NPD shows pre-school growth

Latest figures show promising statistics for toy market's core sector in 2010.
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The pre-school market grew nine per cent according to NPD’s latest year to date figures.

The largest category within the toy market, accounting for around 13 per cent of total toy sales and just fewer than one in ten of all units, pre-school toys sold over £350m in 2009 with the average price rising from £9.28 to £10.41.

For the year to date 2010 (up to February) the sector grew nine per cent, in value terms.

The top pre-school licence remains Thomas and Friends, however, Peppa Pig has seen strong growth over the last 12 months and is now the number two licence ahead of In The Night Garden which dropped back to number three.

The largest category is still vehicles where Thomas, JCB and Postman Pat vehicles have driven growth.

Pre-school toys value (% YTD 2010) is as follows:

Vehicles - 22.2 (2009 - 22.7)
Role-play - 21.8 (2009 - 19.4)
Figures and play-sets - 20.3 (2009 - 21)
All other p-s toys - 9 (2009 - 8.9)
Electronic learning - 8.6 (2009 - 11)
Learning toys - 5.6 (2009 - 5.5)
Bath toys - 4.9 (2009 - 5.2)
Musical instruments - 3.7 (2009 - 2.8)
Talking and sound - 2.5 (2009 - 2.6)
Push and pull - 1.3 (2009 - 0.9)



Pre-school market update

The £260m pre-school sector is the industry?s most fiercely-contested battleground, dominated by licences and TV properties and notoriously difficult to second guess. Certain perennials sell strongly but there?s development of characters and play patterns, which make for a vibrant market segment. NPD offers some analysis on its current condition?


SECTOR GUIDE: Pre-school

In our second focus on the pre-school sector in 2011, manufacturers are now looking ahead to big new launches and extensions of existing ranges for next year. ToyNews highlights what?s on offer?

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