The US toy industry’s dollar sales increased + 19% from January to June 2021, increasing by + $ 1.7 billion, to $ 11.0 billion in sales, according to The NPD Group.
PORT WASHINGTON, NY, August 5, 2021 / PRNewswire-PRWeb / – US toy industry dollar sales up + 19% from January-June 2021, up $ 1.7 billion, to $ 11.0 billion in sales, according to The NPD Group. Unit sales increased 13% during the period, continuing the trend reversal from the previous two years. The average selling price (ASP) increased by + 6% to $ 10.51; however, growth has slowed compared to last year at the same time. From 2018 to 2021, the industry experienced a compound annual growth rate (CAGR) of 9% in dollars and ASP, clearly driven by COVID-19 in 2020 and 2021. However, the CAGR of units has remained stable over the course of of this period.
Ten of the eleven supercategories tracked by NPD experienced growth in 2021. Outdoor & Sports Toys continues to be the largest supercategory with $ 2.9 billion in sales, more than double the size of the second largest supercategory, Games / Puzzles. Outdoor and sports toys also recorded the largest dollar gain in $ 280 million while Plush saw the fastest dollar growth compared to 2020 of 39%. The only absolute declines in the dollar compared to 2020 came from Arts and Crafts which fell by -1%. This was led by Craft Kits which represents 42% of the supercategory. The other Arts & Crafts classes all experienced growth in the first half of the year.
“The continued exceptional growth of outdoor and sports toys has been in part due to water-related toys as consumers seek to beat the heat,” said Juli Lennett, Vice President and Industry Advisor, US Toys, The NPD Group. “With the vaccine still not available for children under 12, ‘safe social toys’ such as playground equipment and skates / skateboards / scooters also continued to grow. “
Compared to 2019, all supercategories posted a positive 2-year CAGR. Looking at other compound annual growth rates from 2019, games / puzzles saw the fastest growth of 31%, followed by construction sets and exploration toys and the like.
Pokémon was the # 1 property and the fastest growing property in the first 6 months of the year, and strategic trading card games were the highest dollar growth class among the 96 classes followed by NPD in toys. The first ten properties were completed with Pokémon, Barbie, Star Wars, LOL Surprise !, Fisher-Price, Marvel Universe, Hot Wheels, Little Tikes, Nerf, and LEGO Star Wars, all showing growth from last year.
“Nostalgia has been a key driver of growth over the past 18 months. Consumers have sought to fill isolation with memories of happier times in their lives,” said Lennett. “Adult men have been the engine of growth with nostalgic brands like Pokémon, Magic: The Gathering and the National Football League in the collectibles space and parents and grandparents have relied heavily on brands they have known and loved for several generations. “
“The two stimulus checks had a profound effect on the first quarter of 21. However, during the second half of the year, the toy industry is expected to benefit from the child tax credit,” Lenett added . “In fact, in the week the first check hit bank accounts, the toy industry grew 17% **.”
* Source: The NPD Group / US Toys Retail Tracking Service, January-June 2021
* Source: The NPD Group / US Toys Retail Tracking Service / weekend July 17, 2021
Eric Bauer, The NPD Group, 416-587-4185, email@example.com
SOURCE The NPD Group