When Toys "R" Us closed down, it also meant that it gave the 12% share of the US toy market to its competitors, and the savvy Amazon would not miss such an opportunity.
Juli Lennett, senior vice president of NPD Group's toy industry consultant, wrote about the performance of the United States in the world's largest toy market in 2017: in 2017, the total sales of the US toy market increased by 1%, with an overall size of 20.7 billion US dollars; The growth rate is faster, with a 3% increase throughout the year, indicating a 2% drop in unit price and an average price of $9.99.
2017 toy sales category sales performance statistics
Of the 11 toy categories monitored by the NPD Group, 7 have seen sales growth in 2017. Among them, the "other comprehensive category" has the fastest growth rate, with a growth rate of 15%. The biggest pusher behind it is the fingertip toy in the first half of the year. In the second half of the year, the pinch toy replaced the fingertip toy and became a new explosion. In addition, the viscose toy slime is also selling well, and the three together put the "other comprehensive" toys on the top of the growth.
As we all know, the annual holiday shopping season is the most busy time for toy manufacturers in a year, and 2018 is no exception. Before this critical time node, Amazon released a 70-page toy catalog "A Holiday of Play", apparently to replace the much-loved Toys R Us catalogue, and also began to develop its own brand of toys. As a result, Amazon toy sales growth rate reached 15% last year.
This growth cannot be entirely attributed to the efforts of R Us in the toy market. It is reported that Amazon had a big "splash" in the toy category last year. The game category increased by 63% year-on-year, while the construction category decreased by 41%. This represents a broader trend of consumption, and adults are starting to buy these toys, a major change in the retail space.
Although the collapse of large toy companies such as Toys R Us indicates that consumers now prefer e-commerce, experiential retail is still important. In fact, with the bankruptcy of Toys R Us, new independent toy stores have sprung up in the United States. The value of this traditional offline toy store lies in the discovery of products, while the advantages of online channels are convenience, repeated purchases and competitive prices, but taking the kids to the toy store directly to experience this is the online channel forever. Unable to achieve.
Take the trend of toys in collectibles as an example. In today's toy market, you have to mention LOL Surprise! Dolls. This collection of mysterious dolls has been one of the most powerful toys for many years, and the performance of online stores is better than the e-commerce channel. The reason for this may be because of the fun of the product in the collection process, as well as the moderate price, so parents are easy to be persuaded to buy when they visit the store ; but online, the parents are unlikely to be because of the children. Some of the pressure exerted on these flashy, well-packaged toys, they are more inclined to choose products with high quality, whether it is a social element, or a toy with educational or skill-enhancing functions.
Amazon is also an important channel for adults to buy toys and games for themselves. In 2018, the Amazon game category grew by 63%, mainly because of the high popularity of party games, many of which such as "Cards Against Humanity" cards are not positive for the family. Although adults and even parents can choose digital games or entertainment, they still prefer some electronic games without electronics. The most popular last year was "What Do You Meme?", an independent release game that beat many established game makers.
When parents try to reduce their children's watching TV and persuade them to play more active and constructive toys or games, nostalgia will induce them to buy toys. Millennials may be the last people to experience the pre-Internet era, and many are trying to "apply" their childhood memories to their children. Therefore, the word "classic" has become a very important keyword in the Amazon toy category, and the toys of the 80s and 90s have come back. For example, toys such as Little Tikes Cozy Coupe and the Barbie DreamHouse, as well as board toys such as Scrabble, return to classic design.
To a certain extent, nostalgia has driven the transition to non-digital games, leading to some of the best-selling toys such as Anki Cozmo robots ranking down on Amazon's sales list last year, but expecting STEM (Science "Science" technology "Technology" project" Engineering "Mathematics" toys and robots will still be an important part of the toy market this year. Consumers are gradually giving up on matching toys and action dolls related to anime movies (the entertainment industry fell by 8% last year) and turned to learning and exploration.
For example, 2018 Amazon's most popular toy is the LEGO Ideas NASA Apollo Saturn V Building Kit. Parents can use this toy to develop their interest in science and engineering. In recent years, Lego, which has a special franchise, has launched some very successful accessory products. Last year, the popularity of these products began to decline, replaced by the above-mentioned LEGO Idea series, LEGO Boost Creative Toolbox (including the full set of "Fun Robot Building Set and Educational Coding Kit for Kids, Award-Winning STEM Learning Toy"), and LEGO Classic.
Today, young parents spend less and less time in toy stores, and the trend of online shopping has a direct impact on the types of toys they buy. Millennials' parents are result-driven. They don't just want their children to be entertained and have something to do, but they want to be physically, mentally and socially richer. As these children grow up, STEM and educational toys will be a key choice for those who are careful. It is not difficult to find that as the younger generation is a parent, the scale of toys in the e-commerce channel will continue to grow.
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