Categories Tracked

Action Figure/Accessories

  • Action Figures/Accessories & Role Play
  • Action Figure Collectibles
  • Battling Toys & Playsets

Arts & Crafts

  • Sculpting Compounds
  • Mechanical/Digital Design
  • Craft & Paint Kits
  • Powered Appliances & Food Mixes

Building Sets


  • Nurturing Dolls & Accessories
  • Fashion Dolls & Accessories
  • Fashion Role Play & Dressup
  • Playset Dolls & Accessories
  • Large Dolls & Accessories/Furniture


  • Games Excl Trade Card Game
  • Strategic Trade Card Games
  • Puzzles

Infant/Toddler/Preschool Toys

  • Infant/Toddler Toys
  • Preschool Toys

Outdoor & Sports Toys

  • Ride-Ons
  • Sports Toys
  • Summer Seasonal Toys



  • Powered Vehicles
  • Non-Powered Vehicles

Youth Electronics

Explorative & Other Toys

  • Scene Sets & Figures
  • Models & Accessories
  • Learning & Exploration
  • All Other/Miscellaneous Toys

Retail Tracking

Make the most informed business decisions with point-of-sale (POS) data to understand what products sell across department stores, specialty stores, and national chains. Weekly data enables you to closely monitor performance—faster—to improve business results.

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Checkout Omnichannel Tracking

Leveraging an omnichannel panel of 150,000 consumers, our Checkout service provides the total picture of what’s happening online and in stores and how that’s changing over time.

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Registry Snapshot

New babies create new opportunities to reach customers through registries. Grow toy sales from baby registries by analyzing the products consumers register for, gifts purchased, and more—all at the retailer-level.

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Consumer Tracking

Want to know where people shop, what they buy, how much they pay, the key reasons for their purchases, and how this is changing over time? The 8 million nationally-representative interviews we conduct each year enable us to measure consumers’ purchasing behavior and key attitudes across key retailers and channels (e.g. brick and mortar, online) …

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Store-Level Enabled Retail Tracking

Get a more meaningful read on where—and how fast—products are selling, based on sales volume instead of store count alone. With store-level data feeds directly from retailers, you can measure velocity to monitor sales by retailer, region, or territory.

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Prescriptive Analytics


Whether you are looking to define your customer segments or refine them, we offer a deep look into purchasing trends by segment.

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Checkout Buyer Analytics

Buyer Analytics provide self-service Essentials or advanced solutions, so you can see online, in-store, and omnichannel opportunities. Dig deeper into your most valuable customer, brand loyalty, brand leakage/lift, and brand launches.

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Analytic Reporting for POS Store Level Data

When you’re looking for opportunities to increase market share, grow sales territories, and localize assortment, its critical to view data through your own business lens to inform your decision-making and investments. Our Analytic Reporting provides deep dives into our point-of-sale store-level data so you can capitalize on the right opportunity, in the right place, at the right time.

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Pricing Analytics

Our suite of Pricing Analytics provides historical evaluations of pricing and promotional events along with forward looking simulation capabilities to help shape strategy.

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The Future of Toys

Identify the biggest opportunities to improve your business performance and grow your portfolio with the Future of Toys. Our interactive dashboard provides you with three-year forecasts, consumer insights, and Industry Analyst perspectives to ensure you respond effectively to continuous innovation and changing market conditions. Available in the U.S. and Europe.

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Global Toy Market Report

Get market sizing of the global toy market by region so you can identify the top 30 countries your business should focus on to reach growth objectives. This report is segmented by demographics, license, and super category.

Evolution of Entertainment Report

Get a holistic view of leisure time and explore how often U.S. consumers are engaging in entertainment activities, why behaviors are changing, and the factors that contribute to those changes. Use this report to monitor entertainment industry trends and identify how consumers prioritize spending through segmented activity profiles. See how various demographic audiences engage with entertainment, in terms of time and spending, and identify the brands that resonate most with your target markets.

Entertainment Expertise

The NPD Group’s entertainment expertise ― built on best-in-class data, thought leadership, and unparalleled analytics ― equips industry leaders to grow their businesses in a rapidly changing environment. Get a holistic view across books, media entertainment, toys, and video games with robust insights and unmatched industry expertise

Industry Expertise

“There’s a need for speed in the world today. In the current retail environment, it is more imperative than ever to be able to react quickly to changing tastes and fast-moving trends. Toy companies and retailers alike, whether they are big or small, who are nimble enough to react faster and get to market more quickly, are the ones who will win in the long term.”