• Canadians plan to spend an average of $608 on holiday purchases this year (a decline of -7 per cent compared to last year)
  • The Canadian toy market is growing at +8 per cent (faster than the global toy market at 6.5 per cent)
  • The period between Black Friday and Boxing Week represents 41 per cent of  total annual toy sales
  • Toys are among the top 3 planned holiday purchases along with clothing and fashion accessories
  • 51 per cent of Canadians plan to shop online this holiday season (+6 per cent compared to last year)
  • 13 per cent of toys are purchased online through ecommerce

Unwrapping Holiday Toy Trends

Leading up to the busiest retail season, what are the toy trends worth watching?

It has been quite the year for the Canadian toy industry. In Canada, the market is growing at +8 per cent YTD (faster than the global toy market at 6.5 per cent), and as the peak holiday shopping season approaches, toy manufacturers and retailers are anticipating continued growth. This is not surprising given the fact that the holiday season (November/December) made up 41 per cent of toy sales in 2014. Toys are among the top 3 planned holiday purchases along with clothing and fashion accessories.

An anticipated $150 million could be added to the Canadian toy industry (totaling $1.8 billion annual sales) if current trends continue — such as toy sales based on movie licenses, like the highly anticipated release of Star Wars: The Force Awakens on December 18.

This holiday season it is also expected that a growing number of Canadians will leverage the power of ecommerce. About 13 per cent of toys are purchased online (but that increases to closer to 20 per cent during the holidays). The biggest drivers of online purchases are infant/preschool toys, dolls and building sets. Consumers are increasingly being drawn to online shopping. In fact, 51 per cent of Canadians plan to shop online during this holiday season (+6 per cent compared to last year). The top reasons to purchase toys online during the holidays are access and availability, followed by a wide variety choice in terms of brands/products.

  • The top toy categories for Black Friday: Infant/Preschool Toys, Dolls, Building Sets
  • The top toy categories for Boxing Week: Building Sets, Games/Puzzles, and Dolls

 

Top 5 Properties last Christmas:

  • Disney Frozen
  • Barbie
  • LEGO City
  • Star Wars
  • Monster High

Expected top Properties this year based on current trend:

  • Action Figures: Star Wars, Minecraft, Avengers
  • Building Sets: Lego City, Lego Star Wars, Lego Minecraft
  • Dolls: Shopkins, Barbie, Frozen, Monster High
  • Infant/Preschool: Paw Patrol, Thomas & Friends, VTech Baby
  • Outdoor/Sports: Little Tikes, Nerf
  • Games/Puzzles: Pokemon, Monopoly
  • Vehicles: Hot Wheels, Star Wars
  • Arts & Crafts: Play-Doh, Crayola
  • Plush: TY, FurReal Friends
  • Youth electronics: Zoomer, KidiZoom

Press Contact

Erick Bauer
647-723-7736
Erick.Bauer@npd.com

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

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