Frozen and Star Wars drive 5% toy growth as Dream Toys list is unveiled

Movie-related toys are fuelling 5% growth in the toy market, new data from retail analysts NPD has revealed.

Sales of movie-based toys are up 28% year on year and now hold a 15% share of all toys sales versus 12% this time last year [NPD 40 w/e October 3 2015].

The top two movie properties in the toy market are Frozen and Star Wars, with sales of the latter tripling since the Force Friday event on 4 September brought the first products tied in with upcoming sequel The Force Awakens. The Sphero BB-8 app-enabled Star Wars toy was the bestselling product in September, and the Lego Star Wars advent calendar has claimed top spot in the week ending October 3.

NPD revealed the sales data today (4 November), as the Toy Retailers Association announced its Dream Toys list of the products a panel of toy retailing experts believe will be the most popular toys this Christmas (see table).

“The winners this Christmas will be new toys coming from attractive brands, that offer authentic play value,” said Frederique Tutt, toys global industry analyst at NPD Group. She added that, in addition to Frozen and Star Wars aside, other brands performing well included Shopkins, Little Life Pets, Paw Patrol, Toot-Toot playsets, Nerf, Play-Doh and Thunderbirds.

The Grocer last month reported that collectibles craze Shopkins will be making its debut in food aisles next year with products from suppliers including Lightbody Ventures, Kinnerton and Finsbury Food Group. Shopkins made its UK debut in summer 2014 and is the fifth-largest toy brand in the grocery channel [NPD].