NPD: Toy sales surge over Easter

UK toy industry sees five per cent increase during the two weeks of Good Friday and Easter.
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This year, toy sales during the Good Friday week increased by 30 per cent versus the prior week, which is not an unusual trend for the UK. 


"Much has been said about this time period, which represents an average of three per cent of annual toy sales, being a 'little Christmas' for the toy industry, and a welcome opportunity to increase sales and footfall during spring," said Jez Fraser-Hook, UK toys director, The NPD Group.

"Overall, both weeks saw an increase in revenue of 5 percent versus the same period last year, a good confirmation of the UK toy industry’s strong recovery."

The properties experiencing the most sales during the week of Good Friday were Star Wars, Ben 10 and Toy Story, with all seeing increases of more than 50 per cent versus the prior week. 


Grocers' saw one of the largest increases during the Easter period. The channel's share of the two-week peak went up from 28 per cent in 2009 to 37 per cent in 2010; a strong performance against their annual 30 percent share of UK toy sales.

According to The NPD Group's Retail Tracking Service, grocers also managed to raise their average price by 11 per cent during Good Friday week (versus prior week).

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