AFTER LOW single digit growth through the British summer, September value and volume sales both declined five per cent. A calendar change in influential promotional activity in September 2012 was a contributor to the market performance, so there’s a chance some sales will have moved into the early part of October. Again, the building sets and dolls super categories were the only ones to register year-on-year growth. The largest super category in the
market was infant and pre-school, and despite sales being four per cent in decline, there were many positive market performances in the sector. Highlights continue to be tablet products, which were launched through the second half of 2011. LeapFrog’s LeapPad and VTech’s Innotab were the top selling items in September. VTech Baby was the number one brand in infant and pre-school. Thomas & Friends was
the number one licence in the category, with close to £1.5 million sales, while Playmobil continued to build on recent growth, with sales up 19 per cent on 2011.
Sales for youth electronics were down 14 per cent in September. However, there were some positive performances and new concepts. Initial sell-through for Hasbro’s Furby has been exceptional. Furby became the leading property in youth electronics in September, and the sixth top selling item in the total market. For week 39 alone, Furby
UK Retail Sales Trends SEPTEMBER 2012 (£ SALES – VALUE)
1. MOSHI MONSTERS MOSHLINGS FIGURES 2.
LEAPPAD EXPLORER 3. MINIFIGURES
4. MOSHI MONSTERS BLIND BAG ASSORTMENT 5. 6.
INNOTAB FURBY HOT & COOL ASSORTMENT
7. MONSTER HIGH DOLLS ASSORTMENT 8. MOSHI MONSTERS COLLECTOR TIN 9. FIRST STEPS BABYWALKER 10. CITY GREAT VEHICLES
VIVID
LEAPFROG LEGO VIVID
VTECH
HASBRO MATTEL VIVID
VTECH LEGO
was the number one item in the market. Hexbugs was the number three property in youth electronics in September, with year-on-year sales up 60 per cent.
Properties
Best item progression September 2012
Dancing Tower Sit to
Stand (VTech) The product leapt a staggering 329 places, from number 355 in August, up to number 26 in September.
Sales
UK toy sales (value, year-to-date)
YTD 2011
Source: NPD
Average toy price Sep ‘11: £6.86
YTD 2012
-5% Sep ‘12: £6.87
1.
SEPTEMBER 2012 (UNIT SALES – VOLUME) MINIFIGURES
2. MOSHI MONSTERS BLIND BAG ASSORTMENT 3. HOT WHEELS BASIC CAR ASSORTMENT 4. MOSHI MONSTERS MOSHLING FIGURES 5. MOSHI 3 CODE BREAKER TRADING CARDS 6. OLYMPIC 20CM PLUSH WENLOCK 7. ANGRY BIRDS STICKER FLOWPACK 8. 20CM TEAM GB MINI PLUSH WHITE 9. TEAM GB MINIFIGURES
10. MOSHI MONSTERS MASH UP TRADING CARDS
NOTES: All participating NPD retail data suppliers provide weekly data via EPOS systems. NPD figures are not projected to represent non-participating retailers but provide 100 per cent of the sales from participating stores. EPoS sample includes the following retailers: Amazon.co.uk, Argos, Asda, Boots, Debenhams, ELC, Firebox, Freemans, Grattan, Halfords, Hamleys, HMV, John Lewis, Marks & Spencer, Mothercare, Next, Play.com, Sainsbury’s, Shop Direct, Tesco, The Entertainer, Toys R Us, Toymaster, WHSmith, Wilkinsons.. NPD estimates that the EPOS now accounts for 78% of the total toy market.