IN THE last four years toy purchasing online and through click and collect have increased rapidly, and jointly now account for 22 per cent of all sales, with value growth of nine per cent in the last year alone.
Combined click and collect and online 11.5% 10.0%
toy purchases were worth £641 million in 2011 and was a major area of growth for the toy market, while in store purchasing sales fell by one per cent. Outdoor and sports toys is the
12.9% 13.4% 12.4% 13.8%
strongest toy category online, as consumers take advantage of home delivery for large bulky products. Other categories that over index with online purchases are building sets and youth electronics – both of which have a higher price point on average than the other supercategories.
13.9% 14.4%
6.3 per cent of action figures and role-play toys - such as Toy Story’s Woody - were purchased in stores in 2011, compared with 4.4 per cent online...
19.68% 19.4%
FY 2008
FY 2011
SOURCE: NPD CONSUMER PANEL, JAN-DEC 2011 HOW TOYS WERE PURCHASED (VALUE)
TOTAL TOYS Store Purchase Online purchase Click & Collect Catalogue