World Writing & Marking Instruments Markets

World Writing & Marking Instruments Markets

This report analyzes the worldwide markets for Writing & Marking Instruments in Millions of US$. The major product segments analyzed are Pens/Markers (Ballpoint Pens, Markers/Highlighters, Coloring Markers, Roller Pens, Mechanical Pens, Porous Point Pens & Fountain Pen), and Pencils/Art Goods (Wood Cased Pencils/Crayons, Mechanical Pencils, Artists' Equipment & Other Art Goods). The report provides separate comprehensive analytics for the US, Canada, Japan, Europe, Asia-Pacific, Middle East & Africa, and Latin America. Annual forecasts are provided for each region for the period of 2000 through 2015. The report profiles 410 companies including many key and niche players worldwide such as ADD Corporation Limited, A.T. Cross Company, Crayola LLC (Formerly Binney & Smith, Camlin Ltd., Faber-Castell AG, Mitsubishi Pencil Co., Ltd., Montblanc International GmbH, Pentel Co., Ltd., Pilot Corporation, Pilot Pen Corporation of America, Sailor Pen Co., Ltd., Sanford Corp/Newell Rubbermaid, Societe BiC, STAEDTLER Mars GmbH & Co. KG., Tombow Pencil Co., Ltd., and Zebra Co., Ltd. Market data and analytics are derived from primary and secondary research. Company profiles are mostly extracted from URL research and reported select online sources.

CONTENTS


I. INTRODUCTION, METHODOLOGY & PRODUCT DEFINITIONS

Study Reliability and Reporting Limitations I-1
Disclaimers I-2
Data Interpretation & Reporting Level I-2
Quantitative Techniques & Analytics I-3
Product Definitions and Scope of Study I-3
Pens/Markers I-3
Ballpoint Pen I-4
Markers/Highlighters I-4
Roller Pens I-4
Mechanical Pens I-4
Porous Point Pens I-4
Fountain Pens I-4
Pencils/Art Goods I-4
Wood-cased Pencils/Crayons I-4
Mechanical Pencils I-5
Artists' Equipment I-5
Other Art Goods I-5


II. EXECUTIVE SUMMARY

1. Industry Overview II-1
Writing Letters and Notes Retain Popularity II-1
Writing Instruments Category Still Needs Enhancement II-1
Manufacturers Re-launch Stationery Products II-1
Market Scenario in the Developed Vs. Developing Countries II-1
International Regulatory Associations with a Mark II-2

2. Current & Future Analysis II-3
Analysis by Geographic Region II-3
Table 1: World Market for Writing & Marking Instruments
(2001-2010): Geographic Regions [US, Canada, Japan, Europe,
Asia-Pacific (excluding Japan), Middle East / Africa, and
Latin America] Ranked by Growth (includes corresponding
Graph/Chart) II-3
Analysis by Product Group/Segment II-4
Pens/Markers II-4
Table 2: World Market for Pens/Markers (2001-2010):
Geographic Regions [United States, Canada, Japan, Europe,
Asia-Pacific, Middle East/Africa and Latin America] Ranked
by Growth Rate (includes corresponding Graph/Chart) II-4
Pencils/Art Goods II-5
Table 3: World Market for Pencils/Art Goods (2001-2010):
Geographic Regions [United States, Canada, Japan, Europe,
Asia-Pacific, Middle East/Africa and Latin America] Ranked
by Growth Rate (includes corresponding Graph/Chart) II-5

3. Competitive Scenario II-6
A Highly Fragmented Market II-6
Major Players in the Global Writing & Marking Instruments Market II-6
Table 4: World Market for Stationery Products (2003-2005):
Market Share of Leading Players Based on Value Sales for
Newell Rubbermaid, BiC, Pilot, Pentel, Mitsubishi, Crayola
and Others (includes corresponding Graph/Chart) II-6
Newell, BiC and Crayola (Hallmark) Dominate US Market II-7
Table 5: Leading Players in the US Writing Instruments Market
(2003-2005): Percentage Breakdown of Value Sales by
Manufacturer - Newell Rubbermaid, BiC Corp., Hallmark Cards
Inc., Pilot Corp. of America, Pentel of America, and Others
(includes corresponding Graph/Chart) II-7

Table 6: Writing Instrument Brands in the US (2003)
–Percentage Breakdown of Leading Players by Sales Volume for
BiC Pens, Pilot Pens, Sanford Eagle Pencils, Paper Mate &
Write Brothers Pens, BiC Pencils, Paper Mate Pens, Sanford,
Uni Ball Pens, Rose Art Pencils, Pentel Pens, and Pentel
Pencils (includes corresponding Graph/Chart) II-7

4. Major Trends II-8

5. Product Overview II-9
Fine Writing Instruments II-9
Classification II-9
Pens II-10
Ballpoint Pens II-10
A Brief History II-10
Markers/Highlighters II-10
Roller Pens II-10
Mechanical Pens II-11
Examples of Mechanical Pens II-11
Rapidograph Pens II-11
Multiliner Pens & Drawing Pens II-11
Porous Point Pens II-11
Fountain Pens II-11
Pencils/Art Goods II-11
Wood-cased Pencils/Crayons II-11
Mechanical Pencils II-11
Artists' Equipment II-12
Other Art Goods II-12

6. Channels of Distribution II-13
Table 7: Writing and Marking Instrument Market in the US
(2007): Percentage Breakdown of Value Sales by Distribution
Channel - Retail, Commercial, Institutional, E-Commerce and
Other (includes corresponding Graph/Chart) II-14

Table 8: Writing and Marking Instrument Market in the US
(2007): Percentage Breakdown of Value Sales By Retail
Distribution Channel - Mass Merchandisers & Discount Stores,
Superstores, Drugstores, Supermarkets/Grocery Stores and
Others (includes corresponding Graph/Chart) II-14
Supermarkets II-14
Drug Stores II-14
Office Supply Stores II-14
Office Superstores II-15
Warehouse Clubs II-15
Wholesalers II-15
Mail Order II-15
Independent Stationers II-15
Others II-15
Contract Stationers II-15
Catalog Firms II-16
Discount Stores II-16
Discount Superstores II-16
Mass Merchandisers II-16
Mass Market II-16
Small and Medium Dealers II-16
Mail Box II-16

7. Technological Developments II-17
Pens with Gel Inks II-17
Pens with Rubberized Grips and Cushioning II-17
All-In-One - Fountain Pen, Ballpoint Pen, Mechanical Pencil II-17
Hemisphere with Unique Customization Options II-17
Eco-Pen, the First Recycled Pen II-17
Pressurized Pens for Astronauts II-17
Pens-Pencils with Barrels of Antiseptic Chemicals II-17
Pen with Ink Composed of Finely Divided Rubber II-18
Heat-Sensitive Pens II-18
Markers with Pigmented Ink II-18
Porous Tip Pens with Humistatic Ink II-18

8. Product Innovations/Introductions II-19
BIC Launches Mini Grips Mechanical Pencil II-19
Luxor Launches Art Collection of Pens II-19
Navneet Publication Launches Eco-friendly Pencils II-19
BIC to Launch Retractable Permanent Marker II-19
BIC to Launch Retractable Ball Pen II-19
Staedtler Unveils Gel Pens II-19
Linc Pen & Plastics Introduces a New Product II-20
Dixon Ticonderoga Launches a Triangle Shaped Pencil II-20
BIC Launches X Game Writing Instruments II-20
Faber-Castell Rolls Out New Fountain Pen II-20
Faber-Castell Develops New Slim Line Products II-20
David Oscarson Introduces Innovative Pens II-21
Luxor Writing Instruments Launches Excel 100 Permanent Markers II-21
Luxor Writing Instruments Introduces Gloliter pen II-21
Scripto –Tokai Corp. Expands Scripto Line of Writing Instruments II-21
A.T. Cross Unveils New Version ATX Pens II-21
Faber-Castell Introduces Elite Fountain Pen II-21
Pentel Introduces Impulse™ Ball Point Pen II-21
A.T. Cross Introduces New Version Pens and Notebooks II-21
Pentel Rolls Out Flexfit Ball Point Pen II-22
A.T. Cross Rolls Out New Verve Pen Collection II-22
Pentel Introduces Rolls Out Automatic Drafting Pencil II-22
A.T. Cross Launches New Version of Cross Matrix® Pens II-22
Linc Pen and Plastics Ltd. Enters Pencil Market II-22
A.T. Cross Introduces Vice™ Pen II-22
Pentel Unveils ErgoTwist™ Ball Point Pen II-22
A.T. Cross Launches Verve in Japan II-22
Pilot Pen Introduces BPX X-Treme II-23
Pilot Pen Introduces Dr. Grip Pen II-23
Pilot Pen Corp Introduces PV-5 and PV-7 II-23
Sanford Corp Introduces SKYNN® II-23
Sanford Introduces SENSA® Spring II-23

9. Recent Industry Activity II-24
Nite Ize Acquires Inka II-24
Luxor Inaugurates Exclusive Retail Store II-24
Newell Rubbermaid Acquires Virtual Ink’s mimio ® Technology II-24
Elmer's Products Acquires Color Loco II-24
Mitsubishi Pencil Inks an Agreement with Alessi II-25
GEL Writing Instrument Receives Production Rights from Ohto
Gel Co., Ltd II-25
Newell Rubbermaid Buys Dymo From Esselte II-25
BiC Acquires Stypen SA II-25
Koh-i-noor Hardtmuth Establishes a Subsidiary in China II-25
BiC Acquires Japanese Distributor II-25
Mitsubishi Enters into Transparent Ink Manufacturing II-25

10. Focus on Select Players II-26
ADD Corporation Limited (India) II-26
A.T. Cross Company (USA) II-26
Crayola LLC (Formerly Binney & Smith) (USA) II-26
Camlin Ltd. (India) II-26
Faber-Castell AG (Germany) II-27
Mitsubishi Pencil Co., Ltd. (Japan) II-27
Montblanc International GmbH (Germany) II-27
Pentel Co., Ltd. (Japan) II-28
Pilot Corporation (Japan) II-28
Pilot Pen Corporation of America (USA) II-28
Sailor Pen Co., Ltd. (Japan) II-29
Sanford Corp/Newell Rubbermaid (USA) II-29
Societe BiC (France) II-29
STAEDTLER Mars GmbH & Co. KG (Germany) II-30
Tombow Pencil Co., Ltd (Japan) II-30
Zebra Co., Ltd. (Japan) II-30

11. Global Market Perspective II-31
Table 9: World Recent Past, Current & Future Analysis for
Writing & Marking Instruments by Geographic Region - US,
Canada, Japan, Europe, Asia–Pacific (excluding Japan), Middle
East & Africa, and Latin American Markets Independently
Analyzed with Annual Sales Figures in US$ Million for Years
2001 through 2010 (includes corresponding Graph/Chart) II-31

Table 10: World Long-Term Projections for Writing & Marking
Instruments by Geographic Region - US, Canada, Japan, Europe,
Asia Pacific, Middle East/Africa and Latin American Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) II-32

Table 11: World 10-Year Perspective for Writing & Marking
Instruments by Geographic Region – Percentage Breakdown of
Dollar Sales for US, Canada, Japan, Europe, Asia–Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets for Years 2001, 2007 & 2010 (includes corresponding
Graph/Chart) II-33

Table 12: World Recent Past, Current & Future Analysis for
Writing & Marking Instruments by Product Group - Pens/ Markers
and Pencils/Art Goods Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2001 through
2010 (includes corresponding Graph/Chart) II-34

Table 13: World Long-Term Projections for Writing & Marking
Instruments by Product Group - Pens/Markers and Pencils/Art
Goods Markets Independently Analyzed with Annual Sales Figures
in US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-35

Table 14: World 10-Year Perspective for Writing & Marking
Instruments by Product Group – Percentage Breakdown of Dollar
Sales for Pens/Markers and Pencils/Art Goods Markets for Years
2001, 2007 & 2010 II-35

Table 15: World Recent Past, Current & Future Analysis for
Pens/Markers by Geographic Region - US, Canada, Japan, Europe,
Asia–Pacific (excluding Japan), Middle East & Africa, and
Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-36

Table 16: World Long-Term Projections for Pens/Markers by
Geographic Region - US, Canada, Japan, Europe, Asia–Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-37

Table 17: World 10-Year Perspective for Pens/Markers by
Geographic Region – Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia–Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-38

Table 18: World Recent Past, Current & Future Analysis for
Pens/Markers by Product Segment - Ballpoint Pens,
Markers/Highlighters, Roller Pens, Mechanical Pens, Porous
Point Pens, and Fountain Pen Markets Independently Analyzed
with Annual Sales Figures in US$ Million for Years 2001
through 2010 (includes corresponding Graph/Chart) II-39

Table 19: World Long-Term Projections for Pens/Markers by
Product Segment - Ballpoint Pens, Markers/Highlighters, Roller
Pens, Mechanical Pens, Porous Point Pens, and Fountain Pen
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-40

Table 20: World 10-Year Perspective for Pens/Markers by
Product Segment – Percentage Breakdown of Dollar Sales for
Ballpoint Pens, Markers/Highlighters, Roller Pens, Mechanical
Pens, Porous Point Pens, and Fountain Pen Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-41

Table 21: World Recent Past, Current & Future Analysis for
Ballpoint Pens by Geographic Region - US, Canada, Japan,
Europe, Asia–Pacific (excluding Japan), Middle East & Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-42

Table 22: World Long-Term Projections for Ballpoint Pens by
Geographic Region - US, Canada, Japan, Europe, Asia–Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-43

Table 23: World 10-Year Perspective for Ballpoint Pens by
Geographic Region – Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia–Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-44

Table 24: World Recent Past, Current & Future Analysis for
Markers/Highlighters by Geographic Region - US, Canada, Japan,
Europe, Asia–Pacific (excluding Japan), Middle East & Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-45

Table 25: World Long-Term Projections for Markers/
Highlighters by Geographic Region - US, Canada, Japan, Europe,
Asia–Pacific (excluding Japan), Middle East & Africa, and
Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2011 through 2015
(includes corresponding Graph/Chart) II-46

Table 26: World 10-Year Perspective for Markers/Highlighters
by Geographic Region – Percentage Breakdown of Dollar Sales
for US, Canada, Japan, Europe, Asia–Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-47

Table 27: World Recent Past, Current & Future Analysis for
Roller Pens by Geographic Region - US, Canada, Japan, Europe,
Asia–Pacific (excluding Japan), Middle East & Africa, and
Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-48

Table 28: World Long-Term Projections for Roller Pens by
Geographic Region -US, Canada, Japan, Europe, Asia–Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-49

Table 29: World 10-Year Perspective for Roller Pens by
Geographic Region – Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia–Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-50

Table 30: World Recent Past, Current & Future Analysis for
Mechanical Pens by Geographic Region - US, Canada, Japan,
Europe, Asia–Pacific (excluding Japan), Middle East & Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-51

Table 31: World Long-Term Projections for Mechanical Pens by
Geographic Region - US, Canada, Japan, Europe, Asia–Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-52

Table 32: World 10-Year Perspective for Mechanical Pens by
Geographic Region – Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia–Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-53

Table 33: World Recent Past, Current & Future Analysis for
Porous Point Pens by Geographic Region - US, Canada, Japan,
Europe, Asia–Pacific (excluding Japan), Middle East & Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-54

Table 34: World Long-Term Projections for Porous Point Pens by
Geographic Region -US, Canada, Japan, Europe, Asia–Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-55

Table 35: World 10-Year Perspective for Porous Point Pens by
Geographic Region – Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia–Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-56

Table 36: World Recent Past, Current & Future Analysis for
Fountain Pens by Geographic Region - US, Canada, Japan,
Europe, Asia–Pacific (excluding Japan), Middle East & Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-57

Table 37: World Long-Term Projections for Fountain Pens by
Geographic Region - US, Canada, Japan, Europe, Asia–Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-58

Table 38: World 10-Year Perspective for Fountain Pens by
Geographic Region – Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia–Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-59

Table 39: World Recent Past, Current & Future Analysis for
Pencils/Art Goods by Geographic Region - US, Canada, Japan,
Europe, Asia–Pacific (excluding Japan), Middle East & Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-60

Table 40: World Long-Term Projections for Pencils/Art Goods by
Geographic Region -US, Canada, Japan, Europe, Asia–Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-61

Table 41: World 10-Year Perspective for Pencils/Art Goods by
Geographic Region – Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia–Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-62

Table 42: World Recent Past, Current & Future Analysis for
Pencils/Art Goods by Product Segment - Wood cased
Pencils/Crayons, Mechanical Pencils, Artists’ Equipment, and
Other Art Goods Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-63

Table 43: World Long-Term Projections for Pencils/Art Goods by
Product Segment - Wood cased Pencils/Crayons, Mechanical
Pencils, Artists’ Equipment, and Other Art Goods Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) II-64

Table 44: World 10-Year Perspective for Pencils/Art Goods by
Product Segment – Percentage Breakdown of Dollar Sales for
Wood cased Pencils/Crayons, Mechanical Pencils, Artists’
Equipment, and Other Art Goods Markets for Years 2001, 2007 &
2010 (includes corresponding Graph/Chart) II-65

Table 45: World Recent Past, Current & Future Analysis for
Woodcased Pencils/Crayons by Geographic Region - US, Canada,
Japan, Europe, Asia–Pacific (excluding Japan), Middle East &
Africa, and Latin American Markets Independently Analyzed with
Annual Sales Figures in US$ Million for Years 2001 through
2010 (includes corresponding Graph/Chart) II-66

Table 46: World Long-Term Projections for Woodcased Pencils /
Crayons by Geographic Region - US, Canada, Japan, Europe,
Asia–Pacific (excluding Japan), Middle East & Africa, and
Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2011 through 2015
(includes corresponding Graph/Chart) II-67

Table 47: World 10-Year Perspective for Woodcased Pencils/
Crayons by Geographic Region – Percentage Breakdown of Dollar
Sales for US, Canada, Japan, Europe, Asia–Pacific (excluding
Japan), Middle East & Africa, and Latin American Markets for
Years 2001, 2007 & 2010 (includes corresponding Graph/Chart) II-68

Table 48: World Recent Past, Current & Future Analysis for
Mechanical Pencils by Geographic Region - US, Canada, Japan,
Europe, Asia–Pacific (excluding Japan), Middle East & Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-69

Table 49: World Long-Term Projections for Mechanical Pencils
by Geographic Region - US, Canada, Japan, Europe, Asia–Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-70

Table 50: World 10-Year Perspective for Mechanical Pencils by
Geographic Region – Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia–Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-71

Table 51: World Recent Past, Current & Future Analysis for
Artists' Equipment by Geographic Region - US, Canada, Japan,
Europe, Asia–Pacific (excluding Japan), Middle East & Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-72

Table 52: World Long-Term Projections for Artists' Equipment
by Geographic Region - US, Canada, Japan, Europe, Asia–Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-73

Table 53: World 10-Year Perspective for Artists' Equipment by
Geographic Region – Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia–Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-74

Table 54: World Recent Past, Current & Future Analysis for
Other Art Goods by Geographic Region - US, Canada, Japan,
Europe, Asia–Pacific (excluding Japan), Middle East & Africa,
and Latin American Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) II-75

Table 55: World Long-Term Projections for Other Art Goods by
Geographic Region - US, Canada, Japan, Europe, Asia–Pacific
(excluding Japan), Middle East & Africa, and Latin American
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2011 through 2015 (includes
corresponding Graph/Chart) II-76

Table 56: World 10-Year Perspective for Other Art Goods by
Geographic Region – Percentage Breakdown of Dollar Sales for
US, Canada, Japan, Europe, Asia–Pacific (excluding Japan),
Middle East & Africa, and Latin American Markets for Years
2001, 2007 & 2010 (includes corresponding Graph/Chart) II-77


III. MARKET

1. The United States III-1
A.Market Analysis III-1
Current and Future Analysis III-1
By Product Group/Segment III-1
Competitive Scenario III-1
Newell and BiC Take the Top Honors III-1
Table 57: Leading Players in the US Writing Instruments
Market (2003-2005): Percentage Breakdown of Value Sales by
Manufacturer - Newell Rubbermaid, BiC Corp., Hallmark
Cards Inc., Pilot Corp. of America, Pentel of America, and
Others (includes corresponding Graph/Chart) III-2

Table 58: Writing Instruments Brands in the US (2003) –
Percentage Breakdown of Leading Players by Sales Volume
for BiC Pens, Pilot Pens, Sanford Eagle Pencils, Paper
Mate & Write Brothers Pens, BiC Pencils, Paper Mate Pens,
Sanford Uni Ball Pens, Rose Art Pencils, Pentel Pens, and
Pentel Pencils (includes corresponding Graph/Chart) III-2
Coloring and Writing Instruments III-3
Table 59: US Market for Children’s Coloring and Writing
Instruments (2004 & 2005) - Percentage Breakdown Based on
Value Sales for Crayola, Rose Art Industries, and Others
(includes corresponding Graph/Chart) III-3
Writing Instruments Market – An Overview III-3
The US Market for Writing Instruments and Art Supplies III-3
High-End Pens Market III-3
Pricing III-4
Luxury Pens Market III-4
Jewelers’ Acceptance of Luxury Pens: Factors Involved III-4
Market Trends III-4
Factors Influencing Writing and Marking Instruments Industry III-4
General Business Environment and National Economy III-4
Educational Environment and Student Demographics III-5
Innovation and Leadership III-5
Political and Social Outlook III-5
Factors Driving Writing and Marking Instrument Purchases III-5
Purchase Frequency III-6
Distribution Channels III-6
Retail Channel – Leading Distribution Medium III-6
Table 60: Writing and Marking Instrument Market in the US
(2007): Percentage Breakdown of Value Sales by
Distribution Channel - Retail, Commercial, Institutional,
E-Commerce, and Other (includes corresponding Graph/Chart) III-6
Mass Merchandisers and Discount Stores Among the Favored
Retail Channels III-6
Table 61: Writing and Marking Instrument Market in the US
(2007): Percentage Breakdown of Value Sales By Retail
Distribution Channel - Mass Merchandisers & Discount
Stores, Superstores, Drugstores, Supermarkets/Grocery
Stores and Others (includes corresponding Graph/Chart) III-7
Distribution Channels for Pens III-7
Table 62: US Market for Pens (2007) – Percentage Breakdown
of Volume Sales by Distribution Channel for Mass
Merchants, Drug Stores, Food Stores, and Food/Drug Stores
(includes corresponding Graph/Chart) III-7
Opportunities for Industry Participants III-7
Trade Dynamics III-8
Table 63: Major Exporters of Pens and Markers (Felt Tipped
and Other Porous Tipped) to the US (2005 & 2006) – China,
Mexico, Japan, South Korea, Germany and Others (In US$
Million) (includes corresponding Graph/Chart) III-8

Table 64: Major Importers of Pens and Markers (Felt Tipped
and Other Porous Tipped) from the US (2005 & 2006) –
Canada, Mexico, UK, France, Hong Kong and Others (In US$
Million) (includes corresponding Graph/Chart) III-8

Table 65: Major Exporters of Ballpoint Pens to the US (2005 &
2006) – China, Japan, Mexico, Germany, Taiwan and Others
(In US$ Million) (includes corresponding Graph/Chart) III-9

Table 66: Major Importers of Ballpoint Pens from the US
(2005 & 2006) – Canada, Italy, Mexico, Japan, UK and Others
(In US$ Million) (includes corresponding Graph/Chart) III-9

Table 67: Major Exporters of Pencils and Crayons With Leads
Encased in a Rigid Sheath to the US (2005 & 2006) – China,
Brazil, Indonesia, Costa Rica, Mexico and Others (In US$
Million) (includes corresponding Graph/Chart) III-10

Table 68: Major Importers of Pencils and Crayons With Leads
Encased in a Rigid Sheath from the US (2005 & 2006) –
Canada, Mexico, UK, Hong Kong, South Korea and Others (In
US$ Million) (includes corresponding Graph/Chart) III-10

Table 69: Major Exporters of Writing Instruments and
Accessories to the US (2005 & 2006) – China, Japan, Mexico,
Germany, Taiwan and Others (In US$ Million) (includes
corresponding Graph/Chart) III-11

Table 70: Major Importers of Writing Instruments and
Accessories from the US (2005 & 2006) – Canada, Mexico, UK,
Hong Kong, South Korea and Others (In US$ Million)
(includes corresponding Graph/Chart) III-11
Product Launches/Introductions III-12
Strategic Corporate Developments III-14
Focus on Select Players III-14
American Tombow, Inc. III-14
AT Cross Company III-15
Avery Dennison III-15
BiC Graphic USA Inc.. III-16
Crayola LLC (Formerly Binney & Smith) III-16
JAKKS Pacific, Inc. III-16
Pentel of America Ltd. III-16
Pilot Pen Corporation of America III-17
Platinum Pen, USA III-17
Sakura Color Products of America III-17
Sanford Corp/Newell Rubbermaid. III-17
Scripto® III-18
Zebra Pen Corp. III-18
B.Market Analytics III-19
Table 71: US Recent Past, Current & Future Analysis for
Writing & Marking Instruments by Product Group/ Segment –
Pens/Markers (Ballpoint Pens, Markers/ Highlighters, Roller
Pens, Mechanical Pens, Porous Point Pens, and Fountain Pens)
and Pencils/Art Goods (Wood-cased Pencils/Crayons,
Mechanical Pencils, Artists’ Equipment and Other Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2001 through 2010 (includes
corresponding Graph/Chart) III-19

Table 72: US Long-Term Projections for Writing & Marking
Instruments by Product Group/Segment – Pens/Markers
(Ballpoint Pens, Markers/Highlighters, Roller Pens,
Mechanical Pens, Porous Point Pens, and Fountain Pens) and
Pencils/Art Goods (Wood-cased Pencils/Crayons, Mechanical
Pencils, Artists’ Equipment and Other Art Goods) Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-20

Table 73: US 10-Year Perspective for Writing & Marking
Instruments by Product Group/Segment – Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint Pens,
Markers/Highlighters, Roller Pens, Mechanical Pens, Porous
Point Pens, and Fountain Pens) and Pencils/Art Goods
(Wood-cased Pencils/ Crayons, Mechanical Pencils, Artists’
Equipment and Other Art Goods) Markets for 2001, 2007 & 2010
(includes corresponding Graph/Chart) III-21

2. Canada III-22
A.Market Analysis III-22
Current & Future Analysis III-22
By Product Group/Segment III-22
Trends in Writing Instrument Market III-22
Trade Dynamics III-23
Table 74: Major Exporters of Pens and Markers (Felt Tipped
and Other Porous Tipped) to Canada (2005 & 2006) – United
States, China, Germany, Mexico, Japan and Others (In ‘000
US$) (includes corresponding Graph/Chart) III-23

Table 75: Major Importers of Pens and Markers (Felt Tipped
and Other Porous Tipped) from Canada (2005 & 2006) – United
Kingdom, United States, France and Others (In ‘000 US$) III-23

Table 76: Major Exporters of Ballpoint Pens to Canada (2005 &
2006) – China, Japan, United States, Mexico, Germany and
Others (In ‘000 US$) (includes corresponding Graph/Chart) III-24

Table 77: Major Importers of Ballpoint Pens from Canada
(2005 & 2006) – United States, Cuba, China, Japan, Taiwan
and Others (In ‘000 US$) III-24

Table 78: Major Exporters of Pencils and Crayons With Leads
Encased in a Rigid Sheath to Canada (2005 & 2006) – China,
Japan, Mexico, Germany, Taiwan and Others (In ‘000 US$)
(includes corresponding Graph/Chart) III-25

Table 79: Major Importers of Pencils and Crayons With Leads
Encased in a Rigid Sheath from Canada (2005 & 2006) –
United States, Tanzania, Japan, Jordan and Others (In ‘000
US$) (includes corresponding Graph/Chart) III-25
MEGA Brands, Inc (Formerly Rose Art Industries) - A Major
Player III-26
B.Market Analytics III-26
Table 80: Canadian Recent Past, Current & Future Analysis
for Writing & Marking Instruments by Product Group/Segment –
Pens/Markers (Ballpoint Pens, Markers/Highlighters, Roller
Pens, Mechanical Pens, Porous Point Pens, and Fountain Pens)
and Pencils/Art Goods (Wood-cased Pencils/Crayons,
Mechanical Pencils, Artists’ Equipment and Other Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2001 through 2010 (includes
corresponding Graph/Chart) III-26

Table 81: Canadian Long-Term Projections for Writing &
Marking Instruments by Product Group/Segment – Pens/Markers
(Ballpoint Pens, Markers/ Highlighters, Roller Pens,
Mechanical Pens, Porous Point Pens, and Fountain Pens) and
Pencils/Art Goods (Wood-cased Pencils/Crayons, Mechanical
Pencils, Artists’ Equipment and Other Art Goods) Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-27

Table 82: Canadian 10-Year Perspective for Writing & Marking
Instruments by Product Group/Segment – Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint Pens,
Markers/Highlighters, Roller Pens, Mechanical Pens, Porous
Point Pens, and Fountain Pens) and Pencils/Art Goods
(Wood-cased Pencils/Crayons, Mechanical Pencils, Artists’
Equipment and Other Art Goods) Markets for 2001, 2007 & 2010
(includes corresponding Graph/Chart) III-28

3. Japan III-29
A.Market Analysis III-29
Market Overview III-29
Current and Future Analysis III-29
By Product Group/Segment III-29
Competitive Scenario III-29
Pencils III-30
Table 83: Japanese Market for Pencils (2004 & 2005):
Percentage Breakdown of Value Sales by Leading Players -
Mitsubishi Pencil, Tombow and Others (includes
corresponding Graph/Chart) III-30
Mechanical Pencils III-31
Table 84: Japanese Market for Mechanical Pencils (2004 &
2005): Percentage Breakdown of Value Sales by Leading
Players - Pentel, Zebra, Mitsubishi Pencil, Pilot,
Platinum Pen and Others (includes corresponding
Graph/Chart) III-31
Ballpoint Pens III-32
Table 85: Japanese Market for Ballpoint Pens (2004 &
2005): Percentage Breakdown of Value Sales by Leading
Players – Pilot, Mitsubishi Pencil, Zebra, Sakura Color
Products, Pentel, The Sailor Pen and Others (includes
corresponding Graph/Chart) III-32
Felt-Tipped Markers III-33
Table 86: Japanese Market for Felt-Tipped Markers (2004 &
2005): Percentage Breakdown of Value Sales by Leading
Players – Pentel, Mitsubishi Pencil, Sakura Color
Products, Zebra, Pilot and Others (includes corresponding
Graph/Chart) III-33
Fountain Pens III-34
Trade Dynamics III-34
Table 87: Leading Exporters of Writing Instruments
Including Ball Point Pens, Fountain Pens, and Mechanical
Pens to Japan (2005 & 2006) – China, Germany, South Korea,
Thailand, Taiwan and Others (In US$ Million) (includes
corresponding Graph/Chart) III-34

Table 88: Leading Exporters of Pencils and Crayons to Japan
(2005 & 2006) – China, Indonesia, Germany, Taiwan,
Switzerland and Others (In US$ Million) (includes
corresponding Graph/Chart) III-35
Product Innovations/Introductions III-35
Strategic Corporate Developments III-36
Focus on Select Players III-36
Mitsubishi Pencil Co., Ltd. III-36
Pentel Co., Ltd. III-36
Pilot Corporation III-37
Platinum Pen III-37
Sakura Color Products Corp. III-37
Sailor Pen Co., Ltd. III-38
Tombow Pencil Co., Ltd. III-38
Zebra Co., Ltd. III-38
B.Market Analytics III-39
Table 89: Japanese Recent Past, Current & Future Analysis
for Writing & Marking Instruments by Product Group/ Segment –
Pens/Markers (Ballpoint Pens, Markers/ Highlighters,
Roller Pens, Mechanical Pens, Porous Point Pens, and
Fountain Pens) and Pencils/Art Goods (Wood-cased
Pencils/Crayons, Mechanical Pencils, Artists’ Equipment and
Other Art Goods) Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) III-39

Table 90: Japanese Long-Term Projections for Writing &
Marking Instruments by Product Group/Segment – Pens/Markers
(Ballpoint Pens, Markers / Highlighters, Roller Pens,
Mechanical Pens, PorousPoint Pens, and Fountain Pens) and
Pencils/Art Goods (Wood-cased Pencils/Crayons, Mechanical
Pencils,Artists’ Equipment and Other Art Goods) Markets
Independently Analyzed with Annual Sales Figuresin US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-40

Table 91: Japanese 10-Year Perspective for Writing & Marking
Instruments by Product Group/Segment – Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint Pens,
Markers/Highlighters, Roller Pens, Mechanical Pens, Porous
Point Pens, and Fountain Pens) and Pencils/Art Goods
(Wood-cased Pencils/ Crayons, Mechanical Pencils, Artists’
Equipment and Other Art Goods) Markets for 2001, 2007 & 2010
(includes corresponding Graph/Chart) III-41

4. Europe III-42
A.Market Analysis III-42
Current & Future Analysis III-42
By Region III-42
Analysis by Product Group/Segment III-42
B.Market Analytics III-43
Table 92: European Recent Past, Current & Future Analysis
for Writing & Marking Instruments by Geographic Region -
France, Germany, Italy, United Kingdom, Spain, Russia, and
Rest of European Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) III-43

Table 93: European Long-Term Projections for Writing &
Marking Instruments by Geographic Region - France, Germany,
Italy, UK, Spain, Russia, and Rest of European Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-44

Table 94: European Recent Past, Current & Future Analysis
for Writing & Marking Instruments by Product Group/ Segment –
Pens/Markers (Ballpoint Pens, Markers/ Highlighters,
Roller Pens, Mechanical Pens, Porous Point Pens, and
Fountain Pens) and Pencils/Art Goods (Wood-cased
Pencils/Crayons, Mechanical Pencils, Artists’ Equipment and
Other Art Goods) Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) III-45

Table 95: European Long-Term Projections for Writing &
Marking Instruments by Product Group/Segment – Pens/Markers
(Ballpoint Pens, Markers/ Highlighters, Roller Pens,
Mechanical Pens, Porous Point Pens, and Fountain Pens) and
Pencils/Art Goods (Wood-cased Pencils/Crayons, Mechanical
Pencils, Artists’ Equipment and Other Art Goods) Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-46

Table 96: European 10-Year Perspective for Writing & Marking
Instruments by Geographic Region – Percentage Breakdown of
Dollar Sales for France, Germany, Italy, United Kingdom,
Spain, Russia, and Rest of European Markets for Years 2001,
2007 & 2010 (includes corresponding Graph/Chart) III-47

Table 97: European 10-Year Perspective for Writing & Marking
Instruments by Product Group/Segment – Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint Pens,
Markers/Highlighters, Roller Pens, Mechanical Pens, Porous
Point Pens, and Fountain Pens) and Pencils/Art Goods
(Wood-cased Pencils/Crayons, Mechanical Pencils, Artists’
Equipment and Other Art Goods) Markets for 2001, 2007 & 2010
(includes corresponding Graph/Chart) III-48

4a. France III-49
A.Market Analysis III-49
Current and Future Analysis III-49
By Product Group/Segment III-49
Imports – Writing and Drawing Instruments III-49
Table 98: Leading Exporters of Writing and Drawing
Instruments to France (2005) – Germany, China, Japan, UK,
Italy and Others (% Share) (includes corresponding
Graph/Chart) III-49
Strategic Corporate Developments III-50
Societe BiC – A Major Player III-50
B.Market Analytics III-51
Table 99: French Recent Past, Current & Future Analysis for
Writing & Marking Instruments by Product Group/ Segment –
Pens/Markers (Ballpoint Pens, Markers/ Highlighters, Roller
Pens, Mechanical Pens, Porous Point Pens, and Fountain Pens)
and Pencils/Art Goods (Wood-cased Pencils/Crayons,
Mechanical Pencils, Artists’ Equipment and Other Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2001 through 2010 (includes
corresponding Graph/Chart) III-51

Table 100: French Long-Term Projections for Writing &
Marking Instruments by Product Group/Segment – Pens/Markers
(Ballpoint Pens, Markers/Highlighters, Roller Pens,
Mechanical Pens, Porous Point Pens, and Fountain Pens) and
Pencils/Art Goods (Wood-cased Pencils/Crayons, Mechanical
Pencils, Artists’ Equipment and Other Art Goods) Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-52

Table 101: French 10-Year Perspective for Writing & Marking
Instruments by Product Group/Segment – Percentage Breakdown
of Dollar Sales for Pens/Markers (Ballpoint Pens,
Markers/Highlighters, Roller Pens, Mechanical Pens, Porous
Point Pens, and Fountain Pens) and Pencils/Art Goods
(Wood-cased Pencils/Crayons, Mechanical Pencils, Artists’
Equipment and Other Art Goods) Markets for 2001, 2007 & 2010
(includes corresponding Graph/Chart) III-53

4b. Germany III-54
A.Market Analysis III-54
Current and Future Analysis III-54
By Product Group/Segment III-54
Imports – Writing and Drawing Instruments III-54
Table 102: Leading Exporters of Writing and Drawing
Instruments to Germany (2005) – China, Switzerland, Japan,
France, The Netherlands and Others (% Share) (includes
corresponding Graph/Chart) III-54
Product Launches III-55
Focus on Select Players III-55
Faber-Castell AG III-55
Montblanc International GmbH III-56
STAEDTLER Mars GmbH & Co. KG III-56
B.Market Analytics III-57
Table 103: German Recent Past, Current & Future Analysis for
Writing & Marking Instruments by Product Group/Segment –
Pens/Markers (Ballpoint Pens, Markers/Highlighters, Roller
Pens, Mechanical Pens, Porous Point Pens, and Fountain Pens)
and Pencils/Art Goods (Wood-cased Pencils/Crayons,
Mechanical Pencils, Artists’ Equipment and Other Art Goods)
Markets Independently Analyzed with Annual Sales Figures in
US$ Million for Years 2001 through 2010 (includes
corresponding Graph/Chart) III-57

Table 104: German Long-Term Projections for Writing &
Marking Instruments by Product Group/ Segment – Pens/
Markers (Ballpoint Pens, Markers/ Highlighters, Roller Pens,
Mechanical Pens, Porous Point Pens, and Fountain Pens) and
Pencils/Art Goods (Wood-cased Pencils/Crayons, Mechanical
Pencils, Artists’ Equipment and Other Art Goods) Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes corresponding
Graph/Chart) III-58

Table 105: German 10-Year Perspective for Writing & Marking
Instruments by Product Group/Segment – Percentage Breakdown
of Dollar Sales for Pens/ Markers (Ballpoint Pens,
Markers/Highlighters, Roller Pens, Mechanical Pens, Porous
Point Pens, and Fountain Pens) and Pencils/Art Goods
(Wood-cased Pencils/Crayons, Mechanical Pencils, Artists’
Equipment and Other Art Goods) Markets for 2001, 2007 & 2010
(includes corresponding Graph/Chart) III-59

4c. Italy III-60
A.Market Analysis III-60
Current and Future Analysis III-60
By Product Group/Segment III-60
Imports – Writing and Drawing Instruments III-60
Table 106: Leading Exporters of Writing and Drawing
Instruments to Italy (2005) – China, France, Japan,
Thailand, The Netherlands and Others (% Share) (includes
corresponding Graph/Chart) III-60
B.Market Analytics III-61
Table 107: Italian Recent Past, Current & Future Analysis
for Writing & Marking Instruments by Product Group / Segment –
Pens/Markers (Ballpoint Pens, Markers/ Highlighters,
Roller Pens, Mechanical Pens, Porous Point Pens, and
Fountain Pens) and Pencils/Art Goods (Wood-cased
Pencils/Crayons, Mechanical Pencils, Artists’ Equipment and
Other Art Goods) Markets Independently Analyzed with Annual
Sales Figures in US$ Million for Years 2001 through 2010
(includes corresponding Graph/Chart) III-61

Table 108: Italian Long-Term Projections for Writing &
Marking Instruments by Product Group/Segment – Pens/ Markers
(Ballpoint Pens, Markers/ Highlighters, Roller Pens,
Mechanical Pens, Porous Point Pens, and Fountain Pens) and
Pencils/Art Goods (Wood-cased Pencils/Crayons, Mechanical
Pencils, Artists’ Equipment and Other Art Goods) Markets
Independently Analyzed with Annual Sales Figures in US$
Million for Years 2011 through 2015 (includes co