NPD Group

The NPD Group is looking ahead in its latest report, “The Future of Toys.”

NPD’s annual report and volumetric forecasts through 2021 for all 96 toy subcategories that the organization tracks are included in the package.

This year was forecast to have a slight decline, largely due to skewed numbers thanks to last year’s liquidation of Toys “R” Us in the U.S. Recent trends are showing an overall uptick in certain categories, with overall sales expected to rise again next year and through the end of 2021.

“Although sales were down 9% in the first half of this year, the gains in the back half will make up for almost all of those losses,” says Juli Lennett, vice president and industry advisor, toys, The NPD Group.  “Despite the lingering and minor evaporation from the loss of Toys ‟R” Us, the toy industry is poised for growth in 2020 and 2021.”

Sales in action figures and accessories makes it the strongest supercategory this year, with Toy Story 4, Fortnite, Bakugan, and Beyblade helping to move the needle. Additionally, NPD expects the strong growth of MGA Entertainment’s L.O.L. Surprise! and Mattel’s Barbie, along with the Oct. 4 release of product tied to Frozen 2 to lead the dolls category to overall growth by the end of the year.

Pokémon and Magic the Gathering have propelled growth in trading card games, though the overall games and puzzles category remains flat for the year. NPD believes that games and puzzles will grow through 2021 as more consumers stay home for entertainment, and the social media sharing of games continues.

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.

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