NPD RESEARCH Retail Sales Trends
World Cup stickers continue to impress
MAY CONTINUES to build on the strong April with both value and volume growing. Value was up nine per cent and units an impressive 44 per cent, driven by the phenomenal performance of the 2014 FIFA World Cup Brazil Official Album Stickers which sold over 4.6m of the standard packs in May alone. The trading cards were also
strong sellers and eight of the top ten best sellers in collectable trading toys were all football related. (It will be interesting to see the impact of England being knocked out so early.) Food related toys also had a
strong month with the return of last year’s seasonal favourite, Character Options’ Chill Factor Squeeze Cup Slushy Maker, into the top selling toys. In addition the Chill Factor Ice
Cream Maker and Worlds Apart’s Freezeez Ice Makers have also had good starts to the British summer time. It was a strong month for
more than just collectable cards and stickers and food toys with eight supercategories in growth including arts and crafts where
Craft Kits helped drive a 33 per cent increase in value for the month. The big driver for this is the continuing loom craze. Character Options’ Cra-Z-Loom Bracelet Maker is the top selling arts and crafts item with the refills also performing well. However, Play Doh is also a top seller with six out of the top ten arts and crafts items for the month. “The girls’ current fascination with multiple loom items on the
UK RETAIL SALES TRENDS May 2014 (£ sales – value)
2014 FIFA Word Cup Brazil Official Stickers Panini
LEGO
Character Options LEGO
Mookie Toys 2. LEGO Minifigures
3. Cra-Z-Loom Bracelet Maker 4. LSW Gr. Vehicles 2014 5. All Surface Swingball
6. Lt Cozy Coupe 30th Anniversary MGA Entertainment 7. Chill Factor Squeeze Cup Slushy Maker Character Options 8. LSW MF 2014
LEGO
9. Hot Wheels Basic Car Assortment 10. LeapPad Explorer Tablet
Mattel LeapFrog
market has been a tremendous boost for the arts and crafts area,” said Jez Fraser-Hook, practice director of NPD Group’s toy business in the UK. “While most arts and crafts sales
are currently through a variety of brands, licenses have frequently paired up with top selling brands for strong lines. It would be interesting to see if mixing a top girls’ licence with these loom products could produce a similar effect and move looms from a craze to having a longer life span.”
Properties
Best item progression May 2014
Double Swing N Glide The warmer weather helped the Double Swing N Glide leap from number 278 in April to number 42 in May.
Sales
UK toy sales (value, year-to-date)
Source: NPD YTD 2013
YTD 2014
9%
Average toy price May ’13: £7.58
May ’14: £5.74
May 2014 (Unit sales – volume) 11
2014 FIFA World Cup Brazil Official Stickers Panini
2. LEGO Minifigures
3. Match Attax England 2014 Trading Cards 4. Hot Wheels Basic Car Assortment 5. WCS Brazil Trading Cards
6. Moshi Monsters Blind Bag Assortment 7. Disney Frozen Sticker Collection 8. Blister 50 Stickers World Cup Brazil 9. Match Attax 2013/2014 Booster Box 10. England 2014 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
www.toynews-online.biz July 11
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