Toys licensed "Harry Potter" - the leaders of holiday sales01 March 2019
Toys under the license "Harry Potter and Fantastic Beasts" will become the leaders in sales of children's gifts for the New Year, predicts NPD. In October 2018, the Harry Potter toys were among the top three most-growing by revenue in the world *, in Russia, before the movie was released, they were already in the top ten of the most popular new toys. In the world, “Harry Potter” accounted for 4% of all licensed sales in October 2018, in the global ranking of top licenses it is already on the 3rd line, immediately behind the leaders of “Star Wars” and “Jurassic World”. In the US alone, four out of the 15 most popular new toys come from products licensed by the little wizard.
“Fantastic Beasts: The Green de Wald’s Crime” was released on November 15, 2018; this is the second spin-off based on Harry Potter, a total of the tenth movie of the famous cycle by Joanne Rowling. The adaptation of “Harry Potter” began in 2001, at the same time licensed toys appeared on the market. In October 2018, the licensed sales of toys under the license increased 25 times in the global market, compared to October 2016, when the first episode of the film “Fantastic Beasts” was released.
“Distributors and retailers have planned the sales of toys for the new film of the cycle in advance,” says Irina Sedova, a leading expert on the toy market in the Russian branch of NPD. “Thematic toys with Harry Potter began to be sold in many stores as early as summer, and by November, figures and designers were already represented in the entire retail specializing in children's products.”
License sales rating in October 2018
In Russia, the active growth of sales of toys "Harry Potter" began in the middle of the summer of 2018, 5 months before the official release of the film. The main sales in October 2018 fell on licensed designers and characters figures from designers (95%) and only 4% on other heroes figures. In October, the Harry Potter designers also led the markets in other countries, but their share was significantly lower - 70%. Next came the figures - 16% and board games -7%.
December is the most active month for the toy market, in 2017 it accounted for a quarter of all annual sales. Before the New Year, buyers choose more expensive toys; last December, among the 15 most popular toys, 9 cost more than 2 thousand rubles.
The fastest growing segments of toys in sales (Russia, October 2018 compared with October 2017)
In October 2018, in Russia, the main sales of toys with the characters "Harry Potter and Fantastic Beasts" fell on inexpensive mini-figures for designers, the average price of toys was 209 rubles. However, around the world, the average price of Harry Potter toys is $ 15, so in the holiday season, expensive sets have every chance of becoming a sales leader.
* 13 countries: United Kingdom, France, Germany, Italy, Spain, USA, Mexico, Canada, Brazil, Australia, South Korea, Japan, China
About The NPD Group
The Russian toy market The NPD Group has been researching since January 2014. The company analyzes the sales of toys online and offline by large retail chains, which account for about 65% of the Russian toy market. The data is aggregated into a single array and analyzed every month. The study covers all Russian cities with a developed retail network.
The NPD Group offers analytical and consulting products in more than 20 countries around the world. The main markets studied are: goods for children, food outside the home, sportswear and footwear, clothing, luxury cosmetics, fashion, etc. In Russia, the company has been conducting regular surveys of the sportswear and footwear market and the food industry outside the home since 2012. Read more www.npd.com