Stateside | Pokemon, Marvel, and Barbie help fuel US toy sales surge as market grows 27 per cent

Major properties including Pokemon, Barbie, Star Wars, and LEGO have contributed to a booming first quarter toy sales in the US that witnessed an increase of 27 per cent between January and April 2021, according to The NPD Group.

Ten of the 11 super categories tracked by the NPD posted double digit growth versus the year prior, contributing to a sales increase totalling $1.5 billion in the first four months of the year.

All super categories posted a positive two year compound annual growth rate, with seven super categories showing double digit growth rates compared to 2019. The market is led by the Outdoor and Sports Toys category, which – having experienced gains of $324 million – continues to be the largest super category, with $1.6 billion in sales.

The Plush market witnessed the fastest dollar growth in the first quarter, surging 44 per cent on 2020 numbers.

“As we lap the lockdowns of 2020, the super categories that had surging growth last year, like Games and Puzzles, appear to be slowing down,” said Juli Lennett, vice president and industry advisor, US Toys, The NPD Group.

“However, it’s important to realize that sales are still strong for Games and Puzzles in 2021 which is reflected in the two-year CAGR growth of 34 per cent, the fastest growth compared to 2019 of all super categories.”

Strategic Trading Cards has been marked among the top growth sectors, driven in large by Pokemon but holding strong across all 96 classes tracked by the NPD.

Pokemon has been highlighted as the top growth property year-to-date, followed by the likes of Barbie, Star Wars, LOL Surprise, Marvel Universe, Hot Wheels, Little Tikes, NERF, LEGO, Star Wars, and Funko Pop.

Collectively, these ten properties grew 48 per cent while the rest of the market grew 22 per cent from January to April 2021.

“We can’t understate the impact that federal stimulus payments had on toy industry performance this year,” said Lennett. “The follow up to that will be the child tax credit which will provide cash in the hands of parents each month starting in July and through the end of the year.”

Licensed toy sales grow 45 per cent across China as NPD reports ‘sales surge’ across the region

Sales of licensed toys in China have grown 45 per cent in the first quarter of the year, amid a solid growth of 16 per cent of the overall Chinese toy market to hit $1.2 billion (USD) in the first four months of the year.

Top gaining toy licenses in the region include the likes of Ultraman, Lamborghini, Mercedes-Benz, Ferrari, and Disney’s Frozen as licensed toy sales take the lead on sales of non-licensed toy for the same period, that witnessed a more modest growth of 13 per cent in Q1.

The country posted the highest growth rate for the quarter in January this year when it saw sales increase 34 per cent, driven primarily by purchases made for the February 12th Chinese New Year celebration.

It’s according to a new report from The NPD Group that all toy super categories posted growth in Q1 2021, led by infant, toddler, and preschool toys which increased three per cent. Other top performing super categories in the region included Building Sets, Outdoor and Sports Toys, Action Figures and Accessories, and Explorative and Other Toys.

The Outdoor and Sports Toys posted the highest gains in value sales with an 18 per cent increase over Q1 2020, reaching $192 million.

Sales in China’s toy market was dominated by Chinese manufacturers, with only four out of top 10 manufacturers being global.

“China is the world’s second largest toy market and the world’s largest toy production base,” said Frédérique Tutt, global toys industry analyst at The NPD Group. “It’s a country that is primed for savvy international brands seeking opportunities in new markets. Even if the rate of growth slowed in 2020 due to the global pandemic, China over-performed other countries in the region and is already bouncing back.

“With the latest relaxation of the two-child policy and an ever-increasing middle-class population, we expect the Chinese toy market’s healthy growth to continue.”

According to NPD’s 2021 Chinese New Year Gift Study, Toys and Games were the holiday’s most requested gift categories for Chinese children. When making their holiday gift wish lists, 46 per cent of children requested toys that featured their favorite cartoons, television programs, and movies.

Social media had a significant impact on children’s wish lists as well with 45 per cent of children asking for toys they saw on short video platforms like TikTok and WeChat.

Chinese consumers spent an average of $91 on Chinese New Year gifts in 2021, a 39 per cent increase when compared to Q1 2020. Online shoppers spent an average of $12 more than consumers who purchased toys at brick and mortar stores.

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

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