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Toy Sales Jump by Almost 7 Percent in 2015


Toy Sales Rise in 2015
By: TOYDIRECTORY.COM & TDmonthly Staff
1/20/2016

Based on NPD's Retail Tracking Service, January-December 2015 U.S. toy sales grew by 6.7 percent in 2015, generating $19.4 billion and marking one of the strongest performances the industry has seen in a number of years. (1999 was the most recent year that with the help of Pokemon, Beanie Babies, Star Wars Toys, and Furby, Toy Sales jumped 7.1 percent year to year.) In 2015 “properties such as Star Wars, Minions, Paw Patrol, and Minecraft, as well as tech-enabled toys, with more innovative features, and those with more authentic and traditional play value are all converging to create a robust holiday season for the industry”, according to NPD.

Star Wars managed to place the Sphero app-controlled Star Wars BB-8 robot on the list of the 2015's best sellers in the eighth spot. The number one was Shopkins. (12-pack figurines was number one and the two-pack , was number four on the list of top sellers.)

Nine of the 11 super-categories posted gains in 2015. Games/Puzzles and Vehicles grew the fastest at 10.8 percent and 9.7 percent, respectively, followed by Building Sets and Outdoor & Sports Toys. Outdoor & Sports Toys and Dolls had the largest dollar gains followed by Building Sets and Infant/Toddler/Preschool Toys. Star Wars was the number-one absolute dollar growth contributor to three of the super-categories: Action Figures, Vehicles, and All Other Toys.

Content was a key driver behind the growth of the toy industry in 2015. Whether it be a movie (Star Wars, Jurassic World, Minions, and Avengers), television show (Paw Patrol), app (Minecraft), or a strong YouTube following (Shopkins), all of these properties with ties to content were top contributors to the growth.  “Movies” in total outperformed the market in 2015, growing by 9.4 percent. With the early release of Star Wars toys on Force Friday, Star Wars managed to become the number-one property for the year, with over $700 million in sales. It also brought in more sales and contributed more growth than Jurassic World, Minions, and Avengers combined.

Last year, Christmas fell on a Friday resulting in consumers having an extra day to shop compared to last year. The week of Christmas (12/20-12/26) sales grew 25 percent in 2015. The week of Christmas also represents 8 percent of all toy sales for the year, and is the second most important week of the year for the toy industry—the week before Christmas being number-one at 8.5 percent, explained NPD.

“What was especially interesting to see this year among the top ten selling items was the wide diversity of toys from simple to complex,” said Lennett from NPD. “In addition, among the top toys were evergreen properties like Hot Wheels, Barbie, Star Wars, and Ninja Turtles as well as relatively new properties like Shopkins, Paw Patrol, and Minecraft. Price points were also wide ranging, from under $1 to over $150.”

Data is representative of retailers that participate in The NPD Group's Retail Tracking Service. NPD’s current estimate is that the Retail Tracking Service represents approximately 80 percent of the U.S. retail market for Toys. Twitter: @npdgroup @npdtoys


ANNUAL TOY SALES DATA:
U.S. toy RETAIL market $18.24 billion for 2014. NPD estimates TOTAL domestic toy market sales for 2014 to be in the $22 billion range.
U.S. toy RETAIL market $17.50 billion for 2013.

ARCHIVES 2012: U.S. Imports for Consumption Annual Data Toys, Dolls, and Games 33993: Customs Value by Customs Value | ALL Countries

ARCHIVES 9/1/2012: The Latin American Toy Market | Movies and Lower Prices Signal Hope for U.S. Toy Market in 2011 | By: Lutz Muller

ARCHIVES 4/1/2010: Why Toy Sales Will Strengthen But Won’t Beat 2003 | Movies and Lower Prices Signal Hope for U.S. Toy Market in 2011 | By: Lutz Muller


2012 ARCHIVES:

According to chron.com, NPD estimated 2012 toy industry revenues to be $16.5 billion, although the Toy Industry Association pegged total industry revenues at $22 billion. The TIA estimated 2012 industry growth to be 2 percent, while NPD estimated it to be negative 0.6 percent. Both entities measured building sets -- dominated by Lego with an 85 percent market share -- as the highest growth segment of 2012 at 20 percent. Action figures and plush toys registered the largest declines in growth during 2012. Industry giants Hasbro and Mattel together control approximately 40 percent of the domestic toy market. http://smallbusiness.chron.com/industry-analysis-toys-77091.html





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