The NPD Group Launches E-commerce Tracking Service to Cover Online Toy Sales in China

Shanghai, 16 October 2019 – Continuing its expansion to provide the most comprehensive view of the global toys market, The NPD Group, Inc. today announced the launch of the company’s Toys E-commerce Tracking Service in China, covering online sales of toy products. The addition of China marks the fourteenth country that NPD tracks for the toy industry*.

Available in October 2019, The NPD Group’s E-commerce Tracking Service in China is available to subscribing clients on a monthly basis, giving them more timely access to emerging trends and the ability to react faster to those trends ahead of the competition.

The monthly service currently delivers coverage of product purchasing down to the item/model level in 11 super-categories and over 90 toy subclasses.

According to NPD’s latest Global Toy Report, China’s toy market generated $12 billion in 2018, an increase of 9 percent vs. 2017. This, combined with the spend per child of $65 per annum, makes China the largest toy market in Asia and the second largest toy market the world, behind the U.S.

In 2013, China represented 11 percent of the global toy market; in 2018, it was 13.4 percent. According to the report, Asia is expected to become the largest region for toy sales in the world by 2023.

From NPD Group’s China Toys E-commerce Tracking Service data May to August 2019 top 2 E-commerce platform recorded $1.36 billion revenue and Top 5 super-categories were Infant/Toddler/Preschool Toys, Outdoor & Sports Toys, Building Sets, Plush and Action Figures & Acc.

“China is an important market for global business. The NPD Group’s expansion into the country aligns with what our clients value and have come to expect from us,” said Stanley Kee, Managing Director, APAC, The NPD Group. “We are excited to work with our clients as we enhance our market coverage and improve upon our ability to provide services that are unmatched around the globe.”

The new service is based on NPD’s global category definitions and hierarchy. It currently tracks toy industry sales beginning in May 2019.

* With the addition of China, NPD’s toys retail footprint now 14 countries: Australia, Benelux (Belgium and Netherlands), Brazil, Canada, China, France, Germany, Italy, Mexico, Russia, Spain, United Kingdom, and United States.


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