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Industry
RETAIL TOY SALES UP 4 PERCENT ON BUILDING SETS, ELECTRONICS, FROZEN According to data from The NPD Group, U.S. retail sales of toys generated $18.08 billion last year compared to $17.46 billion in 2013, an increase of 4 percent. Retail sales over the 2014 holiday shopping season got off to a bumpy start, with the weeks of Black Friday and Cyber Monday experiencing mixed results of -2 percent and 1 percent, respectively (compared to the same time periods in 2013). However, Christmas week sales grew 27 percent, lifting December growth to 6 percent. Fourth quarter sales were up 3 percent for the 13-week period starting October 5 through the week ending January 3. In terms of sales performance across the various super-categories last year, building sets and youth electronics experienced the most significant increases at 13 percent and 11 percent, respectively, followed by action figures and games/puzzles, both increasing 9 percent. Compared to the previous year, infant/preschool toys and all other toys experienced dollar sales declines (-5.0 percent and -0.4 percent, respectively). Licensed toys, which represented 31 percent of total industry sales, experienced an increase of 7 percent last year compared to 2013. Looking at top toy properties, Disney Frozen captured the top spot overall, and was the top gainer among all toy properties for the year based on absolute dollar growth, generating $531 million last year.
36 • THE TOY BOOK
RUBIE’S EXPANDS ITS DRESS-UP LINE AND MORE
WITH
MARVEL, MINIONS,
Imagine by Rubie’s, a toy division of Rubie’s Costume Co. Inc., expands its offerings with new products and accessories, providing kids with the opportunity to dress up as their favorite characters 365 days of the year. Imagine’s newest licenses are inspired by 2015’s most anticipated movies, including Marvel’s Avengers: Age of Ultron, Star Wars: The Force Awakens, and Minions. In addition, Imagine offers products based on Guardians of the Galaxy, Captain America, Superman, Spider-Man, Batman, The Wizard of Oz, WWE, Teenage Mutant Ninja Turtles, and My Super Best Friends. Along with these characters, Imagine offers a variety of non-licensed designs, such as ninjas, policemen, firefighters, military men, princesses, and fairies, as well as accessories including reversible capes, swords, masks, tutus, purses, wands, and tiaras. Rubie’s says the philosophy behind the entire collection is to encourage kids to dream, believe, and achieve through imagination. Avengers: Age of Ultron Captain America costume, from Imagine by Rubie’s
TOY BACKER LAUNCHES FIRST-EVER CROWDFUNDING SITE DEDICATED TO THE TOY INDUSTRY Toy Backer has created the first crowdfunding site dedicated solely to the toy industry. The intent of the site is to create a hub for creative innovators to be able to share ideas and see them brought to fruition, all through the financial backing of consumers. Toybacker.com utilizes a two-tiered crowdfunding platform that allows great ideas to be developed through direct consumer support. It also offers fully funded campaigners the option of having Toy Backer act as a direct agent to facilitate placement to a sponsoring toy or kids’ licensed product company. A soft launch of the site is planned during North American International Toy Fair and the company will continue its marketing campaign throughout the year.
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FEBRUARY 2015