NPD: Spider-Man toy sales to hit £45m in the UK

"Evergreen" Spidey to boost the toy trade; Licensed film toys grow eight per cent.
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Licensed toys for The Amazing Spider-Man - in cinemas today - are set to generate retail sales of close to £45 million in the UK.

Frédérique Tutt, European analyst for the toy market at The NPD Group, said: "Spider-Man 3 was crowned best-selling film license of the year in 2007. It was propelled to the third best-selling position in the license market with more than £34 million worth of retail toy sales. Spider-Man is seen as an evergreen license in the UK toy market.

"With its high awareness, we expect it to easily reach the top five best-selling licenses in the UK toy market this year. The impact from the movie will be primarily felt during the summer, but the uplift will boost sales up to Christmas thanks to the DVD release. One question remains though: can Spider-Man beat the record set by Toy Story in 2010?"

Tutt continued: "Unlike the film, which is targeted at an older audience, Spider-Man toys appeal to children under six years old who represent more than half of Spider-Man toy sales in the UK. The same is true of other record-breaking licenses including Toy Story and Cars. Both have been buoyed by their success with kids aged up to five who account for more than 70 percent of their toy sales."

Film licenses enjoyed an eight percent increase over the first five months of the year. In contrast, the licensed market suffered a five percent decline over the first five months of 2012 compared to the same period in 2011.

Licensed toys represent 27 percent of the British toy market.

Tutt said: "Manufacturers and licensors often prefer to back well-established licenses rather than betting on new properties. In fact, over the last few years, the licensed toy market has slowly been concentrating around the big global intellectual properties. Retailers also prefer to limit their risk by backing blockbusters and sequels. Licensed toys from less known films therefore tend to find it more of a struggle to get strong listings and a long-term space on retailer's shelves as their awareness is lower."


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