Toys Market Research & Business Solutions

The shift from the physical to the digital world is influencing consumer behaviour across multiple industries. The toy industry is among the industries feeling the impact. Not only are there many digital options for children’s play, children are also participating in more diverse forms of play than ever before.

To monitor what’s happening in this dynamic market, we collect point-of-sale information from all major toy retailers. This information, combined with our analysts’ industry perspectives, delivers a comprehensive view of what’s selling and where. We also field consumer surveys to help industry leaders understand why consumers shop where they shop and why they buy what they buy – both in-store and online.

Our toy industry solutions can help you engage with consumers and make better business decisions. By combining our information with your own data or third-party input, we can create even more comprehensive solutions that address your unique business issues.

Retail Tracking Service

Our Retail Tracking is the most comprehensive source for competitive, item-level product detail and insight on toy sales trends. This industry resource can help you understand market dynamics, identify opportunities for growth, and partner more closely with retailers. Our POS footprint covers all the major toy retailers to ensure you are working with information that gives a complete view of the marketplace. The POS data is delivered monthly and weekly.

Consumer Tracking Service

Our Consumer Tracking provides in-depth detail straight from consumers, so you can analyze retailer share, measure category and channel performance, explore consumer demographics, and understand purchase dynamics. Learn where consumers shop, what they buy, and how much they pay – both in-store and online. The service delivers a comprehensive picture of consumer activity across all retail channels. Toy industry leaders use this robust information to uncover opportunities and create products, messaging, and promotions that appeal to their target consumers.

Shopping Activity Services

Get access to insights on shopping, browsing, and buying visits across all channels, retailers, categories and demographics. View conversion rate and average spend measures and see how they vary by retailer, season, and demographic. Gain an understanding of where else your customer is shopping and buying.

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Analytics & Modeling

Analytics & Modeling solutions help uncover what's behind sales and market share to drive more effective business decisions. Our analytic team leverages NPD information and industry expertise – sometimes combined with third-party data – to identify an opportunity, evaluate the effectiveness of a marketing effort, uncover threats, forecast a category, or optimize pricing.

Custom Market Research

Custom market research lets you go straight to consumers for answers to your product development, advertising, packaging, and other business questions. When should you release a new product? Why are sales declining among some specific demographic? What do consumers really think of your brand?

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Michelle Liem

Director, Toys

Michelle joined The NPD Group as the Director of Client Development, overseeing the video games industry and launch of the Toys business in Canada. Michelle is highly regarded and comes to NPD with over 20 years in the toys and gaming space. Her experience includes time with such companies as Hasbro Canada and Disney Canada.

Michelle holds a Master of Business Administration degree from the Schulich School of Business in Toronto, Ontario.

Keith Barber


Keith Barber has been with NPD for 18 years. He holds the title of President, leading our key point-of-sale data based units serving the Consumer Electronics, Technology, Home Appliance, Gaming and Toys industries in Canada.  In response to market needs, core monthly tracking has been morphed extensively into Store Level Enabled data and specialized Solutions capabilities, so the team can now take clients beyond “what happened” and into “why” and “what to do next”.  In this new and exciting environment, Keith’s teams also work closely with NPD’s Retail Business Group to ensure these rich market views & tools are consistently available to manufacturers and retailers to drive mutually beneficial business decisions across these markets.    

Prior to joining NPD, Keith spent several years with Nielsen Canada where he worked extensively with CPG clients and retailers; then moved to head up Computer Industry Services and Business Development sectors.

Keith holds an Honours Bachelor of Business Administration from Wilfrid Laurier University, in Waterloo, Ontario. 

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