Port Washington, NY, February 10, 2023 – According to The NPD Group, a leading global information company which recently merged with Information Resources, Inc. (IRI) to create a leading global technology, analytics and data provider, toy industry retail sales across the 12 global markets (G12)* tracked by NPD , including Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and United States, were flat (0.5%) in 2022, but 22% higher when compared to pre-pandemic 2019.
Sales through the end of the third quarter were up 2%, with the fourth quarter (Q4) experiencing a decline of 4% when compared to 2021, according to NPD’s Retail Tracking Service. While Q4 sales were down vs. Q4 2021, they were 11% higher than pre-pandemic Q4 2019. Average sales price was up 3% year over year and increased 19% vs. 2019.
In 2022, Brazil, Mexico, and Canada posted sales gains of 15%, 6%, and 1%, respectively, with sales across the remaining nine global markets ending the year flat to down. When compared to 2019, only one country, Spain, experienced a sales decline, decreasing 1%.
In 2022, five of the 11 toys supercategories tracked by NPD in G12 countries saw sales increase vs. 2021. However, all but two supercategories experienced double-digit growth vs. 2019. Sales of Plush increased the most in 2022, up 64%.
Of the 29 toys subsegments, 11 posted gains for the year. Top gains came from Plush (27%), Miscellaneous Toys (18%), Building Sets (5%), Strategic Trading Cards (18%) and Action Figures Collectibles (18%).
Looking at the top five selling toy properties across the G12 in 2022, Pokémon was the largest, followed by Barbie, Star Wars, Marvel Universe, and Hot Wheels. The top gaining properties were Squishmallows, Pokémon, and Jurassic World. Licensed sales represented 30% of total industry sales in 2022.
“Far from viewing the year-end results as a counter-performance, we are pleased to see that global sales held their own in 2022, consistently strong and in line with the elevated level of sales reported in 2021,” said Frédérique Tutt, global toys industry analyst at The NPD Group. “The toy category’s 22% increase versus pre-pandemic’s 2019 performance shows just how resilient this industry is.”