According to the NPD Group's tracking data for 12 countries around the world, sales in the global toy industry increased by 1% in 2017.
Toys sales in the United States , the world's largest toy market , also increased by 1% in 2017 to reach $ 20.7 billion .
The total sales of toy retailers currently tracked by NPD is expected to account for 80% of US toy retailers. It is estimated that the current US toy industry is about $27 billion.
Affected by inflation, toy sales in Mexico and Russia grew the fastest, with growth of 12% and 11% respectively . Toy sales in the UK, France and Australia have fallen. Sales in Germany and Italy were flat.
The NPD Group conducted research on the toy industry in 12 countries including Australia, Belgium, Canada, France, Germany, Italy, Mexico, the Netherlands, Russia, Spain, the United Kingdom and the United States when investigating global toy industry data.
The following is the NPD Group's statistics on the sales growth of the toy industry in 12 countries in 2017:
What are the fastest growing hot toys?
Among all toys, plush toys and dolls are the fastest-growing hot-selling toys in the global toy market.
Worldwide, sales of all other toys have increased by 14%, driven by decompression toys and slime slimmer toys. These toys began to grow around Easter and reached their peak at the end of June.
The sales of plush toys increased by 6% , among which the Hachi Magic Egg (a smart pet interactive toy that is popular all over the world) contributed the most sales, and the sales of doll toys increased by 5%. FurReal Friends kisses pet toys. It also showed a strong growth trend, represented by a brand of surprise dolls.
Collectibles are at the forefront of the toy industry
Driven by blind-packed toys, collectibles have been the leader in the growth of the toy industry, with sales of collectibles accounting for 8% of the entire toy industry.
The global market share of collectibles increased by 14% to reach $3.9 billion , mainly due to the international popularity of a brand of surprise dolls, Hach's magic eggs and LEGO dolls.
Social media promotes sales of hot toys
Sales of highly sought-after Games/Puzzles-type toys have grown by 3% in the US and globally. Most of this product growth occurred in the first eight months of 2017, mainly thanks to Pokémon Go, which was released in the summer of 2016.
Frédérique Tutt, global toy industry analyst at NPD Group, said at the press conference: "The success of the toy industry in 2017 is closely related to consumers' positive response to social media-driven trends and falling toy prices."
The enthusiasm of fingertip gyros and slime illustrates the influence of social media, which magnifies the hottest trends and brings this influence to consumers around the world. As can be seen from the successful sale of collectible toys, low-priced toys are in many cases a substitute for high-priced toys.
However, as the market demand for high-priced toys grows, high-priced toys should be a key target for the industry .
According to the NPD Group, in the United States, in addition to games/puzzles, sales of other categories of toys have also increased:
Doll growth - 4%;
Baby / toddler / preschool toys - 1%;
Youth electronics - 1%;
Outdoor and sports products - 1%;
All other toys - 15%.
In addition, the sales of four kinds of toys have declined: they are: action dolls and accessories - 5%; art & crafts - 8%; construction toys - 6%; car toys - 3%.
The top three global toy sales charts also appear on the US toy hot list, but the rankings are different. On a global scale, "Star Wars" ranked first, followed by Nerf; in the United States, Nerf ranked first, followed by "Star Wars." Whether in the US or globally, Barbie is ranked third in 2017.
Juli Lennett, senior vice president and toy industry consultant at NPDj Group, said: “Today's industry needs speed. The current retail environment is more than ever needed for consumers to change their tastes and rapidly changing consumer trends. A quick response. Toy companies, big or small, must have a fast enough response speed and a faster speed to enter the market in order to go long."
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