As the London 2012 Olympic fever gripped the world, data from The NPD Group shows that the U.K. toy market reaped substantial rewards from the Games. In fact, London 2012 Olympic toy merchandise has proved so popular that sales soared during the week of the opening ceremony, making Olympics toys the best-selling license ahead of Moshi Monsters and the summer's big blockbuster movie, The Amazing Spider-Man.
Sales of London 2012 Olympics toys through the end of July are estimated to be over £13 million. Based upon these figures, NPD projects that the value of Olympic toy merchandise will reach close to £35 million at retail this year.
"U.K. consumers were buying Olympics merchandise before the opening ceremony had even begun, and continued throughout the Games," says Frédérique Tutt, European toy industry analyst for The NPD Group. "The amazing level of sales for Olympic merchandise illustrates the fantastic spirit to the Games and indicates that they have lifted consumer confidence and boosted part of U.K. retail, at least for a short period."
Theatrical Licensed Toys in the U.K.
With the July film release of The Amazing Spider-Man in Britain, The NPD Group estimates that toy sales based on the superhero should spawn close to £45 million in 2012 at retail in the U.K. The latest results from The NPD Group also reveal film licensed toys in the U.K. market are stronger than ever before with year-to-date sales realizing impressive growth, whereas other licenses are only up by single digit percentage points.
In 2007, the date of the last Spider-Man film, Spider-Man 3, the license was crowned best-selling film license of the year and was propelled to the third best-selling position in the license market with more than £34 million worth of toy sales at retail. Spider-Man is seen as an evergreen license in the U.K. toy market. With its high awareness, NPD expects the license to easily reach the Top 5 best-selling boy licenses in the U.K. toy market in 2012.
One question, however, remains: can Spider-Man beat the record set by Toy Story in 2010?