£1 in every £13 spent on toys in the first half of 2017 was spent on superheroes.
New research from The NPD Group reveals the popularity of superhero toys. In the 12 months ending 1st July 2017, spend on superhero toys exceeded £200m. Batman – driven by the Lego Batman range – was the top-selling superhero in the toy market, beating an ever-increasing selection of superheroes in the category vying for pole position.
2017 started with the screening of the Lego: Batman movie making Lego Minifigures the No. 1 best-selling superhero toy to 1st July 2017. The NPD Group expects superhero toy sale records to be broken by the end of the year as a slate of superhero movie releases hits the big screens, including Spider-Man: Homecoming, Transformers: The Last Knight, Lego Ninjago, DC Comics Justice League, and Power Rangers.
Frederique Tutt, global industry analyst, Toys, NPD, commented: “Superheroes have an enduring appeal for kids. It’s fascinating to see long-standing characters like Batman and Spider-Man resonate as well with today’s kids as they did with their parents all those years ago. The recent growth of superhero toy sales has been spurred on by a number of factors. These include the move by big studios to bring superheroes together in one film, such as the Avengers.”
“With comic book adaptations having a strong presence across both big and small screens across the globe, they’ve also become part of kids’ everyday life. What’s more, movie studios are finally addressing the often overlooked female superheroes fanbase with theatrical releases such as this year’s Wonder Woman.”