World Cup licensing drives toy growth

Sales of World Cup stickers and related items have driven recent growth in toys, according to NPD.
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After a lull in April, growth returned to the toy market with May sales up 12 per cent in value on May 2009 and units growing an impressive 26 per cent.

Units growing stronger than value marks a change in the market as, since January 2010, an increase in the average price has driven value growth.

This month however, average price has declined from £5.60 a year ago to £5.00, driven by a surge in the number of pocket money items sold, many of which have had a particularly strong month. Toys under £5 accounted for 73 per cent of all units purchased in the last month, up 32 per cent from May last year.

There are five new items in the top ten best selling items for the month of May with the new number one item being Panini’s Official Fifa stickers.

The All Other toys category, in particular, has driven May growth with value up 44 per cent, and units up 149 per cent on the same month a year ago. This growth is driven by the World Cup, with FIFA, Pro Sports and Match Attax being the top three properties in the category (and driving sales).

Even before the tournament began in earnest, football has been adding to toy sales with FIFA being the top selling property in the All Other toys category. FIFA also has the top selling item across total toys for the month: the Official Fifa World Cup 10 Stickers, which accounted for 29 per cent of all units sold within All Other toys, have a very low average price of just 49p.

Six out of the top ten items are football-related collectable card and stickers accessories.


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