The NPD Group has unveiled the UK toy market’s year-to-date sales performance and holiday season trends to coincide with DreamToys.
According to retail sales data from NPD, toy sales grew by 5% year-to-date compared to the same period last year.
The overall toy market is enjoying positive sales, with nine out of NPD’s 11 super categories tracked in toys posting year-over-year growth across all age groups. The most dynamic categories are action figures (+27%), youth electronics (+15%) and building sets (+13%). Movies have fuelled this growth, as movie-related toys experienced a 28% increase in sales during this time and represent 15% of all UK toy sales, compared to 12% last year.
With Disney Frozen and Star Wars holding the number one and number two spots respectively, it comes as no surprise that these will have a large presence this holiday season.
“This year is all about innovation and brand extension more than television and technology for the UK toy market. In this competitive retail environment, the winners this Christmas will be new toys coming from attractive brands that offer authentic play value,” said Frederique Tutt, toys global industry analyst at The NPD Group. “Frozen and Star Wars aside, there are a number of brands performing well, including Shopkins, Little Life Pets, Paw Patrol, Toot Toot, Lego, Nerf, Play Doh and Thunderbirds.”
