NPD RESEARCH Retail Sales Trends
Warm weather and sports casts spell over the market
JUNE WAS another strong month for the UK toy market, with value growing nine per cent on June 2013 and volume up an impressive 50 per cent. While the FIFA World Cup
Stickers helped drive sales for the month, sales started falling as soon as England headed home and the last week of June saw value sales half of what they were at the beginning of the month. However, the warm
weather and glimpses of sun in June helped deliver positive sales within the outdoor and sports toys category, up five per cent. Properties aiding growth include Little Tikes, which is now the number one property across Total Toys year-to-date, up 19 per cent in value in June, as well as Swingball which was up 22 per cent. The dolls area also had a
strong June with the category up five per cent in value and nine per cent in volume. Fashion dolls and accessories contributed largely to this increase with the availability of Disney F on the market.
However, My Little Pony and
Disney Princess both saw double digit growth for the month. Disney Princess is in a very strong position at present and the number four UK toy property YTD with both Character Options Palace Pets range and LEGO Disney Princess contributing to increased sales. The girls market is currently very
robust with these properties all growing, as well as the continued loom craze. Indeed, half of the top ten Craft Kits items sold in June are loom related. “Girls licences and brands have benefitted from category expansion and fresh, new ideas in the last three years,” says Jez Fraser-
Hook, practice director of NPD Group’s toy business in the UK. “This has seen a strong revival in girls items in the top sellers and has been a contributor to the market performance so far in 2014. “Encouragingly, there are many
rozen dolls
UK RETAIL SALES TRENDS June 2014 (£ sales – value)
2014 FIFA World Cup Brazil Official Stickers Panini
2. LEGO MINIFIGURES LEGO 3. CHILL FACTOR SQUEEZE CUP SLUSHY MAKER CHARACTER OPTIONS
4. CRA-Z-LOOM BRACELET MAKER CHARACTER OPTIONS 5. ALL SURFACE SWINGBALL
new innovations coming up that could equally drive both boys and girls sales, just in time for the Christmas season.”
Properties
Best item progression June 2014
Transformers: Age of
Extinction Flip N Change Assortment
The arrival of the film in cinemas helped the Hasbro product climb from number 254 in May to number 18 in June.
Sales
UK toy sales (value, year-to-date)
Source: NPD YTD 2013
YTD 2014
9%
Average toy price June ’13: £7.58
June ’14: £5.51
June 2014 (Unit sales – volume) 11 MOOKIE TOYS
6. MATCH ATTAX ENGLAND 2014 TRADING CARDS TOPPS 7. LEAPPAD EXPLORER 8. LSW GR. VEHICLES 2014
LEAPFROG LEGO
9. DISNEY FROZEN SPARKLE DOLL ELSA/KRISTOFF MATTEL 10. LSW MF 2014
LEGO
2014 FIFA World Cup Brazil Official Stickers Panini
2. LEGO MINIFIGURES LEGO
3. MATCH ATTAX ENGLAND 2014 TRADING CARDS TOPPS 4. HOT WHEELS BASIC CAR ASSORTMENT 5. WCS BRAZIL TRADING CARDS
6. DISNEY FROZEN STICKER COLLECTION 7. MOSHI MONSTERS BLIND BAG ASSORTMENT 8. LEGO MIXELS
9. ENGLAND 2014 STICKERS 10. PLAY-DOH CLASSIC 4 PACK
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 August 11
MATTEL PANINI PANINI VIVID LEGO
TOPPS HASBRO
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