NPD: Popular Toy IP Around the Globe

The NPD Group's Frederique Tutt examines top-performing properties around the world.

Licensed toys account for 27 percent of global toy sales. The highest penetration is in Mexico, where they account for 34 percent of overall sales, and the lowest is in the Netherlands, where they represent 17 percent of the toy market.

"There is a wealth of choice available for consumers when it comes to licensed toys. Reflective of the wide variety of markets NPD tracks, it is clear that there is a lot of diversity in the top 10 list. In certain markets, consumers favor content-driven or aspirational toys, whereas in others the draw is more toward branded products with no characters attached," says Frederique Tutt, global toys analyst, The NPD Group.

NPD says that the wide variety of toy categories is not determined by any singular factor, and can include varied thematic elements that are not sourced from any one channel or category. Tutt also notes that toy-based or comic/publishing properties can be boosted by crossover content.

"The list of top performers is not dominated by any one theme. Ranked No. 1 is Star Wars, the biggest franchise of all time with another movie release in time for the holidays, followed by Pokémon, a very different, perennial property, which came to new heights last year thanks to a mobile game," she says. "Barbie is another evergreen property that has reinvented herself on screen. 'Paw Patrol,' a more classic, preschool small screen property, has seen huge success, as has Batman, which has seen its highest-ever sales this year thanks to the LEGO Batman movie."

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