Industry research group NPD announced that global game and puzzle sales for 2018 declined 1% as overall toy industry sales decreased by 2% across 13 global markets. The US toy market matched the global decline at 2%. Mexico, Russia, and Brazil saw growth, while the UK, Australia, Spain and France experienced declines.
“Several factors added up to a smaller share of wallet for traditional toys in 2018, including a shrinking retail footprint and the increasing demand for video games,” said Frédérique Tutt, Global Toys Industry Analyst at The NPD Group.
“While it isn’t business as usual for toys, 2019 sounds promising thanks to a wide range of kid-friendly movies, which often helps to drive toys sales, as well as old, favorite toy brands that are either celebrating milestone birthdays or attempting to make a comeback.”