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The industry, however, has changed drastically in the last decade. Instead of wanting brand longevity and long-term strategies, manufacturers have adopted a more short-term goals oriented strategy based on the creation of the “must have” attitude among their target market, an effect that would spike over the holiday season. Lifecycles within the industry are also getting waning, with 70% of sales belonging to toys released within the last 3 to 4 years. Retailers joined manufacturers in the ideological shift. Now multipurpose department stores were the primary location to purchase toys, with the top five players comprising 75% of sales of toys in 2003...
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