NPD RESEARCH Retail Sales Trends
Loom boom bolsters market throughout July
THE UK toy market continued growing in July with ten out of 11 super categories in growth, driving total value up six per cent and volume 20 per cent compared to July 2013. Action figures saw growth with
both value and volume increasing, with the T
ransformers: Age of
Extinction film release and related toy sales contributing significantly. How T
o T rain Y our Dragon 2 also
helped add to sales for July. Arts and crafts, however, was
the strongest growing area with an impressive 69 per cent value increase for the month, driven by the phenomenal success of the Loom Band craze. Four out of the top five best selling items in arts and crafts were loom related items across a number of different brands. The low price point of the Loom
Band refills has helped tap into the pocket money purchase. Year to date the under £3 price point is the fastest growing price segment with sales up 25 per cent with LEGO Minifigures, FIFA World Cup Stickers and LEGO Mixels all top selling items with relatively low price points.
Other price points also in growth include £10 to £15, which is the next fastest growing price point with sales up £10.2m on the same period of 2013.
This includes some of the Loom Band starter kits as well as LEGO sets, Chill Factor Slushy Maker and pre-school tablet software. “Playground crazes and fads
have always been a key driver of volume in the UK toy market,” said Jez Fraser-Hook, practice director of NPD Group’s toy business in the UK. “This year has seen a strong mix of items at a pocket money price
UK RETAIL SALES TRENDS July 2014 (£ sales – value)
2014 FIFA World Cup Brazil Official Stickers Panini
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5. CRA-Z-LOOM BRACELET MAKER CHARACTER OPTIONS 6. DISNEY FROZEN SPARKLE DOLL ELSA/KRISTOFF MATTEL 7. LOOM TWISTERS FRIENDSHIP LOOM BANDS SET (LARGE) H GROSSMAN
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point that appeal to all age ranges and genders – from stickers to Loom Bands to collectable ranges. In the past, the long summer holidays can disrupt sales of these crazes as children are away from their usual peer group. “It will be interesting to see which crazes continue to appeal after the school holidays are over and school starts again. “Hopefully, there will continue to be demand for these fast selling, high volume items or the next playground craze will arrive to continue to drive sales for this year.”
Sales
UK toy sales (value, year-to-date)
Source: NPD YTD 2013
YTD 2014
+6%
Average toy price July ’13: £7.32
July ’14: £6.46 Properties
Best item progression July 2014
Loom Twisters Friendship Loom Bands Set (Large) The H Grossman product enjoyed a storming month, climbing from number 665 in June to number seven in July.
July 2014 (Unit sales – volume) 11
2014 FIFA World Cup Brazil Official Stickers Panini
2. MATCH ATTAX ENGLAND 2014 TRADING CARDS TOPPS 3. HOT WHEELS BASIC CAR ASSORTMENT 4. THE SIMPSONS MINIFIGURES
5. DISNEY FROZEN STICKER COLLECTION 6. LEGO MIXELS
7. DESIGNER LOOM BAND PACK 300 PIECES 8. PLAY-DOH CLASSIC 4 PACK
9. MOSHI MONSTERS BLIND BAG ASSORTMENT 10. WCS BRAZIL TRADING CARDS
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 September 11
MATTEL LEGO
PANINI LEGO HTI
HASBRO VIVID
PANINI
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