Nine out of 11 markets show growth in toy sales

NPD Group reviews sales performance across 11 countries and reveals declines in only two.
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According to recent research from The NPD Group, a cross-section view of year-to-date (Jan - Oct) toy sales across 11 global toy markets, most countries revealed promising signs of growth.

The US and UK saw revenue fall by two per cent and six per cent respectively and Spain saw flat sales. All other countries analysed experienced growth when compared to the same period last year.

Poland, Australia, Italy, Austria, Belgium, and Portugal saw respective revenue growth from five per cent to 1ten per cent, while Germany and France both experienced growth of close to five per cent.

Looking at the sales performance across specific categories, action figures, accessories and role-play, arts and crafts and building sets showed growth in almost every country measured, with youth electronics and plush showing the highest declines. Youth electronics saw declines in ten countries, and plush experienced only modest increases in Italy, Poland, and Australia.

Jane Zimmy, global senior vice president for toys, The NPD Group commented: “From the NPD perspective, we are seeing increases in sales, and are optimistic that the year will end on a positive note for global sales. In the small number of cases where there aren't increases, the declines are not severe.”

Overall annual results, however, will depend heavily on what happens in November and December, as so much of the spend is concentrated in the last two months of the year.


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