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Who Buys Source

Profiling adults 18+ who bought from 1-5 children's toys or games in the past year:

GfK MRI, 2012

Of those adults who bought from 1-5 children's toys or games in the past year, 61.5% were women and 38.5% were men.

GfK MRI, 2012

Adults 18+ who bought from 1-5 children's toys or games in the past year, by age bracket: 18-24, 10.7%; 25-34, 16.7%; 35-44, 23.0%; 45-54, 22.6%; 55-64, 14.6%; 65+, 12.4%.

GfK MRI, 2012

Adults 18+ who bought from 1-5 children's toys or games in the past year, by income level: $100,000+, 28.7%; $75-99-999, 15.2%; $60-74,999, 11.4%; $50-59,999, 7.9%; $40-49,999, 8.4%; $30-39,999, 9.2%; $20-29,999, 7.9%; under $20,000, 11.3%.

GfK MRI, 2012

Adults 18+ who bought from 1-5 children's toys or games in the past year, by race: White, 74.5%; Black, 9.0%; Other, 16.5%; Hispanic origin, 16.2%.

GfK MRI, 2012

Adults 18+ who bought from 1-5 children's toys or games in the past year, by region: Northeast, 19.3%; Midwest, 22.5%; South, 34.2%; West, 24.0%.

GfK MRI, 2012

Adults 18+ who bought from 1-5 children's toys or games in the past year, by marital status: Single, 22.2%; married, 61.2%; separated/widowed/divorced, 16.6%.

GfK MRI, 2012

According to a survey by Harris Interactive, 51% of Americans said they would be buying toys as gifts during the 2011 Christmas holidays (down from 53% in 2010). Among those with children in the household, 72% indicated they would be purchasing toys, as would 42% of consumers in households without children.

Harris Interactive, 2011

When They Buy Source

Sales of hobby, toy and game stores, by month (3-year average, 2009-2011): January, 6.3%; February, 6.4%; March, 7.3%; April, 7.1%; May, 6.8%; June, 6.6%; July, 6.9%; August, 6.7%; September, 7.1%; October, 7.9%; November, 12.0%; December, 18.9%.

U.S. Department of Commerce, 2012

On November 10, 2012, the American Specialty Toy Retailing Association was scheduled to hold its third annual Neighborhood Toy Store Day. This event will be held each year on the second Saturday in November, and will highlight the advantages of shopping at a locally-owned independent toy store.

American Specialty Toy Retailing Association, 2012

Toy manufacturers typically earn up to 40% of their annual revenue during the final months of each year.

Los Angeles Times, 2012


How They Buy Source

A 2012 survey by The NPD Group showed that consumers are increasingly making “purchasing trade-offs” -- that is, buying higher-priced toys at the expense of mid- to lower-priced ones,  and spending more on their own family than they do on friends or acquaintances.   As a result, a top trend for 2012 is a resurgence of toys that fall on the higher end of the price spectrum, as consumers have demonstrated that they are willing to spend more on products that pack a high play value punch.  

The NPD Group, 2012

What They Buy Source

By category, retail sales of various traditional toys and games in 2011 (totals in billions), with change from the previous year in parentheses: Infant/Pre-school, $3.21 (-3%); Dolls, $2.66 (+7%); Arts & Crafts, $2.72 (-1%); Outdoor & Sports Toys, $2.77 (-3%); Games/Puzzles, $2.14 (-8%); Vehicles, $1.64 (+2%); Action Figures & Accessories, $1.29 (-8%); Plush, $1.32 (-21%); Building Sets, $1.61 (+23%); Youth Electronics, $0.530 (-5%); all other toys, $1.33  (-2%).

Toy Industry Association, 2012

According to an annual study by Toys "R" Us, toys that are expected to be the top choices of children for the 2012 holiday season (in alphabetical order): Doc McStuffins Time for Your Checkup doll (Just Play); Furby (Hasbro); Gelarti Designer Studio (Moose Toys); Hot Wheels R/C Terrain Twister (Mattel); Jake and the Never Land Pirates -- Jake's Musical  Pirate Ship Bucky (Mattel); Lalaloopsy Silly Hair Stars Harmony B. Sharp (MGA Entertainment); LeapPad2 Explorer (LeapFrog); Micro Chargers TimeTrack (Moose Toys); Nickelodeon Teenage Mutant Ninja Turtles Secret Sewer Lair Playset (Playmates); Ninjago Epic Dragon Battle (Lego Systems); One Direction collector dolls (Hasbro); Skylanders Giants Starter Pack (Activision Publishing); Tabeo (Toys R Us); Wii U (Nintendo); Y Volution Fliker F1 Flow Series Scooter (Atomic Sports).

The Associated Press, 2012

According to research by The NPD Group, the top toy properties for 2011 based on total dollar sales were (alphabetically) Barbie, Cars: The Movie, Disney Princess and Star Wars. Licensed toys represented 26% of total industry sales in 2011, with Cars, The Movie, Disney Princess, Star Wars, Thomas and Friends, and Toy Story emerging as the year's best-selling licensed properties (in alphabetical order).

The NPD Group, 2012

Mattel is the No. 1 toy maker in the world. Its brands include Barbie and Polly Pocket dolls, Fisher-Price toys, Hot Wheels and Matchbox cars, American Girl dolls and books, and various Barney, Walt Disney, Warners Bros., Ferrari and other licensed items. The company had 2011 revenues of $6.27 billion, 7.0% higher than 2010.

Hoover's, 2012

Hasbro is the second-largest toy manufacturer in the U.S., producing such products as G.I. Joe, Play-Doh, Tonka toys, Nerf balls, My Little Pony, Mr. Potato Head and Star Wars action figures. The company also offers board games under its Milton Bradley and Parker Brothers labels. In 2011, the company generated revenues of $4.29 billion, 7.1% higher than 2010.
 

Hoover's, 2012

According to a Harris Interactive survey of consumers who planned to buy toys during the 2011 holidays, what types of toys they expected to purchase (multiple answers): Children's books, 45%; games for consoles, 33%; arts & crafts, 29%; board games, 25%; dolls, 25%; building blocks and bricks, 23%; handheld electronic games, 20%; sports equipment, 19%; game consoles, 7%; something else, 25%; not sure, 20%.

Harris Interactive, 2011

Where They Buy Source

Toys "R" Us is the largest pure toy retailer in the U.S., and ranks second in total toy sales behind Wal-Mart. The company operates around 600 namesake stores in the U.S., as part of a 1,650 lineup of sales locations globally. Toys "R" Us generated sales of $13.91 billion in 2012, up 0.3% from the prior year.

Hoover's, 2012

Mass merchants continue to capture the biggest share of total spending on toys, at approximately 49%.

The NPD Group, 2012

A pre-Christmas 2011 Harris Interactive survey asked consumers where they planned to shop most often for toys: Large discount store (such as Walmart of Kmart), 56%; online, 27%; national toy store retail chain, 10%; local, privately-owned specialty toy store, 4%; other location, 4%.

Harris Interactive, 2011

According to a pre-Christmas 2011 survey by BIGresearch, where the respondents shop most often for toys: 1. Wal-Mart; 2. Toys 'R Us; 3. Target; 4. Amazon.com; 5. Kmart.

BIGresearch, 2011

Business Trends Source

Dollar sales of traditional toys in the U.S. totaled $21.23 billion in 2011, down from $21.68 billion in 2010. The two categories experiencing the biggest revenue gains in 2011 were Building Sets (up 23%), Dolls (up 7%) and Vehicles (2% higher). Registering the largest year-over-year declines were Plush Toys (down 21%), Action Figures/Accessories (down 8%), and Games/Puzzles (down 8%).

The NPD Group, 2012

Worldwide sales of toys totaled an estimated $83.3 billion in 2011, virtually the same as 2010. The United States remains the largest toy market, followed by Japan, China, the United Kingdom and France.

Toy Industry Association, 2012