NPD: U.S. Toy Industry Sales Up 11 Percent in Third Quarter of 2021

The following article is based on a press release issued by The NPD Group on October 29, 2021.

October 29, 2021 | The U.S. toy industry grew its dollar sales by 17 percent or $2.3 billion in the first three quarters of 2021, with third quarter U.S. dollar sales up 11 percent, according to The NPD Group. In the third quarter, major growth drivers included the child tax credit, fewer promotions, price increases, new toy buyers, high income households, and a continuation of pandemic lifestyles.

Nine of the 11 super categories posted growth in Q3 with three of the 11 posting over 20 percent growth. NPD also noted a pull-back in quarter-over-quarter dollar sales compared to Q1 and Q2 2021 (down 6%), which Juli Lennett, U.S. toys industry advisor at The NPD Group, said could be a result of the ongoing supply chain delays.

The top 10 properties during Q3 included Barbie, Pokémon, Star Wars, L.O.L. Surprise!, Fisher-Price, Marvel Universe, Hot Wheels, LEGO Star Wars, Nerf, and PAW Patrol. Together they posted 17 percent growth over 2020. 

Explorative & Other Toys had the largest dollar gain in Q3 2021 which was driven by gains in NFL, 5 Surprise and the NBA. Building Sets were up 24%, outperforming the market growth. LEGO Star Wars had the largest growth followed by LEGO Creator Expert and Marvel Universe. Plush had the fastest growth of all supercategories, up 39%. Squishmallow topped the growth, followed by CoComelon and Care Bears. Games/Puzzles grew 13% on top of 14% growth last year. Pokémon dominated the growth in the category followed by Magic: The Gathering and What Do You Meme?

“With the pandemic lifestyle continuing to fuel the toy industry, adults remain engaged in collecting and playing with toys,” said Lennett. “I expect that some of these adult consumers will continue with this behavior post-pandemic as well.”

*Source: The NPD Group/ Retail Tracking Service, January-September 2021 and Q3 2021.