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NPD: STATS 15 Product tracker
NPD takes a closer look at how the various supercategories performed throughout 2011... VALUE GROWTH/DECLINE (%) BY SUPERCATEGORY
30 25 20 15 10 5 0
-5
-10 -15 -20 -25
-8 -12 Dec 11 vz 10 25 21 20 12 10 4 3 0 -2 -6 -9 -13 -10
TOTAL TOY MARKET
ACTION FIGURES
& CRAFTS ARTS
BUILDING SETS
DOLLS
GAMES/ PUZZLES
PRESCHOOL INFANT & ELECTRONICS YOUTH
OUTDOOR & SPORTS TOYS
PLUSH
VEHICLES ALL OTHER TOYS
SOURCE: NPD EPOS SERVICE
SUPERCATEGORY TRENDS VALUE % CHANGE
Dec 11 vs 10 YTD Dec 11 vs 10
Total Toy Market 43 ACTION FIGURES ARTS & CRAFTS BUILDING SETS DOLLS
GAMES/PUZZLES
INFANT & PRESCHOOL YOUTH ELECTRONICS
OUTDOOR & SPORTS TOYS PLUSH
VEHICLES ALL OTHER TOYS
-8 -2 21 10 3 1
-9 25
-20 9 6
DECEMBER MARKET performance was slightly ahead of the full year, up three per cent, with consumers increasing spend in December.
-12 0
20 8 1
2
-13 12
-10 7
-6
The fastest growing supercategory for 2011 was Buidling Sets which grew by 20 per cent, followed by Outdoor and Sports which benefitted from the mild
weather throughout the year. Dolls and Vehicles both finished in growth as well, while Action Figures, Youth Electronics and Plush markets declined.
MARCH 2012
LeapPad, Transformers and Moshi Monsters were all strong performers in 2011...
-20 8 3 1 1 2 9 7 6 YTD Dec 11 vs 10
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