Toy Sales Up Across 13 Key Global Markets

Toy industry sales increased by $409 million to $27.4 billion year-over-year, a 1.5 percent uptick since the same time last year in the 13 international toy markets tracked by the NPD Group.
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November 2, 2018

Toy Sales Up Across 13 Key Global Markets

The most growth came from sales in the Americas, which grew by 3.3 percent.

Europe and Australia saw downturns of 1.6 and 1.9 percent, respectively. The most significant dollar growth came from the sale of dolls, which increased by 14 percent to $3.84 billion.

Within the doll category, MGA Entertainment’s L.O.L. Surprise! drove most of the category’s growth with sales showing five times the growth of the second-best property. The fastest-growing segment was youth electronics with a 16 percent gain that brought it to $528 million.

Fingerlings accounted for most of the category’s international dollar increase, achieving 10 times more gains than the second best-achieving growth party.

“The enduring success of properties like L.O.L. Surprise! and Fingerlings is fueled in part by the continued interest in social media and unboxing videos, as well as the introduction of new items to stimulate consumer demand and pique the interest of consumers,” says Frédérique Tutt, global toys industry analyst,

The NPD Group. “Should L.O.L. Surprise! maintain strong sales through the end of the year, MGA Entertainment is likely to become the fourth largest manufacturer globally for the very first time.”

The largest dollar declines were seen in outdoor and sports toys, which fell 2.9 percent or $158 million. The fastest declining super category was plush, which declined 5.4 percent or $81 million.

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