Create successful ePaper yourself
Turn your PDF publications into a flip-book with our unique Google optimized e-Paper software.
<strong>TOY</strong> <strong>FAIR</strong> <strong>2016</strong><br />
Super-Category Performance<br />
Nine of the 11 super-categories posted gains. Games/Puzzles and Vehicles<br />
grew the fastest at 10.8 percent and 9.7 percent, respectively.<br />
Outdoor & Sports <strong>Toy</strong>s<br />
Infant/Toddler/Preschool <strong>Toy</strong>s<br />
Dolls<br />
Building Sets<br />
Games/Puzzles<br />
Action Figures & Accessories<br />
Vehicles<br />
All Other <strong>Toy</strong>s<br />
Arts & Crafts<br />
Plush<br />
Youth Electronics<br />
$4.0 $3.5 $3.0 $2.5 $2.0 $1.5 $1.0 $0.5 $0<br />
($100) $0 $100 $200 $300<br />
Sales ($B)<br />
Dollar Change ($MM)<br />
In terms of sales performance across the super-categories tracked by<br />
NPD, nine of the 11 super-categories posted gains in 2015. Games/Puzzles<br />
and Vehicles grew the fastest at 11 percent and 10 percent, respectively,<br />
followed by Building Sets and Outdoor & Sports <strong>Toy</strong>s. Outdoor &<br />
Sports <strong>Toy</strong>s and Dolls had the largest dollar gains followed by Building<br />
Sets and Infant/Toddler/Preschool <strong>Toy</strong>s. Star Wars was the No. 1 absolute<br />
dollar growth contributor to three of the super-categories: Action<br />
Figures, Vehicles, and All Other <strong>Toy</strong>s. Properties and products that drove<br />
the gains for the fastest growing super-categories were:<br />
• Games/Puzzles: Pokémon, Star Wars, Pie Face<br />
• Vehicles: Star Wars, Hot Wheels, Sky Viper, Anki Drive<br />
• Building Sets: Lego Minecraft, Lego Star Wars, Lego Classic<br />
• Outdoor & Sports <strong>Toy</strong>s: Nerf, Disney Frozen, Star Wars<br />
Properties with ties to content, whether that content was in the form<br />
of a movie (Star Wars, Jurassic World, Minions, and Avengers), TV show<br />
(Paw Patrol), app (Minecraft), or a strong YouTube following (Shopkins),<br />
were also top contributors to the industry’s annual growth. “Movies” in<br />
total outperformed the market in 2015, growing by 9 percent. With the<br />
early release of Star Wars toys on Force Friday, Star Wars managed to<br />
become the No. 1 property for the year, earning more than $700 million<br />
in sales. It also brought in more sales and contributed more growth than<br />
Jurassic World, Minions, and Avengers combined. With Star Wars: <strong>The</strong><br />
Force Awakens debuting late in the year, 2015 was only the beginning,<br />
and there is room for the property to grow further this year.<br />
Top 10 Properties<br />
<strong>The</strong>se 10 properties make up<br />
one-fifth of total industry dollars.<br />
Star Wars<br />
Disney Frozen<br />
Nerf<br />
Barbie<br />
Minecraft<br />
Hot Wheels<br />
Shopkins<br />
Disney Princess<br />
Lego Star<br />
Wars<br />
Teenage Mutant<br />
Ninja Turtles<br />
$0 $200 $400 $600<br />
Sales ($MM)<br />
<strong>TOY</strong>BOOK.COM | FEBRUARY <strong>2016</strong> | THE <strong>TOY</strong> BOOK 57
Change language