U.S.A. Toy Market Value Grows By An Incredible 13% In 2021
The NPD Group have reported this week that the U.S. toy market grew in value by 13% in 2021 versus 2020. This incredible result saw the market value grow to a weighty $28.6 billion, from $25.4 billion in 2020. I have been monitoring the toy market since around the turn of the millennium, and I can’t ever remember a double digit increase in sales.
When you consider that 2021 brought frankly ludicrous supply chain challenges for toy companies, the 2021 results really suggest an exceedingly robust category and high consumer demand in unusual circumstances. Unit sales increased by 8% year on year, the difference between the unit sales growth and $ sales growth can be explained by price point inflation driven by the increase in price points due to the shipping container crisis.
It is yet again evident that this toy business of ours is super resilient, and despite massive logistical problems and a country still affected by Covid, the toy business has seen sales growth unprecedented in recent times. It will be a tough ask for the U.S. toy market to even match 2021’s market value, but with a strong movie slate already underway for 2022, this could be a great year again for the toy business in the world’s biggest toy market.
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