THE NPD GROUP
The European Toy Market in 2011
Specially prepared for W.I.T.
3rd February 2012
2010 Results --A growing market (up 4.7%)
USD billion
World Toy Market (billion $)
90,000
88,000
86,000
84,000
82,000
80,000
78,000
76,000
74,000
72,000
70,000
$83,300
$79,600
$78,100
2007
$77,200
2008
2009
2010
Trends are in USD using foreign exchange rates as of Dec 31st of each year
Source NPD ICTI Report 2010.
2
2010 toy revenues by region (billions of $)
North America, Europe and Asia are now relatively equal in size
World Toy Market by Region (billion $)
$23.3
-.7%
$23.9
+2.5%
$7.3
+10.7%
$3.1
+5.6%
$23.1
+9.2%
$2.6
+23%
3
Toy Value Trends
2011 v 10
15%
Europe 5:
+3% in 2011
12%
9%
10%
7%
5%
3%
4%
5%
0%
0%
U.S.
U.K.
France
Germany
-2%
Italy
-3%
-5%
Spain
-2%
-7%
-10%
-9%
-15%
Full Year
December
Note: Europe 5 = 65% of European Sales
Source: NPD Group Retail Tracking in Europe (Full Year)
Consumer Tracking in U.S. (Full Year)
4
Proprietary and Confidential
US: 2011 sector growth

US toys under performing some other categories
2011
$ % change vs.
year ago
2010
+8%
+1%
WATCHES
*
+6%
+7%
+6%
Flat
SMALL
APPLIANCES
HANDBAGS
TOYS
+1%
+10%
ATHLETIC
FOOTWEAR
Flat
+8%
FASHION
FOOTWEAR
CONSUMER
TECHNOLOGY
VIDEO
GAMES
SOFTWARE
-2%
+2%
-4%
-1%
-5%
-2%
-16%
+1%
5
Source: The NPD Group / NPD Point of Sale & Consumer Data
Proprietary and Confidential
Consumer confidence comparison by country up to December 2011

Italy, France and the UK reach a 2-year low in November / December
20
Germany
Spain
France
Italy
UK
EU
10
0
-10
-20
-30
-40
-50
Dec janv- févr- Mar
09 10
10 10
avr- mai- juin- juil- août- sept- oct- nov- déc- janv- févr- ma avr- mai- juin- juil- août- sept- oct- nov- dec10
10 10 10 10 10 10
10 10 11
11 rs-11 11
11 11 11
11 11 11
11 11
6
Proprietary and Confidential
Source: European Commission, Directorate General for Economic and Financial Affairs
Traditional Toy Trends by Country
YTD % Change (value) 2010 v 2011

Worsening trend throughout the year in several countries
Run up to Easter (Jan-Apr)
Summer (May-Oct)
0
Yr/Yr
9%
9%
9%
Holiday season (Nov-Dec)
0
7%
6%
6%
0
4%
0
3%
2%
0
0%
0
0
US
UK
France
Germany
Italy
Spain
-2% -2%
0
-3%
-3%
-5%
0
-6%
-7%
0
-8%
0
7
Source: NPD Group / Retail Tracking in Europe (Full Year)
Consumer Tracking in U.S. (Full Year)
Proprietary and Confidential
Key Highlights
AUTOMOTIVE
BEAUTY
COMMERCIAL TECHNOLOGY
CONSUMER TECHNOLOGY
http://corpdevnew/image_library/
ENTERTAINMENT
FASHION
FOOD & BEVERAGE
FOODSERVICE
HOME
OFFICE SUPPLIES
SOFTWARE
SPORTS
TOYS
WIRELESS
8
Beyblade Tops Charts In 2 Countries

Top Value Selling Toy By Country 2011
UK
FR
GE
SP
IT
Mini Figures LEGO
Beyblade Asst Hasbro
Beyblade Asst Hasbro
Toffee
- Preziosi
Monster High Mattel
Building Sets
Action Figures
Action Figures
Plush
Dolls
9
Source: NPD EuroToys / Retail Tracking
Proprietary and Confidential
Beyblade frenzy – 14th December 2011
 How badly do you want this toy? €100 for a Beyblade stadium….
10
Source: NPD EPoS Retail Tracking
Proprietary and Confidential
Tablets for all in continental Europe in 2012?

1 in every 11 UK kid aged 3-6 received a ‘toy’ tablet for Christmas
• Approximately 250,000 tablets were sold
in the UK in 2011
• Preschool electronic Learning rose by
43% for the year (Total preschool +2%)
11
Source: NPD EPoS Retail Tracking
Proprietary and Confidential
Value Trends in Local Currency (2011 versus 2010)

Everywhere, the Big ones are getting Bigger
20%
14%
15%
11%
10%
7%
7%
5%
5%
3%
0%
U.S.
-1%
-2%
U.K.
France
Germany
Italy
-1%
Spain
-3%
-5%
-3%
-7%
-10%
Full Year 2011
Top 5 Groups
12
Source: NPD Epos Retail Tracking in Europe and
Consumer Service in U.S.
Proprietary and Confidential
License Value Shares by country
– Full Year 2010 v 11

#1 european license??…. Cars!
Licensed Sales
2011 & chg vs.
2010
-3%
+17%
+24%
+12%
-12%
€723m
€539m
€413m
€227m
€254m
2010
2011
34,5
28,6
32,6
31
29,8
27,1
24
21,7
21,3
18,5
License
Penetration
(%)
UK
FR
GE
Source: NPD EPoS Retail Tracking
IT
SP
13
Proprietary and Confidential
Top 15 Properties Across Europe (Value)
Full Year 2011

Playmobil remains #1 property for G5
UK
FRANCE
GERMANY
ITALY
SPAIN
1
CARS THE MOVIE
PLAYMOBIL
PLAYMOBIL
BARBIE
CARS THE MOVIE
2
STAR WARS
BEYBLADE
STAR WARS
HELLO KITTY & FRIENDS
MONSTER HIGH
3
LEGO CITY
CARS THE MOVIE
CARS THE MOVIE
CARS THE MOVIE
PLAYMOBIL
4
HELLO KITTY & FRIENDS
BARBIE
BARBIE
BEN 10
BARBIE
5
BARBIE
HELLO KITTY & FRIENDS
LEGO DUPLO
LEGO CITY
HELLO KITTY & FRIENDS
6
TOY STORY
LITTLEST PET SHOP
LEGO CITY
MICKEY & FRIENDS
NANCY
7
NERF
VTECH BABY
BEYBLADE
BAKUGAN
MICKEY & FRIENDS
8
DISNEY PRINCESS
STAR WARS
LEGO TECHNIC
CICCIOBELLO
NENUCO
9
SYLVANIAN FAMILIES
ZHU ZHU GO GO PETS
FILLY
DISNEY PRINCESS
SPONGEBOB SQUARE PANTS
10
PEPPA PIG
WINNIE THE POOH & FRIENDS
CARRERA
WINNIE THE POOH & FRIENDS BEYBLADE
11
THOMAS AND FRIENDS
POKEMON
LEGO NINJAGO
HOT WHEELS
DORA THE EXPLORER
12
VTECH BABY
LEGO CITY
HELLO KITTY & FRIENDS
BEYBLADE
GORMITI
13
TRANSFORMERS
BAKUGAN
HOT WHEELS
MOTORAMA
DISNEY PRINCESS
14
BEN 10
DISNEY PRINCESS
TIPTOI
WINX CLUB
NERF
15
MOSHI MONSTERS
NERF
KIDI...
LEGO DUPLO
STAR WARS
•Definition: a property includes brand and licenses sales.
For Barbie it includes Mattel Barbie and toy licensees’ sales
for Barbie in all monitored categories
Source: NPD EPoS Retail Tracking
14
Proprietary and Confidential
Consumer Trends
AUTOMOTIVE
BEAUTY
COMMERCIAL TECHNOLOGY
CONSUMER TECHNOLOGY
http://corpdevnew/image_library/
ENTERTAINMENT
FASHION
FOOD & BEVERAGE
FOODSERVICE
HOME
OFFICE SUPPLIES
SOFTWARE
SPORTS
TOYS
WIRELESS
15
Traditional toys sales for children 0-11 years old in € millions (+4%)
January – September 2010 v 2011

KGOO: Kids Getting Older Older or growth comes from 6 years+
Millions
flat
1 200
1 117
-1%
1 120
975
1 000
YTD 10
966
+4%
774
800
+1%
806
+17%
flat
614
600
400
YTD 11
+13%
525
328
331
325
337
326
382
200
0
0-11 MONTHS
12-23 MONTHS
2-3 YRS
4-5 YRS
6-7 YRS
8-9 YRS
10-11 YRS
16
Source: The NPD Group / Consumer Tacking / £1 = €1,1626
Proprietary and Confidential
How is the recession changing behaviour?
1. Low price points down
2. Non-Family purchases decline
3. Promotional purchases increase share
4. ‘No Special Occasion’ share down in Europe 5
10%
8%
5%
8%
6%
5%
4%
3%
2%
0%
US
UK
France
Germany
Italy
Spain
-3%
-5%
Non Occasion
Occasion
-6%
-10%
-10%
17
Source: NPD Group / Consumer & Retail Tracking in Europe
Consumer Tracking in U.S. (Full Year)
Proprietary and Confidential
Price Point % Change
2011 v 2010

High price points fared better
US
Total
< 2.50
2.50 to 4.99
5
to 9.99
10 to 19.99
20 to 49.99
>50
France
UK
3
-2
12
17
0
3
4
-7
-8
-13
1
-11
0
-4
-4
-17
7
5
-1
-7
Germany
8
1
5
23
10
10
Italy
-3
-9
-5
-11
-11
-15
-9
-13
-11
-4
9
2
15
Spain
-1
-6
-1
18
Source: NPD Group Retail Tracking in Europe (Full Year)
Consumer Tracking in U.S. (Full Year) – in local currency
Proprietary and Confidential
Sales change YTD September 2011 v 10 by recipient

Family first: sales plunge for ‘not-related’
40
20
11
7
3
0
Parents
Grand Parents
Other Family
Not Related
-20
-22
-40
39%
19%
33%
9%
€% of spend
YTD Sep-11
19
Source: The NPD Group / Consumer Tacking / £1 = €1,1626
Proprietary and Confidential
Share of Sales on Promotion Online v Offline
Value Shares – January – September 2010 v 11

Sales on promotion have increased by 2%
+34%
+5%
50
flat
45
40,6
43,1
40
35
32,5
31,8
30,7
30,9
30
25
20
15
10
5
0
G5
-
Offline
Online
20
Source NPD Consumer Panel YTD September 2010 v 2011 - £1 = €1.1626
Proprietary and Confidential
Total Online % of Toy Spend by Country
2008 to 2011 (Value sales)

Online is still gaining shares in largest countries
2008
2009
2010
2011
22
20
18
17
15
16
14
13
5
6
6
8
7
5
4
US
YR/YR
+12%
-
4
UK
France
Germany
+29%
+54%
+28%
Note: Online shares in Italy and Spain are below 2% of the total market
Source: NPD Group Consumer Tracking Europe (12 mths to Sep’)
Consumer Tracking in U.S. (12 mths to Sep’)
21
Proprietary and Confidential
Outlook for 2012
Proprietary and Confidential
2012 in a nutshell
Online Channel growth
changing shopping habits
Growth in Virtual Shops &
Mobile Shopping
Increased Digital Gaming
Into Toys & Into Europe
23
Proprietary and Confidential
2012 in a nutshell
App’ Toys & Tablets the
new buzz
Superheroes come & go…
But Spiderman, Avengers etc
will save us
And of course, England to win
the Euro Champs (Ah! Ah!)
24
Proprietary and Confidential
Thank you for your time - Any questions?
frederique.tutt@npd.com
nicole.sangari@npd.com
alexander.weber@npdgroup.com
Source: NPD EPoS Retail Tracking
Analyst Europe
Sales U.S.
Sales Europe
26
Proprietary and Confidential