Weekly Sales Figures Skyrocket After Star Wars Toy Event
Toronto, ON, October 13, 2015 - A new wave of Star Wars toys has flooded the market after an event dubbed Force Friday on September 4 rocked the Canadian toy industry.
While it is anticipated that the launch will significantly contribute to what has already been a very positive year for the toy industry, new weekly sales data from The NPD Group illustrates the impact that the toys have already had on the industry in Canada.
According to NPD’s Toy Retail Tracking Service, dollar sales for the week of August 30 to September 5 were up an astonishing 271 per cent as a result of the Force Friday event. Furthermore, dollar sales for the week following Force Friday were also up 230 per cent.
“While weekly dollar sales have since cooled, there is much anticipation about how ongoing Star Wars toy sales will affect the overall Canadian toy industry moving into the peak holiday shopping season,” said Michelle Liem, Director of the Canadian toys division at The NPD Group. “Given the December 18th launch date of Star Wars: Episode VII - The Force Awakens, we anticipate another significant spike to weekly dollar sales figures, which may result in one of the strongest holiday seasons we’ve seen in a long time.”
If consumer demand for Star Wars toys continues throughout the end of the year it is anticipated that an additional $170M could be added to the Canadian toy industry, resulting in over $1.9B in annual sales for 2015. These figures would equate to a 10 percent growth rate for the industry in Canada, which would exceed the growth rate in the US market.
“It is certainly an exciting time for the Canadian toy industry, especially when you consider that Black Friday, Cyber Monday, and the month of December are quite likely to further increase growth in the market,” said Liem. “
And while the new toys are largely responsible for the spike in sales, existing Star Wars toys - which include everything from building sets and costumes to action figures and plush toys – are also enjoying double-digit growth on the year.
Source: The NPD Group, Inc. / Retail Tracking Service