£1 in every £13 spent on toys in first half of 2017 was on superheroes, says NPD.
New data from NPD Group has revealed the popularity of superhero toys in the UK.
In the 12 months ending July 1 2017, spend on superhero toys exceeded £200 million. Batman was the top selling superhero in the toy market.
Sales of superhero toys have increased by 70% since 2014, according to NPD. £1 in every £13 spent on toys in the first half of 2017 was spent on superhero toys.
NPD stated it was confident that superhero toy sale records would be broken by the end of the year.
NPD’s top selling superhero toys in the UK, from July 3 2016 to July 1 2017 are:
- Batman The Movie Minifigures, The LEGO Group
- DC Super Heroes Fashion Girls Assortment, Mattel
- Avengers Titan Hero Series Figure, Hasbro
- Transformers Rid Hyperchange Heroes, Hasbro
- Teenage Mutant Ninja Turtles Basic Figure, Flair Preziosi
- Transformers Robots in Disguise One Step Changers, Hasbro
- Super Heroes Batman Gotham City Cycle Chase, The LEGO Group
- Transformers Rid Warriors, Hasbro
- Super Heroes Spider-Man Ghost Rider Team Up, The LEGO Group
- Playskool Heroes Transformers Rescue Bots, Hasbro
Frederique Tutt, global industry analyst, toys at NPD, said: “Superheroes have an enduring appeal for kids. It’s fascinating to see long-standing characters like Batman and Spider-Man resonate as well with today’s kids as they did with their parents all those years ago.
“The recent growth of superhero toy sales has been spurred on by a number of factors. These include the move by big studios to bring superheroes together in one film, such as the Avengers.
“With comic book adaptations having a strong presence across both big and small screens across the globe, they’ve also become part of kids’ everyday life.”
Frederique continued: “What’s more, movie studios are finally addressing the often overlooked female superheroes fanbase with theatrical releases such as this year’s Wonder Woman.”