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U.S. Toy Industry Grew 22% in April, NPD Says

The COVID-19 pandemic continues to skew sales numbers as families stay at home. According to The NPD Group, overall sales for the U.S. toy industry grew 22% in April. This number may come as a surprise given that overall retail sales fell off a cliff to hit historic lows last month. According to numbers released by the U.S. Census Bureau, the National Trade Federation (NRF), and Dow Jones, retail sales dropped somewhere between 12.3% to 16.4% in April. The sales boom, according to NPD, comes from the outdoor and sports toys supercategory, which spiked 51% versus the same period last year to...

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COVID-19 Drives 72% Increase in Netflix Streaming, NPD Says

The spread of COVID-19 continues to boost the consumption of home entertainment. According to The NPD Group, stay-at-home orders have resulted in a 72% increase in the number of Netflix subscriber profiles that were used to stream video content each week. “While entertainment is not essential for survival, it’s still an essential way to stay sane, while people shelter at home,” says John Buffone, executive director, industry analyst at The NPD Group. “There have been notable streaming video preference shifts toward escapist titles and family programming that viewers are bingeing on to keep themselves entertained.” The NPD Group used...

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Global Toy Sales Up 4% in Q1 as Families Stay at Home, NPD Says

On the heels of news that the U.S. toy industry saw a 7.6% spike in retail sales amid stay-at-home orders, The NPD Group says that global toy sales also experienced growth in the first quarter. Retail sales in toys tracked from January to March across 13 global markets that NPD calls the G13 grew 4%. The highest growth was seen in Australia (11%), followed by Germany (8%), the U.S. (7.6%), Russia (6%), the UK (2%), and Mexico (1%). NPD says that all other countries experienced declines due to the sudden closure of retailers that were deemed non-essential. Unsurprisingly, the global...

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COVID-19 Stay-at-Home Orders Fuel Toy Industry Sales Spike, NPD says

The spread of the new coronavirus and the COVID-19 pandemic is creating an unusual situation that is simultaneously both hurting and helping certain areas of the toy industry. Following a sales spike that started to move the needle during the week ending March 14, the NPD Group’s Weekly Retail Tracking Service reports that total toy sales in the U.S. surged by 26% for the week ending March 21. The growth was led by a 228% sales increase in games and puzzles, followed by a 76% spike in building sets, and a 70% boom in and arts and crafts. Spring...

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A Year of Contrasts: The NPD Group Reflects on the State of the Toy Industry

by Juli Lennett, vice president and industry advisor, toys, The NPD Group According to The NPD Group’s Retail Tracking Service, U.S. retail sales of toys generated $20.9 billion last year compared to $21.8 billion in 2018, a decline of 4%. Industry performance last year was one of contrast. Sales in the first half of the year declined 9% due to comparisons to the Toys “R” Us liquidation sales, which grew the first half of 2018 by 7%. This was followed by 3% growth in the third quarter (July–September), which was expected as we came off declines in 2018 caused...

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Global Toy Industry Sales Declined 3% in 2019, NPD Says

Following last month’s report that U.S. toy sales fell 4% last year, The NPD Group is back with its annual global report. According to its tracking across 13 global markets (G13), overall toy industry sales declined 3% in 2019. The group says that the industry performed better outside the U.S., with single-digit increases across Russia, Germany, Brazil, and Latin American markets. While talk of the Toys “R” Us collapse in the U.S. and other countries is finally slowing down, global numbers reflect the same downward trend for the first half of 2019 that was seen in U.S. numbers when...

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U.S. Toy Retail Sales Grew 3% in Q3, NPD Says

The NPD Group says that total dollar sales for the U.S. toy industry increased 3% in the third quarter, a $99 million gain over the same period last year. The $3.69 billion for Q3 is a sign that the toy industry could end the year on a positive note, despite year-to-date sales being down 5.5% at the end of September. 

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NPD: The Health of the U.S. Toy Industry

The remainder of 2019 should see a reversal in negative sales trends. by JULI LENNETT, vice president, industry advisor, U.S. toys, The NPD Group Year-to-date through June, the total U.S. toy industry saw retail sales drop by $705 million to $7.5 billion, a decline of 9%, according to the NPD Group’s Retail Tracking Service. This decline comes after strong growth of 7% over the same time period last year, which was largely a result of the Toys “R” Us liquidation sale. Not surprisingly, June was the best-performing month this year (when excluding Easter calendar shifts), down 1.9%, as the...

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