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Its that time to bring you the latest NPD toy sales charts for the UK. This month we can also bring you the charts for the whole of 2009. Overall Hasbro can be very pleased with Transformers, though not as strong as 2007 the line features in all four charts as was also back up to number three in the monthly "toy property chart".
The top five properties within the UK for December 2009 were:
- Ben 10
- Star Wars
- Transformers
- Thomas and Friends
- Peppa Pig
UK December 2009 (£ Sales Value)
- KidiZoom Camara - VTech
- Go Go Hamster Packs - Character Options
- First Steps Babywalker - VTech
- Transformers Movie Deluxe - Hasbro
- Bop It - Hasbro
- Monopoly - Hasbro
- The Logo Game - Drumond Park
- Monopoly City - Hasbro
- Star Wars Clone Walker And Droid Assortment - Lego
- Baby Annabell 2009 White - ZAPF Creation
UK December 2009 (Unit Sales - Volume)
- Match Attax Cards - Topps
- Hot Wheels Basic Car Assortment - Mattel
- Transformers 2 Movie Legends Assortment - Hasbro
- Ben 10 Alien Force 10cm Figures - Bandai
- Go Go Hamster Packs Assortment - Character Options
- Transformers Movie Deluxe Figures - Hasbro
- Star Wars CLone Walker And Droid Assortment - Lego
- LP Gets the pets - Hasbro
- Bionicle 2HY Cans 20009 - Lego
- Play Doh Single Tub Assortment - Hasbro
UK 2009 Year Sales (£Value)
- Kidizoom Camera - VTech
- First Steps Baby Walker - VTech
- Ben 10 Alien Force 10 CM Figures - Bandai
- Star Wars Clone Walker And Droid - Lego
- Transformers Movie Deluxe Figures - Hasbro
- Bakugan Starter Pack - Spin Master UK
- Hot Wheels Basic Car Assortment - Mattel
- Smart Trike Plus Girls - Mookie Toys
- Ben 10 Alien Force 15CM DNA Figures - Bandai
- Ben 10 Ultimate Omnitrix - Bandai
UK 2009 Year Sales (Unit Volume)
- Hot Wheels Basic Car Assortment - Mattel
- Match Attax Cards - Topps
- Ben 10 Alien Force 10cm Figures - Bandai
- Cars Vehicle Assortment - Mattel
- Transformers 2 Movie Legends Assortment - Hasbro
- GoGos III Explorer Pack - Magic Box
- Bakugan Booster Pack - Spin Master UK
- LPS Get The Pets - Hasbro
- Play Doh Single Tub - Hasbro
- GoGos CB Evolution Booster - Martomagic
The NPD Group have now released the UK toy sales charts for September 2009.
UK September 2009 £ Sales - Value
- First Steps Babywalker - VTech
- Kidizoom Camera - VTech
- Ben 10 Alien Force 10cm Figures - Bandai
- Transformers Movie Deluxe Figures - Hasbro
- Star Wars Clone Walker - Lego
- Hot Wheels Basic Car Assortment - Mattel
- Smart Trike Plus Girls - Mookie Toys
- Baby Annabell Doll - Zapf Creation
- Bakugan Starter Pack - Spin Master UK
- Cars Vehicle Assortment - Mattel
UK September 2009 Unit Sales - Volume
- Hot Wheels Basic Car Assortment - Mattel
- Littlest Pet Shop Get The Pets - Hasbro
- Play Doh Single Tub - Hasbro
- Cars Vehicle Assortment - Mattel
- Ben 10 Alien Force 10cm Figures - Bandai
- Matchbox 1/75 Minatures - Mattel
- 12 Coloured Pencils - Crayola / Vivid
- Super Tips Bright 12 - Crayola / Vivid
- Transformers Movie Legends Assortment - Hasbro
- Bakugan Booster Pack - Spin Master
UK 2009 YTD £ Sales - Value
- Ben 10 Alien Force 10cm Figures - Bandai
- Kidizoom Camera - VTech
- First Steps Babywalker - VTech
- Bakugan Starter Pack - Spin Master UK
- Hot Wheels Basic Car Assortment - Mattel
- Cars Vehicle Assortment - Mattel
- Smart Trike Plus Girls - Mookie Toys
- Ben 10 Ultimate Omnitrix - Bandai
- Star Wars Clone Walker - Lego
- Ben 10 Alien Force 15cm DNA Figures - Bandai
UK 2009 YTD Unit Sales - Volume
- Hot Wheels Basic Car Assortment - Mattel
- Cars Vehicle Assortment - Mattel
- Ben 10 Alien Force 10cm Figures - Bandai
- Gogos III Explorer Pack - Martomagic
- PR Jungle Fury Figures - Bandai
- Bakugan Booster Pack - Spin Master
- Ben 10 Alien Force 10cm Assortment - Bandai
- Gogos CB Evolution Booster - Martomagic
- Littlest Pet Shop Get The Pets - Hasbro
- Super Tips Bright 12 - Crayola / Vivid
In a report into the UK toy market (available
here for &eruo;774 (electronic) or &eruo;950 (hard copy)), the UK toy industry is now valued at £2.16bn. "
Total sales have increased annually since 2002, although growth levels have been relatively low" the report states.
The report breaks the toy market into nine product categories.
- infant / pre-school toys and games
- Activity toys
- Outdoor and sports toys and games
- Games / Puzzels
- Dolls
- Action Toys
- Vehicles
- Plush toys
- Other products
The report states that several factors have had a strong effect on the market including the UK birth rate falling annually from 1996 until 2001. Since 2001 that figure has reversed, and the birth rate is back on the increase. In terms of UK child populatation, this trend led to a fall in the total child population between 2002 and 2006. However the under-5 age group increased in number over the same period
The report does highlight, however, that this is not the greatest concern to the toy suppliers that falls to the KGOY (Kids Getting Older Younger). As a result of this, traditional toys are being abandonded at younger ages in favour of PC and console games, mobile telephones, fashion and a wealth of alternative products. To try to combat this trend, suppliers have been focusing on producing more engaging toys, adding in more electronis features, including fashion elements and introducing websites with interactive elements. Some groups, as the report states, are not looking outside of the child markets and looking to aim ranges at an older audience. It quotes Hornby and Games Workshop as two such organisations. Here's a quote
"Collectability is also regarded as a way ot target higher spending amoung adult buyers. In addition, 'retro' products have looked to appeal to parents rather than children, as witnessed by the revival of brands such as Raleigh". Licensed products rosed wthin the UK by 10% in 2005/2006, mainly due to supermarkets, to £2.2bn, however Woolworths remained the most significant supplier of licensed products in the UK.
Here are some more quotes
"Toys and games are an international business with global brands. Most of the major companies source and distribute internationally so that they can benefit from economies of scale (not only in terms of costs but also with regard to marketing). The two largest toy companies are Mattel and Hasbro, both of which are in US ownership. These companies operate across most sectors of the toys market and own major brands such as Barbie, Action Man, My Little Pony and Fisher Price. UK-owned companies tend to be smaller in scale and include groups such as Vivid Imaginations and Hornby.
The presence of large international groups in the traditional toys and games market has allowed a high level of investment in brands and products. Established names have moved into new formats, such as DVD board games. The cross licensing of names from the media has also been an important source of new products, from Teenage Mutant Ninja Turtles to Roary the Racing Car.
Many brands and products have seen a rise in electronic content to more effectively target an increasingly sophisticated demographic. The use of interactive websites to encourage brand loyalty and interest is also developing.
The toys and games market has limited scope for growth in the current competitive children's market. However, the existence of strong brands and established companies in the sector is a positive indicator."
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