Canadian Toy Sales Grow by 3 Percent in 2017, Outpacing Almost all Other Major Markets Reports The NPD Group

Toronto, January 24, 2017 – Canadian toy industry sales grew by 3 percent in 2017, according to The NPD Group, a leading global information company. This puts Canada amongst the top three countries globally when it comes to year-over-year growth – ahead of key regions including the US, UK, Australia, France, Italy, Spain, Belgium, and Germany. Mexico and Russia grew the fastest, with sales in these countries up 12 percent and 11 percent, respectively.


Category Highlights
Overall, the top 3 gaining Canadian toy categories were All Other Toys (which was driven in large part by Fidget spinners, Cubes, and NHL Hockey cards), Plush (which saw another strong year thanks to the continued popularity of Hatchimals), and Dolls (driven by L.O.L Surprise Dolls). When it comes to total sales, the top 3 categories were Outdoor & Sport Toys, Infant/Preschool Toys, and Building Sets. 

Property Highlights
When it comes to top selling properties, once again Star Wars held onto the top spot in the Canadian toy market, followed closely by Paw Patrol and Nerf.  The top gaining properties in 2017 (based on year-over-year dollar growth) were Hatchimals, L.O.L. Surprise and Cars The Movie.  Batman and Fingerlings round out the top 5 gaining properties for the year.

The top 3 selling items for the 2017 were:

  1. L.O.L. Surprise! Doll Assortment               
  2. Paw Patrol Basic Vehicle & Pup Asst
  3. Fingerlings Monkeys Assortment


“2017 was a tough year for the global toy industry. However, the Canadian market managed to outpace many other global regions thanks to a boost in ecommerce spending and the strong performance of several Canadian toy companies,” said Michelle Liem, Director of Toys, Video Games & Movies at The NPD Group. “Canadian companies like Spinmaster and Wow Wee made strong contributions to the market this year with top selling toys including Hatchimals and Fingerlings, which helped contribute to the overall strong growth of the Canadian toy industry.”

Source: The NPD Group / Retail Tracking Service, January-December 2017

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Erick Bauer

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

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