Cars effect helps drive High Street sales

With the school holidays in full swing, Disney-Pixar?s Cars was the strongest film licence in the market in August, accounting for four per cent of total sales.
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For the YTD August 2011, the traditional toy market in the UK grew four per cent in value.

Volume sales, however, were down on last year, with the average selling price rising.

As well as being the strongest film licence, Cars accounted for four per cent of total sales in August and helped to drive the vehicles category, which grew 11 per cent for the month. Cars 2 character assortment mini vehicles were the second best selling product across total toys for August.

Meanwhile, the dolls market also remains buoyant and is the second fastest growing category for the year to date (behind building sets), up 11 per cent in value. Fashion dolls remains the largest area of dolls, with Barbie continuing to be the strongest property. Disney Princess Rapunzel, Monster High and Justin Bieber also had strong sales.

Play-set themed dolls has had a number of new launches this year, but Sylvanian Families remains the top property. Moshi Monsters is showing strong growth, especially at the lower price points, while Zoobles continues its strong
upward swing.

With building sets remaining the fastest growing category YTD, Lego City is now number three property across total toys. There is a wide variety of price points driving the sector from collectables such as Lego Minifigures, Character, Mega’s Halo mini assortments and Building Doctor Who Micro Figures, through to the Lego Star Wars items.

“With Christmas just around the corner, there have been a number of high profile new product launches for the second half of 2011,” comments Jez Fraser-Hook, director of NPD Group’s toy business in the UK. “It will be interesting to see which products will enjoy a successful final quarter and capture the consumer’s imagination.”

Top 5 properties - August 2011
1. Cars
2. Star Wars
3. Lego City
4. Crayola
5. Hello Kitty & Friends

Best property progression

JCB and Aquadoodle
JCB grew from 69 to 41 during the month, climbing the same amount as Aquadoodle, which went from 84 to 56...

Best item progression - August 2011

Cars Ultimate Build Lightning McQueen (Lego)
Lightning raced up the charts from 226 to 49...

Average Price

August 10: £5.54
August 11: £5.82


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