The NPD Group reports on first-half toy industry ecommerce sales in China

Toy industry ecommerce sales in China increased by 6.5% to $2.6 billion in the first half of 2021 against the same period last year, according to The NPD Group.

Nine out of the 11 toy supercategories tracked by NPD posted growth, led by Dolls (43%), Explorative & Other Toys (28%), and Action Figures & Accessories (26%). The two supercategories to post losses included the second largest based on revenue, Outdoor & Sports Toys, followed by Arts & Crafts declining 8% and 3% respectively.

Ultraman was the number one licence, and Playset Dolls & Collectableswas the top dollar growth class during the first six months of this year. Rounding out the top 10 licences were Bugatti, Disney Frozen, Ferrari, Harry Potter, Lamborghini, Mercedes-Benz, Mini Force, Mobile Suit Gundam, and Porsche.

Stanley Kee, managing director, APAC of The NPD Group, said: “With Children’s Day occurring on June 1, and China’s annual 618 Shopping Event on June 18, ecommerce sales make June one of the most vital sales months of the year for toy brands in China.

“In the second half of this year, with various domestic and international holidays and festivals, toy manufacturers should focus their efforts on the right market segmentations so they can seize as many opportunities as possible in this ever-changing market.”

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