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NPD RESEARCH Retail Sales Trends


November disappoints, but key brands show growth


NOVEMBER WAS another slow month for the toy market with value sales down seven per cent on the same period a year ago. In 2012 the peak season also saw a slow start with sales increasing closer to Christmas and the final week of the year seeing an impressive 65 per cent value increase, so there is evidence that consumers continue to leave much of their purchasing until the last minute. However, there are some positive brands across the toy market that suggests that some areas remain healthy. Girls’ brands continue to show


healthy sales with Barbie the number two property for the month of November, with Monster High and LEGO Friends also in the top ten and growing. There is also growth for pre-school girls licences with Peppa Pigstill strong and new launches for 2013, Doc McStuffinsand Sofia the Firstalso making a splash. For boys, 2013 has been all about Teenage Mutant Ninja Turtles, Disney


Planesand


Jake and the Never Land Piratesall showing strong growth. Early Christmas sales suggest that technological toys remain popular with Teksta Puppy, Furby and pre-school tablets, LeapPad and Innotab all top sellers for the month of November. In addition, the games market continues to see some strong sales with the market up four per


UK RETAIL SALES TRENDS November 2013(£ sales – value)


1 FURBY BOOM


2. LEAPPAD EXPLORER 3. INNOTAB2


4. TEKSTA PUPPY 5. KIDIZOOM TWIST DIGITAL CAMERA


HASBRO LEAPFROG VTECH


CHARACTER OPTIONS VTECH


6. CHILL FACTOR SQUEEZY CUP CHARACTER OPTIONS 7. LEAPSTER EXPLORER GAME ASSORTMENT LEAPFROG 8. STAR WARS ADVENT CALENDAR 2013 9. IMAGINEXT BATCAVE 10. ONE DIRECTION DOLLS


LEGO


MATTEL VIVID


cent for November. Top selling games remain classics with Monopoly Standard and Scrabble Original the top selling items – but the new versions such as Operation Re-Invention and Monopoly Empire are ranked at numbers three and four respectively. “November was a disappointing performance for one of the peak months of the year for toy sales,” said Jez Fraser-Hook,


practice director of


NPD Group’s toy business in the UK. “However, with


evidence that consumers are


leaving toy purchases to the very last minute in order to search for bargains both in-store and online, it is still too soon to tell how the toy market has fared for the full year. Annual sales are still heavily weighted to the final weeks of the year and if those final weeks leading up to Christmas were strong then the total UK toy market may have remained flat for the year.”


Properties


Best item progression November 2013


Playmobil Christmas A favourite with children and parents alike, this climbed an impressive 204 places from number 254 in October 2013 to number 50 in November.


Sales


UK toy sales (value, year-to-date)


YTD 2012


YTD 2013


Source: NPD -7%


Average toy price November ‘12: £11.20


November ‘13: £11.36


November 2013(Unit sales –volume) 1


MATCH ATTAX 2013/2014 BOOSTER BOX TOPPS


2. LEGO MINIFIGURES 3. HOT WHEELS BASIC CAR ASSORTMENT LEGO MATTEL


4. MOSHI MONSTERS BLIND BAG ASSORTMENT VIVID 5. FURBY BOOM


6. MOSHI MONSTERS MOSHLING FIGURES


HASBRO VIVID


7. CHILL FACTOR SQUEEZY CUP CHARACTER OPTIONS 8. PLAY-DOH SINGLE TUB ASSORTMENT 9. FRIENDS ANIMALS 2013


10. TMNT BASIC FIGURE ASSORTMENT


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 18 January/February www.toynews-online.biz


HASBRO LEGO FLAIR


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