Among all toys, plush toys and dolls are the fastest-growing toys in the global toy market.
Globally, sales of all other toys have increased by 14%, driven by decompression toys and slime slime toys. These toys began to grow around Easter and reached their peak at the end of June.
The sales of plush toys increased by 6%, of which, the contribution of Hatcher Magic Egg (a smart pet interactive toy that is popular all over the world) contributed the most, the sales of doll toys increased by 5%, and FurReal Friends kiss pet toys It also showed a strong growth trend, represented by the surprise doll of a certain brand.
Driven by blind-bag packaging toys, collectibles have been the leader in the growth of the toy industry, with sales of collectibles accounting for 8% of the entire toy industry.
The global market share of collectibles increased by 14% to US $ 3.9 billion, mainly due to the popularity of a certain brand of surprise dolls, Hachi magic eggs and Lego dolls in the world.
The sales of the highly sought-after games / puzzles type toys have increased by 3% both in the US and globally. Most of the growth of these products occurred in the first eight months of 2017, mainly due to "Pokémon Go" (Pokémon Go), this game was released in the summer of 2016.
NPD Group's global toy industry analyst Frédérique Tutt said at the press conference: "The success of the toy industry in 2017 is closely related to consumers' positive reactions to social media-driven trends and toy price declines."
The enthusiasm for fingertips and slime illustrates the influence of social media, which magnifies the hottest trends while bringing this influence to consumers around the world. From the successful sales of collectible toys, it can be seen that low-priced toys are in many cases a substitute for high-priced toys.
However, as the market demand for high-priced toys grows, high-priced toys should be a key target for the industry.
In addition, the sales of four kinds of toys have declined, they are: action figures and accessories-5%; art & crafts-8%; construction toys-6%; car toys-3%.
The top three in the global toy hot list also appear on the US toy hot list, but the ranking is different. Globally, "Star Wars" ranked first, followed by Nerf; in the United States, Nerf ranked first, followed by "Star Wars." Whether in the United States or globally, Barbie ranked third in 2017.
Juli Lennett, senior vice president of NPDj Group and consultant to the toy industry, said: "What the industry needs today is speed. The current retail environment requires more than ever the changing tastes of consumers and rapidly changing consumer trends. Quick response. Toy companies, no matter how big or small, must have a fast enough response speed and a faster time to enter the market in order to go far. "
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