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Sales of skateboards and scooters have boosted U.S. toy sales to $ 11 billion during the first half of 2021, a 19% increase from 2020, the NPD Group said Thursday.
For more than a year, the toy industry has been supported by acquisitions by families stranded in closed homes during the ongoing coronavirus health crisis. Disposable incomes went from cinemas, amusement parks and restaurants to playgrounds, with parents looking for ways to keep their children entertained.
With the new Covid-19 delta variant, this trend has continued.
Outdoor games and sports have seen the biggest boost in the last six months, reaching $ 2.9 billion in sales, up 11% from last year.
The hot summer months have led to an increase in sales of water-related toys, said Juli Lennett, NPD vice president and industry advisor for US Toys.
“With vaccination still not available for children under 12,‘ safe social games ’, such as playground equipment and skates, skateboards and scooters have also continued to grow,” he said. said.
In fact, 10 of the 11 categories of games that NPD tracks, including stuffed animals, dolls and games and puzzles, saw double-digit sales growth in 2021. The arts and crafts segment was the only to drop, heating 1%.
Lennett predicts that toy sales will continue to rise and get a boost from the children’s tax credit, which will be distributed in the second half of the year. She said the two stimulus controls that were awarded earlier this year had a “profound effect” on first-quarter game sales.
“In the week that the first check touched bank accounts, the gaming industry grew 17%,” he said.
From January to July, Pokemon was the property of best-selling games, followed by Barbie, Star Wars, LOL Surprise !, Fisher-Price and Marvel.
And it’s not just kids who enjoy these brands. Adult males, in particular, have driven significant sales of games including trading cards related to Pokemon, Magic: The Gathering and the National Football League.
“Nostalgia has been a key driver of growth over the past 18 months,” Lennett said. “Consumers have sought to fill isolation with memories of happier times in their lives.”