GirlsWithToys2
Consumer Products

NPD: Millennial women dominate US toy purchases

Recent financial reports from Mattel and Hasbro show that girls are heavily influencing company sales, and now a new NPD report shows that millennial women are the most powerful buying segment for the industry, accounting for 26% of all American toy sales.
May 21, 2014

Recent financial reports from Mattel and Hasbro show that girls are heavily influencing company sales, and now a new NPD report shows that millennial women are the most powerful buying segment for the industry, accounting for 26% of all American toy sales.

In the first quarter of 2014, the New York-based research firm found that women ages 25 to 34 made up 75% of all millennial toy shoppers.  Toy categories on which they are spending more this year, compared to last, are youth electronics, arts & crafts, outdoor/sports toys and vehicles.

The report also shows that millennial women shop in stores more often than other age groups out of necessity – as in one-stop shopping for food, clothing, and more for their family – and in-store purchases accounted for 86% of toy dollars spent by millennial female shoppers between January and March 2014.

Not surprisingly, this demo also loves coupons and special deals, as sales of toys that came with a special offer increased significantly among millennial female consumers in the first quarter of 2014 compared to last year.

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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