Retail sales of traditional toys increased 2% to $21.87 billion in 2010 from $21.46 billion in 2009, according to the NPD Group. Nearly half of these sales ($10.2 billion) came between October and December.
Building sets (23%) and plush (18%) were the two categories with the strongest rates of growth, followed by outdoor and sports toys (9%), dolls and infant/preschool (6% each). Youth electronics (-22%), action figures/accessories (-15%) and games/puzzles (-9%) experienced the largest sales declines year-over-year.
Toy purchases conducted online increased 22% between 2009 and 2010, while food/drug chains (6%) and toy stores (4%) also experienced growth. Department/major chains (-11%) and mass merchant/discount (-2%) experienced the largest declines year-over-year.
The top toy properties, based on total dollar sales, included Barbie, Crayola, Nerf, Star Wars, and Toy Story. Licensed toys comprised 25% of total sales in 2010, the same percentage as in 2009. The top 2010 licensed properties, based on total dollar sales, included Cars, Toy Story, Disney Princess, Thomas and Friends, and Star Wars. [Toys/Games]
Source: NPD Group, Anita Frazier, Entertainment Industry Analyst, 900 W. Shore Rd., Port Washington, NY 11050; 858-755-1854; anita_frazier@npd.com; www.npd.com.
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