‘Slow’ February overall, but big brands still shine
Properties
Top 5 properties February 2012
1. STAR WARS 2. MOSHI MONSTERS 3. CARS THE MOVIE 4. LEGO CITY 5. LEGO FRIENDS
Best property progression February 2012
TOY SALES in February remained slow, with value sales six per cent below 2011 performance and volume down 12 per cent. However, the average price paid by consumers continues to rise, reaching £6.34 from £5.89 in February 2011. This price rise was heavily driven by growth in the £20+ price point which has grown YTD, up two per cent.
Building sets growth continues, with the category up 23 per cent in February driven by standard building sets performance. Lego Friends remains the strongest new property YTD and was the eighth largest property across the total toy market for the month. However, other new launches such as Lego Dino and Lego Superheroes, as well as brands like Kre-O and Character Building that were not around in February last year have also contributed significant growth to the category.
Sales
UK toy sales (value, year to date)
YTD 2011
Source: NPD MAY 2012
YTD 2012
-6%
The dolls category also performed strongly in February with value up six per cent and volume even faster, up ten per cent driven by the continued success of Moshi Monsters. Notably, Moshi Monsters is now the top property within play- set themed dolls, accounting for over a third of all sales.
Value sales for February 2012
were six per cent below the 2011 performance. However, the average price continues to rise.
The top property for the month
was Star Wars which benefitted from the release of The Phantom Menace in 3D during half term, driving sales up 12 per cent for the month. Building sets remains the
Average price Feb 11: £5.89
strongest area for the evergreen licence, with the Lego Planets gaining strong sales, however action figures saw particularly strong growth for the month, with Hasbro’s movie legends figure assortment and Darth Maul Dual Lightsaber being top sellers. “While some properties and products have had a strong start overall, it has been a disappointing start to the year for the toy market,” said Jez Fraser-Hook, director of NPD Group’s toy business in the UK. “However, with many positive events still ahead for 2012 from the London Olympics to the Queen’s Jubilee which could boost consumer spending, as well as many technological advances within the toy market to drive excitement in the industry – not to mention strong cinema offerings from the comic book franchises this summer – the toy market still has a lot to look forward to.”
The Trash Pack The brand moved up from number 149 in January to 65 in February…
Best item progression February 2012
Moshi Monsters Super
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