Toy Sales for Easter 2014 Are Up Year-over-Year

According to data from The NPD Group Inc., U.S. dollar sales of toys increased 3 percent in the four weeks leading up to Easter, compared to the four weeks preceding Easter of last year. Easter toy sales got a boost from the warmer weather provided by the holiday occurring three weeks earlier than last year. This was also evident in the strong growth performance of outdoor and sports toys in the four weeks leading up to Easter.

Comparing the pre-Easter period of March 23 to April 19 against March 3 to 30 last year, U.S. toy sales declined by 1 percent, but enjoyed 3 percent year-to-date dollar gains through the holiday.

Measured in dollar sales, the top toy growth segments were: outdoor & sports toys, with 20 percent growth; building sets, with 10 percent growth; and arts & crafts, with 10 percent growth.

COMMENTARY: Back to Basics: Sketch, Doodle, Paint, and Play

TF14Logo-cityDatesAfter Toy Fair 2013, the words “and there’s an app!” were ringing in my ears for weeks. This year, however, appcessories seemed more like a taboo than anything else, with most companies shying away from toys with app-enhanced features or reliability. Honestly, it was less than disappointing. I think keeping screen time and toy time separate is perfectly acceptable, and apparently, what kids and toy buyers prefer.

This year will truly mark a return to traditional play patterns. Rainbow Loom, a simple bracelet-making kit for kids, was huge in 2013, eventually snagging four Toy of the Year (TOTY) awards, including the overall Toy of the Year. That said, Toy Fair 2014 brought tons of cool innovations in the activities category, with companies fighting to be the next big thing once the Rainbow Loom craze comes to an end. [Read more...]