In these tough economic times one popular product category has halted a decline in the UK toy market – the blind bag.
These low value lines – such as LEGO Minifigures – are top sellers. The blind bag category is currently worth 2.6 per cent of all toy sales in the UK, according to the latest NPD figures (YTD October).
On the continent, in countries where consumers and retailers have not taken to the blind format, total toy sales are down.
NPD’s Frederique Tutt told ToyNews: “The UK market is the largest in Europe and there’s only one major country doing better than us: Germany. But France, Italy and Spain are all in decline.
“One of the reasons for that is the blind packs. In the UK, these impulse items have done really well while on the continent they have not had the same success.
“The UK consumer is still parting with their money at this new price point; that’s keeping the market going outside of peak season.”
In the past 12 months UK sales of blind bags have more than doubled, according to NPD.
In the year-to-date to October, the British blind bag market was worth £36 million, versus £17 million at the same point last year.
The analyst currently tracks more than 200 blind bag items, compared to 109 last year. Figures exclude blind stickers
and cards). Can the success for blind bags continue?
Jez Fraser-Hook, executive director toys, nursery and licence at NPD, said: “It is now quite a competitive market, but that’s only a good thing.
“It's a good addition to any toy range and it's a great, cheap way to incentivise a bigger purchase. I think it will be around for a while.”
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