10 NPD RESEARCH Retail Sales Trends
Sales flat in November, but LeapPad and Innotab keep tills ringing
WITH THE British Retail Consortium announcing the worst retail sales growth in the UK for six months in November, and consumers seemingly reluctant to part with their hard earned cash, it is no surprise that November toy sales were relatively static versus 2010, up just one per cent in value, but down three per cent in volume. While December is the largest
month for toy sales – accounting for 22 per cent of annual sales in 2010 – November is the second highest value month, with 16 per cent of total sales. However, there
are still some areas in the market which have seen extremely positive growth. Building sets are now firmly entrenched as the most popular area for boys, outselling both action figures and vehicles, and is the fastest growing supercategory YTD, up 18 per cent in
Sales
UK toy sales (value, year to date)
YTD 2010
Source: NPD FEBRUARY 2012
YTD 2011
1%
value. While Lego City and Star Wars remain top properties within the category, there has been positive growth from new ranges, with Lego Ninjago extremely popular, as well as growth from licences such as Lego Harry Potter, Doctor Who and HM Armed Forces from Character, plus Transformers Kre-O for Hasbro. Girls remain attached to their
dolls, which is now the third largest supercategory behind infant and pre-school and outdoor toys. Barbie remains the top doll property and has seen impressive growth over the last couple of months, while Sylvanian
Families
remains the top play-set themed
property. Within pre-school
toys, LeapFrog’s LeapPad and VTech’s Innotab have proven to be fast sellers during the run-up to
Christmas, with demand exceptionally high despite average selling prices over £60
Average price Nov 10: £9.96
each and are the top selling items for the month across total toys. “Christmas has always been the
key period to the toy market,” says Jez Fraser-Hook, director of NPD Group’s toy business in the UK.
Parents are being more
selective with what they purchase at Christmas in terms of both quality and price.
“While parents might be willing to forgo treats for themselves during times of economic uncertainty, they are reluctant to deprive their children of presents at this time of year. However, they are being more selective with what they purchase for them in terms of both quantity and price.”
Best item
progression November 2011
Monopoly Here & Now Electronic Bankers
Edition (Hasbro) The latest version of the classic game soared up the rankings from number 146 to number 26…
Nov 11: £10.43
Properties Top 5 properties
November 2011 1. CARS 2. STAR WARS 3. BARBIE 4. HELLO KITTY & FRIENDS 5. LEGO CITY
Best property progression November 2011
Wild Science The property moved up from number 98 the previous month to number 63 in November…
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