NPD takes a closer look at how the various supercategories performed throughout 2011… LICENCE PERCENTAGE SHARE BY SUPERCATEGORY, YTD APRIL 2012
Licences account for 27.8 per cent of all toys sold year-to-date – more than one £1 in every £4 spent on toys and this is growing by three per cent. That’s faster than the total toys growth (which is down one per cent). Action figures remains the most heavily licensed category with over 70 per cent of toys sold, and there has been strong growth in licensed toys from plush, all other toys and dolls categories this year, with Moshi Monsters a strong driver for all three categories. Vehicles’ licensed growth comes from Cars. The only categories where licences have declined are youth electronics and arts & crafts.
SOURCE: NPD CONSUMER PANEL, JAN-DEC 2011
TOP LICENCES YTD APRIL 2012 1
2 3 4 5 6
MOSHI MONSTERS STAR WARS
CARS THE MOVIE
HELLO KITTY & FRIENDS DISNEY PRINCESS
THOMAS AND FRIENDS
7PEPPA PIG 8
SYLVANIAN FAMILIES
9BEN 10 10
TOY STORY JULY 2012
Ranked by value
Moshi Monsters has moved from the digital world to take its place as the top toy licence year-t0-date, with an expanded range running across multiple categories in recent months. Star Wars remains a true evergreen licence – it’s still a top seller and growing.
TOP LICENCES YTD APRIL 2012 1
2 3 4 5 6
MOSHI MONSTERS
MAJOR LEAGUE SOCCER CARS THE MOVIE STAR WARS
DISNEY PRINCESS HELLO KITTY & FRIENDS
7PEPPA PIG 8
9BEN 10 10
HALO THOMAS AND FRIENDS
Ranked by volume
By volume, the football licences remain strong, with high sales of low-priced items like stickers and albums. Halo also benefits from low-priced but high volume items.