NPD RESEARCH Retail Sales Trends
Encouraging start as 2014 gets underway
January 2014 started on a strong note with the total UK toy market growing with both value and volume sales up eight per cent. All 11 super categories grew
for the month with the fastest growing category, youth electronics, up an impressive 45 per cent. Youth electronics strong performance was driven by continued sales of robotic and interactive playmates such as Furby, Teksta Puppy and Robo Fish all of which continued to enjoy strong sales in January. Other areas which enjoyed a
healthy start to the year include infant and pre-school toys, which is the largest area of the toy market. Pre-school sales were driven by continued sales of tablets, with the number of hardware systems sold pre- Christmas encouraging strong software sales in January for both the LeapPad and InnoTab. January continued to be a
strong month for girls properties with Barbie and Monster High ranked the number three and four top selling properties across total toys, while LEGO Friends also continued to grow. The success of Disney’s Frozenat the cinema also helped drive dolls sales, while the addition of Palace Pets to the
Properties
Best item progression January 2014
Monster High Frights, Camera, Action! The Mattel property has put in a phenomenal performance through January, climbing a staggering 9,379 places from number 9,400 in December 2013 to number 21.
Sales
UK toy sales (value, year-to-date)
YTD 2013
Disney Princess range helped grow this property. For boys, LEGO City had a strong start to the year and was the top property for the month, while Star Wars, Teenage Mutant Ninja Turtlesand Transformers all grew on 2013 performance. In addition, there were new properties such as Minecraft and Telepods which added to action figures sales. “January was an encouraging start to the year for the market,” said Jez Fraser-Hook, practice
UK RETAIL SALES TRENDS January 2014(£ sales – value)
1 FURBY BOOM HASBRO
2. LEAPSTER EXPLORER GAME ASSORTMENT LEAPFROG 3. LEAPPAD EXPLORER
4. INNOTAB SOFTWARE ASSORTMENT 5. INNOTAB 2
6. LEGO MINIFIGURES 7. MONOPOLY
8. MATCH ATTAX 2013/2014 BOOSTER BOX 9. MOSHI MONSTERS MOSHLING FIGURES
LEAPFROG VTECH VTECH LEGO
HASBRO TOPPS VIVID
10. MONSTER HIGH LP MUSIC FESTIVAL DOLL MATTEL
director of NPD Group’s toy business in the UK. “However, traditionally January is
usually the month with the lowest overall sales for toys, accounting for just four per cent of annual sales. Still it is heartening to have so many positive stories early in the year. “Hopefully the market can sustain this performance for the full year and with so much optimism in the market and many exciting launches to look forward to, 2014 could be a big year for toys.”
YTD 2014
Source: NPD 8%
Average toy price January ’13: £7.58
January ’14: £7.58
January 2014 (Unit sales –volume) 1
MATCH ATTAX 2013/2014 BOOSTER BOX TOPPS
2. LEGO MINIFIGURES
3. HOT WHEELS BASIC CAR ASSORTMENT 4. MOSHI MONSTERS MOSHLING FIGURES
LEGO
MATTEL VIVID
5. MOSHI MONSTERS BLIND BAG ASSORTMENT VIVID 6. LEAPSTER EXPLORER GAME ASSORTMENT LEAPFROG 7. PREMIER LEAGUE STICKERS
TOPPS
8. PLAY-DOH SINGLE TUB ASSORTMENT 9. INNOTAB SOFTWARE ASSORTMENT 10. CARS 2 CHARACTER 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 14 March
www.toynews-online.biz
HASBRO VTECH MATTEL
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