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Electronic learning helps pre-school sector surge
Likes of InnoTab and LeapPad boost category, while licences remain strong, according to data from NPD…
by Samantha Loveday
ONE TOY in every ten purchased is a pre-school toy, according to latest NPD data, making it the largest standard category in the toy market. The sector accounted for over a third of a billion sterling sales in 2011 (source: NPD Consumer Panel), although so far in 2012 the category is slightly down by three per cent. The fastest growing area of pre- school is electronic learning, which as a category grew by over half in the first six months of 2012 (source: NPD EPOS Service). The strong growth has been heavily driven by the InnoTab and LeapPad pre-school tablets from VTech and LeapFrog – while the Mobigo and Tag systems have also been gaining sales. Figures is the largest category within the sector, accounting for around a fifth of all sales: value is up by five per cent. Playmobil is the latest property, while Octonauts and Imaginext are both performing strongly for Mattel. Character Options’ Mike the Knight range is also selling well, and was the fourth largest property for one month. Pre-school vehicles follows as the second largest category, with Thomas & Friends the top property – indeed it accounts for over a quarter of value spent. Ludorum’s Chuggington comes second – continuing the train theme – while Cars has continued to grow for the first half of this year. The new Switch n Go range from VTech has also grown, with Lex the Rex the second best selling item.
In addition, 30 per cent of all pre- school sales are licensed, with the top two being Thomas & Friends and Peppa Pig. Growth is also being seen from Octonuats, Bob the Builder, Batman, Hello Kitty and Cars. New licences showing good promise are Mike the Knight, Jungle Junction, Baby Jake and Raa Raa the Noisy Lion. “Pre-school toys is a competitive
market with a relatively short time given to new brand and licences to prove themselves,” said Jez Fraser- Hook, director of NPD Group’s toy business in the UK. “However, for those that manage to stand out and create a long-term success, sales can be highly lucrative.” NPD: 01932 355580
Tablets from LeapFrog and VTech, plus traditional role-play toys helped to grow the pre-school sector last year...