Toys Market Research & Business Solutions

If you have kids, there’s likely a closet in your home full of discarded toys. Children change rapidly. As do their playthings. So too does the market that feeds that change. Once upon a time, toys were something a child held. Then they were something a child played on a screen. Then they were things as likely to be collected by adults as loved by a child. Now they are often all these things all at once.

To monitor what’s happening in this dynamic market, we collect point-of-sale information from all major toy retailers. This information, combined with our analysts’ industry perspectives, delivers a comprehensive view of what’s selling and where. We also field more than 12 million consumer surveys a year to help industry leaders understand why consumers shop, where they shop and why they buy what they buy.

Our toy industry solutions can help you engage with consumers and make better business decisions. By combining our information with your own data or third-party input, we can create even more comprehensive solutions that address your unique business issues.

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Retail Tracking

NPD's Retail Tracking delivers weekly point-of-sale (POS) tracking information. It’s the only source for competitive, item-level product detail and insight on toy sales trends. This industry resource can help you understand market dynamics, identify opportunities for growth, and partner more closely with retailers. Our POS footprint covers all the major toy retailers to ensure you are working with information that gives a complete view of the marketplace.

You can use it to create a scorecard using common language, obtain accurate and timely information about your competitors, identify assortment opportunities, benchmark pricing, identify new products, and better manage your business. The data includes a global category hierarchy, which you can use to make cross-country comparisons.

This service is derived from un-projected POS data from all major toy retailers. It encompasses about 80% percent of the total traditional toy industry, which covers more than 37,800 global retail doors and 
online retailers. The POS data is delivered monthly and weekly

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Consumer Tracking

Our Consumer Tracking provides in-depth detail straight from consumers, so you can analyze retailer share, measure category and channel performance, explore consumer demographics, and understand purchase dynamics. Over 12 million surveys annually tell us where consumers shop, what they buy, and how much they pay. The service delivers a comprehensive picture of consumer activity across all retail channels. Its information is aligned with our Retail Tracking hierarchy, allowing for high-level market alignment of our toys consumer data. Toy industry leaders use this robust information to uncover opportunities and create products, messaging, and promotions that appeal to their target consumers.

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Account Level Reports

These reports enable retailers who choose this option to share their information with approved vendors, allowing vendors to analyze business performance at specific retailers down to the item level in many instances. By making this report available to their vendors, retailers can work together with them to optimize performance. These reports may only be made available with the express permission of the retailer.

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Shopping Activity Services

Get access to insights on shopping, browsing, and buying visits across all channels, retailers, categories and demographics. View conversion rate and average spend measures and see how they vary by retailer, season, and demographic. Gain an understanding of where else your customer is shopping and buying.

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Modeling and Analytics

Where are the opportunities? Where are the dangers? What happens next? Now you can know. The NPD Group’s Solutions portfolio provides insight into what will happen in the future in your market.

Our team combines NPD POS and consumer information; custom survey research; distinctive, one-of-a kind research techniques and methodologies; and a half century of industry expertise to identify opportunities, uncover threats, forecast sales and market share, optimize pricing and assortment, and much more.

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April 1, 2015

Today’s Teachers: School Supply Purchasing Dynamics & Behaviors

Know the classroom products teachers prefer, so you can make better product development and marketing decisions

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January 13, 2014

Toys Retail Tracking Service

Evolution of Play — get a new view of what's happening and what's ahead

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January 10, 2014

Explore Kids' New Way to Play

How are mobile devices and apps affecting the way kids play?

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September 30, 2013

Weekly Retail Tracking Service Information
see what’s happening week by week

Give your business the gift of weekly point-of-sale (POS) information. You’ll make better business decisions, faster, and your company will be more ag

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April 29, 2013

Zoom In On Toy Trends

See the most detailed information on toy consumers. Discover your most promising opportunities.

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Press Releases

May 2, 2016

U.S. Toy Industry Grows 6 Percent During the First Quarter of 2016

Holidays Including Valentine’s Day and Easter Grow in Importance Port Washington, NY, May 2, 2016 – The U.S. toy industry grew by 6 percent, or $206 million, in the first quarter of the year compared to the same period in 2015*, according to global information company The NPD Group. Out of the 11 ...

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January 20, 2016

Stellar Performance for U.S. Toy Industry, Growing Nearly 7 Percent in 2015, The NPD Group Reports

Content-Related Toy Sales Driven by Star Wars Among Top Reasons for Industry Growth Port Washington, NY, January 20, 2016 – U.S. toy sales grew by 6.7 percent in 2015*, according to retail sales data from global information company The NPD Group, generating $19.4 billion and marking one of the st ...

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August 19, 2015

Toying With Gender-Neutral Labels

In mid-August Target made headlines after announcing a phase-out of gender-based signage in certain children’s sections of its store. The move came after an Ohio mom called out the retailer on Twitter for gender designation in its toy aisle, noting signage for “Girls’ Building Sets” next to regul...

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Insights and Opinions from our Analysts and Experts

March 18, 2016

March Break Boosts Canadian Toy Industry

For Canadian families, March Break is one of the most anticipated times of the year. As the frigid winter days slowly come to an end and the clocks “spring forward”, students and parents alike begin to look forward to a week of rest, relaxation, and play. That said, perhaps it is somewhat unsurprisi...

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