BLE 2012: NPD reveals top toy categories and licences

By Dominic Sacco

October 16th 2012 at 5:06PM
BLE 2012: NPD reveals top toy categories and licences

Research firm tells Licensing Academy the top-selling brands in terms of retail sales.

The NPD Group has listed the top-selling licences and toy categories so far this year.

The firm’s Frederique Tutt ran through the data during a What’s Hot? ‘What’s Not?’ Licensing Academy conference at Brand Licensing Europe 2012 today. 

The top six licences for August year-to-date in terms of European toy sales are as follows:

1. Star Wars (3.1 per cent of European sales)

2. Playmobil (2.9 per cent)

3. Cars (2.3 per cent)

4. Barbie (1.7 per cent)

5. Hello Kitty (1.6 per cent)

6. Monster High (1.3 per cent)

Mattel’s Monster High girls’ doll brand is the highest newcomer.

In terms of the fastest-growing licences overall for the same period, Spider-Man is number one (with a 32 per cent year-on-year increase), while Moshi Monsters is number two (with a 28 per cent rise).

The biggest toy category movers and shakers year-on-year are the following:

Action figures are down 10 per cent in the UK and 21 in Europe

Building sets are up 21 per cent in the UK and 18 per cent in Europe

Dolls are up 20 per cent in the UK and 11 per cent in Europe 

Outdoor toys are down five per cent in the UK and 12 per cent in Europe

The top ten licensors in Europe today account for 67 per cent of the licensing business for Europe overall.

Finally, the licensed toy market in the UK is up seven per cent year-on-year overall. This reason for this growth is Moshi Monsters – without that brand it would have dropped one per cent overall.


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