NPD Insight
Rising
stars Manufacturers by Size
Unlike 2021, where all the growth in the market came from the top 20 manufacturers, 2021 has seen growth outside the top 50.
This month, Melissa looks at the market as the 10 Manuf that are thriving -2% 48% areas of the UK toy Top industry continues to face challenging times11%and finds some unexpected heroes. Top 11-20 Manuf -3%
T
Melissa Symonds
Director UK Toys, EuroToys NPD
and Funko all growing.-2% Jazwares he start of 2022 has been challenging for Top 21HTI - 50 Manuf 15%with Jazwares, examples of focused manufacturers in selected growth was driven by Squishmallows and Roblox, while the UK Toy market, with sales down -5% categories. Plush manufacturers in growth included HTI’s driven by the Teamsterz brand in value Year-To-date February, compared Top 51 - 100was Manuf 6% performance 4% Posh Paws with its Jurassic World range and Rainbow and the company’s outdoor ranges. Funko saw strong to the same time period a year ago. This Designs, with Beatrix Potter and Winne the Pooh lines. with Pokémon and is partly due to the UK being in lockdown 21% licensed growth Top 100+ Manuf -10%Five Nights at Wow Stuff also grew with its Harry Potter range, Freddy’s, in addition to the Star Wars and Marvel items. in Q1 2021, and the fact that during lockdowns, many including Wands and the Invisibility Cloak, performing British consumers tended to Market Share % % Value Change strongly. Toikido’s Among Us purchase more high-priced toys Source: The NPD Group | POS Retail Tracking Service | YTD Dec 2021 vs 20 range saw both Action Figures online. Compared to the year Document classification: 1 The NPDClient/Third Group, Party L.P.Confidential | Proprietary and confidential and Plush become strong sellers before, the UK Toy market is actual in Q4 2021, and this success is up +4% vs 2020. However, despite Unlike 2021, where all the growth in the market came from the top 20 continuing into 2022. Canal the variations in the market over Toys also flourished with its manufacturers, 2021 has seen growth outside the top 50. the last couple of years, there have So… ranges and the Style4ever still been plenty of opportunities; brand, while Boxine showed in particular, some of the smaller Top 10 Manuf 48% growth thanks to Toniebox -2% manufacturers have seen strong sales. Toniebox has climbed the growth. Top 11-20 Manuf rankings to become the No.1 item 11% -3% The top ten manufacturers in in the German toy market and has the UK market account for the potential to continue to expand Top 21 - 50 Manuf 15% -2% highest share of the market, 48% for 2022. of sales in 2021. There were some Top 51 - 100 Manuf 6% 4% A strong trend is the growth strong performances in the top ten of numerous manufacturers with The Lego Group and Mattel Top 100+ Manuf 21% enjoying a very strong wooden -10% growing for the second year in a toys performance, such as row. The top three fastest growing Market Share % % Value Change Toynamics’ Hape brand and 8th manufacturers in the UK were all Wonder, which were both up Source: The NPD Group | POS Retail Tracking Service | YTD Dec 2021 vs 20 in the top ten, with Zuru one of versus the previous year. These are joined by vehicle Document classification:and Client/Third Party ConfidentialManufacturers ranked 21 – 50 also declined as group, the fastest growing thanks to 5 Surprise, X-Shot 1 The NPD Group, L.P. | Proprietary and confidential manufacturers such as Mondo Motors and CMJ RC down -2% but it is worth noting the strong growth Rainbocorns all being on the rise. Asmodee enjoyed Cars. Funrise also grew thanks to its Gazillion Bubbles coming from Ty as the number one plush manufacturer, a strong year, driven by Pokémon strategic card and Caterpillar ranges, while Cards Against Humanity and Bandai with the success of CoComelon, in addition games, while Moose Toys made it into the top 10 for added value to its strong performance in the games to growth from Miraculous and Tamagotchi. Elsewhere, the first time with new launches for Bluey, Real Littles market One for Fun (formerly Grossman) had a good 2021 with and Magic Mixies all providing incremental sales. It's always heartening to see such growth across the last year’s craze items, push poppers/fidget toys. The However, despite some strong performances from these market, and the last twelve months has seen plenty Euro Championships meant that Panini also had a manufacturers, the top ten manufacturers total value of winning lines from smaller players offering strong strong year, while puzzles growth continued for Jumbo. declined by -2% last year. ranges that truly appeal to consumers. Hopefully this However, the most impressive growth has been The top 11-20 manufacturers account for 11% of the growth will continue for the rest of the year and help coming from the smaller manufacturers ranked 51 – UK market, but also declined by -3% compared to 2020, drive the UK toy market performance for the remainder 100. While they may account for just 6% of total sales, in line with the total toy market for last year. Again, of 2022. this group grew +4% in 2021 vs. 2020, with numerous there were some strong performances in this group
Manufacturers by Size
Toy World 30
