Sales of Licensed Toys Are Trending Up Four Percent During the First Half of the Summer
PORT WASHINGTON, NY, August 21 2013 – According to global information company The NPD Group, sales of licensed toys for the months of May and June are up 4 percent vs. a decline in all other toys of close to 2 percent.
Retail sales of licensed sport toys have increased 12 percent, while licensed action figure toys have increased 20 percent. All other licensed categories, which include racing, comic book-based and video game-based toys to name a few, have increased 2 percent.
The Top 5 licenses experiencing the largest percentage increase in dollars during this time period were Doc McStuffins, Iron Man, Monsters Inc., Superman, and Teenage Mutant Ninja Turtles (in alphabetical order). Iron Man, Monsters University and Man of Steel hold three out of four positions in the top summer box office rankings.
“Summer box office is up 11 percent versus the same time period last year,” said Russ Crupnick, senior vice president of industry analysis at The NPD Group. “Franchises such as Iron Man, which leads summer box office, and the ‘Monsters’ sequel have performed well at theaters, creating mass market appeal for the licensed toy lines. ‘Planes’, the spinoff of the wildly successful hit ‘Cars’ just reached theaters in time to drive back to school and holiday demand.”
According to NPD’s “Evolution of Play” report, 56 percent of parents reported that a license was an important factor when it came to shopping for toys. “Over 60 percent of kids aged 9 and under have at least one favorite license,” said Crupnick, “so the continued strength of these franchise movies at the box office should translate to continued strength at the cash register.”