Data in Goldman Sachs Toy Report Questioned
October 23, 2012 | In a report dated October 15th, Goldman Sachs reported a 30% decline in traditional toy sales since 1998. Industry experts rallied to challenge the data. Euromonitor International, the organization cited by Goldman Sachs, and The NPD Group have both issued rebuttals. Toy industry blogger Richard Gottlieb has posted a series of updates on his Global Toy News blog.
Among the comments was a statement from Russ Crupnick, Senior Vice President of Industry Analysis at the NPD Group, who said: “The fact is that the core market, the 0-11 age group is still healthy for toys. Since 1998 per capita spending for this segment has risen 9% in dollar terms, though some growth reflects inflation in average toy prices. NPD estimates that Toys intended for 0-11 year olds account for 88% of market – truly the heart of the toy business.”
The Toy Industry Association (TIA) is working with these research organizations and will continue to provide updates to its membership on industry sales data. For additional information see the Industry Facts section of TIA’s website.