Kidscreen »Archive» Plush Boosts Third Quarter Toy Sales in US
Despite supply chain disruptions, toy sales in the United States rose 17% in the first three quarters of 2021, according to new data from market research firm The NPD Group. This increase of US $ 2.3 billion is due to factors such as the child tax credit, price increases and continued pandemic lifestyles, according to the report.
In the third quarter in particular, toy sales in the United States rose 11%, largely on the back of soft toys. The super category grew by 39% thanks to the strength of brands such as Squishmallows (pictured), CoComelon and Care Bears.
But a total of nine of the 11 super categories tracked by NPD saw sales increases in the third quarter. And while the biggest gains were seen in plush, exploratory and other toys (33%) and building sets (24%) also increased significantly. In fact, only dolls (-1%) and youth electronics (-15%) saw sales decline in the third quarter.
This is a notable change from the first half of the year, when growth was largely driven by outdoor and sports toys. Sales in the United States for this super-category jumped 11% between January and June 2021, an increase of US $ 280 million driven by strong performance in water-related toys, scooters, skateboards. casters and play equipment. But in the third quarter, sales growth for outdoor and sports toys slowed to just 6%.
The top performing properties in Q3 were Barbie, PokÃ©mon, Star Wars, LOL Surprise !, Fisher-Price, Marvel Universe, Hot Wheels, LEGO Star Wars, and NERF. Sales of these brands combined grew 17% in the third quarter, surpassing 9% of the rest of the market.
And although sales for the third quarter of 2021 were up double-digit compared to the same period of the previous year, they were down slightly by 6% compared to the first two quarters of 2021. This is likely due to persistent delays in the shipping industry, according to NPD. American Toy Industry Advisor Juli Lenett.