Nederlandse Speelgoedmarkt - september 2019
gepubliceerd tijdens de bekendmaking Verkiezing Speelgoed van het Jaar op 6 november 2019 in Amsterdam
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The NPD Group, Inc. | Proprietary and confidential Overview of the Dutch Toy Market
YTD September 2019
Copyright 2019. The NPD Group, Inc. All Rights Reserved. This presentation is proprietary and confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD. NPD Industry Expertise Apparel Appliances
Automotive B2B Technology Beauty Books Consumer Technology E-commerce Fashion Accessories
Food Consumption Foodservice Footwear Home Juvenile Products Media Entertainment Mobile
Retail Sports Office Supplies Toys Travel Retail Video Games Watches / Jewelry
The NPD Group, Inc. | Proprietary and confidential 3 The NPD Group, Inc. | Proprietary and confidential 4 Retail Tracking Detailed Toy Sales at retail with support from NPD experts
Entry point for most of our clients, our Retail Tracking service has become the industry currency over the years whether you are monitoring your own performance or the rest of the market
Allows clients and participating retailers to track performance of both their own properties and competitors at retail down to item level, either weekly, monthly, quarterly or once a year
Provides distribution tracking of products and sales velocity which can support strong numerical arguments for additional listings/spaces with retailers
The NPD Group, Inc. | Proprietary and confidential 5 Industry growth / decline by country 6/13 countries grew $ sales YTD September 2019
** Russia 11% Mexico 7% Germany 3% Brazil 3% Spain 2% France 1% Canada 0% Belgium -1% Italy -1% Australia -4% USA -5% United Kingdom -9% Netherlands -11% Value Change YR/YR
Note: impact of TRU – Last date TRU accounted for in data: UK 3rd March, US 29th June, AUS 24th June 2018 ** Russia New Year’s Eve gift-giving holiday sales fell into January 2019 but December 2017 Source: The NPD Group | Retail Tracking Service | G13 $ Sales adjusted | YTD Sep-19
The NPD Group, Inc. | Proprietary and confidential 6 Key Take Away – The Netherlands
-11% 9/11 #1
Toy sales €300M Super Categories LEGO
-16% -17% #1
Top Item Licenses 15% Collectibles 8.2% LOL! Series 5 Hair Goals 5”
Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19
The NPD Group, Inc. | Proprietary and confidential 7 Monthly Traditional Toy Sales Value (€m) Jan 2018 to September 2019
2018 2019 €120 €100 €80
€60 Miljoenen €40 €20 €0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Gain/ 24% 2% Loss (€m) -4% -11% -15% -18% -21% -21% -20% Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19
The NPD Group, Inc. | Proprietary and confidential 8 Top 10 Fastest Growing Subclasses - Total Toys Ranked by value gained
Value Sales (€m) Sales Gained (€m)
£6,0 Adult Puzzles 1,2 € £3,6 Playset Doll Accessories 1,0 € £3,3 Special Ftr Nurturing Doll 0,7 € £2,5 Brainteasers 0,7 € £2,9 Other Infant Toys 0,7 € £3,8 PS Kitchen & Food 0,6 € £6,7 Family Board/Action Games 0,6 € £2,2 Action Figure Collectibles 0,5 € £1,5 Playnests/Playgyms 0,5 € £3,2 Family Strategy Games 0,5 €
Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19
The NPD Group, Inc. | Proprietary and confidential 9 Top Properties & Top Gaining Properties Playmobil #1 property YTD followed closely by L.O.L. Surprise!
Top 10 value (€m) Top 3 gaining properties (€m)
11,2 € Playmobil 11,0 € LEGO City 8,8 € L.O.L. Surprise! 7,3 € VTech Baby 5,7 € LEGO Friends 5,4 € LEGO Duplo 5,0 € LEGO Ninjago 4,5 € LEGO Technic 4,2 € Baby Born 3,8 € Nerf
Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19
The NPD Group, Inc. | Proprietary and confidential 10 Top New Products Launched in Latest 3M Ranked by value sold
Rank Item Manufacturer
1 L.O.L. Surprise! Sparkle Series With Glitter Finish Assortment MGA Entertainment (Corp)
2 L.O.L. Surprise! O.M.G. Doll Asst MGA Entertainment (Corp)
3 Kurio Tab Connect Studio Blue 16 Gb 7" KD Group (Corp)
4 L.O.L. Surprise! Boys Assortment MGA Entertainment (Corp)
5 Kurio Tab Connect Studio 100 Pink 16 Gb 7" KD Group (Corp)
6 Skippy Dance Fun Promotion
7 Technic Car Transporter 2493 Pieces The LEGO Group
8 Pokemon Sun And Moon Unified Minds Booster Pack Asmodee Editions
9 L.O.L. Surprise! 2 In 1 Glamper With 55 Surprises MGA Entertainment (Corp)
10 Bananas Pack Of 3 Splash-Toys
Source: The NPD Group | Retail Tracking Service | NL | 3M Sep 2019 vs 3M Jun 2019
The NPD Group, Inc. | Proprietary and confidential 11 Thank you
The NPD Group, Inc. | Proprietary and confidential 12