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