Global Toy Sales Up 3 Percent in First Half of 2017: NPD

The following article contains excerpts from a press release issued on August 2, 2017 by The NPD Group.

August 2, 2017 | Global toy sales grew by 3 percent from January to June 2017, led by double-digit increases in Mexico and Russia, per The NPD Group.

NPD’s Global Toys footprint covers Australia, Benelux (Belgium and Netherlands), Canada, France, Germany, Italy, Mexico, Russia, Spain, United Kingdom, and the United States. NPD estimates toy sales across the 11 regions it tracks to rise 4 percent for the full year.

Mexico and Russia grew the fastest, with toy sales in these countries up 20 percent and 14 percent, respectively. Australia (-2 percent) and the United Kingdom (-1 percent) were the only two countries tracked by NPD that experienced toy sales declines. Toy sales in the U.S. rose 3 percent for the first half of the year.

“We continue to see vitality in both companies and markets across the world while American toy companies continue to perform well on the global stage. Solid performance of the growing collectibles market as well as games and puzzles, together with the increasing importance of licensed products speaks to the strength of the toy community,” says Steve Pasierb, president & CEO of The Toy Association. “Toward the future, our members have significant international opportunities, particularly in emerging economies and countries like Mexico, Russia, and India.”

The global collectibles market continued to experience double-digit growth (+15 percent) in the first half of 2017, helped by the international popularity of L.O.L Surprise, Pokémon cards, and Hatchimals. Global sales of collectibles now account for close to 10 percent of dollar sales in the total market.

Mirroring the U.S., of the 11 super-categories tracked by NPD, Games & Puzzles was the top gainer, with global dollar sales rising 19 percent. The fidget spinner craze also drove growth within All Other Toys, with sales in this super-category up 10 percent. Outdoor & Sports Toys, the largest super-category, grew its sales by 2 percent, while declines were seen in Building Sets (-6 percent) and Action Figures (-9 percent).

“In the first half of 2017, we saw the tangible impact of social media in causing viral toy successes,” says Frédérique Tutt, NPD’s global toys industry analyst, in a press release. “While in years past it would have taken something like fidget spinners months to travel internationally, today, social media outlets are allowing consumers around the world to discover new toys at the same time. Trends are amplifying quickly and becoming more widespread, which is both a challenge and an opportunity for the industry.”