Gifts / Sports & Toys

The US market research organization NPD Group released a report saying that its 11 toy super categories tracked in 12 global markets (G12) will have a year-on-year increase in sales in the first half of 2021. Compared with the same period in 2019, the five super categories with the highest increase were: games and puzzles (59%), outdoor and sports toys (38%), building block sets (38%), infants and preschool toys ( 14%), doll (10%).

Games and puzzles are driven by the 25th anniversary of Pokémon, with strategic trading card games contributing the most

During the epidemic, more time for fun among family members and friends has driven the continuous and substantial growth of games and puzzle categories since 2020. In the first half of this year, Strategic Trading Card Games (Strategic Trading Card Games) was the category that contributed the most.

NPD stated in the report that, driven by the 25th anniversary of Pokémon, the sales of strategic trading card games ranked first in the 29 sub-categories tracked by it with a 136% increase compared to the same period in 2019. In the US market, strategic trading card games are also the largest sales growth among all 96 toy categories tracked by NPD.

Pokémon has released trading card games since its inception. The theme is set based on the characters and plots in the video game. The rules are simple and the novice is friendly, so it has cultivated a large number of loyal users.

To celebrate its 25th anniversary, in addition to launching a collection of trading card games and derivative products, Pokémon also cooperated with multiple brands to launch exclusive anniversary products of Build-A-Bear Workshop, General Mills, Levi's and McDonald's. Companies such as Mattel, Funko, and Jazware have established partnerships. This has led to the growth of sales of card games and Pokémon brand products. Pokémon ranked first among the best-selling toy IPs in the global and US markets in the first half of the year.

In addition, Hasbro also performed well. As early as 1993, Wizards Of The Coast, a subsidiary of Hasbro, released the world's first trading card game (TCG)-Magic The Gathering. In the first quarter of 2021, Wizards’ and digital game sales increased by 15% year-on-year, and in the second quarter it increased by 118%. The two physical card games of Magic (MAGIC: THE GATHERING Strixhaven and Modern Horizons 2) were released. To an important role.

Outdoor and sports toys "safe social" demand and seasonal factors drive the growth of this category

NPD report data shows that in the first half of 2021, the sales of outdoor and sports toys increased by 38% over the same period in 2019. In the US market, this category had the highest sales in the first half of the year, reaching $2.9 billion, more than twice that of the second-ranked game and puzzle category.

On the one hand, outdoor sports as a “safe social” method has driven this category to continue to sell well since last year; on the other hand, due to the hot summer weather, people’s demand for water toys and indoor sports toys has increased, and many brands have launched The innovative design of new products in terms of function and gameplay also attracted consumers to buy.

1. Outdoor toys help maintain social distancing

Affected by the epidemic, school closures have stimulated families' demand for outdoor toys. In addition, since children under the age of 12 have not been vaccinated, “safe social toys” such as amusement equipment, electric strollers, bicycles, scooters, and roller skates are also favored by consumers, driving the growth of outdoor and sports toys.

Little Tikes My First Balance-to-Pedal Bike

2. Summer water toys and indoor sports toys sell well in season

With the advent of summer, consumers want to buy water-related toys to withstand the high temperature. Many toy brands have launched new water toys, such as Playmobil's Aqua Water Park Set, Spin Master's BABY SHARK BABY BOAT, Hape's whale music fountain, etc., which are all welcomed by consumers.

Playmobil 1.2.3. Aqua Splish Splash Water Park

In the hot summer weather, children cannot engage in outdoor activities. Toy manufacturers have designed and developed toy products suitable for indoor sports based on such scenes, so that children can strengthen their exercise without going out.

The Little Tikes brand under MGA Entertainment launched the Little Tikes Pelican Explore & Fit Cycle, an indoor fitness product suitable for children aged 3-7. The prototype of the spinning bike and the child-friendly design have attracted market attention.

Assembling the building block set classic IP power, the fastest growth of adult building blocks

In the NPD report, the sales of building block set toys in the first half of the year increased by 38% compared with the same period in 2019. In the US market, the sales of building block set toys increased by 23% compared with the same period in 2019. This is mainly driven by the development of brand owners around classic IP and new products for adults.

1. Classic IP becomes the main force for new product development

In the TOP5 IP ranking of the best-selling toys in the global market reported by NPD, Star Wars and Marvel Universe are on the list. In the first half of 2021, Lego launched a series of new building blocks around classic IP such as Star Wars, Marvel Universe, Harry Potter, such as: Star Wars Empire Shuttle, Marvel Universe Thanos "Infinite Gloves", Harry Potter The series Hogwarts Astronomical Tower, etc., are welcomed by fans and movie fans.

2. New adult building blocks drive sales growth

NPD reports that the age group over 15 years old will be the fastest growing age group in toy sales in 2020. In response to young people's hobbies and decompression needs, toy manufacturers have launched new building block toys for adults, which has promoted the growth of sales of this category of toys.

For example, Lego launched a new set of old typewriters, whose design was inspired by the classic typewriter used by Lego Group founder Ole Kirk Kristiansen. It can move and sound like a real typewriter, and it also contains an impression cylinder that can be filled with paper to inspire the nostalgia of adult fans.

Infant and pre-school toys and young children animated films are released and the demand for family education drives growth

Judging from the market performance in the first half of the year, the release of popular movies and consumer demand for educational-themed toys have driven the growth of sales of this category of toys. Among the top 10 best-selling toy brands in the US, Fisher and Little Tikes, which account for a large proportion of the infant and preschool toy business, are among them.

1. Popular movies are released or pre-heated, driving the sales of preschool toys

In the first half of this year, with the release or warm-up of a batch of movies, toy manufacturers have also launched corresponding toy products. Among them, toys targeted at preschool children accounted for a large proportion, driving the sales of this category of toys.

Disney's animated film "Raya and The Last Dragon" was released in March this year. Toy brands have launched toy products based on the movie. For example, Lego launched a dragon-seeking legend for preschoolers: Raya and Sisu Dragon, Just Play has launched plush toys for movie characters and creatures.

Just Play Raya and the Last Dragon Small Plush assortment

The "PAW Patrol: The Movie", a film version of Spin Master's "PAW Patrol: The Movie", which is very popular among preschoolers, will be released on August 20. Spin Master Focusing on the new movie, the company has launched nearly 30 toys of the Wang Wang team making great contributions, which has driven a new round of hot sales in the pre-school toy category.

2. The demand for educational themed toys for home early education has soared

Affected by the epidemic, home life has given birth to a demand for educational themed toys. Parents hope to use toys to educate and educate their children, and to carry out knowledge enlightenment and early education for their children, which has promoted the growth of the sales of infants and pre-school toys.

Mattel’s popular Fisher Laugh & Learn series launched a series of retro-style early childhood education toys for infants and toddlers at the beginning of this year. It was inspired by some common entertainment technology products in the 1980s and 1990s, including tape recorders, Game consoles, tapes, etc., under the retro-style appearance, contain a variety of early education functions, such as letters, counting, color recognition, etc., which are quite attractive to young parents.

Doll-like fashion play + IP entertainment, open up incremental space

NPD Group data shows that the sales of doll toys in the first half of the year increased by 10% over the same period in 2019. The doll is no longer an exclusive toy for little girls. L.O.L. Surprise! led by L.O.L. Surprise! Surprise out-of-the-box trend play, Barbie’s approach to the toy brand IP entertainment, has driven this category of toys to continuously open up new growth space. These two brands also ranked among the top 10 toy sales in the US market in the first half of the year.

1. New trendy gameplay for dolls

With the help of the online video platform toy unboxing video, MGA Entertainment combined with the new trend and launched the LOL surprise doll. The newly released Dance Dance Dance! series in the first half of the year, combined with fashion wear and dance moves, is popular among girls. favorite.

L.O.L. Surprise! Dance Dance Dance!

2. Brand IP entertainment, driving product sales

As the most typical representative of the doll category, Barbie's IP entertainment has produced significant effects. With the Barbie series doll as the protagonist this year, Mattel has launched a number of animated films to tell the adventure story of the Barbie legend, and combined the storyline to launch the corresponding toy products. The financial report for the second quarter of this year showed that Barbie’s gross income increased by 41%.

The brand-new Barbie doll series "Barbie: Big City Dream" will be officially released this fall. Although it is not possible to predict the box office of the movie, the road to entertainment of Barbie dolls has become wider and wider, and the doll category is diversified. Development opens up new space.

Regarding the expectations of the toy industry in the second half of 2021, Frédérique Tutt, NPD Group’s global toy industry analyst, said: “We are very pleased to report the continued strong growth of the global toy market. Although in most countries The restrictions on the new crown epidemic are being relaxed, but consumers continue to use toys and games as entertainment. Whether it is collectible card games, building block sets or outdoor toys, the demand is still very strong. This is very promising because The industry is preparing for the holiday season sales."