Chessex Toys SWOT Analysis, Competitors & USP

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SWOT Analysis of Chessex Toys with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing Analysis

Chessex Toys

Parent Company

Chessex Manufacturing


Toy Brands & Manufacturers


Media & Entertainment

Tagline/ Slogan

The coolest dice on the planet


Dice and dice holders

Chessex Toys STP


Children and Adults

Target Group

All age groups


For lovers of Chess and dice collectors

Chessex Toys SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (SWOT) Analysis of Chessex Toys :

1.Strong focus and specialization on dice with novel designs and dice holders

2.Specialized in contents for role-playing games

3.Sale of 2nd hand mats at a discount  helps them save costs

4. Capability to create different types of mats for different games


1.The website is not updated and there is no option to order through an online gateway

2.Lack of presence in major stores

3. Lack of brand awareness


1.To move into the personalized mat games creation space

2.To move into the personalized gift space by exploiting its unique capability to produce upto 100-sided dices

3.To build a strong brand awareness in the dice and role-playing games space


1.Electronic games on devices like the i-pad are replacing mat-based games

2.Action figures are turning into collectibles which means the demand for the figure boxes will fall

3.The company is lagging in bringing out new games and is lagging behind their competition

Chessex Toys Competition


Below are the 2 main Chessex Toys competitors :

1. Hasbro

2. Toys R Us

The brandguide table above concludes the Chessex Toys SWOT analysis along with its marketing and brand parameters. Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry.


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