Licences driving toy sales in 2019, says NPD, accounting for 23% of the market overall.
The DreamToys 2019 listing has been unveiled with a flourish this morning, with a number of licensed names featuring in both the Top 12 and the full run down.
Compiled by leading retailers and toy experts, the Toy Retailers Association’s DreamToys list is the most authoritative predictive list published for toys.
This year’s DreamToys full list is notable for the number of licensed toys included – from the Fortnite Battle Royale Collection Battle Bus and the Harry Potter Invisibility Cloak to Star Wars Yoda from LEGO and Frozen 2 Magic Ice Walker.
“In 2019 so far we’ve seen licences drive toy sales, particularly Fortnite and movies, and to date they account for 23% of the market overall,” said Frederique Tutt, global analyst for The NPD Group’s toy division. “We’re expecting more of this to the end of the year with some massive franchises due for release, including Star Wars and Frozen.
“Kids’ love for ‘surprise’ and ‘reveal’ toys shows that this trend has staying power, with L.O.L. Surprise! still the number one collectable year to date, the second year in a row.”
Frederique continued: “Established perennial brands like Barbie and Peppa Pig, too are expected to continue on their growth trajectory this Christmas as manufacturers keep reinventing their most precious assets to make sure they stay relevant for today’s kids.”
The DreamToys 2019 list has been broken down into eight categories and from these the 12 Top Toys are selected.
The Top 12 Toys are as follows:
- Barbie Dreamplane Play-set, Mattel
- Blume Dolls, Skyrocket
- Frozen 2 ‘Into the Unknown’ Elsa Doll, Jakks Pacific
- Harry Potter Knight Bus, LEGO
- L.O.L. Surprise! 2-in-1 Glamper, MGA Entertainment
- Nerf Elite Fortnite SP-L, Hasbro
- Owleez, Spin Master Toys
- PAW Patrol Mighty Pups Super PAWs Mighty Jet Command Centre, Spin Master Toys
- Peppa Pig Peppa’s Stage Play-set, Character Options
- Rizmo, Tomy
- Ryan’s World Super Surprise Safe, Flair/Just Play
- Toy Story 4 True Talkers, Mattel