Toy sales in Spain to grow 5% in 2021

According to market research company NPD Group, the Spanish toy market closed 2021 with a turnover of 984 million euros, up 5% from the previous year, although still slightly below pre- pandemic business ( -2%). Licensed toys and products for teenagers and adults were the two main drivers of the industry in 2021, and demand for new products, especially those launched by existing brands , also recovered during the year.

The data shows that all product categories grew last year, except for dolls ( -2%) - due to a decline in sales of baby dolls and miniature dolls, while mannequin dolls had double-digit growth , and outdoor products ( -1%), which fell back after strong demand last year due to pandemic restrictions.

Elsewhere, strong performances were seen in Youth Electronics (+29%), a category driven by the Robotics sector; Soft Toys (+21%), which grew due to the Baby Yoda category; and Vehicles (+19%), which grew due to the Minis sector. Action (+8%), Construction (+7.2%), and Kids/Preschool (+7%) also performed better than average.

Another driver of the market last year was the so-called "kids" audience, and retailers are focusing on them, setting up specific areas in stores where games, action figures, building, puzzles and collectibles can be found.

According to NPD’s latest consumer panel, sales to the 13+ age group grew nearly 12% in 2021, increasing their share of the toy market to 22% of total sales.

At the same time, purchases for "multiple recipients", that is, items purchased for the entire household, fell back last year after the outbreak of confinement in 2020, returning to pre -pandemic share levels ( 2.5%).

As for price increases, the NPD Group compared the top 100 best-selling products and found that while toy prices were almost flat in September (+0.5%) and October (+0.2%), they grew by 2.8% in November and December during the Christmas season .

In any case, four in ten Spaniards said price increases would not change their buying habits for toys and games , according to a survey the company conducted in December.

Specifically, 23% said it would not have any impact at all, while for 17%, price was not important when considering buying such products. On the other hand, 39% said they would look for better prices and promotions, and 24% would buy fewer or cheaper products.

Spain

Toy

Price increase