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บรรษัทเงินทุนอุตสาหกรรมแห่งประเทศไทย
Toys
Toys are playthings intended for not only enjoyment but
also creativity and intellectual development of children. In the
early days, toys were largely an imitation of pets or wild
animals made of carved wood or stone or any kinds of
objects available in each community. Some samples of these
toys were cockhorse, an imitated horse made of stalks of
banana tree for Thai children, and balls made from bladder of
goat or sheep for Indian children. Toys of some ancient
tribes were used as playthings for children as well as home
decorations or for worshipping the sacred images in their
beliefs. Toys for sales were mostly made of tin and have
been developed all along to metal and plastic nowadays.
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บรรษัทเงินทุนอุตสาหกรรมแห่งประเทศไทย
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บรรษัทเงินทุนอุตสาหกรรมแห่งประเทศไทย
Production
The Thai toy production was originally small- and
medium-scale industry producing cheap toys to serve the
domestic demand only. Later, the Board of Investment
began its earnest promotion of toy production to become an
export-oriented industry by way of tax privileges such as
exemption of import duty on imported raw materials, reduction
of corporate income tax for export-oriented producers, etc.
Such move could attract joint venture investments by foreign
investors mainly from Hong Kong, Taiwan, Japan and the US.
At present, there are over 300 toy manufacturers in Thailand.
More than 80% of the total toy production is exported.
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บรรษัทเงินทุนอุตสาหกรรมแห่งประเทศไทย
Marketing
The Thai toy industry is export-oriented, with as much as
80% of the total production shipped to the overseas markets.
The primary export markets comprise:
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Countrie
China
Mexico 6
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บรรษัทเงินทุนอุตสาหกรรมแห่งประเทศไทย
Countrie
labor cost. In 2000, China occupied roughly
52.8% of the EU’s total toy imports of
approximately US$ 6.626 billion while Thailand
constituted 1.1% valued at US$ 74.85 million,
China
ranking eighth.
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Countries
China
EU
Thailand 9
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บรรษัทเงินทุนอุตสาหกรรมแห่งประเทศไทย
Exports
Between 1992 and 1998, Thailand’s toy exports
amounted to over Bt. 7 billion or US$ 300 million a year,
representing an average annual growth rate of about 1.8%.
1999 saw a 2.76% fall in such exports, triggered by economic
stagnation in the major markets like Japan and Germany,
which had consequently cut their purchase orders for Thai
toys. Another negative factor was the more expensive Thai
toys as compared with those of China and Vietnam which
boast lower production costs. Some producers consequently
relocated their production base from Thailand to China.
In the US dollar term, the exports have slid steadily
since 1996 on account of the baht fluctuation after the
adoption of the managed float exchange system. During
1996-1999, the exports were valued at approximately US$ 310
million, US$ 265 million, US$ 220 million and US$ 230 million
respectively.
Total exports in 2000 in the dollar term remained
unchanged at US$ 230 million against those in 1999, but
posted a growth of about 6.1% in baht term, worth about Bt.
9.255 billion. This was because some kinds of toys were in
great demand in the overseas markets. Among them were
wooden toys which have won greater acceptance in the world
market and been recognized as “Wood Toy is Thailand”.
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บรรษัทเงินทุนอุตสาหกรรมแห่งประเทศไทย
YEAR
The prominent export markets in 2000 still were the US,
1996
the EU and Japan. Exports to the US were the largest,
accounting for about Bt. 3.263 billion or US$ 98.3 million,
representing 35.3% of the total toy exports. Coming second
was the EU market, with export value of Bt. 2.667 billion or
1997
about US$ 74.8 million, sharing 28.8% of the total export value.
Major buyers in the EU were England, France and Germany,
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with export value of Bt. 824.7 million, Bt. 527.8 million and Bt.
513.4 million respectively.
Japan ranked third, with the amount of Bt. 1.755 billion or
about US$ 49.5 million, sharing 19% of the total exports.
Other export markets included Canada, Malaysia, South Korea,
Australia, etc., with a combined value of about Bt. 1.570 billion
or 16.9% of Thailand’s total toy exports.
Exported Items
Ride-on wheeled toys - Exports of wheeled toys were
worth about Bt. 141.7 million or 1.6% of the total toy exports
in 2000, growing 37.6% from 1999 as spurred by increased
exports to the US and Japan. The principal markets are the
EU, the US, Japan and Australia.
In 2000, the EU occupied the highest proportion of
43.8% of the total exports of wheeled toys. Major markets in
the EU were England, France and Germany. Classified by
country, the US came first at 20.8% of the total exports of
wheeled toys, followed by Japan 7.9% and Australia 6.8%.
Thai exports to the US, Germany and Austria increased
threefold in value versus the figures in the preceding year.
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Countries
2539
EU 49,450,
U.S.A.
Source: Department of Business Economics
1,715,
JAPAN 1,709,
Dolls or stuffed toys - These items are in great demand
in the overseas market. In 2000, the exports of dolls were
valued at about Bt. 423.4 million or US$ 10.5 million,
constituting 4.6% of the total toy exports and rising roughly
AUSTRALIA 20,485,
20% from 1999.
The biggest market in 2000 was the EU, accounting for
Bt. 166.2 million or 40% of the total doll exports, with
CANADA 55,
Germany, Belgium and Italy as the key buyers. The second
was the US accounting for 38% or about Bt. 164.7 million,
Countries
2539
EU 227,585
U.S.A.
Source: Department of Business Economics 131,698
NORWAY 14,386
Assembled model sets and other toys for educational
purpose - Thai exports of these items in 2000 totaled about
Bt. 8.690 billion or US$ 216.4 million, making up 93.9% of the
AUSTRALIA 2,457
total toy exports and increasing 5% from 1999.
Countries
Export value of Model Toys and Other Toys by Country
JAPAN 2539
12,855
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บรรษัทเงินทุนอุตสาหกรรมแห่งประเทศไทย
Local Market
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บรรษัทเงินทุนอุตสาหกรรมแห่งประเทศไทย
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บรรษัทเงินทุนอุตสาหกรรมแห่งประเทศไทย
Imports
The major imported items are high-quality model toys for
educational purpose, mainly high priced and available in
toyshops and department stores. Others of them are plastic
model toys easily procurable. During 1996-1998, the total
imports slipped continuously due to the crisis hitting Thailand
which had dampened purchasing power. The imports fell
26.7% from US$ 35.6 million to US$ 26.1 million over such
period.
THAI IM
YEAR B
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Countries
China
Source: Department of Business Economics 4
HongKong
Major supplier in 2000 was China from which Thai
imports were Bt. 864.8 million, or 62.6% of the total toy
imports, followed by Hong Kong amounting to Bt. 127.4 million
Malaysia
or 9.2%. Among others were Malaysia, Japan and Taiwan
with Thai import value of about Bt. 108.1 million, Bt. 56.9
million and Bt. 55.9 million respectively.
Japan 1
Imported Items
Wheeled toys - Imports of wheeled toys in 2000 were
valued at Bt. 22.1 million, up almost eight-fold from 1999,
contributed by huge imports of scooters for sales in
Taiwan
department stores and other shops. These toys are chiefly
imported from China and Taiwan.
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Countries
2539
CHINA
Source: Department of Business Economics
EU 1,609
occupying 78.8% of the total imports of dolls in 2000, followed
by Indonesia, Taiwan, the EU and South Korea constituting
8.1%, 4.0%, 2.6% and 2.2% respectively.
HONGKONG
Thailand’s Imports of Dolls by Country
U.SC
.Aountries
. 1,079
2539
SINGAPORE 77
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Countries
2539
CHINA 427,434
HONGKONG 80,354
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TOTAL
Japan coming third.
COUNTRIES
Thailand’s Toy Exports In the Third Quarter Of 2001
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บรรษัทเงินทุนอุตสาหกรรมแห่งประเทศไทย
Conclusion
Today, the toy industry, though meant for export
orientation, still performs unfavorably in overall export value.
Meanwhile, Thai imports of toys are mounting up after a
slowdown during the crisis period in 1997-1998. The exports
of toys amounted to US$ 230.5 million in 2000, close to those
in 1999. As of Q3/2001, they expanded by 8.1% year-on-
year, valued at Bt. 7.3 billion.
The main drawback to the Thai toy exports is
competition from the key rival, China, in the prominent
markets such as the US and the EU. With its lower labor
cost, China can capture over 80% share in the world toy
market. As a result, the share of Thai toys in major
markets, particularly for dolls which do not require high skills,
has shrunk.
Apart from the labor cost, problems also arise from raw
materials. Certain materials such as plastic resin and cloth
that must be imported are charged with high import tariffs,
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