Based on its “Global Toy Market Estimates: 2011 Edition,” The NPD Group reported that 2010 global toy sales were $83.3 billion, up nearly 5 percent from 2009. This increase was largely due to the market in Asia, which nearly doubled the world growth rate at a 9.2 percent increase in sales. However, the U.S. continued to top sales in the toy market, at approximately $22 billion. American sales combined with Japan, China, UK, and France sales added up to just over 50 percent of global sales.
Europe suffered a 4 percent drop in sales from 2007 to 2010, partially due to fluctuating exchange rates. The emerging BRIC toy markets (Brazil, Russia, India, and China) reported a growth of 13 percent. The NPD Group expects a continuing positive trend this year, although not as dramatic as previous years. NPD also predicts a rebound in European sales.
