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NPD: Overall global toy sales up by 5%

The global toy industry isn't showing any signs of slowing down, with the newest report from market research firm The NPD Group indicating a worldwide increase of nearly 5% in 2010 driven primarily by strong performance in Asia.
June 20, 2011

The global toy industry isn’t showing any signs of slowing down, with the newest report from market research firm The NPD Group indicating a worldwide increase of nearly 5% in 2010 driven primarily by strong performance in Asia.

According to Global Toy Market Estimates: 2011 Edition, global toy sales grew by 4.7% in 2010 to US$83.3 billion.

While Asia saw a growth rate that roughly doubled the average (9.2%), the US remains the largest market with sales reaching US$22 billion, followed by Japan, China, the UK and France. The toy market remains concentrated within these top five countries, which captured more than 50% of global sales. These countries have experienced consistent economic growth and contain large populations of children – both the primary drivers for the global toy market.

NPD also continues to see strong growth in emerging markets, with Brazil, Russia, India and China showing a growth of 13%. Due in part to exchange rate fluctuations, 2010 sales in Europe were down slightly. In 2007, sales in Europe accounted for 32% of the global market; in 2010, they accounted for 28%.

Given the global uptick, NPD is optimistic that the 2011 toy market will continue to grow. A European rebound is also expected.

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.

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