NPD RESEARCH Retail Sales Trends
Outdoor’s loss is games and puzzles’ gain as weather dampens spirits
MARCH WAS a tough month for the toy market with the total value down one per cent, but volume continued to grow with five per cent increase compared to March 2012. The major reason for decline was the poor performance of the outdoor and sports toys category which fell by 43 per cent. This was influenced by the harsh weather this year compared to a sunny March in 2012, which saw the playground equipment category lose £7m mostly through high price big ticket items. However, nine of the total 11 super categories saw growth in March with games and puzzles the fastest growing area, possibly as a result of the bad weather as families spent more time indoors. Arts and crafts also had a strong month, with the craft kits and supplies areas leading the growth. Crayola remains the top property with a sales increase for the month.
The total market saw positive
movement from some pre-school licences, with Peppa Pighitting number seven property for the month. The brand had top sellers in both games and puzzles and plush. Thomasis the top property in the
Properties
Best item progression March 2013
Disney Princess Colour Change
Brush Rapunzel One of the latest additions to the Disney Princess line, the doll moved up a staggering 608 places from number 657 in February to 49 in March.
Sales
UK toy sales (value, year-to-date)
YTD 2012
YTD 2013
Source: NPD -1%
pre-school category and number nine across total toys. Both Jake and the Never Land Piratesand Mike the Knightcontinue to perform strongly, alongside new releases fromDoc McStuffinsand Tree Fu Tom. “Never underestimate the impact
weather has on the toy market,” said Jez Fraser-Hook, director of NPD Group’s UK toy business. “In the past the sunny weather has led directly to an uplift in the high valued outdoor
UK RETAIL SALES TRENDS March 2013(£ sales – value)
1 LEGO MINIFIGURES
2. MOSHI MONSTERS MOSHLING FIGURES 3. LEAPPAD EXPLORER
4. MONSTER HIGH DOLL ASSORTMENT
5. MOSHI MONSTERS BLIND BAG ASSORTMENT 6. FURBY HOT & COOL ASSORTMENT 7. TMNT BASIC FIGURE ASSORTMENT 8. CARS 2 CHARACTER CLIPSTRIP
9. LEAPPAD EXPLORER GAME ASSORTMENT 10. INNOTAB
LEGO VIVID
LEAPFROG MATTEL VIVID
HASBRO FLAIR
MATTEL
LEAPFROG VTECH
category, which as the second largest area of the market in 2012 has a big influence on the total performance. It’s nice to see that in March, while the weather wasn’t great, the lost value from outdoor mostly stayed in the toy market as an uplift from traditional and indoor areas such as games and puzzles, plush, dolls and vehicles. Hopefully, this summer will see growth in both outdoor and indoor toys.”
Average toy price March ‘12: £6.34
March ‘13: £5.98
March 2013(Unit sales - volume) LEGO MINIFIGURES
1
2. HOT WHEELS BASIC CAR ASSORTMENT 3. MOSHI MONSTERS BLIND BAG ASSORTMENT 4. MOSHI MONSTERS MOSHLING FIGURES 5. MATCH ATTAX BOOSTER 12/13 6. MOSHI 3 CODE BREAKER TD CARDS 7. CARS 2 CHARACTER CLIPSTRIP 8. MATCH ATTAX 22 13 9. CLASSIC 4 PACK
10. ONE DIRECTION STICKERS
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.
01932 355 580 12 May
www.toynews-online.biz LEGO
MATTEL VIVID VIVID
TOPPS TOPPS
MATTEL TOPPS
HASBRO PANINI
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