NPD: UK holding its own with European neighbours

2011 growth on track for four per cent; France and Germany top league, but Southern Europe is cautious.
Publish date:
Social count:
5_184_5494_184_4603_184_4550_NPD Logo 300.jpg

The UK toy market is performing strongly when compared to its immediate neighbours in Europe so far this year, according to NPD Eurotoys.

The UK toy sector is recording a four per cent growth in value in the first seven months of 2011, which represent 37 per cent of annual sales. This is in line with NPD's expectations and its forecast remains at four per cent growth for the year.

Meanwhile, NPD has noticed that Southern Europe is seeing negative trends to date (Italy, Spain and Portugal), while France and Germany top the league with seven per cent and eight per cent growth respectively at the end of July.

Southern Europe is cautious about year-end prospects at the moment, and NPD expects them to be down by one per cent, while France and Germany remain optimistic, with five per cent for both.

Back to the UK, and the key drivers have been arts and crafts, building sets, dolls and plush. “A closer look at sales demographics highlights the strength of the eight to 11 year old kids market, which is up 23 per cent versus the first half of 2010,” Frédérique Tutt, European analyst at NPD Eurotoys, told ToyNews.

“Obviously, this is excellent news for the industry and can be explained by the launch or relaunch of some exciting new concepts appealing to older age groups such as Nerf, Beyblade, Monster High and Lego Ninjago, and the excellent performance of some perennials such as Star Wars, Barbie, Crayola and Lego System.”

Tutt also said that NPD expects pre-school and especially pre-school electronic learning toys to experience stronger sales in the run up to Christmas, thanks to high profile launches from VTech and LeapFrog.


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.