Special Toy Report
RETAIL TRENDS
TOYS, WHAT’S NEW IN RETAIL By Matteo Melani With a volume of business close to 90.7 billion recorded last year, the toy industry has established itself as one of the most competitive market sectors. At Global Toy Connect, a virtual event organized by the NPD Group streamed last February, industry experts took stock of trends and the current state of the toy market, from sales to retail. In 2020 the United States toy industry recorded a growth of 16% compared to 2019. Despite restrictions due to the pandemic, the American market survived, so much so that the month of May alone recorded a 38% increase in sales compared to last year, with sales increasing in both stores and online. “2020 was an unprecedented year for the toy industry in the United States. The growth we have seen shows that parents are willing to put their children’s happiness above all else,” said Juli Lennett, Vice President and Industry Consultant, US Toys, The NPD Group. She continued, “Families have understood that toys help to keep their children busy, active and happy.” In Europe, however, the situation has seen more shadows than light. In France,
the entire retail market decreased by 1.5% compared to 2019, while in Italy it fell by 6.9%. In addition to sales, the NPD Group representatives also addressed new marketing and product trends, explaining that to operate in such a varied market, innovative sales techniques that consider the needs of children are needed. Here are some examples.
THE EFFECTIVENESS OF GEOMARKETING
The differences in sales between various countries were determined by several factors, such as the purchasing power of families, restrictive measures, and the presence of children at home. For a company that wants to export their products abroad, geo-marketing is an essential tool to communicate their brand and find new customers. Geomarketing refers to sales techniques based on geographical information that allows for better commercial planning, from the analysis of the competition to the development of distribution channels. However, not all economies are the same
The growth we have seen shows that parents are willing to put their children’s happiness above all else” - Juli Lennett -
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