Toy Sales

The BRIC countries are becoming more important to the growth of the global toy market.

Despite a slowdown in U.S. sales and rising competition from vertical segments such as video games, worldwide toy market sales topped $71.96 billion in 2007, a 5 percent increase over the $68.5 billion generated in 2006, according to The NPD Group. At the current pace, NPD expects worldwide toy sales to top $86.3 billion in 2010.

In 2007, North America represented 33 percent of worldwide sales, followed by Europe at 30 percent and Asia at 24 percent. However, in 2008, according to NPD prediction models, Asia is expected to mirror European sales with both representing 27 percent of worldwide sales by the end of 2008 and to grow 18 percent by 2010.

Sales in Brazil, Russia, India and China (BRIC) are outpacing total market sales and are becoming increasingly important to the overall growth of the global toy market. In 2004, BRIC countries made up only 8.8 percent of world toy market sales, increasing to 11.2 percent in 2007.

The only country to show a decrease in dollar sales in 2007 was the United States, with all other major countries showing positive dollar sales. However, NPD estimates the U.S. market will return to growth and should deliver an increase of 8.8 percent by 2010 for the average spending on toys for kids. Next to the United States, Japan and the United Kingdom produced the most revenue in 2007, generating $5.95 billion and $4.38 billion, respectively.