NPD figures show global toy sales up 1.5% YTD

Published on: 5th November 2018

The strongest growth can be seen in the Dolls supercategory, while Youth Electronics is the fastest growing supercategory. 

Across the 13 international toy markets* tracked by global information company The NPD Group, toy industry sales grew $409m to $27.4b year to date, a 1.5% increase over the same time period last year (January-September).

The bulk of this growth can be attributed to sales in the Americas**, which is up 3.3%. Europe*** and Australia saw declines of 1.6% and 1.9%, respectively. Looking at supercategory sales performance across these 13 markets, the strongest dollar growth is coming from Dolls, which increased 14% to $3.84b; and the fastest growing supercategory is Youth Electronics, with a 16% increase reaching $528m.

In Dolls, L.O.L. Surprise! continues to drive the majority of the international growth, with dollar growth for this top-performing MGA Entertainment property being more than five times the growth of the second best performing growth property. In Youth Electronics, Fingerlings is driving the majority of the international dollar growth, which is more than 10 times that of the second best-performing growth property.

“The enduring success of properties like L.O.L. Surprise! and Fingerlings is fueled in part by the continued interest in social media and unboxing videos, as well as the introduction of new items to stimulate consumer demand and pique the interest of consumers,” said Frédérique Tutt, global toys industry analyst at The NPD Group. “Should L.O.L. Surprise! maintain strong sales through the end of the year, MGA Entertainment is likely to become the fourth largest manufacturer globally for the very first time.”

Of the supercategories that did not perform well across the 13 international toy markets, the largest dollar decline came from Outdoor & Sports Toys, down 2.9% (-$158m) while the fastest declining supercategory was Plush, down 5.4% (-$81m).

*NPD’s Global Toys retail footprint covers Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Russia, Spain, United Kingdom, and United States.
**Americas: United States, Canada, Mexico, Brazil
***Europe: Belgium, France, Germany, Italy, Netherlands, Russia, Spain, United Kingdom


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