According to The NPD Group, traditional toy sales in the UK were up 11 percent in the first quarter of 2010 (January to March), totaling £241.5 million compared to the £218.3 million generated during the same time period in 2009.
While an increase in price points can be attributed to the growth, The NPD Group reported that UK consumers were also buying more traditional toys in the first quarter of this year than they were last year.
January, February, and March all experienced positive revenue growth, with respective increases of 3 percent, 14 percent and 13 percent. Unit sales decreased 5 percent in January, but increased 3 percent and 7 percent, respectively, in February and March. For the whole period, unit sales increased 2 percent to 42.8 million units.
For traditional toys priced at £5 and less, price points increased at an average of 4 percent. For toys in the £10-£20 range, price points increased 8 percent, while toys in the £5-£10 and £20+ ranges saw respective price point increases of 16 percent and 15 percent.
The report also states that action figures & accessories, vehicles, and youth electronics declined at 10 percent, 5 percent, and 31 percent, respectively. The most significant increases were the building sets and plush categories, which saw respective increases of 65 percent and 77 percent.
According to The NPD Group, licensed toys represented 25 percent of total industry sales in Q1 2010, compared to 2009’s 31 percent. Top properties for the quarter, based on total revenue sales, included Ben 10, LEGO City, Star Wars, Thomas and Friends, and Transformers (in alphabetical order).