NPD RESEARCH Retail Sales Trends
Toy market begins big build towards Christmas
WITH CHILDREN returning to school in September and some early promotions across the market, the total toy market experienced some growth in the month, with value sales up one per cent and six out of 11 super categories in growth. One of the fastest growing super categories was building sets where LEGO Friends had a particularly strong month and was the number two property in that area behind LEGO City. Junior construction also had an impressive month with growth of 19 per cent with Mega Bloks Build & Create Jnr and John Deere Jnr performing well, in addition to LEGO Duplo growth. One of the most visible areas for licences is the pre-school arena, with many aimed at the under fives performing well in September. Peppa Piggrew and reached the number seven property across the total toys market for the month, while other girls’ focused pre- school licences have also added sales to the market with both Doc McStuffinsand Sofia the Firstperforming well.
Evergreen Thomas and Friends also had a strong month with sales in growth, while the Batman licensed Imaginext range continues to be a top seller. Both pre-school figures and play-sets and pre-school vehicles have had a strong September proving that as well as electronic innovation for pre-schoolers, more traditional figures and play-sets are still very popular. “The pre-school market is always a high profile and dynamic area of the toy market,” said Jez Fraser- Hook, practice director of NPD Group’s toy business in the UK. “At aged two, children start asking for particular toys with 19 per cent of all toys purchased for that age by request. This leaps up to 30 per cent by age three with
‘pester power’ firmly in place. Pre- schoolers are surrounded by various licences with TV series, films and live shows, all helping to make children character savvy. This makes the pre-school market highly competitive and potentially highly rewarding, especially for licences that become firm favourites for both children and parents.”
Properties
Best item progression September 2013
Batcave The Mattel product enjoyed a storming month, moving up from number 256 in August to number 14 in September.
Imaginext SF
Sales
UK toy sales (value, year-to-date)
YTD 2012
YTD 2013
Source: NPD +1%
Average toy price September ‘12: £6.90
September ‘13: £7.25
UK RETAIL SALES TRENDS SEPTEMBER 2013(£ sales – value)
1 LEGO MINIFIGURES 2. INNOTAB 3. FURBY BOOM
LEGO VTECH
HASBRO
4. CHILL FACTOR SQUEEZY CUP CHARACTER OPTIONS 5. MH 13 WISHES PARTY DOLL ASSORTMENT MATTEL 6.
FIRST STEPS BABYWALKER
7. PLANES SINGLE DIE-CAST ASSORTMENT 8. LEAPPAD EXPLORER 9. TEKSTA PUPPY
10. MOSHI MONSTERS MOSHLING FIGURES
SEPTEMBER 2013 (Unit sales –volume) LEGO MINIFIGURES
1 2. HOT WHEELS BASIC CAR ASSORTMENT
VTECH MATTEL
LEAPFROG
CHARACTER OPTIONS VIVID
7. PLAY-DOH SINGLE TUB ASSORTMENT 8. PLANES SINGLE DIE-CAST ASSORTMENT 9. FRIENDS ANIMALS 2013 LPP 10. SW ANGRY BIRDS MYSTERY BAG
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 14 November
www.toynews-online.biz LEGO MATTEL
3. MOSHI MONSTERS BLIND BAG ASSORTMENT VIVID 4. MOSHI MONSTERS MOSHLING FIGURES 5. 1D RED COLLECTION STICKERS 6. CLASSIC 4 PK
VIVID PANINI
HASBRO HASBRO MATTEL LEGO
HASBRO
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