Movies like Star Wars and Minions are more important to toy industry than ever, says NPD

Star Wars: The Force Awakens toy sales “could be the biggest seen.”
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Movies are becoming more important than ever to the UK toy industry, according to industry experts The NPD Group.

And following the success of this year’s Disney ‘May the fourth be with you’ retail event that saw sales increase by 25 per cent, the Group believes Star Wars: The Force Awakens toy sales “could be the biggest seen.”

Considering the current record set by Frozen stands at £76million in toy sales at retail, that is no mean feat.

With Minions and the latest installment from the Star Wars franchise on the horizon, The NPD Group is championing film franchises as ‘hugely important drivers of toy sales.’

Sales of movie-related toys this year (up to May 2nd) represents 14 per cent of the market, a surge of 55 per cent year-on-year, doubling since the same period in 2013.

“As well as launching new characters, the Hollywood studios have expertly turned their top franchises into sequels,” said Frederique Tutt, global industry analyst with The NPD Group.

“These are less risky than brand new franchises for retailers, and often benefit from greater exposure as buyers know what level of business to expect. Star Wars has always been a favourite with kids and adults alike and so we expect this movie to be a hugely important driver of toy sales in the crucial last quarter of the year.”

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