Marketing Increasing and Hurting Sales?
     
   • Collectibles Not Immune to Market Conditions
     
   • Is the Market Saturated?
     
   • Is Base of Small Independent Retailers Shrinking?
     
   • Are Direct-Mail Sales of Collectibles Plateauing?
     
   • Figure 3-4: Projected Growth in Collectibles Retail Sales, 1996-2001 (dollars): Retail Sales at 12%, 8.5%, and 5.5% CAGR
     
   • Projected Growth
     
   • Best-Case Scenario: Collectibles Retail Sales Pass $12 Billion in 2001
     
   • Table 3-6: Projected Growth in U.S. Retail Sales, 1996-2001 (dollars): Retail Sales at 12%, 8.5%, and 5.5% CAGR
     
4. The Marketers
   
   • The Marketers
     
   • Numerous and Mostly Small
     
   • First-Tier Marketers
     
   • Second-Tier Marketers
     
   • Third-Tier Marketers
     
   • Smaller Marketers
     
   • Leading Direct-Response Marketers
     
   • Most Majors Are Not Manufacturers
     
   • Table 4-1: The U.S. Collectibles Market: Selected Marketers and Product Lines (47 Marketers)
     
   • Competitive Situation
     
   • A Competitive, Fragmented Market
     
   • Nature of Distribution Explains Fragmentation
     
   • Top Marketers Dominant in Certain Product Types
     
   • Enter Mattel and Disney
     
   • Lenox and Waterford Target Collectibles
     
   • Competitive Profile: Enesco Worldwide Giftware Group
     
   • Enesco Accounts for 60% of Parent Company's Sales
     
   • Enesco Giftware Group Grows by Acquisitions
     
   • Sister Company Is Direct-Response Giftware Marketer
     
   • Enesco Strikes Gold with Precious Moments
     
   • Enesco Scores Again with Cherished Teddies
     
   • Other Major Lines and Licenses
     
   • Enesco Targeting Both Mass and Upscale Retailers
     
   • Seeks International Dominance as Well
     
   • Competitive Profile: Department 56, Inc.
     
   • Helped Create New Collectible: Cottages
     
   • Inaugurated Village Series in 1977
     
   • Figurines Are Marketer's Other Major Collectible
     
   • Department 56 Is Selective About Distribution
     
   • Terminates 50 Accounts for Distribution Violations
     
   • Orders and Sales Dropped in 1996
     
   • Takes Steps to Resume Growth
     
   • Launches Starter Sets to Attract New Collectors
     
   • Begins to Cultivate Foreign Markets
     
   • Does Not Advertise Heavily
     
   • Competitive Profile: Mattel, Inc.
     
   • Barbie Sparks Quick Rise to Top
     
   • Barbie Collectibles Cash in on Barbie Phenomenon
     
   • You've Come a Long Way, Barbie
     
   • Success Surprised Even Mattel
     
   • Upscale Stores Open Barbie Boutiques
     
   • Mattel Introduces Disney Collector Dolls
     
   • Competitive Profile: Goebel of North America
     
   • Hummel Figurines Emerge from Troubled Time
     
   • Goebel Was Well Established Before Hummel
     
   • U.S. Market Accounts for 40% of Hummel Product Sales
     
   • Goebel Marks 125 th Anniversary in 1996
     
   • Woos Younger Collectors with Berta Hummel Line
     
   • Looney Tunes Licensing Pact Highlights Stepped-Up Effort to Diversify
     
   • Seeks to Build Retail Doll Sales Markets Collectibles by Artist Bob Timberlake
     
   • Competitive Profile: Lladro USA
     
   • Fine Figurines for Ordinary People
     
   • Big U.S. Push Began in Late 1980s
     
   • Figurines Have Art Nouveau Flavor
     
   • Introductions for 1996 Strike Up the Band
     
   • Competitive Profile: Swarovski America Ltd
     
   • Specialist in Animal Figurines of Faceted Crystal
     
   • Animals Are Frequent Subjects
     
   • Targets Department Stores
     
   • Competitive Profile: Roman, Inc.
     
   • Marketer Began As Mom-and-Pop Store
     
   • Adds Figurines of Children to Religious Subjects
     
   • Addresses Popularity of Angels
     
   • Competitive Profile: Media Arts Group, Inc
     
   • Thomas Kinkade Art Is Main Line
     
   • Kinkade's Paintings Create Feeling of Serenity
     
   • Working to Broaden Distribution
     
   • Disposes of David Winter Cottages Line
     
   • Subsidiary Markets Entertainment Products
     
   • Competitive Profile: Alexander Doll Co., Inc
     
   • Seeking a Turnaround
     
   • Helped Create Collectible Doll Category
     
   • New President Plans to Double Sales
     
   • Targets Young Collectors
     
   • Ad Campaign Focuses on Heritage and Quality
     
   • Competitive Profile: Miller Import Corp.
     
   • Marketer of Armani Figurines
     
   • Figurines Are Stylized
     
   • Competitive Profile: Hallmark Cards, Inc.
     
   • World's Largest Greeting Card Company
     
   • Hallmark Far Outspends Other Giftware Advertisers
     
   • Collectible Ornaments Are Leading Giftware Product
     
   • New Ornaments Introduced at Two-Day Event in Stores
     
   • Competitive Profile: Walt Disney Co.
     
   • Longtime Licensor Enters Giftware Marketer Ranks
     
   • Disney Artists Create "Animation Art Sculptures
     
   • Disney Enters Collectible Cottages Category
     
   • Merges Collectibles Business Units
     
   • Plans to Involve Outside Artists
     
   • Targets Collectors through New Stores
     
   • Competitive Profiles: Third-Tier Marketers
     
   • Anheuser-Busch: Brewer Turns Collectibles Marketer
     
   • Annalee Mobilitee Dolls, Inc.: Unusual in Subject and Composition
     
   • The Boyds Collection, Ltd.: Collectible Bears with a Sense of Humor
     
   • Cardinal, Inc.: Marketer of Dynasty Dolls
     
   • Cast Art Industries, Inc.: Popularized Angel Figurines
     
   • Kurt S. Adler, Inc.: Largest Resource for Holiday Accessories
     
   • Lance Corp.: Three Brands of Collectibles
     
   • The Lefton Co.: Pioneer Designer/Importer
     
   • Lenox Brands: Leader in China Giftware
     
   • Midwest of Cannon Falls: Full-Line Marketer of Seasonal Decoratives
     
   • North American Bear Co., Inc.: "The Barbie of the Teddy Bear World"
     
   • Possible Dreams, Ltd.: Specializing in Santas
     
   • Royal Doulton USA: Collectibles/Dinnerware Double Threat
     
   • Chas. Sadek Importing Co., Inc.: Marketer of Andrea by Sadek Figurines
     
   • Seymour Mann, Inc.: Hobby Evolves into Important Doll Line
     
   • Steiff USA: Leader in High-End Collectible Plush
     
   • Steuben Glass: U.S. Manufacturer Is Leader in Luxury Crystal
     
   • Syratech Corp.: Entrepreneur at the Helm
     
   • United Design Corp.: From Novelty to Collectible Figurines
     
   • Waterford Crystal USA: A Company Reborn
     
   • Competitive Profiles: Smaller Marketers
     
   • Baccarat, Inc.: Turnaround in Progress
     
   • CUI Industries: Collectible Steins with Sports Themes
     
   • Christopher Radko: Ornaments of Old World Quality
     
   • Flambro Imports, Inc.: Marketer of Emmett Kelly Figurines
     
   • Gund, Inc.: Collectible Plush Leader and Pioneer
     
   • Iris Arc Crystal: Faceted Crystal Collectibles
     
   • Lee Middleton Original Dolls, Inc.: Largest Domestic Doll Manufacturer
     
   • Maruri USA: Specialist in Porcelain Wildlife Figurines
     
   • Miss Martha Originals, Inc.: Helped Gain Acceptance
     
   • for Ethnic Figurines
     
   • Peggy Mulholland, Inc.: Whimsical Dolls Complement Classic Victorian Collection
     
   • Reco International Corp.: Teaming up with American Artists
     
   • Reed & Barton Silversmiths: Collectibles in Silver, China, and Crystal
     
   • Sandicast, Inc.: Animal Figurines Are Fruit of Direct Observation
     
   • Sarah's Attic: Figurines Derive from Artist's Childhood
     
   • Willitts Designs International, Inc.: Finding New Life After Carousels
     
   • Marketing Trends
     
   • The Concept of Collectibles: Marketing Magic
     
   • New Products Drive the Business
     
   • The Role of Collector Clubs
     
   • Smaller Collectibles Marketers Take Up Direct Mail
     
   • Cultivating Foreign Markets
     
   • Cause-Related Marketing
     
   • Product Trends
     
   • Angels Continue to Soar
     
   • African-American Collectibles Take Hold
     
   • 1950s Appeal Strongly to Today's Collectors
     
   • Mass Media Images Proliferate on Collectibles
     
   • Consumer Advertising Expenditures
     
   • Special Note
     
   • Only a Handful of Marketers Advertise
     
   • Direct-Response Ad Spending Is Many Times Greater
     
   • Hallmark Is Biggest Spender by Far
     
   • Crystal Marketers Believe in Advertising
     
   • Magazines Are Dominant Medium
     
   • Consumer Advertising Positioning
     
   • Focus Can Be Brand or Product or Both
     
   • Nostalgia Is Most Common Theme
     
   • Ads Evoke Childhood Memories, Bygone Fashion
     
   • Crystal Ads Are Most Striking Visually
     
   • Ads Publicize In-Store Events
     
   • Examples of Consumer Advertising
     
   • Consumer Promotions
     
   • Store Events Bring Marketers and Collectors Together
     
   • Collector Clubs Offer Incentives
     
   • Trade Advertising and Promotion
     
   • Trade Ads Focus on Product Introductions
     
   • Trade Shows Vital to Industry
     
   • Showroom Buildings/Market Centers
     
   • Collector Clubs Offer Incentives to Retailers
     
   • Examples of Trade Advertising
     
5. Distribution And Retail
   
   • Distribution
     
   • The Importance of Independent Sales Representatives
     
   • Retailer Cooperatives
     
   • At the Retail Level
     
   • Specialty Stores Control Over 76% of Market
     
   • Figure 5-1: Share of U.S. Collectibles Market by Retailer Type (percent): Collectibles Stores, Card and Gift Stores, Doll Stores, Art Galleries/Print Stores, Department Stores, TV Shopping, Other
     Department Stores, TV Shopping Are Leading Non-Specialty Channels
     
   • Doll Stores Are Dominant Channel for Collectible Dolls
     
   • Figure 5-2: Share of U.S. Collectible Doll Market (percent): Doll Stores, Toy Stores and Department Stores, TV Shopping, Collectibles Stores, Card and Gift Stores, Other Collectibles Play to Specialty Stores' Strengths
     
   • Price Competition Minimal
     
   • Focus on Specialty Stores
     
   • More Sources, More Assortment
     
   • Specialty Stores Stress Personal Service
     
   • Building Relationships with Collectors
     
   • Specialty Stores Vary Widely in Appearance
     
   • Use of Marketer-Supplied Display Aids
     
   • Specialty Stores Also Vary Widely in Size
     
   • Keystone Markup Is Standard
     
   • Focus on Multi-Category Stores
     
   • Department Stores Opportunistic
     
   • Collectibles Offerings of Selected Department Stores
     
   • Combination of Display Vehicles Used
     
   • Collectibles in Mass Channels
     
   • Focus on Television Home Shopping
     
   • TV Collectibles Sales as Opportunity for Stores
     
   • QVC Leads in TV Sales of Collectibles
     
   • Retail Advertising and Promotion
     
   • Advertising for Holidays, In-Store Events
     
   • Specialty Stores Stress In-Store Events
     
   • Offering Incentives for Collectors
     
   • Some Use Store Catalogs to Advertise Collectibles
     
   • Examples of Retailer Advertising
     
   • VI. The Consumer
     
   • Profile of the Collector
     
   • All Eyes on the Collector
     
   • Empty Nesters Are Prime Market
     
   • Earlier Survey Identifies Younger Collector
     
   • Table 6-1: Demographic Characteristics Favoring Purchase of Collectibles
     
   • The Male Collector
     
   • Younger Customers Raising a New Breed of Collectors?
     
   • Collectors Are Choosy About Stores, Staff
     
   • What Do Collectors Want?
     
   • Collectors by Product Type
     
   • Consumers Collect Figurines Most
     
   • Profile of Possible Dreams Santa Claus Collectors
     
   • Profile of Hummel Collectors
     
   • Walt Disney Classics Collectors Are (Relatively) Younger
     
   • 99% of Doll Collectors Are Women
     
   • Teddy Bear Collectors May Be Most Affluent and Educated
     
6. Appendix I: Examples Of Consumer, Trade, And Retail Advertising
   
7. Appendix II: Addresses Of Selected Marketers
   

Abstract

About MarketResearch.com
MarketResearch.com is an online aggregator selling over 160,000 market research reports, company profiles and country profiles from over 600 research firms. Our reports will provide you with the critical business and competitive intelligence you need for strategic planning and marketing research. Coverage includes the US, UK, Europe, Asia and global markets.