The NPD Group released the fourth quarter 2010 (October through December) results from its Kids Industry Data Service (KIDS), a monthly, syndicated tracking service that provides users with statistics about purchases made for kids—from birth through age 14.
According to the report, the categories that captured the most dollar share for kids during that period were apparel or accessories with 17 percent, toys or board games with 14 percent, and video game system hardware, and video games or PC game software, with 11 percent and 10 percent, respectively. Footwear rounded out the top five with 8 percent.
Apparel or accessories ranked the highest among kids up to age 2 as well as kids ages 9 to 11, while toys or board games ranked highest among 3 to 8 year olds. Video games or PC game software grabbed the highest dollar share for kids ages 12 to 14.
The top five brands during the fourth quarter were Disney, Microsoft, Nike, Nintendo, and Sony (in alphabetical order), with Barbie, Disney Princess, Dora The Explorer, Star Wars, and Toy Story (in alphabetical order) representing the top five licenses.
The categories that generated the greatest percentage of total sales from licensed products included DVD/Blue-ray discs, video games or PC software, Halloween costumes & accessories, party supplies, and toys or board games.