News

Toy industry shows signs of growth

The overall US toy industry witnessed a 2% growth in 2010, according to market research company The NPD Group.
January 28, 2011

The overall US toy industry witnessed a 2% growth in 2010, according to market research company The NPD Group.

US retail sales of toys generated US$21.87 billion in 2010 compared to US$21.46 billion the previous year, and results indicate a particularly strong holiday performance in 2010 for toys.

In fact, Q4 (October to December) sales experienced a 3% increase over the same period in 2009, with revenues topping US$10.2 billion.

Across super-categories, Plush and Building Sets saw the most significant increases at 18% and 13% percent, respectively. Outdoor & Sports Toys increased by 9%, while Dolls and Infant/Preschool both experienced increases of 6%. However, Youth Electronics, Action Figures/Accessories/Role Play and Games/Puzzles super-categories experienced the most significant declines compared to 2009, at 22%, 15% and 9%, respectively.

Online/Internet sales experienced the most significant revenue growth over 2009 at 22%. The only channels to experience loss in share were Department/Major Chain and Mass Merchant/Discount, with respective declines of 11% and 2%.

Top-selling properties for the year included Barbie, Crayola, Nerf, Star Wars and Toy Story. Top-selling licensed toys, which amounted to 25% of total industry sales in 2010, were Cars: The Movie, Disney Princess, Star Wars, Thomas and Friends and Toy Story.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

Menu

Brand Menu