The NPD Group has revealed that over 9.1 million World Cup related toys have been sold in the UK in 2014 so far, the equivalent of one out of every nine toys sold.
Weekly figures for May show that World Cup fever took hold last month, with 27 per cent of all toys sold in the week commencing May 11th were related to the tournament.
The best-selling toy that week was the Panini’s World Cup Brazil Official sticker album, and stickers and cards representing 93 per cent of all toys merchandise linked to the event in the UK.
“World Cup sticker mania is a real opportunity for the trade and grocers in particular, which is where most (75 per cent) stickers are sold," said Frédérique Tutt, toy global industry analyst at The NPD Group.
"Usually these shops account for only 29 per cent of toys sales. With their attractive pocket money prices the sticker packs are the perfect item mums or dads will add to their trolley whilst doing the weekly shop.
"Without World Cup-related purchases grocers’ toy sales would actually be 3 per cent down on last year at mid-May instead of holding flat. And more generally speaking, this impulse boost is extremely welcome by the industry and responsible for a third of the market growth to date as the UK toy industry posts a strong 4.6 per cent value growth year to date to 17th May.”
At the last World Cup in 2010, the UK sold more World Cup related toys than any of the four big European markets.