Throughout this crazy year, we have been periodically reporting on the progress of our clients and we are delighted to reveal that the babies, kids and toys sector has experienced a huge growth spurt in 2020.
The babies, kids and toys sector has experienced YOY growth in every month this year so far - ranging from 9% growth in January, to a whopping 133% growth in May, with an average growth across the year of 65% YOY. Parents and guardians have really been spending big within the sector to ensure that their young ones' minds are kept busy and active, rather than purely just being sat in front of a screen throughout lockdown. In the warmer months, along with puzzles, games and toys, trampolines, swingsets and playsets were also popular purchases!
Similarly, Global Toy Industry Expert at NPD announced that the biggest sellers have been games and puzzles “to keep the kids occupied while parents were working” - reporting that sales of games and puzzles were up 43% in value in Q1 and Q2 2020 compared to the previous year.
With families being locked down together 24/7 with no school or work as a release, another contributing factor to the increase in sales of games, toys and children’s items could be to maintain harmony within the household. Dr Amanda Gummer, founder of the Good Play Guide commented: “"playing is a great distraction, and families communicate better when they are doing something together". Ravensburger, attributed the “calming effect” from “bringing order to a pile of chaos” to their YOY 370% increase in puzzle sales in the last half of March 2020.
Additionally, with play dates a strict no-go, children’s screen time has been at an all time high. According to AppAnnie (mobile data and analytics company), TikTok has topped the download charts this year. In 2019, users spent an average of 46 minutes a day on the app (opening it 8 times a day approximately), increasing to an average of 52 minutes in 2020. The app has been used as a form of ‘digital word of mouth’ with children and teens learning about the new trends via the app.
There has also been a rise in the ‘Kidult’ - adults seeking that ‘feel good’ factor from playing with nostalgic toys and games from their childhood, and looking to increase their analogue activities with the majority of their time being spent on screens working from home 24/7. Even Harry Potter star, Daniel Radcliffe, indulged in the kidult trend, passing his time in quarantine completing the 3,200 piece Jurassic Park LEGO set.
What’s next for the babies, kids and toys sector?
With non-essential stores closed during lockdown with uncertainty currently on when it will end, eCommerce retailers within the babies, kids and toys sector are expecting big things this festive season.
Hasbro, global play and entertainment company have reported they are “poised for a good holiday season’, while similarly, Mattel, a multinational toy company, have told investors that they are predicting holiday season growth.
After a turbulent year, we predict that parents and guardians will really strive to spoil their children this year to create a truly magical holiday season.
How can retailers prepare?
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