Retail Merchandiser - January/February 2012 - (Page 28)

CATEGORY INSIGHT T T op oys The popularity of licensed toys from movies, television and videogames is reflected in surveys and sales. T he top five children’s licenses across product categories for the 12 months ending August 2011 were, in alphabetical order, Cars The Movie, Disney Princess, Dora The Explorer, Star Wars and Toy Story, according to market research company The NPD Group’s Kids Industry Data Service (KIDS). Each license generated anywhere from 3 percent to 7 percent of total licensed product sales. In the United States alone, licensed toy sales account for an average of 25 percent of total toy industry annual revenue, the company reported. Film releases play an important role within licensed products for children along with cartoons and digital/video game-born intellectual properties, The NPD Group said. Among age groups for children up to 14 years old, 3- to 5-year-olds command the most dollars spent on licensed products (27 percent), followed by 6- to 8-year-olds at 21 percent. The remaining age groups range from 16 percent to 18 percent spent on licensed products. In terms of licensed product spending by gender, more money is spent on boys (58 percent) than girls (43 percent). Toys were the third-largest expenditure on Black Friday after electronics and clothing Top 10 Toys for Kids 2011-2012 and accessories, according to a National Retail Federation survey conducted by BIGre1. Let’s Rock Elmo! search. Of the 226 million Black Friday weekend shoppers (up from 212 million in 2010), 2. LeapFrog LeapPad Explorer Tablet 51.4 percent purchased clothing and accessories, 39.4 percent bought electronics and 32.6 3. Nerf Vortex Nitron Blaster percent toys. A total of 23.1 percent of them bought gift cards, 21.3 percent home décor 4. Air Hogs Hyperactives Pro RC Vehicles items and 21.8 percent jewelry. 5. National Products Chevy Camaro According to KIDS, apparel and accessories captured the greatest share of spending on 6. LEGO Ninjago Limited Edition Lightbehalf of kids (overall, including licensed and non-licensed), with the franchises having ning Dragon (2521) the greatest share of spending within the licensed portion of the category being Disney 7. Transformers Dark of the Moon UltiPrincess, Dora the Explorer and Cars the Movie. mate Optimus Prime KIDS is a weekly online survey of adults ages 18 and older. Aggregated into monthly 8. Fijit Friends Interactive Toys increments, KIDS captures past seven-day purchases made for any child from birth 9. Syma S107/S107G RC Helicopters through age 14. The sample is selected so that responses are balanced on gender, age, in10. Animal Planet Air Swimmers R/C Flycome, education, region, household size and composition. Respondents are weighted and ing Fish projected to the total U.S. population. KIDS provides users with a holistic view of purchases made for kids across categories Source: www.squidoo.com and retailers with a focus on licensing and brands. O 28 retail-merchandiser.com January/February 2012 http://www.retail-merchandiser.com

Table of Contents for the Digital Edition of Retail Merchandiser - January/February 2012

Retail Merchandiser - January/february 2012
Contents
What the Nose Knows
Customized Marketing
Greener Logistics
Illuminating Retail
Toy Fair 2012 Preview
Wandering Wallet
Targeting Digital Neighborhoods
Ces 2012 Show Wrap-Up
Category Insight
Calendar
Striker Entertainment
Beanstalk
Joester Loria
Stardoll
Sony Pictures
Mind Candy
Empowered Media LLC
Global Icons
Pep Boys
Tedeschi Food Shops
New Hampshire Liquor
B-O-F Corp.
New & Notable

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