In 2011, the girls sector accounted for £1.3 billion, with key growth areas including play-set themed dolls, plush and building sets. And, with a raft of new offerings arriving to bolster the wealth of existing product, 2012 is being predicted to be another bumper year. NPD offers up the stats before we preview what’s coming up…
OVER THE last year, girls’ spending on toys has increased faster than boys, with the total value of the girls market accounting for £1.3 billion, growing by four per cent (boys growth was two per cent) in 2011 (source: NPD Consumer Panel). There has been strong growth for girls aged seven to 11 years, growing by 17 per cent, and again for girls aged 12 to 17 years, up nearly 30 per cent, showing girls are staying in the toys market for longer. The strongest area of the toy market for girls is dolls, which accounts for more than £1 in every £5 spent on girls. Dolls has seen strong growth over the year, up ten per cent in value YTD March, with fashion dolls still the largest area and growing at a faster rate. Barbie remains strong and has grown through a range of themes, including Mermaid and Puppy School. Monster High has also been moving up and is the number two fashion doll property. Traditional licences Disney Princess and Hello Kitty are also top sellers, with Lalaloopsy also selling well. The pop star ranges from Vivid also perform well, with One Direction still popular.
Play-set themed dolls is the fastest growing area of the dolls market, growing nearly three times as fast as the overall dolls category. Moshi Monsters is the top property and it continues to be one of the strongest across total toys. Sylvanian Families is still a top performer, accounting for nearly a quarter of the category. Launched in January 2011, Zoobles is the number three property, while others making headway include My Little Pony, Xia Xia and Lalaloopsy. Outside of dolls, plush remains a key area for the girls market, with ZhuZhu Pets still the top property YTD, with Furreal Friends and Animagic also strong. However, for 2011, building sets was one of the fastest growing categories for girls, up 42 per cent in value although from a smaller base. This growth has continued since the Lego Friends launch, which is the fourth largest property within building sets and accounts for nearly £1 in every £10 spent on construction toys. With both established girls properties and new ones making a splash, this could be a bumper year for the girls market.
Girls spend % across toys super categories, 2010 vs 2011
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
Action Figures
2.6% 1%
2.7% 3.7%
7.8%
10.2% 6,7%
14.1% 12.2% 19.5% 19.7%
1.0% 1.3%
3.6% 3.4%
6.9%
11.0% 7.1%
11.4% 13.3%
(source: NPD)
19.3% Full year 2010 Vehicles
Games and puzzles Plush
Arts and crafts All other toys
21.5% Full year 2011 Youth Electronics Building sets Infant and preschool toys