NPD: Toy Industry Market Research Information: Toys Market Dynamics Report

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Toys Market Dynamics Report

What drove toy sales in the past year – the number of households buying toys, or the amount of toys they bought? The Toys Market Dynamic Report is a new way to look at the toy consumer – NPD’s toys data dictionary and online panel market sizing, combined with IRI’s household panel purchase data. Alone or used to complement NPD consumer tracking information, this report delivers the most comprehensive view of U.S. toy-buying households. It digs deep into household penetration and buying rate for a new level of detail. Clients also benefit from the report’s longitudinal analysis for continuous tracking of all household toy purchases over time among the same group of households.

Key Measures

Dollar and unit sales and share

Average retail price

Number of buying households and share

U.S. household penetration

Household penetration within demographics

Dollars and units per buying household (buying rate)

Business Benefits

Determine whether sales are driven by the annual number of buying households or the annual amount spent per household to inform your marketing and strategic planning decisions
Uncover new distribution and merchandising opportunities by identifying channels or retailers that offer the greatest opportunity to increase the number of buying households for individual properties
Demonstrate the value of individual properties by determining how buying patterns differ by retailer and how you can increase the number of buying households
Monitor the popularity of toy properties within households to better merchandise your stores and increase store traffic
Evaluate whether your marketing is successful in attracting the consumers who are likely to purchase at the same or higher levels compared to one year ago

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