Looking across the global markets (G12) tracked by The NPD Group, toy industry sales increased by 15%** to $22.45 billion in the first half (1H) of 2021 compared with the same period in 2020, and 28% when compared with the $17.59 billion generated in 1H 2019.
NPD’s Global Toys footprint covers Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Mexico, Netherlands, Russia, Spain, UK, and US. G12 excludes China & Australia
First half 2021 sales increased in all countries versus 1H 2020, though sales were down in Spain and Brazil when compared to 1H 2019, declining 10% and 15% respectively. Sales increased in all other countries compared with 1H 2019, with US and Germany experiencing the highest sales increases at 40% and 23% respectively, followed by Canada (20%), Belgium (19%), Netherlands (19%), and Russia (19%).
In the first half of the year, the 11 toys supercategories tracked by NPD in G12 countries saw sales increase versus 1H 2020. However, 1H 2021 sales saw higher growth in seven of the categories when compared with 1H 2019, led by Games/Puzzles and Outdoor & Sports Toys, which generated the most revenue and experienced the highest growth, at 59% and 38% respectively. Infant/Toddler/Preschool Toys (14%), Dolls (10%), and Building Sets (38%) ranked in the top five for revenue.
Of the 29 toys subsegments, only two experienced declines in revenue versus 1H 2019: Playset Dolls & Accessories, which declined 34%; and Battling Toys & Playsets, with an 8% decrease in sales.
The highest subsegment growth was seen in Strategic Trading Card Games, which increased 136% from $341.7 million in the first half of 2019 to $805.8 million in the first half of 2021 driven by Pokémon, which is celebrating its 25th anniversary.
Looking at the top five selling toy properties across the G12 in the first half of this year, Pokémon was the largest property, followed by Barbie, Star Wars, L.O.L. Surprise!, and Marvel Universe.
We are delighted to report continuous strong growth for the toy market globallyFrédérique Tutt, Global Toys Industry Analyst at The NPD Group
Frédérique Tutt, Global Toys Industry Analyst at The NPD Group, said: “We are delighted to report continuous strong growth for the toy market globally. Even though Covid-19 restrictions are easing in most countries, consumers continue to turn to toys and games for their entertainment. Whether it’s collectable cards, building sets or outdoor toys, demand is still very strong, which is promising as the industry is now preparing for the holiday season.”
**Source: The NPD Group / Retail Tracking Service, $ Sales adjusted & projected / January-June 2021. Volumes for Italy for March, April and May 2020 have been averaged due to temporary Covid-19 data disruption.