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The global toy industry is constantly growing and can be unpredictable. The NPD shares its insight on the current state of toy properties around the world.

License Global

April 25, 2018

1 Min Read

In 2017, Star Wars was once again the largest toy property in the 12 countries NPD tracks globally for toys.* With more than $1.3 billion in toy sales, Disney's mega property remained the most popular franchise for another year. That being said, Star Wars does not resonate equally in all countries. In Russia and Mexico, for example, it did not rank among the top five, but in the U.K. and Canada Star Wars took the top spot.

In each country global properties hold the top spots, but local properties sometimes also manage to climb the ranks. There is no better example of local success than in Spain last year, where two out of the top five properties were from local manufacturer Famosa.

While Nerf, Barbie, DC Comics and Pokémon all rank among the top five global toy properties, they were not part of the top three gaining properties for 2017. The top gaining property in terms of dollar sales increase was Spin Master's Hatchimals, which launched into collectibles after first emerging as a Christmas 2016 must-have. It was followed by Cars the Movie, fueled (pun intended) by the release of the third installment, and L.O.L. Surprise! from MGA Entertainment, which also housed the top selling item in the U.S. market for the year as well as collectively among the largest European toy markets (France, Germany, Italy, Spain and U.K.).

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The NPD Group

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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