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10 NPD: STATS Product tracker NPD takes a closer look at how the various supercategories performed throughout 2011... AVERAGE SELLING BY SUPERCATEGORY, FULL YEAR 2010 & 2011


10 11 12 13 14 15 16 17 18 19 20


0 1 2 3 4 5 6 7 8 9


£7.71 £7.10 £19.20 £18.79


AVERAGE SELLING BY SUPERCATEGORY 2010 AVERAGE SELLING BY SUPERCATEGORY 2011


£12.49 £10.91 £10.44 £10.73 £9.17 £10.23 £9.43 £9.78 £8.97 £8.35 £8.40 £7.86 £8.19 £7.41 £7.61 £9.28


£3.85 £2.84


£3.26 £3.25


TOTAL TOYS YOUTH ELECTRONICS


PRE-SCHOOL TOYS


INFANT/


BUILDING SETS


OUTDOOR & SPORTS TOYS


DOLLS ACTION FIGS ACC & ACT ROLE PLAY


PLUSH


GAMES/ PUZZLES


VEHICLES ALL OTHER TOYS


SOURCE: NPD EPOS SERVICE


AVERAGE SELLING BY SUPERCATEGORY, FULL YEAR 2010 & 2011


TOTAL TOYS YOUTH ELECTRONICS


INFANT/PRE-SCHOOL TOYS BUILDING SETS


OUTDOOR & SPORTS TOYS DOLLS


2010 2011 7.10


19.20 10.44 12.49 9.17 9.43


ACTION FIGURES, ACC & ACT ROLE PLAY 8.97 PLUSH


GAMES/PUZZLES VEHICLES


ALL OTHER TOYS ARTS & CRAFTS


APRIL 2012


8.35 7.86 7.41 2.84 3.26


7.71


18.79 10.91 10.73 10.23 9.78 9.28 8.40 8.19 7.61 3.85 3.25


THROUGHOUT 2011 the average price for total toys rose from £7.10 to £7.71, an increase of nine per cent driven by price increases in outdoor and sports, as well as all other toys. Youth electronics remains the highest


priced supercategory, driven by the robotic and interactive playmates and electronic entertainment categories. The building sets category, which was the fastest growing supercategory by value, also had


Youth electronics was the highest priced supercategory in 2011...


the strongest price drop from £12.49 to £10.73, as the popularity of the collectible blind bags such as Lego MiniFigures and Mega’s Halo Hero Assortment impacted on the average price.


ARTS & CRAFTS


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