NPD Insight

Figuring it out

This month, Melissa takes an in depth look at the wide-ranging Action Figures & Accessories supercategory, which is performing strongly so far this year.

One of the most dynamic sectors of the UK toy market is the Action Figures & Accessories supercategory, which this year combines a mix of old favourite properties and exciting new launches. According to NPD’s Consumer Panel for Full Year 2021, 80% of spend in the Action Figures supercategory is on boys, while 20% is on girls. However, 40% of spend is on kidults, or recipients ages 12+, with 60% of Action Figures supercategory purchased for under 12 years. This demonstrates the appeal the category has across all age ranges and genders.

For the 12 months to April 2022, Actions Figures & Accessories has accounted for 6.2% of all toy sales, worth £128m, an increase of +2% on the previous 12 months. It is one of only four supercategories that has grown in that period, along with Plush, Vehicles and Explorative & Other Toys. The category is made up of five subclasses: Action Figures, Playsets & Accessories, Collectibles, Role Play & Accessories and Battling Toys, all of which show slightly different trends.

The Action Figures subclass is the largest area in the last 12 months, just ahead of Collectibles, accounting for 40% of all spend. Marvel Universe is the number one property and Heroes of Goo Jit Zu the number two property. Hot on their heels is Jurassic Park/World at number three, also the top single licence with sales growing thanks in part to the Camp Cretaceous Netflix series. The Camp Cretaceous Roar Attack 7” Assortment is the top new item in the subclass in the last year. DC Universe is the fourth ranked property and the fastest growing, adding over £1.7m to the category in the last year and more than doubling share in the last two years. DC Universe growth has been helped by The Batman film release in February 2022.

Film releases are still proving important to this subclass, accounting for 60% of all Action Figures sales, but still below the 64% film share that the category enjoyed pre-Covid, not surprising as cinema performances are still recovering. However, newer film properties Godzilla vs Kong, Sonic the Hedgehog and Space Jam have all added to toys growth in the Action Figure subclass over the last year.

Action Figures Collectibles growth has recovered the value lost during the period of store closures related to Covid. Despite being the lowest priced of the subclasses, at £7.52 average selling price, Action Figures Collectibles is just behind Action Figures in size for the twelve months to April 2022, accounting for 40% of the supercategory. However, Movies only accounts for 39% of sales, with Video Games properties a strong second place with 28% share of sales. The strength of Video Game properties is clear when looking at best-sellers; the Roblox Mystery Figures Assortment 3” is the top selling item and Pokémon Clip N Go Poke Ball is No.2. However overall, Funko Pop! accounted for just under half of all collectibles in the last year, with Marvel and Star Wars the No.2 & No.3 properties. Both Funko Pop! and Marvel are the fastest growing properties in Action Figure Collectibles in the last 12 months, but there is also strong growth from Minecraft, Among Us and DC Universe. Among Us is the top new property across total Action Figures & Accessories this year, demonstrating the strength of Video Game properties in this part of the toy market.

Role Play and Dress Up is only 7.5% of the category, with the top item Harry Potter Junior Invisibility Cloak from Wow Stuff, followed by Batman Gauntlet from Spin Master. However, Star Wars remains the top property overall, thanks to the range of Light Sabers on offer, followed by Marvel Universe and Harry Potter at two and three respectively. Battling Toys & Accessories is the smallest part of the market with just 5% share. It has grown +10% in the last 12 months with Bakugan the top property, but new property Akedo is now gaining ground as the number two property, as well as being number two new property in Action Figures supercategory, behind Among Us.

Action Figure & Accessories Subclass Share %

The strong appeal of the category across all age ranges, with a high share coming from Kidults, is one of the reasons there is a vast range of property types and items available. With Jurassic World Dominion and Minions 3 coming soon to cinemas, as well as DC and Marvel movies, the remainder of 2022 could see even further growth in the Action Figures & Accessories supercategory, especially if the Video Games collectability trend remains strong.

Item Progression:

Following the second film release of Sonic The Hedgehog in April, the licence has seen strong growth in toys in 2022, with sales four times larger than in 2021. The Lego Ideas Sonic Green Hill Zone set is the top selling item for the licence in April, as well as the fastest item progression for the month, but there has been strong growth across all categories, with Character Options Mini Stretch Sonic showing strong growth. Overall Action Figures subclass accounts for 38% of the property, while Collectibles accounts for 29% and Plush 16%.

Fastest Growing Licences in Toys

2021 was the strongest year for licensing in toys since 2016 and so far, 2022 looks set to continue that trend, with 30.1% of all toy spend on a licence in the first four months of the year. This is up from 27.6% in the same period of 2021 and 7 points ahead of 2019, meaning licensed toys was worth £131m from January – April 2022. There is a strong mix of characters driving this share growth, with Batman the fastest growing licence, driven by the February release of the latest movie, The Batman. Sales are spread across Building Sets, Action Figures, Action Figure Collectibles and Vehicles.

Spidey & His Amazing Friends is the second fastest growing licence, adding £2.15m to the toy market and aimed at younger superhero fans with strong PS Figures and Building Sets offerings. Disney’s Encanto is the largest new property so far this year and the third fastest driver of licensed growth, after the success of the film towards the end of 2021. Bluey remains a strong offering in the Pre-school category with two thirds of sales through Pre-school Figures & Playsets, as well as expansion into other categories including Games & Puzzles this year.

Marvel Other licence has seen growth with The Lego Group’s Infinity Saga range and Character Options Heroes of Goo Jit Zu Marvel line, as well as some plush and games growth. Among Us continues to be a strong licence for Toys Action Figures & Plush, while The Lego Group’s Technic McLaren Formula 1 race car is driving the McLaren licence success so far this year. Disney All Other growth is coming from collectibles, with 5 Surprise Mini Brands Disney Store Mystery Edition and Real Littles Disney Backpack lines accounting for the additional sales this year.

Ahead of the third Jurassic World movie release in June, the licence is already performing strongly in toys, with the Camp Cretaceous Action Figures from Mattel showing particularly robust sales. Jurassic World is the top licence in the Action Figure Subclass YTD April 2022. Finally, Miraculous: Tales of Ladybug and Cat-Boy is the tenth fastest growing licence, with the Magic Surprise Box from Bandai the best-selling item in the range.