Supermarket sales of movie-related toys have doubled in two years and are set to receive a further boost from the upcoming Star Wars film.
Movie toys accounted for 17% of toys sales through the grocery channel in the year to 2 May, and were up 56% by value year on year and were twice that of the same period in 2013 [NPD Group]. Total grocery market sales have risen 6% year on year over the period, in line with the overall toys category.
Superheroes have played a key role in driving the growth in movie toys, said NPD, with Disney-owned Marvel Comics successfully developing toy ranges that appeal to younger children. This is set to continue, said NPD global industry analyst Frederique Tutt, following the recent announcement that Marvel’s arch-rival DC Comics is to launch superhero ranges aimed at girls in partnership with Mattel and Lego.
Frozen and the Despicable Me/Minions franchises continue to perform well, she added, and big things are expected of Star Wars Episode VII The Force Awakens, which is released in December.
“As well as launching new characters, the Hollywood studios have expertly turned their top franchises into sequels,” said Tutt. “These are less risky than brand new franchises for retailers, and often benefit from greater exposure as buyers know what level of business to expect.
“Star Wars has always been a favourite with kids and adults alike and so we expect this movie to be a hugely important driver of toy sales in the crucial last quarter of the year,” she added.
Disney’s Star Wars retail event May The Fourth Be With You – held on 4 May – helped boost sales of movie toys by 25% overall in the preceding week, and by 11% in the grocery channel.
NPD Group also said online content such as short videos was driving children’s engagement with toy brands – with videos of properties including Shopkins and Lego City attracting global viewing figures of around 12 million. Toy brands with content including TV cartoons, webisodes, and digital games represented 37% of global toy sales in 2014, added Tutt.
“In the toy sector, content is the new Holy Grail. Kids’ interaction with characters on screens drives demand and desirability for them to own the toys and play with them in the real world too,” she said.
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