The NPD Group Reports U.S. Sales of Licensed Toys Grew 3 Percent in 2013

Disney’s Frozen among top selling licenses and growth drivers in Q1 2014

Port Washington, NY, April 28, 2014 – According to The NPD Group, a global information company, U.S. retail sales of licensed toys grew 3 percent in 2013, to $5.3 billion, with licensed toys representing 29 percent of total brick-and-mortar toy dollar sales, and 23 percent of total online dollar sales.

Among millennial females with children ages 2-12, 64 percent of respondents told NPD that their child has a particular brand or character they prefer**. Children respond to the characters that are brought to life in animated movies, and the prevalence of those movies in 2013 clearly had an impact on sales of related licenses. The same holds true in the first quarter of 2014, where Disney’s Frozen is still reaping the benefits of the pre-Black Friday 2013 movie release.

In 2013, many of the animated movies were gender neutral, but Monsters University, Despicable Me 2, and Disney’s Planes released earlier in the year than Disney’s Frozen may have appealed more to boys. Boys who received licensed toys in the 3-11 age group accounted for 44 percent of all licensed dollar sales last year, while girls in the same age group represented just 26 percent***.

Source: The NPD Group, Inc. / Weekly Retail Tracking Service

  • 2013 data = 52 weeks starting January 6, 2013 through week ending January 4, 2014;
  • 2012 data = 52 weeks starting January 8, 2012 through week ending January 5, 2013
  • Q1 2014 data = 12 weeks starting December 29, 2013 through week ending March 29, 2014

**Source: The NPD Group, Inc. / Evolution of Play 2013

***Source: The NPD Group, Inc. / Consumer Tracking Service, 12 months ending December 2013, dollar sales

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