The NPD has released sales data for the toy industry today, which includes a look at the top 10 toy properties for the months of January to June 2018. The data comes from 13 international markets tracked by The NPD Group. According to the data, DC Comics toys come in at the number nine spot in total toy properties for the first half of 2018.
“Traditional play patterns, collectibles, social media, and innovation are the major themes we saw trending globally in the first six months of the year, and I expect they will continue to accelerate. More than entertainment, brands have been an important trend to move the needle for the industry so far this year,” said Frédérique Tutt, global toys industry analyst at The NPD Group. “Some key themes have also emerged or have been increasing in popularity, such as dinosaurs and unicorns on the one hand, and slime or toilet humour on the other.”
Looking back at the same time frame from 2017, Batman toys as a whole were listed at number 5 on the list. Illustrating the box office effect, declines in Building Sets and Action Figures can be linked to last year’s movie tie-ins, Batman vs Superman: Dawn of Justice, among others. This year, the NPD has combined Batman with the rest of the DC line, which puts them in the number nine spot, a drop of four on the top ten list.
While DC toy sales have dropped year-to-year, the toy industry as a whole saw global sales of collectibles increase by 26%, and now account for 11% of every dollar spent across the total toy industry.
Keep in mind that the second half year sales tend to trend higher due to the holiday season, but with a lack of Toys “R” Us this year, the future is a tad uncertain. Hopefully with Aquaman coming out in December, DC can move up the ladder on the list for the full year.
These numbers could also be an indicator as to why DC isn’t as prominent in the toy aisle compared to Star Wars, Marvel, LEGO and others. Another way to look at it is that maybe DC isn’t as high because they don’t have that prominent shelf space.
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