Barbie named NPD’s top global toy property for 2020

Mattel was a multiple winner in the market research firm's annual Toy Industry Performance Awards.
January 27, 2021

Mattel was a big winner at The NPD Group’s 2020 Toy Industry Performance Awards for the Americas. The toymaker’s Barbie brand was named 2020′s top global toy property, while its Hot Wheels Singles 1/64 Assortment emerged as the top-selling global toy of the year.

Mattel also took home the top toy property title in Mexico and Brazil (for Barbie), and won top-selling toy of the year in the US (Barbie Dreamhouse) and Brazil (Hot Wheels Singles).

The LEGO Group, meanwhile, was named top global toy manufacturer of the year.

MGA Entertainment’s L.O.L. Surprise! property also took home several honors, including top-selling toy of the year for Canada and top-selling property of the year in the US and Canada.

Mattel, LEGO and Hasbro all took home multiple awards for top-selling toys by supercategory across the US, Canada and Mexico. And Spin Master won several awards for top-selling toys by supercategory in the US and Canada. (The NPD Group’s supercategories include action figures & accessories, dolls, building sets, plush, vehicles, games & puzzles, infant, toddler & preschool toys, outdoor & sports toys, arts & crafts and youth electronics.)

Star Wars was one of the top properties of the year, with wins across supercategories in the US, Canada and Mexico. Mattel’s UNO and Hot Wheels brands also came out on top in several supercategories in multiple regions.

Awards were given to the top global manufacturer, property and toy, according to NPD’s Retail Tracking Service. The global awards cover the US, Canada, the UK, Germany, France, Italy, Spain, Belgium, the Netherlands, Russia, Mexico, Brazil and Australia.

Additionally, trophies were presented to the top toys and properties in the US, Canada, Mexico and Brazil based on increases in value sales.

A complete list of the winners can be found on NPD’s website.

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