World Cup mania kicks off in the toy market

27% of all toys sold in the second week of May were related to World Cup. Panini’s 2014 World Cup sticker album tops the table as sticker-mania takes hold. World Cup sales represent a third of toy industry growth since the start of 2014.

London, 5th June 2014: As World Cup fever starts to take hold across the UK, The NPD Group, a global information company, reveals the impact the event has on the performance of the UK toy market.

Sales of World Cup themed toys have been growing since the start of the year, with one toy out of every nine sold or over 9.1 million toys*, linked to the competition. Weekly figures for May show that World Cup mania really kicked off last month. More than one quarter (27%) of all toys sold in the week commencing May 11th were related to the tournament. The best-selling toy that week was the Panini’s World Cup Brazil Official sticker album. Two other items in the top 15 directly linked to the competition were also collectibles – Panini’s World Cup Blister pack of 50 stickers and Match Attax England trading cards.

Sticker mania takes hold

Stickers and cards epitomise World Cup mania in the UK, representing 93% of all toys merchandise linked to the event. Although they are aimed at 6-10 year olds, they appeal to a much wider age range, with young adults and dads embracing the craze. “World Cup sticker mania is a real opportunity for the trade and grocers in particular, which is where most (75%) stickers are sold. Usually these shops account for only 29% of toys sales.” says Frédérique Tutt, Toy Global Industry Analyst at The NPD Group. “With their attractive pocket money prices the sticker packs are the perfect item mums or dads will add to their trolley whilst doing the weekly shop.  Without World Cup-related purchases grocers’ toy sales would actually be 3% down on last year at mid may instead of holding flat. And more generally speaking, this impulse boost is extremely welcome by the industry and responsible for a third of the market growth to date as the UK toy industry posts a strong 4.6% value growth year to date to 17th May.”

The NPD Group: Top UK toy sellers – week 11th -17th May 2014

Rank Manufacturer Product
1 PANINI 2014 FIFA WORLD CUP BRAZIL OFFICIAL ALBUM STICKERS
2 LEGO GROUP LEGO MINIFIGURES
3 CHARACTER OPTIONS CRA-Z-LOOM BRACELET MAKER
4 MOOKIE TOYS ALL SURFACE SWINGBALL
5 CHARACTER OPTIONS CHILL FACTOR SQUEEZE CUP SLUSHY MAKER
6 LEGO GROUP LEGO STAR WARS VEHICLES 2014
7 LEGO GROUP LEGO STAR WARS 2014
8 PANINI BLISTER 50 STICKERS WORLD CUP BRASIL
9 MGA ENTERTAINMENT LITTLE TIKES COZY COUPE 30TH ANNIVERSARY
10 LEAPFROG LEAPPAD EXPLORER TABLET
11 MATTEL HOT WHEELS BASIC CARS
12 TOPPS MATCH ATTAX ENGLAND 2014 TRADING CARDS
13 VTECH INNOTAB
14 MATTEL CARS 2 CHARACTERS
15 HASBRO TOYS NERF N STRIKE ELITE STRONGARM BLASTER

British toy market on target for repeat performance of last World Cup sales success

Regardless of events on the pitch, the UK topped the World Cup toy sales table in 2010, selling more toys linked to the tournament than any of the four big European markets. NPD Group figures show that World Cup toy sales reached £18.5m in Britain compared to £8m in Germany in the year of the last tournament. The value of the World Cup is underlined by a comparison of sales in 2009, the year before the event: football licensed toys sales increased by £15m - from £3.7m in 2009 to £18.5m in 2010.

Note to editors: *Source NPD Retail Tracking Service covering 75% of British toy sales


Press Contact

Lucy Green
Greenfields Communications
07817 698366
Lucy@greenfieldscommunications.com

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