Monopoly | Source: Suzy Hazelwood, Pexels

The COVID-19 pandemic continues to drive sales across the toy industry with double-digit increases in four of the 11 supercategories tracked by The NPD Group.

Earlier this week, CNBC reported that the overall toy industry had a 16% sales boom in the first half of the year. Now, the Toy Book is exclusively revealing* where the gains are coming from. According to NPD, all but three of its tracked supercategories experienced year-over-year growth from January to June.

Games and Puzzles, which quickly took off as families began spending time together at home, spiked a whopping 46% during the first six months of 2020. The gains were followed by Outdoor and Sports Toys (33%), Building Sets (26%), and Arts & Crafts (18%). Additional growth took place across Vehicles (9%), Explorative & Other Toys (9%), Dolls (8%), and Infant/Toddler/Preschool Toys (5%).

Of the three categories that have declined so far this year, Youth Electronics was down just 2%, while both Action Figures & Accessories and Plush had 12% declines.

Notably, the drop for action figures is largely tied to low sales for licensed products tied to delayed film releases.

The positive news for the toy industry comes on the cusp of Q2 earnings season which begins after the bell on July 23 when Mattel reports.

*Source: The NPD Group/Retail Tracking Service/U.S. Toys provided exclusively to the Toy Book.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.