📋 Tender Overview
The licensed product novelties and collectibles the main drivers in the sector After the health crisis families recover birthday parties which draw on purchases made by grandparentsThe Spanish toy market had a turnover of 352 million euros in the first eight months of the year which represents an increase of close to 7 compared to the same period last year an increase that is largely explained part due to the rise in prices in the current inflationary context given that in number of units sales remained flat 0.4 according to the market research company The NPD Group which has recently merged with Information Resources Inc. IRI to create a leading global provider of technology analytics and data.As it happens in other consumer sectors inflation is currently setting the pace in the toy sector with an increase in the average sale price of 6.5 between January and August highlights Fernando Prez director of NPD in Spain.The licensed toy linked to movies series or video games maintained its strong growth rate and reached a penetration of 30 at the end of August after increasing its sales by more than 17 compared to last year compared to 3 for the toy no official license.In this scenario although practically all the major toy categories showed positive behavior in the first eight months of the year the main driver of the market was action figures 8 in value where properties such as Funko Pop Pokmon Jurassic ParkWorld or Marvel Universe. In turn collectibles boosted this and other categories this type of product fell back during the COVID-19 pandemic due to the drop in impulse purchases the closure of schools and restrictions on social gatherings but this year it returns to recover the tone with an advance of 17 until August and a quota of 14 on the total sales of toys.News up 20Innovation is also playing an important role in the toy sector in this first part of the year with an increase in sales of novelties close to 20 which raises the weight of the new product to 16.6 of the total market almost five points more than in 2020 which reflects the commitment of the Spanish industry in this area. On the other hand the latest report from the NPD Toys Consumer 360 panel for the first half of 2022 reflects the return to normalcy of Spanish families birthday celebrations are one of the fastest growing shopping occasions 14 along with those linked to the beginning of the holidays and going back to school 17. Specifically a fifth of toy sales are produced for birthday parties events that pull in addition to purchases by grandparents and other relatives. In fact based on the profile of the buyer grandparents are the ones who most increase the purchase of toys 18 followed by parents and other family members both with an increase of 6.The kidults generate a quarter of salesThe purchase of toys for oneself does not rise at the same rate as the other segments but it does not lose share a trend related to the strong growth of the so-called kidult public young people and adults which with an advance of 11.7 already represents almost 25 of the toy market.In general the sector is in a good starting position for the next Christmas campaign with a significant weight of novelties which are usually positioned in a higher value price range. We expect a slight growth in sales at the end of the year supported by an increase in the average price in line with what we have seen in these first few months concludes Fernando Prez.Explanation about the EPOS Panel The NPD Group Collects the sale of toys by reading the bar code checkout of the main distributors in Spain ToysRus El Corte Ingls Hipercor Carrefour Alcampo Eroski Poly Sabeco JAC Juguettos Toy Planet Juguetoon and Amazon. The sales collected by these distributors represent 84 of the total Spanish traditional toy market on an annual basis.
