NPD unveils best selling toys in run-up to Christmas

by TnP Staff
Published: 21 December 2017, 10:28
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Anki, Jazwares and Character Options top the best-sellers list in final figures before Christmas

The NPD Group has revealed the UK toy market’s 10 best-sellers for the week ending 9 December, the last weekly sales data that will be published before Christmas.

Overall, the fortnight before Christmas accounts for 11 per cent of annual toy sales. Cozmo, the interactive robot made by Anki, tops the list, followed by Fingerlings Monkeys by Jazwares, and Character Options' Laser X.

The list sees lots of new entrants including the three top-sellers and Hasbro's FurReal Roarin Tyler, reflecting a strong interest in innovative and interactive toys this Christmas. And with a wide range of prices in the top 10 from £15 to £166, it offers something for gift givers at every price point.

The Top 10 toys are:

Cozmo, Anki

Fingerlings Monkeys, Jazwares

Laser X, Character Options

Kidizoom Duo, VTech

Furreal Friends Roarin' Tyler, Hasbro

Hatchimals Surprise Egg Pink, Spin Master

Baby Annabell, Zapf Creation

Kidi Superstar, VTech

Hatchimals Glittering Garden Penguin, Spin Master

Star Wars BB-08, LEGO

The top 10 is comprised of eight manufacturers. VTech and Spin Master are the only ones to achieve two entries in the list. VTech’s Kidizoom Duo ranks fourth while the Kidi Superstar takes eighth place. Spin Master’s Hatchimals secure two top 10 places with the Surprise Pink Egg in sixth place and the Glittering Garden Penguin taking the ninth spot.

Frederique Tutt, Global Industry Analyst, Toys, NPD, said: “Once again our figures tell a tale of parents scrambling to get their hands on some of the hottest toys of the festive season. In some cases, this is an impossible task with retailers selling out of hit toys like L.O.L. Big Surprise or Fingerlings well before the final run up to Christmas Day. Every year we see how manufacturers and retailers can get caught out by a mammoth selling toy and Christmas 2017 is no exception, it is only made more complicated this year as we see consumers procrastinating, delaying their Christmas toy buying until the very last weeks before the big day.”

Toy advent calendars have also seen sales up 32 per cent since last year, building on a 30 per cent increase in 2016, toy advent calendars are increasingly capturing shoppers’ imagination. These novel alternatives to traditional and chocolate-based advent calendars are showing real traction. Strong sales of calendars from the likes of PAW Patrol and Lego show that parents are prepared to invest in toys in the run up to Christmas as they build excitement for the big day.