The global supply chain crisis is causing headaches, but it has yet to officially make a financial hole in the U.S. toy industry‘s cash registers.
According to the latest data from The NPD group, the toy industry’s total dollar sales in the United States climbed 11% in the third quarter of 2021. More impressive is the total catch for the first nine months of the year, which saw total dollar sales of the toy industry increase 17% or $ 2.3 billion from January to September.
“While the third quarter of 2021 showed double-digit growth over last year, we saw a slight decline in dollar sales quarter-over-quarter compared to the first and second quarters of 2021, in 6% decline on average, ”says Juli Lennett, US Toys. industrial advisor, NPD. “It could be a consequence of delays in the supply chain.”
The top 10 properties of Q3 were Barbie, Pokémon, Star Wars, LOL Surprise !, Fisher-Price, Marvel Universe, Hot Wheels, LEGO Star Wars, NERF, and PAW Patrol. NPD says these combined brands grew 17% while the rest of the market spiked 9%.
In addition, NPD reports that nine of the 11 supercategories tracked increased in the third quarter, with three of them increasing by more than 20%. Notably, plush grew 39% in the quarter, driven by Squishmallows, CoComelon and Care Bears.
Pokémon, Magic: The Gathering and What Do You Meme? led a 13% spike in games and puzzles. LEGO Star Wars, LEGO Creator Expert and Marvel Universe building sets resulted in a 24% increase in the building sets category. The exploratory and other toys category reportedly saw the biggest dollar gain in the quarter, with NFL and NBA items joined by 5 Surprise from ZURU to lead the charge.