NPD Report: Good holiday season for licensed goods and toys

March 16, 2010 by Gary Rusak

According to a new study, Spotlight on Kids: Understanding Cross-Category Publishing, from Port Washington, New York-based The NPD Group, the share of spending for kids on toys and consumer electronics increased during the US holiday shopping season in 2009 over the previous year.

The overall increase offset declines in specific categories, such as video game hardware and DVDs.

The average retail price paid by consumers across categories declined by approximately US$2 over 2008, again driven by declines in prices of video game hardware and software as well as lower gift card values.

More spending on consumer electronics drove increases. According to the report, more than 50% of dollars spent were on items requested by the child, with sales of consumer electronics showing the most significant gains over Christmas 2008.

Licensed goods fared well as well representing more than 25% of total dollars spent on kids, with sales of licensed products peaking with kids three to eight years olds. Top licenses varied by product category, but Disney and Nickelodeon properties ranked in the top five for most categories.

The study is based on 14,923 respondents, capturing data from 4,587 unique buyers and 15,577 transactions.