January is traditionally a very slow month for the toy market with
sales representing just five percent of the total annual value sold.
The first month of 2011 however has shown an increase in performance
compared to 2010 figures. The average sale is up from £5.43 to £5.75,
up 8%. The price increase was helped by the VAT rise but also
continues a trend seen in 2010 for buying more expensive toys.
Building Sets and Plush toys were the main benefactors, continuing
the sector growth they enjoyed through 2010 in the UK. The Lego
Ninjago series, helped to bolster the companies sales whilst Zhu Zhu
Pets drove the plush sectors growth. Sport and outdoor toys also did
well with a massive 23% hike in sales with Nerf being the biggest
property in the super category. Licensed sales also grew, bucking the
trend of recent January sales. Hello Kitty & Friends, Beyblades and
Doctor Who all helped the market's performance. February will no
doubt give a better indication of where the overall toy market is
going with many cutbacks proposed by the Government soon to kick in.
