The growth of the US toy industry shows no signs of slowing down.
Total U.S. sales rose 27% in the first four months of 2021, an increase of $1.5 billion from the January-April period of last year, according to The NPD Group. Tracking data for the period reveals that unit sales and average selling price increased by 17% and 9%, respectively.
“As we go through the shutdowns of 2020, supercategories that have seen tremendous growth in the last year, like games and puzzles, seem to be slowing down,” says Juli Lennett, vice president and industry advisor, US Toys. , The NPD Group. “However, it is important to realize that sales are still strong for games and puzzles in 2021, which is reflected in the 2-year compound annual growth rate (CAGR) of 34%, the fastest growth per compared to 2019 of all supercategories.”
Classic brands are doing big business this year, with Pokémon, Barbie, Star Wars, LOL Surprise!, Marvel Universe, Hot Wheels, Little Tikes, NERF, LEGO Star Wars and Funko Pop! equivalent to a collective sales peak of 48% since the beginning of the year.
According to the NPD Group’s retail sales tracking service, 10 of the 11 tracked toy supercategories saw double-digit growth this year.
Plush saw the strongest growth this year, up 44% from 2020, while outdoor and sports toys lead the charge as the largest supercategory with $1.6 billion in revenue. sales this year.
The continued popularity of Pokémon led to the highest dollar growth in the strategic trading card category of the 96 classes tracked by NPD.