Toys
Providing the toys industry data, analytics, and expertise about:
Action Figure/Accessories
Arts & Crafts
Building Sets
Dolls
Games/Puzzles
Infant/Toddler/Preschool Toys
Outdoor & Sports Toys
Plush
Vehicles
Youth Electronics
Explorative & Other Toys
Children change rapidly. As do their playthings. And so does the market that feeds that change. If you're in the toy industry, it's a perpetual challenge to stay on top of all those shifting tastes and trends. That’s where we come in. With NPD you get complete, accurate information about your products’ sales and your consumers so you can track trends, identify business opportunities, and grow your business.
We also offer analytic solutions such as new product forecasting, segmentation, price and promotion evaluation, market forecasting, and more. Our industry analysts leverage these unmatched data assets to provide data-driven perspective as you navigate the complexities of a changing market landscape.
Insights @npdtoys
January 26, 2021
The NPD Group Presents Its Global and European Toy Industry Performance Awards for 2020
January 26, 2021
The NPD Group Presents Ninth Annual Toy Industry Performance Awards for The Americas
January 13, 2021
Toys and Games Bring Fun, Entertainment, Education, Exercise and Stress Relief to the UK in a Challenging 2020
December 21, 2020
Shoppers Bag Toys Early This Christmas in the UK, Driving November Sales up 11% Year-on-Year
November 30, 2020
The Power of Play: Toy and Video Game Sales Hit Record Highs as Canadians Continue to Prioritize Family
October 30, 2020
The NPD Group: U.S. Toy Industry Experienced 19 Percent Growth in the First Three Quarters of 2020
May 19, 2020
The NPD Group: Sales of Outdoor and Sports Toys Surge as Families Take Refuge in Their Backyards
April 29, 2020
The NPD Group: U.S. Toy Industry Sales Experienced +7.6 Percent Growth in the First Quarter of 2020
February 23, 2020
The NPD Group Presents Eighth Annual U.S. Toy Industry Performance Awards at New York Toy Fair
DataCategories Tracked
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.
Learn More Contact usRegistry 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.
Contact usALR for Walmart
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 Walmart to drive growth.
Learn More Contact usConsumer Tracking
Understand who buys toys, and how, why, and where they shop, with this unmatched view across all retail channels in the U.S and Canada—based on more than 12 million consumer surveys annually.
Learn More Contact usJuvenile Products Retail Tracking Service
Get a complete view of the durable juvenile products market — travel, safety, feeding, bed and bath, infant entertainment, and furniture.
Learn More Contact usRetail Tracking
Make the most informed business decisions with point-of-sale (POS) data to understand what’s selling across department stores, specialty stores, and national chains. Combine multiple countries in a single database to allow for multi-country reporting.
Learn More Contact usCheckout Omnichannel Tracking
Leveraging an omnichannel panel of 130,000 consumers, our Checkout service provides the total picture of what’s happening online and in stores and how that's changing over time.
Learn More Contact usE-commerce Tracking Service (China)
NPD China offers an e-commerce tracking service for the toy industry in China. With NPD, you get the most complete, accurate, and comprehensive information about how your sales compare to the competition. You also get insight into channels, top selling items, and popular licenses to help you track trends, identify business opportunities, and grow sales.
Contact usPrescriptive Analytics
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.
Learn More Contact usSegmentation
Whether you are looking to define your customer segments or refine them, we offer a deep look into purchasing trends by segment.
Learn More Contact usPrice & Promotion Management
Measure the effectiveness of past promotions and simulate the impact of future promotional, discount, and base price changes.
Learn More Contact usCheckout 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.
Learn More Contact usReports
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.
Contact usEvolution 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.
Contact usWe Track Toys Across the Globe
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.”
Juli Lennett
Vice President, Industry Advisor
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