Circana has this week unveiled global data on toy sales in a dozen key nations – the G12 – and, despite some grim headline reading, the organisation has insisted it’s not all doom and gloom.
Sales across the 12 – Australia, Belgium, Brazil, Canada, France, Germany, Italy, Mexico, Netherlands, Spain, United Kingdom, and the United States – decreased by 7% year-on-year in 2023, but, according to Circana’s Retail Tracking Service, this still represents an increase of 17% pre-pandemic 2019 figures.
The average selling price in the 12 nations also rose in 2023, up 1% on the previous year, which also represents a significant increase on the 2019 figures – it’s up 18% over the four years.
Two of the key 11 supercategories saw growth in 2023, with building block sales posting the biggest increase, up 4%, followed by plush, up by three points. Strategic trading card games and and vehicles also grew, with all four areas enjoying a fourth successive year of growth.
“With inflation at the highest level we have seen in decades and birth rates at their lowest in many countries, the global toy industry faced new challenges in 2023”
Frédérique Tutt, global toys industry advisor at Circana
Other figures showed licensed toys now making up just under a third – 31.3% – of the total market, showing its increasing importance Pokémon is the biggest selling property, closely followed by such familiar names as Barbie, Star Wars, Marvel Universe and Hot Wheels.
The growth of the kidult arena – as noted at Spielwarenmesse and other toy shows – was further highlighted by the fact the LEGO Icons was the top gaining property.
“With inflation at the highest level we have seen in decades and birth rates at their lowest in many countries, the global toy industry faced new challenges in 2023,” said Frédérique Tutt, global toys industry advisor at Circana. “Consumers across many regions had to make difficult trade-offs and reduced their spending on toys and games. We saw different regions reacting differently to these economic challenges, with Europe contracting back to 2019 levels while US sales remained 26% higher compared to 2019. As economies continue to improve, the industry should experience some respite in 2024, particularly as the flow of new products and innovations re-introduce the wow factor and encourage engagement. This should help to stabilize sales.”
After unveiling the figures as Spielwarenmesse opened, Circana went on to announced the winners of its 13th annual Toy Industry Performance Awards, recognising the top selling, and top gaining toys, properties and manufacturers based on its sales figures across the US, Canada, Mexico, Brazil and Europe.
LEGO was the global toy manufacturer of the year, while the global top selling toy of the year, sitting alongside the biggest property, the aforementioned Pokémon, was Hot Wheels Singles 1.64 Assortment from Mattel. Pokémon also reigned supreme as top selling toy property in the US and Canada and was Europe’s top gaining toy property. Squishmallows was to toy in the US and Canada, albeit in different variants (8” and 12” respectively), while Hot Wheels took the chequered flag in Brazil and Mexico.
Europe’s top gaining toy properties by supercategory are as below:
Action Figures and Accessories Ninja Turtles (Paramount)
Arts and Crafts LEGO Art (The LEGO Group)
Building Sets LEGO Icons (The LEGO Group)
Dolls Monster High (Mattel)
Explorative and Other Toys Miniverse (MGA Entertainment)
Games and Puzzles Pokémon (The Pokémon Company)
Infant, Toddler, and Preschool Toys Gabby’s Dollhouse (Spin Master)
Plush Squishmallows (Jazwares)
Vehicles Super Mario (Nintendo)
Youth Electronics Bitzee (Spin Master)
“As we begin a new year and many of us gather together at the international toy fair in Nuremberg this week, Circana is incredibly proud to celebrate the innovation and quality of toys and games being developed to inspire the joy of play around the world,” said Ricardo Solar, EVP of Entertainment at Circana. “We wish all the winners, and the entire toy industry, success in 2024.”
