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CONTACT: Pam Danziger, 717-336-1600

MORE DIE-CAST TOYS ARE BOUGHT TO GIVE AS GIFTS, ACCORDING TO NEW RESEARCH BY UNITY MARKETING
Gifting tops collecting or play as number one reason why consumer buy die-cast toys

Stevens, PA May 21, 2002 - Posting 8% growth over previous year, sales of toy die-cast and other non-powered vehicles reached $1.1 billion at retail in 2000. Consumers' demand for die-cast toys as gifts along with a passionate interest in collecting die-cast toys are the key drivers for growth in today's model vehicle market, according to a new market research report, The Die-Cast Report, 2002: The Market, The Competitors, The Trends, published by Unity Marketing. "Die-cast toys and models were purchased by nearly 20% of U.S. households in the past year, with both men and women equally purchasing these toys. But the purchase motivation for die-cast differs by gender. While the majority of men purchase die-cast vehicles to add to their personal collection, the majority of women buy die-cast as a gift," explains Pam Danziger, president of Unity Marketing and the author of the book Why People Buy Things They Don't Need (Ithaca, NY: Paramount Market Publishing, 2002). "Surprisingly only 17% of die-cast vehicle purchases are motivated for child's play, suggesting that die-cast marketers need to be more closely targeting the adult market as prime purchasers of these toy items."

Making the adult gift-giver and collector market segments even more attractive to marketers is the fact that consumers spend significantly more on gift and collectible die-cast than for play. "The typical die-cast consumers spends six-to-eight times more buying a die-cast gift or collectible item than they spend buying a play toy. The typical consumer spends about $17 for a die-cast gift and $25 for a collectible item, while they pay only $3 for a play version," Danziger says the telephone survey among 1,000 U.S. households revealed.

Demographic trends for the U.S. population as a whole help predict the trends in the die-cast market over the next ten to fifteen years. "Die-cast marketers and retailers will do best targeting the adult gifting and collector market through the year 2010, as the aging baby boomer population grows through the 45-to-64 year age range. Besides adult collectors, these baby boomers will be eager to purchase more upscale toys for their new grandchildren - think popular 1960s-vintage cars which have such strong nostalgic appeal to this generation," Danziger advises. "After 2010, however, the die-cast market will start to shift more strongly to children and play, as the children's market will climb by nearly 4% in the five year period from 2010 to 2015."

Enhancing the value of the report for die-cast marketers and retailers are the results of a telephone survey among over 70 retailers nationwide that sell die-cast toys. "Consumers chose different stores to buy die-cast depending upon whether they are purchasing a gift item, a collectible or a toy. While mass merchants and discounters take the lead for all die-cast purchases, collectible buyers are more likely to also turn to specialty toy stores and hobby shops as a source for new collectible items. Toy retailers report that miniature die-cast is their leading vehicle category and that Ertl, Matchbox and Hot Wheels are the three leading brands in the stores," Danziger says.

This new research report, The Die-Cast Report, 2002: The Market, The Competitors, The Trends, examines in detail the market for die-cast vehicles, including play and collectible type die-cast, as well as why people buy die-cast. Seven key consumer trends that are shaping the die-cast market of the future are identified. The report details industry sales by segment, leading categories, distribution channels, growth trends and projections. The report contains marketing profiles of some of the leaders in the industry, including Action Performance, Bburago, Fairfield Mint, Franklin Mint, Hasbro, Jakks Pacific, Majorette, Mattel, Playing Mantis, Racing Champions, Revell/Monogram, Tootsietoy and Winross, among others. Published by Unity Marketing, this 140+ page report is available from Unity Marketing for ~~$1,750~~ NOW $750. Unity Marketing is a marketing consulting and research firm specializing in understanding consumer drives and motivations and their impact on shopping behavior. For more information, contact Pam Danziger, Unity Marketing, 188 Cocalico Creek Road, Stevens, PA 17578; telephone (717) 336-1600; fax (717) 336-1601; Web site: www.unitymarketingonline.com. For more information on Pam's upcoming book, Why People Buy Things They Don't Need, see www.whypeoplebuy.com

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