NPD reveals top performing territories, toy brands and categories of the first half 2018 as collectables soar.
Global toy industry sales grew four per cent to $18.4bn in the first half of the year according to the latest findings by The NPD Group.
The market research specialist found collectables continuing to drive growth around the world. The category increased 26 per cent in the period with MGA’s L.O.L Surprise! range at the forefront of that, named the biggest toy based on dollars.
Other top performing toy brands are Total Marvel, Star Wars, Nerf, Barbie, Hot Wheels, Pokémon, PAW Patrol, Total DC Comics and LEGO City.
Youth electronics also saw a leap in sales by almost a third (29 per cent) buoyed by the Fingerlings phenomenon, and toys in NPD’s miscellaneous categorisation, including Soft’n Slo Squishies and Russia 2018 World Cup Stickers, are up 12 per cent. Trends such as unicorns, dinosaurs and anything related to toilet humour are expected to continue driving sales in the second half.
Globally, Mexico is the biggest growing market, up 15 per cent, followed closely by Brazil which saw a jump in sales of 11 per cent. Elsewhere, Australia saw growth of four per cent and Canada is up three per cent. Europe is down one per cent overall, with dips in the UK and France offset by growth in Germany, Russia, Italy and Spain.
