U.S. toy sales surged 16% in 2020 as parents looked to entertain kids during pandemic

A toddler holds a Walt Disney Co. Pixar Vehicles impress toy at a Target Corp. retailer in Chicago.

Daniel Acker | Bloomberg | Getty Photography

Gross sales of skateboards, Legos and a quantity of playthings propelled U.S. toy sales to $25.1 billion final one year, a 16% elevate from 2019, as patrons looked for tactics to pass the time for the duration of the coronavirus pandemic, The NPD Community mentioned Monday.

Toy sales thru mid-March 2020 had been flat with the prior one year, the market researcher mentioned. Nonetheless, as soon as families had been in lockdown for the duration of the effectively being crisis, disposable profits shifted from a quantity of forms of entertainment similar to movie theaters, amusement parks and restaurants to toys. Toy sales spiked 38% in Would possibly perhaps possible perchance perchance of ultimate one year, a month after federal stimulus tests had been dispensed to the public.

Even though Would possibly perhaps possible perchance perchance showed the greatest month-to-month put of the one year, sales rose all every other time sharply, up 33% in October, as stores rolled out vacation affords and Amazon hosted Top Day.

Total, stores had a solid vacation season as families needed to spread reasonably extra cheer for the duration of the pandemic. Vacation sales rose 8.3% from 2019, in accordance to files released by the National Retail Federation.

Sports actions toys, which contains skates and scooters, saw the greatest beneficial properties, followed by fashion dolls and accessories and building sets admire Lego. On Unlit Friday, Lego had to put into effect an digital queue for online purchasers as traffic to its web pages surged.

The most popular brands, which accounted for 13% of all toy sales final one year, included L.O.L. Surprise!, Barbie, Star Wars, Pokemon and Wonder Universe.

Toymakers also saw moderate promoting prices upward push in all product lessons.

“The alternate’s resiliency is terribly mighty underpinned by the real fact that, in times of hardship, families perceive to toys to wait on dangle their formative years engaged, fascinating, and pleased,” mentioned Juli Lennett, vice chairman and alternate marketing consultant of U.S. toys on the NPD Community, in a statement.