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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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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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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Account Level Reports

Account Level Reports provide retailers and their approved vendors with one data set to guide business decision-making and improve results. Approved vendors can get visibility to truly partner with big box retailers to drive growth.

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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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Pricing Analytics

Measure the effectiveness of past promotions and simulate the impact of future promotional, discount, and base price changes.

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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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The Future of Toys

To make the most informed decisions you need to know how the market will perform, which consumer segments will drive growth, and how shopping will shift across channels. The Future of Series guides your strategy with sales forecasts and forward-looking industry insights. Covers 95+ subcategories with a focus on dolls, building sets, games and action figures. Additionally, see how consumers are responding to the COVID-19 crisis.

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Global Toy Market Report

Get market sizing of global market by region (2012-2017, 30 regions included). 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.”