U.S. Toy Market Enjoys A Strong Start To 2021
NPD just reported a strong performance year to date for the toy market in the USA through to April. Most probably the first four months of the year look good as the corresponding period last year aligned with the first pandemic lockdown in the USA, but nevertheless, it was lockdown and frustrated parents and bored kids which were said to have driven sales so high in the middle sections of 2021.
NPD reports the market as being 27% up year on year in $USD terms, with both units sold and average selling price increasing during the reported period. What is also notable is that nearly every super category has grown considerably. One of the immediate impacts of the pandemic hitting was the pulling of movie releases across the board, a year later though we have the ongoing hybrid model of direct to home viewing alongside cinema reopening’s (with restricted capacity), and as such those categories which are typically heavily influenced by the movie release slate have done better year to date than they did last year when ready to go toys were shelved in some instances to await eventual release dates.
Needless to say, it will be hard to keep the year-on-year comparables strong across the entirety of 2021, and across all categories, especially after parentally approved product categories had such a marvellous 2020, but nevertheless, there are plenty of reasons out there to be cheerful if you choose to take a positive view!
To read NPD’s press release in full, just click this link:
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