Tomy, the world's biggest private toy company,
centred in Japan, has decided to re-penetrate the Israeli
market after absenting itself for the past two years. The
market franchise was secured by the toy company Ilanit.
The advertising budget, assessed at $2 million, was
awarded, without tender, to the Zarmon adverting
firm.
Tomy intends to penetrate the Israeli market,
commencing August 1996, with 40 products in the first
year, primarily remote-controlled toys. It plans to take
over some 30% of the market within eighteen months.
The Israeli toy market is estimated at $150 million,
having recorded a 10% increase in the past year, from
$110 million in 1994 to $140 million in 1995. In the
past three years, the market has been roused by the debut
of the big marketing chain-stores, Hypertoy and Toys-R-
Us. It is assessed that this market, enjoying accelerated
growth primarily due to the advent of TV marketing, will
double itself by the year 2000.
The Japanese Tomy has been operating in various
countries for the past 70 years. Its world volume of
activity is $700 million.