NPD Report Confirms Growth of U.S. Toy Industry in 2015

Moose Toys' Shopkins_distributed in Canada by Imports Dragon

A strong YouTube following made Shopkins' 12-Pack Assortment the number-one selling toy in the U.S.

The latest report from well-known market research company The NPD Group confirms the U.S. toy industry’s strong performance last year, especially in Q4 2015.

Retail sales data collected and analyzed by the firm shows that as predicted, U.S. toy sales grew almost seven percent to a total of US$19.4 billion.

A projected healthy holiday period also came to pass with sales during the week of Christmas jumping by 25 percent over the previous year.

While many of the industry’s so-called super-categories showed positive numbers, it was games/puzzles, and vehicles that led the way. They grew the fastest by 10.8 and 9.7 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.

Many factors contributed to the category gains, says the NPD report. Not surprising, however, popular movies, such as Disney’s Star Wars:TFA, Jurassic World, Minions, and Avengers, as well as television shows like Paw Patrol had key roles in driving growth, especially in the action figures and vehicles categories. A huge YouTube presence worked similarly for Moose Toys’ collectible Shopkins propelling that line’s 12-Pack Assortment to the U.S.’s number-one best selling toy in 2015.

For more information, contact The NPD Group.

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