By Karina Masolova, karina@plainlanguagemedia.com
The top toy lists from Toys ‘R’ Us, Target, Amazon, Walmart, and Kohl’s are out! Just over one-third of the top toys of the holiday season are licensed offerings. This year, we’ve identified which toys are licensed, their respective manufacturer, and which are exclusive to the retailer. See the complete list below.
In 2016, retail sales of licensed toys/games grew 7.0% in 2016 to surpass $8.0 billion for the U.S./Canada, according to TLL’s Annual Licensing Business Survey. Last year, one of the brightest pockets of growth was collectibles and blind packs (which make up only a fraction of overall sales, around 5-10%). Increased interest in traditional toys/games like classic board games softened growth.
Amazon and Kohl’s count the smallest number of licensed toys and games on their list at just over 30% of offerings, while Toys ‘R’ Us, Target, and Walmart rack up approximately 40% each. Compared to last year, the showing isn’t all that impressive—we estimated that almost half of the top toys for the 2016 holidays were licensed.
The most oft-mentioned licensed brands are Disney/Pixar’s Cars 3 and Nickelodeon’s Paw Patrol (each mentioned 4 times). With three mentions each are Hatchimals, Barbie, Star Wars, and Doc McStuffins. Lastly, DC Super Friends and Disney Princess featured twice across the lists.
The most popular toy, featured on four lists, is WowWee’s Fingerlings. Among non-licensed offerings, top performers include Hasbro brands (Furreal Roarin’ Tigers, Nerf, and Play Doh). Fisher-Price nabbed a spot on every list, sometimes appearing multiple times on the same list. LEGO’s strength lies in its Star Wars and Boost Creative sets, but just two retailers included the company’s toys on their lists. MGA’s Project Mc2, Num Noms, and L.O.L. Surprise brands also had a strong performance.
The Nintendo Switch was the only console to make the lists this year, but Kohl’s featured multiple tablets and the retailers tended to include at least some toys with electronic components on their lists.
What is interesting to see this year is the proliferation of larger-than-life play sets and interactive robot toys. These command the highest price tags, usually between $100–200. In juxtoposition, small collectibles featured just as frequently and prominently.
Although Walmart’s release did not specificy which, if any, of its toys were exclusive to the retailer, Toys ‘R’ Us seems to have the highest share of exclusive offerings padding its top list (approximately 45%). Just two of Target’s top toys were exclusives, and four of Amazon’s.
Overall, Walmart has promised more than 1,000 new toys, which includes more than 300 exclusives. The big box retailer said that about 25% of its toy stock will be exclusive. In comparison, Target will sell over 1,400 new and exclusive toys. Last year, Target introduced 1,800 new and exclusive toys in 2016, or up 15% more than in 2015, and the most it had ever sold.
Last year, most brick-and-mortar retails reported disappointing results, blaming the rise of ecommerce and the price-gouging of big-box retailers.
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