The NPD Group recently aggregate abstracts complete that U.S. retail sales of toys generated $20.9 billion in 2019 compared to $21.8 billion in 2018, a abatement of 4 percent.
Industry achievement in 2019 was one of contrast. Sales in the aboriginal bisected of the year beneath due to comparisons to the Toys‟R”Us defalcation sales, which grew the aboriginal bisected of 2018. This was followed by advance in the third division (July – Sept.), which was accepted with declines in 2018 acquired by abdomen loading from the liquidation. And, finally, there were declines in the fourth division (Oct. – Dec.), which was abounding with six beneath arcade canicule amid Thanksgiving and Christmas.
Comparing noteworthy sales weeks over the anniversary period, the anniversary of Black Friday was collapsed back compared to the aforementioned time aeon in 2018, while the anniversary of Cyber Monday grew 13 percent, and Christmas anniversary grew 40 percent. For the aboriginal time in NPD sales tracking history, toy sales during the anniversary of Cyber Monday were beyond than the anniversary of Black Friday.
“2019 was one of the added complicated years to get a acceptable apprehend on toy industry health,” said Juli Lennett, carnality admiral and industry advisor, Toys, The NPD Group. “Every time aeon had a abundant ‘one-off’ accident that impacted the trend. 2020 will be far beneath complicated and we should get a clean, like-for-like allegory of toy industry trends as aboriginal as January.”
Two Disney backdrop that had acknowledged cine sequels in 2019 were at the top of the acreage advance list: Frozen and Toy Story. The Appearance Dolls chic was the top dollar advance chic of the 96 classes tracked by NPD. L.O.L. Surprise! led the advance in this chic with the new O.M.G. appearance dolls followed by Disney Frozen and Barbie, which additionally contributed to the growth.
Supercategory sales highlights accommodate Action Figures, growing 11 percent, led by advance in Toy Story and Fortnite which, combined, were about bisected of growing backdrop in Action Figures.
Sales were collapsed in Games and Puzzles, but Pokémon and Magic: The Gathering were two growing backdrop in the Strategic Trading Card Game class, the additional better top complete dollar advance chic abaft Appearance Dolls. Building Sets and Outdoor & Sports Toys outperformed the bazaar admitting the declines; and Skates/Skateboards/Scooters was the better advance chic in Outdoor & Sports Toys and the fifth better complete dollar advance chic in toys.
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