It looks like the US toy sales momentum experienced during this year’s Black Friday extended through to the week of Cyber Monday, which saw an exceptional toy sales growth of 23%, according to data released by market research firm The NPD Group.

Combining both Black Friday and Cyber Monday weeks, NPD reports that US toy sales are up 12% on a dollar basis over last year. The trends include both online and physical retail channels.

The online channels, however, have shown significant growth and could potentially contribute to more than 20% of fourth quarter toy revenues, according to NPD.

Among the most popular toy categories, those with the highest growth include plush, which grew 34% over last year, youth electronics with a 32% gain and arts & crafts with 26% growth. Improved online strategies have been attributed to the large sales growth.