知名品牌瓜分英国电教玩具市场

Brand Names Share UK Market of Electronic Learning Aids

近年来英国电子教具市道呈波浪式发展,电教市场受到来自玩具业以外的各种挑战,其中电脑和电玩是主要挑战者。以去年为例,微软公司推出的多款电脑软件就大大吸引了青少年的注意力。幸运的是,电子教具是一种品牌较集中的类别,消费者对知名品牌有较强的认知度,因此它们每一个都能占有较大的市场份额。

Electronic learning aids has been a bit of an up and down category over recent years,showing regular peaks and troughs as it comes up against various challenges,not least competition from outside the toy industry. Computing and games consoles are the obvious culprits the last year for example has seen Microsoft using increasingly young children in its adverts for PC software. The category is a tight one,dominated by relatively few players andso eachmaintains a strong share andhas strongbrand awarenesswith consumers in this area.