China Toy Fair


Report: European Toy Sales Increase 5 Percent, U.S. Remains Unchanged

According to The NPD Group, although traditional toy sales in the United States remained unchanged during the first half of this year, revenue growth in Europe’s five largest toy markets (France, Germany, Italy, Spain, and UK) experienced a 5 percent increase for the first half of 2010.

In the U.S., revenue totaled $7.771 billion from January 2010 to June 2010 compared to $7.748 billion generated during the same time period in 2009. In Europe, the UK experienced 8 percent growth, followed by Spain with 6 percent growth, Germany with 4 percent, France with 3 percent, and Italy with 2 percent, during the first half of 2010.

For the first half of this year, NPD EuroToys noticed that market growth was driven in part by sales of outdoor and sports toys. NPD EuroToys analysts also anticipate continued growth for Toy Story-licensed toys.  As of June, Star Wars is the No. 1 license for traditional toys in Europe, and Toy Story is the year’s fastest-growing license.