U.S. Toy Sales Rose 1% in 2017 to $20.1 Billion, NPD Says

U.S. toy sales rose 1% in 2017 to $20.1 billion as gains in in dolls (4%) and plush (6%) were offset by declines in arts and crafts (8%), building sets (4%) and action figures (4%), research firm The NPD Group said.

The rise in plush was led by Spin Master Corp.’s Hatchimals, while the increase in dolls was tied to MGA Entertainment’s L.O.L. Surprise, NPD said. The “other” category of toys, which included spinners, posted a 14% increase in dollar sales.

The 1% increase in U.S. sales was short of NPD’s original forecast for a 4.5% gain. NPD earlier had reported that U.S. toy sales rose 3% in the first half of 2017.

Among the categories, games and puzzles posted a 3% increase, followed by infant, toddler and preschool and outdoor sports and toys (1% increase each), vehicles (flat) and youth electronics (1% decrease).

The lower-than-expected increase in U.S. toys sales was partly tied strong gains in video games hardware, says The NPD Group’s Juli Lennett. With there being some overlap in the categories, “video games likely cannibalized on toys, particularly toys targeted at boys,” says Lennett.

In addition, consumers chose lower priced toys over more expensive versions during the holiday season when premium items are typically purchased as the “‘big gift, further eroding the market,” says Lennett. There also wasn’t “a lot of buzz overall around the toy industry with the exception of a few hot toys and, unfortunately, the hottest toys were difficult to find,” says Lennett

NPD also said that toy sales rose one percent globally, though it didn’t give a figure. It cited a 14% gain in collectibles to $3.9 billion. It also said that sales of games/puzzles increased 3% globally. Gains in international markets were led by Mexico (12%) and Russia (11%), but were offset by downturns in the UK (3%), Australia (2%) and France(1%).

Contact:

Marissa Guyduy, PR Manager, 516-625-2203, marissa.guyduy@npd.com,

Nickelodeon to Represent Thomas & Friends in U.S.

Nickelodeon will represent Mattel’s Thomas & Friends for licensing across multiple categories in the U.S. as it gears up to air a new season in March. Nickelodeon is Mattel’s exclusive agent for U.S. consumer products including apparel, accessories, home goods, consumer electronics and other categories. Mattel previously handled licensing for Thomas & Friends internally. Nickelodeon has filled a similar role as an outside licensing agent for Teenage Mutant Ninja Turtles products. The new season on the Nick Jr. will feature full-length episodes, with short-form content available on Nickjr.com and its app. Nick Jr. also will air the 80-minute Thomas & Friends: Big World! Big Adventures later this year.

Contact:

Nickelodeon and Viacom Consumer Products, Pamela Kaufman, Chief Marketing Officer, 212-846-4430, pam.kaufman@nick.com

Jinx Launching Branded Apparel at Zumiez

Jinx is re-launching branded t-shirts, socks, hats and fleece sweat pants as an exclusive at Zumiez in February after ending an initial run at Hot Topic last fall, says Jinx’s Zach Scuffham. The line launched at Hot Topic last August, but has since been redesigned to appeal to the surf/skateboard customer that is a Zumiez staple, says Scuffham. Zumiez will carry six pieces in the stores and 10 online. Meanwhile, Jinx also is pulling back from its Jinx Pro sub-brand that was deployed for t-shirts and other apparel worn on stage during eSports events, says Scuffham. “The Jinx Pro initiative will still be around,” says Scuffham, but the company is shifting focus to the Jinx label. “The industry might not be ready yet for a sub-brand in gaming that is dedicated to on-stage” eSports events.

Contact:

Zac Scuffham, Licensing and Business Development Dir., 858-602-1715, zac@jinx.com

Her Universe, Kinokuniya USA Opening My Neighbor Totoro Popup Shop

Her Universe and Japanese book publisher Kinokuniya are opening a “My Neighbor Totoro” popup shop in San Francisco on Feb. 24 as Studio Ghibli seeks to raise the animae property’s profile. The store, which will be operated by Kinokuniya and open through March 19, will feature a 15-20 piece collection of Her Universe-designed My Neighbor Totoro t-shirts, tops, jewelry and outerwear, says Her Universe’s Ashley Eckstein, whose company has been a Studio Ghibli licensee since 2015. Kinokuniya will supply books as well as third-party licensed My Neighbor Totoro products from Japan, including collectibles. Studio Ghibili has operated popup stores in Japan and opened an outlet with ecommerce retailer JapanLA in Los Angeles last June.

Contact:

Her Universe, Ashley Eckstein, CEO, 310-497-0715, aeckstein@heruniverse.com

Newell Brands Exploring Options for Consumer Products Brands

Newell Brands is weighing “strategic options” for several of its consumer products brands after slashing its earnings and revenue forecasts for 2017. The company is considering “exiting non-strategic assets” including the Rawlings, Rubbermaid Outdoor and U.S. Playing Cards businesses, CEO Michael Polk said in a statement. Newell disclosed the plans in downgrading its forecast 2017 earnings to $2.72-$2.76 from $2.80-$2.85 on a 0.8% gain in sales versus an earlier projection for a 1.5-2% increase. In weighing the fate of some consumer brands, Newell will sharpen focus on others including Coleman, First Alert, Mr. Coffee and Elmer’s, the company said.

Contact:

Ralph Nicoletti, Chief Financial Officer, 201-610-6600