NPD RESEARCH Retail Sales Trends
Games and puzzles continue to drive market through summer
FOLLOWING A warm July, August was another month of good weather, but the toy market didn't see the highs of July and as such the month ended up flat. Not bad, however, given that August last year included the Olympics, hence plush sales declined, amongst other categories. The games and puzzles
category continued to grow, up 19 per cent in August, making it the top performing category in the month. This performance is being driven by the impressive growth from the category’s top brand Monopoly, which is +33 per cent. With the traditional games and puzzles purchasing period of November and December still to come, this category could be posting some impressive year-end growth. In July, the talk was about the Monsters Universityfilm release, while in August it was
more about Disney Planes. As such the vehicles category saw good growth following the release on August 16th. The property was number two for the month in vehicles and added over £780,000 to the category for the month. Hot Wheels and Air Hogs also registered good growth in August. “It was good to see the market maintain solid sales in August given the strength of the Olympics product last year,” said Jez Fraser-Hook, practice director
UK RETAIL SALES TRENDS AUGUST 2013(£ sales – value)
1 LEGO MINIFIGURES 2. INNOTAB
3. MOSHI MONSTERS MOSHLING FIGURES 4. PLANES SINGLE DIE-CAST ASSORTMENT 5. CHILL FACTOR SLUSHY
LEGO VTECH VIVID
MATTEL CHARACTER OPTIONS
6. MOSHI MONSTERS BLIND BAG ASSORTMENT VIVID 7. FIRST STEPS BABY WALKER
8. TMNT BASIC FIGURE ASSORTMENT 9. MH 13 WISHES PARTY DOLL ASST 10. TEKSTA PUPPY
VTECH FLAIR
MATTEL CHARACTER OPTIONS
of NPD Group’s toy business in the UK. “September and October sales will be interesting to follow. Will consumers start to buy earlier this year, or leave it late again? Will promotional activity be moved forward to entice consumers in? One thing is for sure, most children don’t go without a Christmas present, and with consumer confidence on the rise in recent months let’s hope this translates into increased spend this year.”
Properties
Best item progression August 2013
Rapid Strike Hasbro’s Nerf brand continued to soar through the summer months, with this product climbing from number 1,715 in July to number 36 in August – a massive 1,679 places.
Nerf N-Strike Elite
Sales
UK toy sales (value, year-to-date)
YTD 2012
YTD 2013
Source: NPD 0%
Average toy price Aug ’12: £6.23
Aug ’13: £6.88
AUGUST 2013 (Unit sales –volume) LEGO MINIFIGURES
1
8. PLANES SINGLE DIE-CAST ASSORTMENT 9. 1D RED COLLECTION STICKERS 10. 12 COLOURED PENCILS
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 October 19 LEGO
2. MOSHI MONSTERS BLIND BAG ASSORTMENT VIVID 3. HOT WHEELS BASIC CAR ASSORTMENT 4. MOSHI MONSTER MOSHLING FIGURES 5. SUPER TIPS BRIGHT 12 6. BIC FELT TIPS 7. CLASSIC 4 PK
MATTEL VIVID VIVID
CONTE
HASBRO MATTEL PANINI VIVID
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