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Gross sales of skateboards and scooters propelled U.S. toy gross sales to $11 billion in the course of the first half of 2021, a 19% enhance from 2020, the NPD Group stated Thursday.
For greater than a yr, the toy business has been bolstered by purchases from households caught at residence in lockdown in the course of the coronavirus well being disaster. Disposable household earnings shifted from film theaters, amusement parks and eating places to toys, as dad and mom seemed for methods to maintain their youngsters entertained.
With the Covid delta variant, this pattern has continued.
Out of doors and sports activities toys have seen the most important enhance during the last six months, reaching $2.9 billion in gross sales, up 11% from final yr.
Sizzling summer time months have led to elevated gross sales of water-related toys, stated Juli Lennett, NPD’s vp and business advisor for U.S. Toys.
“With the vaccine nonetheless not accessible for youths beneath 12, ‘safely social toys,’ like playground tools and skates, skateboards and scooters additionally continued to develop,” she stated.
In reality, 10 of the 11 toy classes that NPD tracks, which embody dolls and video games and puzzles, noticed double-digit gross sales development in 2021. The humanities and crafts section was the one one to say no, falling 1%.
Lennett expects toy gross sales will proceed to climb and get a lift from the child-tax credit score, which can be distributed within the second half of the yr. She stated the 2 stimulus checks that got out earlier this yr had a “profound impact” on first-quarter toy gross sales.
“Within the week that the primary test hit financial institution accounts, the toy business grew 17%,” she stated.
From January by way of July, Pokemon was the top-selling toy property, adopted by Barbie, Star Wars, L.O.L. Shock!, Fisher-Value and Marvel.
And it is not simply youngsters who’re having fun with these manufacturers. Grownup males, specifically, drove vital toy gross sales by shopping for buying and selling playing cards associated to Pokemon, Magic: The Gathering, and the Nationwide Soccer League.
“Nostalgia has been a key driver of development during the last 18 months,” stated Lennett. “Shoppers have seemed to fill the isolation with recollections of happier instances of their lives.”