MonstersUtoys
Consumer Products

American kids – especially boys – are getting more licensed toys

As US toy companies such as Mattel, Hasbro and Jakks Pacific unveil their first quarter earnings for 2014, research firm The NPD Group has revealed its own report on licensed toy sales, which grew 3% in 2013 and currently represent 29% of total brick-and-mortar toy dollar sales.
April 28, 2014

As US toy companies such as Mattel, Hasbro and Jakks Pacific unveil their first quarter earnings for 2014, research firm The NPD Group has revealed its own report on licensed toy sales, which grew 3% in 2013 and currently represent 29% of total brick-and-mortar toy dollar sales.

US retail sales of licensed toys grew to US$5.3 billion by the close of last year, and so far, Disney’s Frozen is coming in as one of the most top-selling licenses of 2014.

Among millennial females with children ages two to 12, 64% of respondents reported that their child has a particular brand or character they prefer. And the prevalence of particularly gender-neutral animated movies in 2013 had an impact on sales of related licenses.

Interestingly, boys ages three to 11 who received licensed toys accounted for 44% of all licensed dollar sales last year, while girls in the same age group represented just 26%. Monsters University, Despicable Me 2, and Disney’s Planes, which were released earlier in the year than Disney’s Frozen, may have appealed more to boys, according to NPD.

Based on annual 2013 and Q1 2014 dollar sales, the top licensed toys and growth licenses include (in alphabetical order):

Top Licenses – Annual 2013

Cars The Movie

Disney Princess

Micky & Friends

Ninja Turtles (TMNT)

Star Wars

 

Top Licenses – Q1 2014

Disney Frozen

Disney Princess

Mickey & Friends

Ninja Turtles (TMNT)

Star Wars

 

Top Growth Licenses – Annual 2013

Despicable Me

Disney Princess

Doc McStuffins

Ninja Turtles (TMNT)

Sofia the First

 

Top Growth Licenses – Q1 2014

Despicable Me

Disney Frozen

Disney Planes

Minecraft

Sofia the First

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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