Global toy market in 2021 recorded best sales performance in a decade, says NPD Group

NPD Global Toy Industry Report Reveals Biggest Impact on Annual Sales Comes from the United States

PORT WASHINGTON, NY, June 15, 2022 /PRNewswire-PRWeb/ — According to the NPD Group’s latest Global Toy Report, sales in the global toy market reached $104.2 billion in 2021, an increase of 8.5% compared to 2020, and of 12.7% compared to 2019, which makes it the best performance of the last 10 years.

As in 2020, growth was driven by developed countries, with the largest impact coming from the United States, which saw a 15% year-on-year increase. Developing markets began to recover in 2021 but failed to overcome the 2020 decline or reach pre-pandemic sales levels.

Despite sales growth in 2021, the Asian market lagged behind 2019 sales, with a gap between North America and Asia increased fivefold compared to 2019. However, even with a slow recovery, Asia is the second fastest growing region compared to 2016, with an increase of 11%. North America has been the fastest growing, increasing 51% since 2016.

Growth was driven by the strong performance of the 10 largest markets, with these 10 countries accounting for 76% of global sales in 2021. The toy market remains highly concentrated in the United States and Chinaboth capture nearly 50% of global sales.

Overall spending per child aged 0-9 has increased to $59from $56 in 2020. Spending per child in Asia, Africaand South America remains below the world average.

“The unprecedented growth of the global toy market in 2021 was driven by sales in developed countries, which were better equipped to deal with the pandemic thanks to strong government support, as well as easier and more vaccinations early,” said Frédérique Tutt, global toy industry analyst. to the NPD Group. “However, we do not expect this level of growth to continue as the global economy slows and inflationary pressures increase.”

Global markets are measured and estimated based on the NPD Group’s Consumer Tracking Service and the Retailer Tracking Service in 14 countries currently tracked by the NPD Group: United States, ChinaUK, France, Germany, Australia, Italy, Spain, Belgium, Poland, Austria, Netherlands, Portugaland data provided by IMF and World Bank.

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About the NPD Group
NPD is a global market intelligence company that offers data, industry expertise and prescriptive analytics to help our clients understand today’s retail landscape and prepare for the future. More than 2,000 companies worldwide rely on us to help them measure, predict and improve performance across all channels, including physical, e-commerce and B2B. We have services in 19 countries around the world, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, home appliances, automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food consumption, catering, footwear , home, home improvement, children’s products, multimedia entertainment, mobile, office supplies, retail. , sports, toys and video games. For more information, visit Follow us on Twitter: @npdgroup.

Media Contact

David RileyThe NPD Group, 9175435465, [email protected]


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