Toy market news

Is the toy category’s pandemic sales boom coming to an end?


U.S. retail sales of toys climbed 16 percent in 2020, according to NPD Group, as parents indulged their kids during the novel coronavirus pandemic. The same research organization, however, sees potential declines looming as the anniversary of the start of the pandemic approaches.

In a blog entry, Juli Lennett, NPD’s VP, industry advisor, toys, wrote that until vaccine adoption is widespread, demand for toys will remain healthy. She wrote, “Children will continue school at home, playdates will be minimal, spend on other entertainment activities will be low, and families will be looking for things to keep themselves and their children occupied and active.”

Declines nonetheless might be seen as the industry anniversaries the sales uptick occurring when lockdowns, school closures and stimulus checks initially arrived. She wrote, “What we can expect is that toy sales will be elevated above 2019 for likely the next six months or more. Because of the elevated sales in 2020, this might be recorded as declines despite the fact that sales will be strong.”

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