Global toy sales rise 7 per cent ahead of Christmas, says NPD

Shopkins and LEGO Minifigures among the top three best-selling toys in the UK as 'varied mix of toys' indicates a strong year for the industry across the globe.
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Global toy sales have seen a seven per cent increase, an encouraging sign as the industry heads into the crucial Christmas period.

According to the latest results from industry trackers, The NPD Group, the UK has seen a rise in toy sales of 5.8 per cent, placing it the eighth highest increasing market out of the 11 tracked.

The group has labeled the lift has been labeled as an encouraging sign, noting that the holiday season presents a ‘crucial time for the toy industry,’ accounting for on average ‘about half the industry’s annual sales.’

While previous years have seen stand out products accounting for a vast majority of toy sales, NPD highlights that 2015 offers a more varied reading.

“This year, the hype is not centered on any one toy item or property; there is popularity around a variety of products, which is making 2015 a particularly strong year for the industry in markets around the world,” said Frederique Tutt, global toy industry analyst, The NPD Group.

“Properties such as Star Wars, Minions, Paw Patrol and Minecraft as well as tech-enabled toys with more innovative features, and those with more authentic and traditional play value are all converging to create a robust holiday season for the industry.”

The results highlight that sales in smaller countries such as Mexico and Poland are growing faster than those in the more developed countries, with Russia showing the fastest growth among those tracked by NPD.

Across the territory, building sets have performed particularly well, growing 50 per cent faster than the rest of the toy market.

“Despite the international embargo, high inflation and diminishing disposable income, Russians purchased and received more toys in the first nine months of the year than they did in the same period of 2014,” said Tutt.

“This signals good growth for the market once the economy recovers.”

In the UK meanwhile, and the top three best-selling toys by country for the period January to September 2015, areLEGO’s LEGO Minifigures, Flair’s Shopkins Two pack and Mookie Toys’ Smart Trike 4-in-1 Trike Assortment.


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