In 2017, the growth rate of the global children's toy market declined

According to statistics from Western authoritative research institutions, the toy sales data for 2017 was not as expected. Even in Christmas consumption, children’s toy sales have declined. This is based on statistics from 12 countries in Europe and the United States. The statistics did not include Japan. And China. In the United States, the world’s largest toy market, the toy market has an annual scale of US$20.7 billion, an increase of only 1% year-on-year, and a significant drop from the growth rate of the previous two years (7% and 6%, respectively).

2017年全球儿童玩具市场增速回落

(Retail tracking statistics)

Of all the 12 countries included in the statistics, Mexico (+12%) and Russia (+11%) recorded the fastest growth, partly due to inflation; Germany and Italy remained unchanged from 2016; the United Kingdom, France, and Australia declined year-on-year.


2017年全球儿童玩具市场增速回落

(Retail Tracking Statistics for January-December 2017)

Of the 11 conventional toys, 7 categories recorded an increase. Among them, the other toys (+14%), plush (+6%), and dolls (+5%) rank the top three in terms of growth rate. Other toys are accompanied by fingertip gyroscopes (hot from the beginning of Easter to the peak in June) and Slime.

The biggest players in the plush category are the Spin Master Hatchimals and Hasbro's Fur Real Friends. The first three to help the dolls are the LOL Surprise! (MOL) and the Hatchimals CollEGGtibles (Spin Master).

Overall, collectible toys are still hot. The global collectible toy scale reached US$3.9 billion, an increase of 14% over the same period of last year. Among authorized toys, the top three global authorized brand sales are Star Wars, Nerf and Barbie. It is worth noting that, in the United States, sales of Star Wars authorized toys have fallen to Nerf, ranking second, and Barbie ranking third.

2017年全球儿童玩具市场增速回落

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