NPD Highlights: Force Friday Brings Star Wars to Stellar Heights

A holiday-like fever arrived before Labor Day this year, and one of particular interest to Star Wars enthusiasts. On September 4, a number of major retailers opened their doors at midnight to debut never-before-seen toys and other merchandise centered on the upcoming film, Star Wars: The Force Awakens. How strong was the retail force on this “Force Friday?”

“Force Friday provided a phenomenal lift for Star Wars, growing sales by six times its recent average weekly sales,” said Juli Lennett, senior vice president of the U.S. toys division at The NPD Group. “About $1 of every $11 for the week was spent on a Star Wars toy.”

The top three supercategories made up 87 percent of the total dollar sales for the week, with Action Figures, Accessories, and Action Role Play leading the pack with 42 percent of the total sales, likely driven by toy collectors. The top selling Star Wars item for the week was Hasbro’s Star Wars The Black Series Figures 6" Assortment.

“Year to date, the total U.S. toy industry has experienced 7.3 percent growth, and this year’s Star Wars movie-related toys have the potential to be a significant contributor to industry sales through the holiday season,” said Lennett.

Source: The NPD Group, Inc. / Weekly Retail Tracking Service, August 30-September 5, 2015

Source: The NPD Group, Inc. / Weekly Retail Tracking Service, January 4-September 5, 2015

U.S. data is representative of retailers that participate in The NPD Group's Retail Tracking Service. NPD’s current estimate is that the Retail Tracking Service represents approximately 80 percent of the U.S. retail market for Toys.


Related Press Releases

Toy Sales Across Key Global Markets Grew by 4 Percent in the First Half of 2018, Reports NPD
Toy Sales Across Key Global Markets Grew by 4 Percent in the First Half of 2018, Reports NPD

Across the global markets tracked by NPD, toy industry sales reached $18.4 billion in the first half of 2018. Traditional play patterns, collectibles, social media and innovation were the trending themes.

U.S. Toy Industry Grows its Sales by 7 Percent in the First Half of 2018, Reports The NPD Group
U.S. Toy Industry Grows its Sales by 7 Percent in the First Half of 2018, Reports The NPD Group

The U.S. toy industry grew 7 percent to $7.9 billion in the first half of 2018. Over these six months, which included the beginning and end of the Toys“R”Us liquidation, there were a number of catalysts for growth.

The NPD Group Launches Retail Tracking Service to Cover In-Store and Online Toy Sales in Brazil
The NPD Group Launches Retail Tracking Service to Cover In-Store and Online Toy Sales in Brazil

Market research company NPD Group announces its global industry and marketplace expansion with the launch of its Toys Retail Tracking Service in Brazil, covering online and brick-and-mortar sales of toy products.

Toys‟R”Us Liquidation and Early Easter Align, Bringing Additional Sales to Growing U.S. Toy Industry
Toys‟R”Us Liquidation and Early Easter Align, Bringing Additional Sales to Growing U.S. Toy Industry

U.S. toy sales grew in the initial weeks of 2018, when the industry was in a “business as usual” state. Then, two unique circumstances converged to further lift the market: the beginning of the Toys‟R”Us liquidation and an early Easter.


Press Contact

Marissa Guyduy
(516) 625 2203
Marissa.Guyduy@npd.com

@npdstyle@npd_entertain@npd_sports

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.

Newsletter

Subscribe and get key market trends and insights relevant to your industry each month.

We will not sell your information. View privacy notice.

Follow Us

© The NPD Group, Inc.