NPD's global toy industry analyst, Frédérique Tutt, offers insight into the top properties country-by-country, and it's not always what you think.
Even though Star Wars ranks as the No. 1 global toy property overall for the 12 countries tracked by The NPD Group year-to-date, the Force doesn't top the list in any individual countries. (Source: The NPD Group, Inc./Retail Tracking Service, January-September 2017)
In the U.S. and Canada toy markets, Pokémon became the top ranking property after a wider audience discovered the Japanese brand last year, thanks to the very successful "Pokémon Go" app.
Illustrating the popularity of superheroes in Mexico, DC Comics tops the list with Marvel just behind in third position.
In Europe, Playmobil has been the No. 1 property for a long time and still is in its home country, Germany, as well as in France, Spain, Belgium and the Netherlands. LEGO is also a strong contender in Europe, as well, with the LEGO City range in particular proving very popular in Russia, even though the vehicles category holds a disproportionately large share of the toy markets there compared to other countries.
Among the considered countries, none of the top five new properties for September–L.O.L. Surprise!, Fingerlings, LEGO Batman, Enchantimals and Roblox–have made it to the year-to-date ranking just yet, but they might as the largest quarter, accounting for 50 percent of annual toys sales, is still underway.
The 12 (G12) countries analyzed include Australia, Belgium, Canada, France, Germany, Italy, Mexico, Russia, Spain, the Netherlands, the U.S. and the U.K.