US toy industry sales peak 27% in first 4 months of 2021 • The Toy Book

A target toy department | Source: Target Corp.

The growth of the US toy industry shows no signs of slowing down.

Total sales in the United States rose 27% in the first four months of 2021, an increase of $ 1.5 billion from the January-April period of last year, according to The NPD Group. Tracking data for the period reveals that unit sales and average selling price increased by 17% and 9%, respectively.

“As we break through the deadlocks of 2020, the supercategories that experienced tremendous growth last year, like games and puzzles, appear to be slowing down,” said Juli Lenett, vice president and industry advisor, US Toys, The NPD Group. “However, it’s important to realize that sales are still strong for games and puzzles in 2021, which is reflected in the 2-year compound annual growth rate (CAGR) of 34%, the fastest growing by report to 2019 of all supercategories. “

Classic brands are doing big business this year, with Pokémon, Barbie, Star Wars, LOL Surprise !, Marvel Universe, Hot Wheels, Little Tikes, NERF, LEGO Star Wars and Funko Pop! peaking in collective sales of 48% since the start of the year.

According to the NPD Group’s Retail Tracking Service, 10 of the 11 toy supercategories tracked saw double-digit growth this year.

Plush saw the highest growth this year, growing 44% from 2020, while outdoor and sports toys topped the largest supercategory category with $ 1.6 billion. in sales this year.

The continued craze for Pokémon has led the strategic collectible card category to the highest dollar growth of the 96 classes tracked by NPD.

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