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.