10 NPD: STATS Product tracker NPD looks at how certain types of toys are selling in supermarkets and specialists … TOY SUPERCATEGORIES’ PERFORMANCE AT RETAIL
Growth of supercategories by channel (in terms of year-on-year value percentage change) GROCERS
35
10 15 20 25 30 35
-25 -20 -15 -10 -5 0 5
SPECIALIST AND MIXED 28 24 22 24 8 7 1 00 -3 -5 -9 -12 -17 -19 -23 TOTAL TOYS ACTION FIGS ARTS & CRAFTS BUILDING SETS
DOLLS GAMES & PUZZLES INFANT & PRESCHOOL
YOUTH ELECTRONICS
OUTDOOR & SPORTS TOYS
PLUSH VEHICLES ALL OTHERS -15 -2 -5 -5 -7 -2 -2
Channel Splits (on EPOS) Year-to-date June 2012
Total Dolls and building sets are among the highest-growing toy supercategories in grocers such as Tesco…
CHANNEL GROWTH BY SUPERCATEGORY (value percentage) Year-to-date June 2012
TOTAL TOYS
ACTION FIGURES ARTS & CRAFTS BUILDING SETS DOLLS
GAMES & PUZZLES
INFANT & PRE-SCHOOL YOUTH ELECTRONICS
OUTDOOR & SPORTS TOYS PLUSH
VEHICLES ALL OTHER TOYS
Total 0
-6
-12 23 32 0
-1
-9 -9
-20 -1
13
Grocers Specialist and mixed 0
0 -9 -19
22 35 8
7
-17 -12 -23 -2
24
-3 -5
24 28 -2
-5
-5 -7
-15 -2 1
. .
. Grocers Specialist and mixed
Value percentage 100% 30.9% 69.1%
AVERAGE SELLING PRICE FOR TOTAL TOYS Year-to-date June 2012 Total
Grocers Specialist and mixe
£6.39 £3.81 £9.14.
Grocers account for just under a third of all spend on toys, but over 50 per cent of all units sold. The overall specialist and mixed average selling price is nearly three times higher than grocers across total toys, but is driven in part to the product mix available by channel, rather than just price differences between the channels.