Toy Economics: Price Differences in different markets and the factors behind them
Posted: Sun May 17, 2015 3:45 pm
Right, given the complaints, misunderstandings and whatnot behind the price differences in different regions of the world, I decided it's take to take a closer look into them.
I started by comparing the standardized prices in the different major markets: the US, Europe, and Japan. There are some gaps due to some product not being available everywhere, but here they are nonetheless. They are Hasbro's and TakaraTomy's MRSP, so in-store prices may vary:
Transformers 2014/2015
Legions
US: $4.99
Japan: N/A
Europe: €4.99 - €5.99
Transformers Robots in Disguise 2015
One-Step Changers
US: $9.99
Japan: ¥1,500
Europe: €15.99
3-Step Changers
US: $19.99
Japan: ¥3,600
Europe: ???
Legions
US: $5.99
Japan: N/A
Europe: €9.99
Warrior Class
US: $14.99
Japan: ¥2,500
Europe: €21.99
Deluxe Class (Adventure Only)
Japan: ¥2,500 - ¥3,500 (for older pre-AoE toys)
Generations
Legends
US: $9.99
Japan: ¥1,300 (via Adventure)
Europe: €15.99
Deluxe Class
US: $16.99
Japan: ¥2,800
Europe: €24.99 - €26.99
Voyager Class
US: $24.99
Japan: ¥4,000
Europe: €34.99
Leader Class
US: $44.99
Japan: ¥7,000 - ¥7,500
Europe: ???
Could anybody check the Hong Kong, Singapore and Canada prices? As for conversions, the rules of thumb are:
1) remove the final 2 numbers from the Yen price
2) multiply the Euro price by 1.25.
Those should give the (really roughly) estimated US Dollar price. They're up there, aren't they?
Now, prices are determined by a number of factors like supply, demand, production costs, imports, transport, overhead and whatnot. But in foreign markets, the exchange rate also plays a role (as you Canadians know all too well ). What I'd like to discuss is what influences those prices in a major way. I do want to keep it limited to the standard retail prices and exclude the pricing of imports from online stores for now (as that's a whole different can of worms).
I'll start by saying that, as I've heard, current oil prices don't factor in the price for plastic that much, if at all. Paint apps on the other hand... that would be an area where Hasbro is biting itself with the self-imposed price points. A major example of that would be the Classics Mini-Cons. They were originally planned as 2-packs and had more paint, but the reshuffle into teams of 3 with an adjusted budget meant some apps had to be omitted. Apparently paint costs more than we thought
I started by comparing the standardized prices in the different major markets: the US, Europe, and Japan. There are some gaps due to some product not being available everywhere, but here they are nonetheless. They are Hasbro's and TakaraTomy's MRSP, so in-store prices may vary:
Transformers 2014/2015
Legions
US: $4.99
Japan: N/A
Europe: €4.99 - €5.99
Transformers Robots in Disguise 2015
One-Step Changers
US: $9.99
Japan: ¥1,500
Europe: €15.99
3-Step Changers
US: $19.99
Japan: ¥3,600
Europe: ???
Legions
US: $5.99
Japan: N/A
Europe: €9.99
Warrior Class
US: $14.99
Japan: ¥2,500
Europe: €21.99
Deluxe Class (Adventure Only)
Japan: ¥2,500 - ¥3,500 (for older pre-AoE toys)
Generations
Legends
US: $9.99
Japan: ¥1,300 (via Adventure)
Europe: €15.99
Deluxe Class
US: $16.99
Japan: ¥2,800
Europe: €24.99 - €26.99
Voyager Class
US: $24.99
Japan: ¥4,000
Europe: €34.99
Leader Class
US: $44.99
Japan: ¥7,000 - ¥7,500
Europe: ???
Could anybody check the Hong Kong, Singapore and Canada prices? As for conversions, the rules of thumb are:
1) remove the final 2 numbers from the Yen price
2) multiply the Euro price by 1.25.
Those should give the (really roughly) estimated US Dollar price. They're up there, aren't they?
Now, prices are determined by a number of factors like supply, demand, production costs, imports, transport, overhead and whatnot. But in foreign markets, the exchange rate also plays a role (as you Canadians know all too well ). What I'd like to discuss is what influences those prices in a major way. I do want to keep it limited to the standard retail prices and exclude the pricing of imports from online stores for now (as that's a whole different can of worms).
I'll start by saying that, as I've heard, current oil prices don't factor in the price for plastic that much, if at all. Paint apps on the other hand... that would be an area where Hasbro is biting itself with the self-imposed price points. A major example of that would be the Classics Mini-Cons. They were originally planned as 2-packs and had more paint, but the reshuffle into teams of 3 with an adjusted budget meant some apps had to be omitted. Apparently paint costs more than we thought