Home Industry Expertise 2021 Toy Industry


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

December 8, 2020

Now in Entertainment

October 12, 2020

Christmas on Zoom? Really?

August 26, 2020

The Explosion of Nesting

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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.

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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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ALR 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.

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Consumer 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.

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Juvenile Products Retail Tracking Service

Get a complete view of the durable juvenile products market — travel, safety, feeding, bed and bath, infant entertainment, and furniture.

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Retail 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.

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Checkout Omnichannel Tracking

Leveraging an omnichannel panel of 150,000 actively engaged 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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E-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.

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Prescriptive 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.

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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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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.

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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.

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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


New Timing Could Bring New Opportunities for Prime Days Promotions

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