Movie-based toys driving industry sales growth this year

According to The NPD Group, Frozen toy products have more than doubled in sales.
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Toy sales have grown by five per cent year-to-date compared to the same period last year, says The NPD Group.

According to The NPD Group, the overall toy market is enjoying positive sales, with films in particular fuelling this growth as movie-based toys have witnessed a 28 per cent increase in sales during this time.

Disney’s Frozen secured its place as the top toy property, while Star Wars came in at second.

Frozen toy products have more than doubled in sales year-to-date compared to last year, meanwhile sales for Star Wars have tripled since the Force Friday event, which took place on September 4th.

Movie-based toys also represent 15 per cent of all UK toy sales compared to 12 per cent last year.

In addition, action figures had a 27 per cent share, while youth electronics came in with 15 per cent and building sets 13 per cent.

Frederique Tutt, toys global industry analyst at The NPD Group, said: “This year is all about innovation and brand extension more than television and technology for the UK toy market. In this competitive retail environment, the winners this Christmas will be new toys coming from attractive brands that offer authentic play value.

“Frozen and Star Wars aside, there are a number of brands performing well, including Shopkins, Little Life Pets, Paw Patrol, Toot Toot, LEGO, Nerf, Play Doh and Thunderbirds; and I expect that many of these will be Dream Toys winners this Christmas.”

Nine out of 11 of NPD’s 11 super categories tracked in toys posting year-over-year growth across all age groups.


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