London 2012 toys get the Gold medal

Published on: 6th September 2012

The latest data from The NPD Group shows the UK toy market romping home with the rewards of the London 2012 Games.

London 2012 Olympic merchandise has proved so popular that sales for the week of the opening ceremony are valued at more than £1.5m, making Olympics toys the best-selling licence ahead of Moshi Monsters and the summer’s big blockbuster movie, Spider-Man.

The top five licences (data for w/c 22nd July 2012) by sales value, week prior to the London 2012 Olympics opening ceremony, were:

  1. Olympics
  2. Moshi Monsters
  3. Spider-Man
  4. Star Wars
  5. Hello Kitty

Sales of London 2012 Olympics toys to date (to 28th July) are valued at £6.4m (source NPD EPoS Retail Tracking covering 78% of British toy sales) which represents just under 4% of total toy sales for the last week of July. Based upon these figures, NPD projects that the value of Olympics toy merchandise will reach close £15m at retail for the year.

Commenting on the Olympics phenomenon, Frédérique Tutt, European analyst for the toy market at The NPD Group, said: “The fact that UK consumers were buying Olympics merchandise before the opening ceremony had even begun, or visitors had started to arrive, was a reflection of just how much the UK had been behind the Olympics. Now that the Games are in full swing, the amazing level of sales for Olympic merchandise illustrates the fantastic spirit to the Games and indicates that they have lifted consumer confidence and boosted part of UK retail at least for a short period.”


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