Circana studies that international toy gross sales have stabilised – Toy World Journal | The enterprise journal with a ardour for toysToy World Journal

Circana’s report focuses on first half 2024 international toy trade retail gross sales and particulars the highest gaining properties.

Circana has launched the toy gross sales efficiency figures for the primary half of the 12 months throughout 12 international markets (G12), together with Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom and america. Throughout the G12, greenback gross sales declined by 1% from January to June 2024, versus the identical interval in 2023, to $24.5b, whereas common promoting value was on par with final 12 months at $11.57, in response to Circana’s Retail Monitoring Service.

Up to now this 12 months, 4 of the 11 toys tremendous classes tracked by Circana skilled a year-on-year gross sales enhance throughout the G12. Constructing units continues as the primary driver behind the trade efficiency with 20% gross sales progress, adopted by explorative and different toys, up 5%, and plush and automobiles every rising by 1%.

Regardless of a steep decline of 19% year-to-date on the international field workplace, as reported by Field Workplace Mojo, licensed toys accounted for 32% of the full toy market (worth gross sales) within the first half – which is 5 proportion factors increased than the identical interval in 2021– and gross sales grew by 6% in comparison with 2023. Pokémon continues to be in first place among the many high manufacturers and licences globally, adopted by Squishmallows (Jazwares), Star Wars (Disney), Marvel Universe (Disney) and Sizzling Wheels (Mattel). The highest 5 properties are, nevertheless, challenged by modern new and increasing manufacturers adapting to the ever-changing shopper. The highest 5 gaining properties up to now this 12 months embody Lego Icons, which is focused at older customers, the NBA sports activities licence, the brand new collectible line Miniverse from MGA Leisure, the youngsters’s cartoon Bluey (BBC) and numerous Disney hits.

“After a troublesome 12 months in 2023, when inflation started taking a heavy toll on shopper spending, Circana is happy to report that toy gross sales have stabilised within the first half of 2024, by way of each worth and items bought, as common costs maintain regular with final 12 months,” mentioned Frédérique Tutt, World Toys Business advisor at Circana. “We proceed to look at robust momentum with older customers, particularly grownup followers and collectors who’ve re-discovered play and are very engaged with the class.

“As we transfer by means of the second half of the 12 months and put together for the vacation season, we count on to see extra new merchandise being launched that may ship pleasure for kids and adults alike. The trade will proceed to realize traction in product classes together with constructing units, plush, robotic interactive pets and collectibles.”