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The NPD Group, Inc. | Proprietary and confidential
Ingelandenweg 1, 1069 WE AmsterdamPostadres: Postbus 96070, 1006 EB AmsterdamTelefoon 020 6100820
Nederlandse Speelgoedmarkt - september 2019
gepubliceerd tijdens de bekendmaking Verkiezing Speelgoed van het Jaar
op 6 november 2019 in Amsterdam
Copyright 2019. The NPD Group, Inc. All Rights Reserved. This presentation is proprietary and confidential and may not be disclosed in any manner, in whole or in part, to any third party without the express written consent of NPD.
YTD September 2019
Overview of the Dutch Toy Market
The NPD Group, Inc. | Proprietary and confidential
Apparel Appliances
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Food Consumption Foodservice Footwear Home Juvenile Products Mobile
Office Supplies ToysRetail Sports Travel Retail Video Games Watches / Jewelry
Media Entertainment
Automotive Beauty Books Consumer Technology E-commerce Fashion AccessoriesB2B Technology
NPD Industry Expertise
The NPD Group, Inc. | Proprietary and confidential 4
The NPD Group, Inc. | Proprietary and confidential
Provides distribution tracking of products and sales velocity which can support strong numerical arguments for additional listings/spaces with retailers
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Detailed Toy Sales at retail with support from NPD experts
Retail Tracking
Entry point for most of our clients, our Retail Tracking service has become the industry currency over the years whether you are monitoring your own performance or the rest of the market
Allows clients and participating retailers to track performance of both their own properties and competitors at retail down to item level, either weekly, monthly, quarterly or once a year
The NPD Group, Inc. | Proprietary and confidential 6
Industry growth / decline by country6/13 countries grew $ sales YTD September 2019
11%7%
3%3%2%
1%0%
-1%-1%
-4%-5%
-9%-11%
RussiaMexico
GermanyBrazilSpain
FranceCanada
BelgiumItaly
AustraliaUSA
United KingdomNetherlands
Value Change YR/YR
Source: The NPD Group | Retail Tracking Service | G13 $ Sales adjusted | YTD Sep-19
**
Note: impact of TRU – Last date TRU accounted for in data: UK 3rd March, US 29th June, AUS 24th June 2018 ** Russia New Year’s Eve gift-giving holiday sales fell into January 2019 but December 2017
The NPD Group, Inc. | Proprietary and confidential 7
Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19
Key Take Away – The Netherlands
Toy sales €300M
-11%
Super Categories
9/11
LEGO
#1
Licenses 15%
-16%
Collectibles 8.2%
-17%
Top Item LOL! Series 5 Hair Goals 5”
#1
The NPD Group, Inc. | Proprietary and confidential
2%24%
-4% -11% -15% -18% -21% -21% -20%
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Value (€m) Jan 2018 to September 2019
Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19
Monthly Traditional Toy Sales
€0
€20
€40
€60
€80
€100
€120
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Milj
oe
ne
n
2018 2019
Gain/Loss (€m)
The NPD Group, Inc. | Proprietary and confidential 9
Ranked by value gained
Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19
Top 10 Fastest Growing Subclasses - Total Toys
1,2 €
1,0 €
0,7 €
0,7 €
0,7 €
0,6 €
0,6 €
0,5 €
0,5 €
0,5 €
Sales Gained (€m)Value Sales (€m)
£6,0
£3,6
£3,3
£2,5
£2,9
£3,8
£6,7
£2,2
£1,5
£3,2
Adult Puzzles
Playset Doll Accessories
Special Ftr Nurturing Doll
Brainteasers
Other Infant Toys
PS Kitchen & Food
Family Board/Action Games
Action Figure Collectibles
Playnests/Playgyms
Family Strategy Games
The NPD Group, Inc. | Proprietary and confidential 10
Playmobil #1 property YTD followed closely by L.O.L. Surprise!
Source: The NPD Group | Retail Tracking Service | NL | YTD Sep-19
Top Properties & Top Gaining Properties
11,2 €
11,0 €
8,8 €
7,3 €
5,7 €
5,4 €
5,0 €
4,5 €
4,2 €
3,8 €
Playmobil
LEGO City
L.O.L. Surprise!
VTech Baby
LEGO Friends
LEGO Duplo
LEGO Ninjago
LEGO Technic
Baby Born
Nerf
Top 10 value (€m) Top 3 gaining properties (€m)
The NPD Group, Inc. | Proprietary and confidential 11
Ranked by value sold
Source: The NPD Group | Retail Tracking Service | NL | 3M Sep 2019 vs 3M Jun 2019
Top New Products Launched in Latest 3M
Rank Item Manufacturer
1 L.O.L. Surprise! Sparkle Series With Glitter Finish Assortment MGA Entertainment (Corp)
2 L.O.L. Surprise! O.M.G. Doll Asst MGA Entertainment (Corp)
3 Kurio Tab Connect Studio Blue 16 Gb 7" KD Group (Corp)
4 L.O.L. Surprise! Boys Assortment MGA Entertainment (Corp)
5 Kurio Tab Connect Studio 100 Pink 16 Gb 7" KD Group (Corp)
6 Skippy Dance Fun Promotion
7 Technic Car Transporter 2493 Pieces The LEGO Group
8 Pokemon Sun And Moon Unified Minds Booster Pack Asmodee Editions
9 L.O.L. Surprise! 2 In 1 Glamper With 55 Surprises MGA Entertainment (Corp)
10 Bananas Pack Of 3 Splash-Toys
The NPD Group, Inc. | Proprietary and confidential
Thank youThank you
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