Gifts / Sports & Toys

The latest report released by the NPD Group shows that from January to April 2021, the sales of the toy industry in the United States increased by 27% year-on-year, or $1.5 billion. During this period, unit sales and average selling price, ASP) increased by 17% and 9% respectively.

Among the 11 super categories tracked by the NPD, 10 categories achieved double-digit year-on-year growth. In addition, the two-year compound annual growth rate (CAGR) of all super categories was positive, and 7 of them were higher than in 2019. Achieve double-digit growth rates. Among them, outdoor and sports toys grew by 324 million U.S. dollars and sales reached 1.6 billion U.S. dollars, which was the largest category, while plush toys grew the fastest, with a year-on-year increase of 44%.

Juli Lennett, vice president and industry consultant of the US toy industry of NPD Group, said: “As we pass the 2020 epidemic lockdown period, the fast-growing super categories, such as games and puzzles, have grown at a rapid rate last year. Although there has been a slowdown, sales in this category are still strong in 2021, which is reflected in a two-year compound annual growth rate of 34%, which is the fastest growth in all super categories year-on-year in 2019."

Among all 96 categories tracked by NPD, Strategic Trading Cards is the fastest-growing category, a large part of which is driven by Pokémon, and is the fastest-growing brand so far this year. Although toy sales are growing in all price ranges, the fastest-growing price range is between $40 and $69.99. In this price range, a quarter of the growth was driven by strategic trading card games.

The top ten brands or IPs are: Pokémon, Barbie, Star Wars, L.O.L.Surprise!, Marvel Universe, Hot Wheels, Little Tikes, Nerf, Lego Star Wars and Funko Pop!. From January to April 2021, the total sales of these ten brands or IP increased by 48%, while other markets increased by 22%.

Lenette said: "We cannot underestimate the impact of the US federal government's spending stimulus policy on the performance of the toy industry this year. Next will be the children's tax credit. From July to the end of the year, families with children in the United States will receive cash every month. Subsidy."