US toy sales increased by 11% in Q3, and the product ranking list is released!

During the epidemic, consumers need to spend a lot of time at home. In order to increase the fun of home life, the sales of toy products have surged. Both adults and children need some toy products to add color to their lives.

The popularity of toy products in the United States has remained high due to a variety of reasons, including the U.S. child tax credit, fewer promotions, rising toy prices, new toy buyers, an increase in high-income families, and the continuation of lifestyles during the pandemic.

According to data from the NPD Group, U.S. toy industry sales increased 17% from January to September 2021, an increase of more than $2.3 billion, and product sales and average selling prices increased by 12% and 4%, respectively, during this period. In the third quarter alone, toy sales increased by 11%.

Julie Rennett, a toy industry consultant in the United States , said that although sales of toy products in the third quarter of 2021 achieved double-digit growth compared with last year, sales did decline slightly, by 6%, compared with the first and second quarters of 2021. Julie Rennett believes that supply chain delays are the main reason for this decline.

According to data from the NPD Group, the top ten toy products in terms of sales in the third quarter of 2021 were Barbie, Pokémon, Star Wars, LOL Surprise Dolls, Fisher-Price, Marvel Universe, Hot Wheels, Lego Star Wars, Nerf, and Paw Patrol Dolls. The total sales of these top ten categories of toy products increased by 17%, and the sales of the remaining toys increased by about 9%.

In terms of toy product categories, plush toys grew fastest, with sales increasing by 39% in the third quarter . This was followed by exploration toys and building sets, with sales growth far exceeding the market average. Lego toys and game puzzles also performed well in the third quarter.

The global pandemic of the new coronavirus will continue to drive the development of the toy industry. Julie Rennett said that it is expected that consumers will continue to maintain the habit of buying toys after the new coronavirus pandemic, and the development prospects of the toy industry will be very good.

US Market

Toy products