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.