MARCH WAS the strongest month of 2012 so far for the toy market, with sales up seven per cent by value, and volume also growing four per cent. The average price paid has increased from £6.17 in March 2011 to £6.33 this year. High price points continue to be a big driver in the market, with items priced £50+ up 33 per cent for the month and the fastest growing price point. However, top sellers for the month do have a number of pocket money items, with Moshi Monsters Moshling Figures Blister Pack at number one and the Blind Bag at number two, closely followed by Lego Minifigures. March was an extremely dry month with unseasonably sunny weather, which brought an early start to the purchase of outdoor and sports toy sales, which grew by around a quarter. The biggest growth came from playground equipment, where Plum Products performance was very strong. Little Tikes and Smart Trikes ride-on brands also rose up the rankings in March, with Little Tikes the fourth best selling toy property for the month. In addition, Nerf sales continued to grow and drove the sports toys category performance. Girls toys continue to be strong in the market this year, with dolls sales up double digit per cent YTD. This has been driven by Moshi Monsters Moshling collectable items, as well
Sales
UK toy sales (value, year to date)
YTD 2011
Source: NPD JUNE 2012
YTD 2012
+7% Properties
Top 5 properties March 2012
1. STAR WARS 2. MOSHI MONSTERS 3. CARS THE MOVIE 4. LITTLE TIKES 5. LEGO CITY
Best property progression March 2012
The Avengers With hype building for the new film, the brand moved up from number 544 in February to 105 in March…
March was an extremely
sunny month, which bought an early start to the purchase of outdoor and sports toy sales.
as continued growth from Barbie and Monster High in the fashion dolls category. Lego Friends also has a strong offering for girls in the building sets category – and is the fourth largest property in construction. Hello Kitty also remains strong, with growing sales
Average price March 11: £6.17
across most categories – it is particularly strong in arts and crafts. “While girls have seen a very strong start to 2012, I wouldn’t underestimate the boys market,” said Jez Fraser-Hook, director of NPD Group’s toy business, UK. “While construction remains firmly at the top of boys purchasing, action figures could make a revival this summer. Spider-man, previously a strong performing licence, has a new film, as well TV shows like Monsuno, Redakai and Transformers Prime all ready to do battle. “And, of course, with the Euro championships, boys are a strong contributor to the collectable stickers range this year.”
Best item progression March 2012
Lightning Strike Scooter March 12: £6.33
(Grossman) The product benefited from the sunny weather, climbing from number 206 in February to 42 in March….