NPD: Olympic toy sales rise 21%

Analyst Frederique Tutt says interest in Olympics merchandise is building.
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The Olympics will help toy sales return to positive figures this summer, says The NPD Group.

Outdoor toy sales continue to struggle due to the record levels of rain this summer, but NPD believes the Olympics will still give toy retail a boost.

“Despite the lack of sunshine to cheer Brits up and boost sales of HP sauce and other BBQ implements, toy sales are starting to pick up again, driven by impulse purchases at low price points,” said NPD toys Europe analyst Frederique Tutt. “This is a turnaround against trends noted in late 2010 and 2011. 

“NPD expect toys sales to get back to positive figures during the summer months. Even if sales of outdoor toys are strongly impacted to date by rain record-levels, sales of Olympics’ merchandise have started to build up.

“The licence has reached the Top 10 for the first time in week 26 with over £325,000 worth of merchandise, an increase of 21 per cent over the previous week.”

(Source: NPD Retail Tracking service, covering 78 per cent of Great Britain toy sales)

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