NPD Insight
Another good year for Collectibles?
UK Collectibles Trend This month, Rory looks at theareups downs Collectibles up +7%and in Q1 2022 vs. last of yearthe but also up +14% vs. 2020 Collectibles category and predicts that the sector is on Rory Partis Director UK Toys & EuroToys NPD course for another strong year. £47.5
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£44.3 year for the brand and the anniversary helped it to first hit. Action Figure Collectibles is a good example: ack in 2018, Collectibles represented add nearly £20m in value vs. 2020, with growth in as the top Collectible category, it is worth over a fifth a huge part of the UK toy market, £41.6 Trading Cards and Action Figure Collectibles. The of all Collectibles. Action Figure Collectibles saw -18% accounting for a nearly 14% share of strong performance has continued in 2022 too, with decline in value in 2020 vs. 2019, but it bounced back, value and growing by +32% vs the year Pokémon only starting to see some modest declines posting strong growth (+ 21%) in 2021, bringing the before. The category’s share dropped to in the last few weeks of March. Another strong area category back to 2019 levels. We can see a similar trend 12% of the market in 2019 but then in 2020, when the of Collectibles both last year and this year has been in Mini Vehicles, which was down -44% in 2020 but pandemic shaped our buying habits, Collectibles Q1 2020 Q1 2021 Q1 2022 Traditional Plush, led by the was one of the areas of Collectibles Value (£m) emergence of the Jazwares the toy market to take a Source: The NPD Group | NPD EPOS Tracking| UK property Squishmallows. significant hit, with parents Document classification: Client/Third Party Confidential 1 The NPD Group, Inc. | Proprietary and confidential The growth for this property opting for toys with more perceived play value and Collectibles are up +7% in Q1 2022 vs. last year but also up +14% vs. 2020 in 2021 was impressive, adding around £2.5m and in-store impulse purchases ranking the No.3 Collectible constrained by a succession property in Traditional of lockdowns. As a result, £47.5 Plush. However, the growth Collectibles share dropped has really accelerated in to under 9% for 2020, with a 2022 and it has jumped to -24% value trend. With non£44.3 the No.1 spot in Traditional essential shops being able to Plush, adding over £3m in open for much more of 2021, £41.6 the first three months of we saw Collectibles bounce 2022 already. The brand has back impressively and make become the No.3 Collectible up nearly 11% of UK toys in property overall in 2022 and 2021, growing by +17% in the No.1 for growth. Other a declining market. That notable properties that growth has continued in the Q1 2020 Q1 2021 Q1 2022 helped Collectibles grow in early part of 2022; adding the Collectibles Value (£m) 2022 are Funko Pop!, Real March data shows that the Source: The NPD Group | NPD EPOS Tracking| UK Littles and Ty, another strong market share of Collectibles Document classification: Client/Third Party Confidential property within the Plush1 category. grew +40% in 2021. Looking at Q1 2022, the growth has risen to 15%, with +7% growth inThe a total market NPD Group, Inc. | Proprietary andby confidential has continued and those key categories from 2021 that is down -12%. So, let’s look at what has been It is great to see Collectibles back to growth after continue to lead the way with Strategic Trading Card driving this growth over the past year and assess a bumpy 2020, and encouraging to see that growth Games, Action Figure Collectibles and Traditional whether that trend can it continue for the rest of 2022. continue in 2022, despite challenging conditions Plush all performing well so far. Let’s take a closer look in the UK market. As already stated, Collectibles is The Collectibles growth in 2021 was impressive, but at which ranges are proving popular within those growing at +7% in Q1 2022 vs. 2021 but it is +14% when what was particularly positive was that the growing areas. compared to 2020. So, not only are we seeing a positive trend was split amongst several categories and not year-on-year trend, we are significantly ahead of the The top growth category in 2021 and in 2nd place so just concentrated in one area. The growth came period in 2020 before the pandemic really started far in 2022 is Strategic Trading Card Games, with the from 16 subclasses, with the top performers being top growth property within this sector being Pokémon to impact toy trends. With key areas of collectibles Strategic Trading Card Games, Collectible Stickers continuing to grow, and events like the World Cup still - by some margin. Pokémon was the No.1 growth and Traditional Plush. As already mentioned, there to come in 2022, it should be another strong year for property for 2021 - not just in Collectibles, but in the has been quite a turnaround for some Collectible the overall category. total UK toy market. 2021 was the 25th anniversary categories that struggled in 2020 when the pandemic
UK Collectibles Trend
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