Online Sales for Licensed Toys in China Increased 6% in Third Quarter 2022, According to The NPD Group

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Licensed Toys Have Fueled Toy Market Growth in the Country

Automobile licenses are becoming increasingly important in China’s toy market, accounting for 25% of licensed toy share in the third quarter.

According to The NPD Group, e-commerce sales for licensed toys in China increased by 6% in the third quarter (July – September) of 2022 versus the same period last year.

Due to this year’s warm weather, pools and water blasters became two of the top-gaining toy classes, up 48% and 129%, respectively. Also, as children spent more time staying at home due to the pandemic, educational toys were favored by parents, with classes like electronic learning, brainteasers, and scientific toys experiencing double-digit growth.

In China’s toys licensing market, Disney was the biggest licensor in terms of overall sales, and the top-gaining licensor in the third quarter, followed by Warner and Nintendo. Harry Potter and Batman contributed the most to Warner’s growth while Super Mario Brothers help to drive growth for Nintendo.

Chinese cartoon IP Super JoJo was one of the fastest-growing licenses, especially in Infant/Toddler/Preschool toys. The Japanese license Sanrio Characters also saw significant growth from last year, which was mainly driven by its Toptoy and Miniso blind boxes, and Keeppley building sets products.

Automobile licenses are becoming increasingly important in China’s toy market, accounting for 25% of licensed toy share in the third quarter. Building sets, which increased 15%, were the best performing category for automobile licenses, including Porsche, Ferrari, and BMW.

The top 5 gaining licenses in the third quarter were Disney, Toy Story, Porsche, BMW, and Super JoJo.

About The NPD Group, Inc.
NPD is a global market information company offering data, industry expertise, and prescriptive analytics to help our clients understand today’s retail landscape and prepare for the future. Over 2,000 companies worldwide rely on us to help them measure, predict, and improve performance across all channels, including brick-and-mortar, e-commerce, and B2B. We have services in 21 countries worldwide, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, appliances, automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food consumption, foodservice, footwear, home, home improvement, juvenile products, media entertainment, mobile, office supplies, retail, sports, toys, and video games. For more information, visit npd.com. Follow us on Twitter: @npdgroup.

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