World News

US companies bet on continued success in the collectibles toy category

Published on: July 27th, 2017

Collectibles identified as a top toy trend for 2017 by Toy Association experts. 

Collectibles were a significant contributor to the 5% growth seen by the US toy industry in 2016 – totaling approximately 9% of the year’s toy sales, according to The NPD Group. Toy companies are looking to continue the collectibles momentum this year by rolling out many items in this popular category.

Collectibles 2.0 is one of the top toy trends for 2017 identified by Toy Association experts during the 114th North American International Toy Fair back in February. The collectibles trend has proven to be strong so far this year – according to data from NPD’S Retail Tracking Service, collectibles sales in the US rose 21% year-to-date through June.

The selection of collectibles is truly diverse – toy companies are launching fun and engaging basic and affordable collectibles, collectibles that have multiple play functions (such as those that also serve as an active toy, game or puzzle), as well as higher-priced licensed collectibles with intricate styling details for the most avid collectors and passionate fans.

Adrienne Appell, toy trend expert at The Toy Association, commented: “Collectible toys are extremely popular among kids and toymakers have recognised the opportunity within the category. In addition, collectibles help children develop critical life skills, such as social skills when negotiating and trading with friends, organisation skills as they maintain their collections, and perseverance as they continue to hunt for rare or prize-worthy additions. The play value of these toys has also been expanded as companies create entire playsets around a particular product line leading to hours of fun and enjoyment.”

One of the largest growth areas within the collectible category is blind packs. Sales of blind packs grew 60% in 2016 and since 2013, sales have grown more than six-fold, NPD says.

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