LEGO Super Mario and Warner Bros. among NPD’s Global and European Toy Industry Performance Awards winners

Published on: 27th January 2021

The LEGO Group, Spin Master, Mattel, and Warner Bros have been named among the winners of the NPD Group’s 2020 Global and European Toy Industry Performance Awards.

The Danish toy maker took home the NPD’s Global Top Toy Manufacturer of the Year award, while its officially licensed LEGO Super Mario Bros. range scooped up the Top Gaining Toy Property in Building and Construction accolade.

Meanwhile, global toy maker, Mattel took home a number of wins, including Global Top Toy Property of the Year for its Barbie brand, and the award for Global Top Selling Toy of the Year for its Hot Wheels SIngles 1/64 Assortment.

An awards programme developed by the NPD Group, the Global and European Toy Industry Performance Awards celebrate the manufacturers and license owners of the top gaining toy properties by category, as well as the top gaining toy property of year, top global toy manufacturer, and global top selling toy across the markets, according to its Retail Tracking Service.

Warner Bros.’ Harry Potter Franchise received The NPD Group’s Toy Industry Award for Top Gaining Toy Property of 2020 in the Games & Puzzles category, while Nintendo took home the award for Europe’s Top Gaining Toy Property of the Year for its Super Mario Brothers and Mario Kart properties.

“This year’s award winners should be recognised not only for their great accomplishments and dedication to excellence, but also for excelling during a particularly tumultuous time for manufacturers and retailers brought about by the Covid-19 pandemic,” said François Klipfel, president, Toys, The NPD Group.

“Congratulations to all award winners. We wish you continued success in 2021.”

“We are thrilled to receive this award from The NPD Group and have them recognize the strength of the Harry Potter franchise,” said Julian Moon, SVP, EMEA Warner Bros. Consumer Products.

“During these challenging times, it has been uplifting to see children and families come together to play games and puzzles while experiencing the magic of Harry Potter.”

The winners of Europe’s Top Gaining Toy Property according to NPD’s Retail Tracking Service are as follows:

Action Figures and Accessories – Bakugan – Spin Master
Arts & Crafts – LEGO Dots – The LEGO Group
Building Sets – LEGO Super Mario Bros – The LEGO Group
Dolls – Barbie – Mattel
Games & Puzzles – Harry Potter – Warner Brothers
Infant/Toddler/Preschool Toys – PAW Patrol – Spin Master
Youth Electronics – Hatchimals – Spin Master
Outdoor & Sports Toys – Nerf Fortnite – Hasbro
Plush – Star Wars – Disney
Vehicles – Hot Wheels – Mattel
Explorative & Other Toys – Playmobil Scooby Doo – Playmobil

The NPD Group has also presented the Ninth Annual Toy Industry Performance Awards for The Americas – Mexico, the US, Canada and Brazil.

Among the winners in this market, it was MGA Entertainment’s LOL Surprise that was handed the award for US Top Toy Property of the Year, while the US Top Selling Toy of the Year award was given to Mattel’s Barbie Dreamhouse.

The winners of the US Top Selling Toy by Supercategory awards, are:

Action Figures & Accessories – Beyblade Hypersphere Starter Pack Assortment – Hasbro
Arts & Crafts – Kinetic Sand Sandisfying Set – Spin Master
Building Sets – Super Mario Brothers Adventures Starter Course – The LEGO Group
Dolls – Barbie Dreamhouse – Mattel
Explorative & Other Toys – 5 Surprise Mini Brands Mystery Pack – Zuru
Games/Puzzles – UNO Card Game Assortment – Mattel
Infant/Toddler/Pre-school Toys – Laugh & Learn Smart Stages Puppy & Sis Assortment – Mattel
Outdoor & Sports Toys – Bunch O Balloons 3-Pack – Zuru
Plush – Star Wars The Mandalorian The Child Vinyl Head Plush 11″ – Mattel
Vehicles – Hot Wheels Singles 1:64 Assortment – Mattel
Youth Electronics – Kidizoom Smartwatch – VTech


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